Hello reader . . . are you peering in from a PR platform or a marketing mainframe? Wherever you come from, I’ve always believed that marketing and PR are better together – kind of like peanut butter and chocolate.

“If marketing is the structure that transforms a company into a business, then PR is the marker that connects all the dots.” Barbara Rozgonyi

Marketers understand how to approach projects from a holistic master plan perspective. A good marketer will work to harmonize communications across the board. PR knows that the plan needs personality, sparkle, lift and courage.  Take the poll and let us know if you consider your main strength to be marketing, PR or social media – thanks!

So, Why and Who Are You?

My answers  on who I am not

1. a traditional PR practitioner – when reporters started telling me they’d never seen press releases like mine, I knew I was different – maybe it was the online version way back in 2003?
2. a person with any kind of big agency experience – although I advise PR firms on digital strategies
3. a member of PRSA, although I did present at two chapter meetings, or the AMA – still looking for a speaking opportunity here

At heart, I am a marketing person who stumbled into the PR door some how, some way.

Probably because the first client I cold called when I started my company asked if I could write a press release. That’s what they needed – now. The answer was, technically, yes.

But, no, I’d never written one. I was a marketing manager and a sales trainer by occupation. PR sounded intriguing, but completely foreign.

So I asked if I could come over and talk about the project. The prospect, a local hospital, agreed. And then I showed up without a pen. A writer without a pen – oh no! Oh yes, but my soon to be client somehow found this very amusing and gave me not only a pen, but the assignment to write many of the hospital’s press releases.

That’s why when I looked at the list of possible questions for my Future of Media: Radical Integration virtual conference presentation I went for “what can marketers teach PR people?”

If you listened, you know I talked about a call to action. When people take action, you have a measurable result.

In my work as a digital marketing consultant to PR firms, I’ve found some clients limit horizons. Clients pay for campaigns and projects, not long-term results. They want a hit here and there or a few thousand fans or a celebrity to tweet a few times for them.

Confined to a campaign, PR people often focus on what happens in the moment or the next few days. We do that, too. It’s fun to follow the reactions when news gets released. And, that’s part of PR’s job – to get people taking.

Marketers need more talkers.

It’s fascinating, to me, how corporate communications – and sales – gets left out most discussions. It’s always marketing vs. PR or sales vs. marketing or PR vs. marketing. Do these types of departments or areas of concentration exist in corporations or organizations anymore?

Ideally, creating content is a holistic process that flows throughout the organization. Does that mean someone has to steer the ship and navigate the waters?

What do you think – do marketing and PR belong together?

We’re at the point in the year when we’re finalizing our client’s 2011 social media marketing PR plans. Knowing when an outlet plans to cover stories in their market makes it easy to block out possible placements. And, contacting reporters in advance means you’ll have less competition for publication. So, how do you know who’s writing about when?

Thanks to Cision, you have now access to something that many companies pay PR firms to search for: a comprehensive, and free, editorial calendar.

Cision’s Free EdCals Features
* Nearly half a million worldwide editorial calendar opportunities
* Up-to-date research provided by Cision’s team
* Simple search lets you set date limits and enter subjects
* Download one record or an entire list to Excel or Outlook’s Calendar
* Works for Windows, Mac and mobile web users

“EdCals eliminates needless hours searching for the right opportunities and — because it reveals what the contact actually needs — avoids wasting the journalist’s time with an off-target pitch,” said Vanessa Bugasch, Cision’s Senior Vice President, Global Marketing and Product Marketing.”

Source: Cision press release

What you need to know about Cision’s EdCals

After three searches, you will be asked to register. To search, enter a begin and end date, a topic or the name of a media outlet. Results include publication name, link, submission date, publication date, and topic details, where applicable. Here’s an example of you can use the information that comes back.

