I am working on:
ProfNet Query Outreach
Jan 15, 2013, 14:16 CST
- Member Type(s): Content Publisher
Media - Freelancer
Media - Broadcast
Media - Print Journalist
Media - Student Journalist
Media - Web-only/Blogger
Media - Other
- Title:Community Editor
- Organization:ProfNet Connect (PR Newswire)
- Area of Expertise:Media Relations, Hispanic Media
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Wednesday, January 12, 2011, 11:35 AM
Reaching out to Hispanic media and how to appropriately get their attention is incredibly important these days. Spanish-language outlets, whether print, broadcast, or on-line, are high up there in circulation numbers and in audience figures, with many becoming equally as or even more popular than their English-language counterparts. Spanish-language outlets are always looking for news they can use to help inform their audience, so make sure you're armed with what you need to help you get you on their radar. Here are some suggestions for you to follow:
- If you’re looking to reach a consumer/investigative producer or reporter, they look for stories that are out of the ordinary, have new elements that make them extraordinary or affect a large number of people. Stories that involve fraud, scams and illegal activity tend to be on the top of their list because part of the job is to expose that and show others how to avoid becoming victims. Aside from the Hispanic angle, they like to know how the story affects other people and if it doesn't, they want to know why. Journalists should have as many other angles as possible, in order to put things in perspective.
- Stories which directly impact consumers’ pockets are a big hit as are immigration-related issues.
- Every press release should include information about all the subjects/elements that are part of the story, and whether or not they are available for interviews. For Hispanic media, it helps to know if any of them speak Spanish fluently. Obviously, the overall impact of the event or story is also a key element.
- All releases need to have a news hook. Make sure it is at the top of the release.
- Something for which journalists don’t have patience is marketing events/stories. If it is not newsworthy content, it should be an advertisement not a release. If you want your story covered it needs to have a news angle.
- The release should be translated into Spanish. It seems like such a common sense thing to do when trying to get the attention of a Spanish-language media outlet, but many fail to do this and only send it in English. One of the reasons the Spanish release is needed, is because a lot of time is lost in translating it and journalists don’t have time to lose. If it’s going to take too long to translate, it’s likely to not be used if the release is not evergreen and has a time limit as to when the information will be pertinent.
- One of the most important things, however, is including a Spanish speaking spokesperson that will be available for interviews. This person needs to be well versed on the subject and should speak Spanish fluently. What good is it to have a press release in Spanish if there are no elements to produce an effective story for the audience? In addition, they must be available other than the usual 9-5 hours. Media is 24/7. It would also help if this person has some TV experience.
- Some journalists like a combination of bullet points and a couple of paragraphs that summarize the story because it is less time consuming to read those first and read on if those catch their attention. That means that those who fill pages with small text end up wasting their time. Make the release easy to read.
- Know your market--not all Latinos are Mexican. Mexicans are not the only Latino ethnic group. For example, a story regarding tortillas might attract more Latinos on the West Coast or the Southwest than in Florida or New York. The same goes for music. Los Tigres del Norte (popular Mexican norteño ensemble) might be huge stars in the Mid West, Texas and West Coast, but they may not have the same reception in a place like New York.
Friday, January 7, 2011, 1:36 PM
Wednesday, December 29, 2010, 5:41 PM
It's that time of year when we try to make the "required" resolution and see how we can prove to ourselves and others, that we can change something about ourselves that may need a little improvement.
Why do we do this? Sincerely--why? The pressure can be tantamount to being the first in line to jump out of a (perfectly good) plane for the first time. Yikes! Who came up with needing to have a resolution every year? It's too much stress!
How many times do we make the SAME commitment at the end of the year? Some people DO follow through with their resolutions, but the majority don't. There's nothing wrong with that. We all know life happens and it can get in the way of certain goals. I think it's the timing since we feel pressured to do something starting at the beginning of the new year.
If you've guessed that I don't make any resolutions, then you're absolutely right. My resolution is to NOT make one. There are things I'd like to do for myself throughout the year, but if I join the bandwagon and do it because everyone else says they will, I'm doomed to not follow through. I'll do what I have to when the time feels right. If I can't start my new eating plan until February instead of January 1st, that's OK. We shouldn't feel bad if things don't go exactly as we plan them.
