Dan Janal | Publicity and PR Leads Blog

Yesterday, I showed how the Internet has helped people get their messages out without the help of the media.

That raises an interesting question: Do we need the media? What role do they serve?

The media still has incredible value.

While the right thinks the media is controlled by liberals, and liberals berate the media for catering to the right, there is still value in what they do.

1. The good media tries to present both sides of the story so you get a fair picture.

2. The good media search for truth and don’t accept people’s statements without checking the truth behind the statement.

3. For publicity purposes, nothing has more implied credibility than a good review from a respected publication. When an article promotes your business, traffic to you website increases and sales can happen.

4. Printed articles look so much better than press releases and work so much better in building credibility. When you make a new business presentation, include reprints of your press articles. That’s how you turn PR into money.

5. Do you have your articles framed and mounted on your office walls? Your prospects and clients will be impressed and will be more inclined to work with you even before you open your mouth. Positive publicity builds credibility and sales.

6. Articles posted on the websites of newspapers and magazines that contain links to your website will help your search engine rankings, based on links in.

7. Prospects who see the media links to your sites on search engines will view your company and site more favorably than just about any other type of reference.

Dan Janal
Your Fearless PR LEADER
www.prleads.com

Are you the bowling ball or the pin?

That’s the intriguing question posed by Keith Ferrazzi, author of a great book on networking called “Never Eat Alone.”

While most networking books are rehashes of the “meet and greet” style of networking or the more enlightened strategic approach to networking, Ferrazzi blows other books away. Here are a few nuggets:

1. When you are at a conference do you make things happen, or do you wait for things to happen? That’s where you can answer the bowling question. I’m a pin. I intend to be a ball.

2. Forget small talk. Be bold. Talk about things that matter because you will connect with people. I hate to think how many conversations I’ve had that began “So, how was your flight,’ or “So, when did you get in?” Only to be followed near the end of the conference by “So, when are you leaving?” Small talk is for small people. Talk big and bold. My view is if people can’t connect on big issues, then you are best not connecting with them.

3. When you are at the conference, set up your own mini conference. In other words, get a group of like minded people together and have your own lunch. If I have one more large round table lunch stuck between two people who are more boring than sin, I’ll scream.

In this spirit, if you are going to the National Speakers Association conference in Atlanta and want to get together, send me a note: dan@prleads.com

“Never Eat Alone” is a good read, filled with nice anecdotes and stories. It is not nearly as preachy as I am here!

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

Back in 1996 I wrote an article that was reprinted widely in PR journals, called “The Internet Ushers in the Golden Age of Publicity.”

Nearly a decade later, my predictions have been shown true.

How has the Net changed PR? Let me count the ways.

1. In the old days, reporters were gatekeepers who decided what press releases saw the light of day. Now, anyone can post a press release online and have it indexed by news reporting sites and search engines.

2. In the old days, it was hard to reach your audience, now it is easy.

3. In the old days, you needed to rely on the media, or on expensive and prolonged advertising to get your message out. Now you can use your website, e-zines, blogs, chat rooms, and other tools to get your word out.

4. In the old days, stodgy book editors decided which books to review. Now you can go to Amazon and read reviews from serious aficionados of millions of books that newspapers didn’t have the space to review. The same is true of movies, consumer products, business service and anything else people need help with.

5. In the old days, a reporter decided how much of your story to tell, could shade it with comments from your biggest competitor, and remove the part your most wanted to tell. Today, you can post you original source material on your website so the world can see your point of view.

6. In the old days, reporters acted as a mediator to keep things honest so companies couldn’t get away with making wild claims. Now any company can say anything and go virtually unchallenged. While this has positives and minuses, at least companies can reach their core audiences and tell their story. For example, if a company has a labor dispute; they can post their information on the web and their communities can read the info as they intended. In the old days, a report like that would be condensed to fit the space allotted in the newspaper so valuable information could be cut out.

This list can go on and on, but the bottom line is that the Internet has given people a voice and a platform and the opportunity to tell their story as they see it.

Dan Janal
Your Fearless PR LEADER
www.prleads.com