1. First search by date, topic or publication and then export the information to an excel or calendar file.

Here’s what a record for a small business search looks like:

Pacific Coast Business Times
Submission Deadline: December 09, 2010
Issue Date: December 23, 2010
Outlet: Pacific Coast Business Times (Magazine)
Tags: Small Business
Small business.

2. To take your search a step further, look up the site.

This one is http://www.pacbiztimes.com/

3. Then, search the Pacific Coast Business Times site for Small Business.

Here’s the link for that, http://pacbiztimes.com/index.php?option=com_content&task=blogcategory&id=19&Itemid=96

4. Sign up for the publication’s email newsletter to follow their stories and get to know their writers.

http://pacbiztimes.com/index.php?option=com_content&task=view&id=103&Itemid=98

5. Check out the special section nominations and select a category or two for your business to enter.

http://pacbiztimes.com/index.php?option=com_content&task=view&id=27&Itemid=105

6. Click on the advertising tab to get more insights about editorial. A media kit will let you know how the publication plans to target companies.

http://pacbiztimes.com/index.php?option=com_content&task=view&id=23&Itemid=107

7. Copy and store the outlet’s contact information in your database with columns for contact date, notes and links to your stories online.

http://pacbiztimes.com/index.php?option=com_contact&task=view&contact_id=1&Itemid=80

8. Search the outlet’s site for your industry and competition to see who’s getting coverage.

Make notes on who, what, when, where and why – using the five foundation points journalists use.

9. Make a list of publications to contact, do your research and then phone in, tweet or post an introduction to the editor.

Make it quick: who you are, what you do and why people need to know about what you do.

Don’t like to make phone calls? Test out twitter and Facebook with a private message or share your pitch with everyone. Who knows who will pick it up? There’s no need to go through a long and thought-out press release process, especially if you’re proposing placement months in advance.

Where are you in your 2011 PR planning?

2011 calendar Image credit/disclosure: Shutterstock.com provides images to Wired PR Works in exchange for credit, which we are happy to give. Thanks to Heidi Sullivan, Cision’s vice president of media research and a former Social Media Club Chicago board member colleague for letting me know about Cision’s editorial calendar service.

Looking for a workshop on how to hone your digital PR and social media skills? I’m teaching one on October 27.
Here’s the event description. Register for DIY Digital PR Social Media Workshop.

“Ingredient X: Top Secret Digital Fuel for Powerful Business Results”

Learn how to propel your reach directly to people who can bring you business using the power of low or no cost digital PR.

PR is the hottest, yet most overlooked, marketing tool in the business world. Why? Most people mistakenly think PR only stands for press release or public relations. As media outlets shrink and more people move online, traditional PR is morphing into new models. Go behind the screen to see how CoryWest Media, LLC redefines PR as page rank, personal record, pitch redux and publicity redefined with real-client success stories from businesses in DuPage County and find out how you can put the power of low or no cost PR to work for you and your business.

You’ll Learn How to . . .

· Think like a publisher that distributes highly valued information

· Use keywords to get your news on page one and share throughout social networks

· Make media connections that have local and global impact

· Attract attention with stories that get picked up and spread around

· Build credibility with journalists and social networks

· Track results that give you insights you can’t get anywhere else

· Set up an always-on online newsroom for reporters, investors and the community

About Your DIY Digital PR Guide . . . .Barbara Rozgonyi

DuPage county marketing, communications and PR projects: Drury Design Kitchen & Bath Studio, Bridge Communities, C.H.A.D., District 41, Village of Glen Ellyn, Glen Ellyn Chamber of Commerce, Glen Ellyn Public Library, Simple Truths, Glen Ellyn Economic Development Corporation, Healthy DuPage, The Academy for Non Profit Excellence at College of DuPage, Naperville Women in Business social media workshops, Wheaton Chamber Women in Business Expo Workshops

Known for being edgy, grounded and prophetic, Barbara’s the founder of CoryWest Media, LLC, a virtual public relations and marketing consultancy that gets new media to work for you. An accomplished marketing and PR strategist, Barbara’s creative career highlights include managing the intranet launch at Sears in 1998. As publisher of wiredPRworks.com, Barbara reports on ways to use marketing, social media and public relations to grow business, build brands and connect communities.