Who says we need to be perfect? There's no such thing, anyway. If you ask those who love you the most, they'll most likely say you're perfect just as you are. If you make a change, make it for YOURSELF and no one else. Be accountable to you alone. You're your own worst critic and answering to yourself is worse than answering to anyone else.
Happy New Year! Wishing you a fabulous 2011!
Tuesday, December 14, 2010, 11:23 AM
Welcome to our "SPOTLIGHT" feature where we highlight a ProfNet Connect user and share their personal story and insight with you. This SPOTLIGHT belongs to communications professional, Dan Janal of PR Leads, a provider of publicity services for entrepreneurs and small businesses. We hope you find SPOTLIGHT both enjoyable and informative. Please feel free to leave a comment.
Q: Please tell me about yourself and what you do.
A: I help speakers, authors, coaches, consultants and small businesses get publicity so they can sell more products and services. My clients get terrific results from my coaching, consulting, done-for-you services and do-it-yourself tools. I also speak at conferences with thought-leadership focused keynotes. For info, go to www.prleadsplus.com or call me at 952-380-1554.
Q: You're a former journalist with a very impressive list of awards. How did you evolve into your current role?
A: I worked for Gannet as an award-winning newspaper reporter and business news editor in West Virginia, Florida and New York. I transitioned to PR at the dawn of the computer era, back in 1980’s, and worked on many groundbreaking technologies. I was on the PR team that launched AOL. I started my own PR agency more than 25 years ago. I started speaking at technology conferences and I got clients. I was one of the highest-rated speakers at PRSA and IABC conferences. I’ve also spoken at meetings for the National Football League, IBM, American Express and many others. That led to speaking engagements around the world -- from Beijing to Budapest, as well as teaching assignments at Berkeley and Stanford. People hear me speak and hire me. Or they sign up for my e-zine and follow my thoughts and then hire me.
Q: You're also a distinguished author having written several books. How did you break into the publishing world?
A: I’ve written six books about publicity and marketing on the Internet that have been translated into six languages. I wrote one of the first books about marketing on the Internet back in 1994 That’s when Al Gore and I were just about the only ones online. Back then, you needed a good idea to get your book published. John Wiley & Sons published my books. An agent pitched the first book. Once the relationship was established, I just pitched ideas to my editors and they accepted them.
I’ve always been interested in the results of publicity and showing how PR can get results. I’m writing a book about how to get leads and referrals via social media, the Internet and your computer. There are a lot of books about referrals, but none talk about how to use technology to get better results and faster results. I’ll follow that up with training, speaking and coaching. If you’d like to share an idea that helped you get more clients, click on this link -- ow.ly/35PMG -- and I’ll send you a free copy of the PDF version of the book. Did someone say “viral marketing”?
Q: How do you use social media in your work, and does it benefit you?
A: Blogging has been a great way to spread my thoughts and build relationships with my clients – as well as get new clients via improved search engine rankings. I promote my client’s successes on Twitter. I also use LinkedIn to host a PR Leads group, where PR professionals share ideas and form a community. I can see big opportunities with video and YouTube. I think there will be different strategies that will work for big companies that won’t work for small businesses or consultants – and vice versa.
Q: Do you belong to any professional industry associations? How have they helped you?
A: I’ve belonged to the National Speakers Association for nearly 20 years. They are a great group of people. It’s a very nice community. When I focused my PR efforts for speakers, authors, consultants, coaches and small businesses, word spread quickly and I got hundreds of new clients in the first year and thousands of clients over the past decade. Word of mouth is the best marketing tactic. Oops, PR is the best marketing tactic.
Q: What advice do you have for communications professionals when dealing with the media?
A: Always tell the truth. Respond early before the problem gets out of hand. Know what you are going to say. Think about how you can turn a negative into a positive.
Q: What has been the biggest challenge you've faced in your career?