Recently featured on inc.com, Barbara’s content ranks in junta42’s top marketing blogs, is featured on Alltop PR and is mentioned in David Meerman Scott’s book, “The New Rules of Marketing and PR.” A founding member of Social Media Club Chicago, Barbara loves to share her passion for communicating effectively online with everyone, especially at live events.

Barbara is featured as a LinkedIn expert in Larry Weber’s new book “Sticks & Stones: How Digital Reputations are Built over time and lost in a click.”

Barbara’s training experience goes back to her late 20s when she was the national sales training manager for a major healthcare provider. She left her corporate career to found CoryWest and took her love of teaching and training to college classrooms and the business world. The creator of the Marketing Transformations Process and The Accelerated Marketing Plan, Barbara blends her experience as a sales trainer, agency owner, marketing consultant and social media enthusiast into lively, dynamic programs that start working while her students are still in the room.

Reviews and Recommendations

“As I said to you personally, when I was looking for teacher suggestions, four different people mentioned your name. And they were certainly correct! Based on my observations, and the enclosed student evaluations, the class was very successful. Everyone commented on your depth of knowledge and your engaging style of teaching.”
Kathy Doyle, Academy for Non-Profit Excellence, College of DuPage

“Great speaker and great topic for today’s techno savvy consumers! Barbara presented ideas for every level of experience.” West Suburban Women Entreprenuers, LinkedIn 101

“The majority of evaluation forms gave you the highest mark in all categories. The large majority found the information very valuable and left motivated to jump in and get started in social networking.”

Liz Stapleton, LE, CPE Electrology Association of Illinois

“Barbara enthusiastically shared her wisdom of LinkedIn 101, with our woman’s group. I found her wonderfully open to working with the various levels of need. She was thorough, lively, warm and generous with her presentation style. I loved having the opportunity to work with her. I’d recommend Barbara as a speaker and as a social media expert”

“Barbara’s presentation was outstanding. Her warmth, charm and funny stories made everyone feel comfortable and at home, as if you were chatting with a friend.”

“Barbara was informative, approachable, and responsive to every question.”

“Barbara is warm, positive, and patient. Barbara adapted her slide materials for our group, rather than have the group adapt to her knowledge. She is knowledgeable, professional, thoughtful, and through.”

“Since your presentation, I have activated one new blog, at wordpress, which I had never previously heard of, added a couple of posts to another new one, upgraded my profile on LinkedIn, signed myself up for Google Alerts, checked myself out on Google and was amazed at some of what I found, and followed up on a conversation with another attendee who may be a new business lead. Not a bad ROI for my time. Thanks.”

“I’ve known Barbara Rozgonyi for over 8 years. During that time, she has consistently been on the
cutting-edge of marketing, leveraging the latest technology to produce big results … whether teaching
entrepreneurs how to write for the web, landing top blog rankings or using social media to connect with an audience. I’ve learned to listen carefully when Barbara talks about the newest tool she’s been “playing” with … because within 12 to 24 months, it’s bound to be something that mainstream marketers are using and teaching. If you want help navigating the fast-changing world of social media, Barbara Rozgonyi is your guide.” Jenny Hamby, seminar marketing coach and copywriter

Guarantee

We want you to be completely satisfied with your experience. If, at any time after the first two hours you don’t feel that the workshop is right for you, let Barbara know. We will refund your tuition – no questions asked.

Sponsors

Organization: Glen Ellyn Chamber of Commerce http://www.glenellynchamber.com

Location: Crowne Plaza, Glen Ellyn http://cpglenellyn.com

Questions? email corywestmedia @gmail.com or call/text 630.207.7530

Image: courtesy of Shutterstock.com

Di Chapman, media expert and radio show host, talked to Barbara about how to raise visibility by being interviewed and interviewing others.