A: Free content and free services. There’s so much free content on the Internet that people are being conditioned to not pay for anything. They don’t care – or realize – that, in some cases, the free content is not as good as paid content or paid services. For example, a free MP3 is not as good as a paid CD. But most people don’t care any longer. Many entrepreneurs think they have to do everything themselves – and that they can do everything themselves. But clients have to realize that there are some things they can’t do as well as professionals. If you ever paid someone in Pakistan $10 to write an article for you, I think you get the picture. As a consultant, you have to stand out from everyone else and you have to show prospects that you are better than a box of pre-written press release templates. When I bought my first name-brand suit and I marveled at the quality, the salesman said to me, “With money, you get honey.”
In some respects, it is a force of nature and of the Internet. Many consultants charged for newsletters before the Internet became a game changer. Then they gave the newsletters away for free when the Internet first started because they wanted to get a $50,000 client and thought giving the content away for free was a great way to promote themselves. Then we started doing teleseminars for a fee. Then everyone started doing events for free as a way to get new clients. On the flip side, potential clients are saying, “Why should we pay for any content (audio, video, print) when we can get it for free?" There’s only so much you can give away for free in an attempt to gain market share. Unfortunately, the toothpaste is out of the tube. Now every consultant needs to show how they offer more value.
Q: What are you working on currently?
A: I spent the last decade growing a number of PR subscription businesses and services on the Web, which has been very successful. Now, I’m finding that I’m doing more consulting for small businesses, and I am loving it! I enjoy the creativity in finding solutions to small-business people’s problems. For some people, I provide coaching and they do the work themselves. For other businesses, I write or edit their press releases and other PR materials, like case studies, MP3s and videos. I had burned out of doing day-to-day work years ago – but now it is rejuvenating me! Plus, it is fun to work with interesting people. If you need to bounce your ideas off an experienced veteran, let’s talk. If you’re a small business and don’t know where to get started on marketing, call me. I have a network of great service providers who can build web sites for marketing, run Google AdWord campaign and syndicate articles to high-traffic websites.
Friday, December 10, 2010, 4:22 PM
It's that time of year again. We feel all lovey dovey and want to tell family and friends how warm and fuzzy we feel towards them. 'Tis the season for reflection and being appreciative of those around us! Now, let's take count here -- raise your hand if you send your holiday greetings via snail mail? Raise your hand if you send your greetings via Facebook, Twitter or social media platforms?
One of my favorite holiday rituals is to write out a personalized card to everyone on my list (yes, I have one), place a holiday stamp on each one, head over to the post office and feel happy to have been able to accomplish this thoughtful, friendly gesture. But let's be frank here, folks. Nowadays, if I have the time to even walk by the post office, it's truly a modern miracle. I mean, who has the time to write out a message to a large number of people, buy the stamps, and send the cards? I rarely even use email as it is! Today's world seems to be full of meetings, rushing here and there. There's no time to stop, no time to rest. Or is there?
It's understandable that social media is the easy, fast and most inexpensive way to send a holiday greeting, not to mention environmentally friendly (please recycle), but is the same tool used to do business the best way to wish someone a happy holiday and happy new year? I may do that with business associates, but family and friends? Hmm...
How do you feel when you open your mailbox and receive a card? It feels good, right? I try to think of that feeling and make it possible for someone else to feel the same. Writing cards may not be for everyone, but it's definitely the time of year when I personally can take the time to send a message (especially when I can't send a gift for whatever reason) to those that mean something to me.
Would my dad appreciate my saying "Feliz Navidad" via a Facebook post as opposed to receiving a physical card from his lovely daughter (did I say that?) from across the Atlantic? It's not quite the same, right? I can't imagine my close relatives doing the same to me either. I might actually be offended. Would you?
We all know Twitter is wonderful for work-related information and outreach, but would you be upset if your sister decided to tweet you a greeting if she couldn't visit you for the holidays? Heck, yes, at least I would be! How would you like to receive a greeting from a friend or loved one?
The next few days will find me writing cards -- followed by a greeting on Facebook just to complement.
Perhaps it really is simply about the message. As long as we send a heartfelt message, maybe that's all that counts. ;)