Thanks to Di Chapman, author, media expert and entrepreneur for interviewing me on her Advice.com radio show “Better Times After 50.” Because Di is such an engaging interviewer, I asked her to share her best tips on interviewing with Wired PR Works readers. On our call, in addition to sharing stories about her own media interviews, Di shared six benefits of media interviews.

6 Media Interview Effects according to Di Chapman

1. Status: Appearing in the media immediately gives you “expert” status. It’s true for print media, radio and television, and of course, now in blogs and other online avenues of expression. Humans are quick to believe what they see and hear, especially in the more traditional media.

2. Credibility: An offshoot of point #1 is the credibility you gain by appearing on radio and TV, as well as in print media. We tend to believe that if someone is invited on a show or to participate in an interview by a reporter or host, you must have something important, well-researched, and/ or factual to say.

3. Branding: Both of the above then enhance your brand and image – you’re perceived as being knowledgeable, friendly and approachable by being interviewed. (Whether it’s true or not!)

4. Memorable: You become more memorable. Appearing on radio or TV, especially, gives people something to talk about and pass along to others. It creates serious buzz! And nowadays, especially, it doesn’t seem to make any difference whether you do something embarrassing or brilliant, it always adds up to buzz and being memorable.

5. Familiar: Hearing your voice gives you “familiarity” with listeners. When people hear you on radio, or see you on TV, they actually connect with you in such a way that they feel like they know you. This is a good thing – especially when you realize that people like to do business with “people they know.”

6. Credits: Finally, by appearing on a show, you can use the credit again and again in your promotional efforts. You’ll always be able to say, “As heard on Better Times After 50″ in an interview with Diane Chapman, Lifestyle Reporter and Guest Host.”

About Diane Y. Chapman
Speaker, Author and Media Personality

With 36 published business and health articles, two books, and over 50 featured media appearances, the most recent acknowledgment of Diane Chapman’s highly visible career is her inclusion in Simple Truths’ 2008 book Customer Love, where she is profiled as “offering great customer service,” and an inspiration to other businesses. It isn’t the first time publishers have noticed her talents. Her excellence in résumé writing was acknowledged in 1994 by David R. Noble, when he asked her to be included in the book Gallery of Best Résumés, sold in major bookstores throughout the U.S.

Currently, Diane is featured on the radio and Internet airwaves as the lifestyle reporter and guest host of Better Times After 50, where she continues a broadcast career that started as a young professional. In 1995, Diane began broadcasting “High Visibility: The Success Perspective” with KUCI radio in Orange County, and Century Cable Television in Los Angeles. She has interviewed leaders and authors in business, health, and current events including Mac Anderson of Simple Truths Publishing, Lt. General Hal Moore of We Were Soldiers Once … and Young, Brian Tracy, Jim Cathcart, Nathaniel Branden, Denis Waitley, Deepak Chopra, Parker Palmer, Neale Donald Walsch, Richard Nelson Bolles, Orvel Ray Wilson, Pulitzer Prize winners Jack Anderson and Jim Borgman, the Right Honorable Kim Campbell, former Prime Minister of Canada, Dick Morris, and George McGovern, to name just a few.

In 1992, Diane opened Words To Your Advantage Speaking and Writing Service in Orange County, and began offering résumés, bios, promotional writing, and media production globally to individuals as well as businesses. She created QuotePourri®, an inspirational gift line based upon famous quotations as well, and the line has been featured in The Plaza Hotel, by The PGA, and by Mercedes-Benz USA. She has also been a featured speaker throughout the U.S. and the Caribbean; and a presenter at the Canadian Parliament in Ottawa, Canada.

Diane’s extensive writing and media career began when she joined the Training and Development staff of the Zale Corporation in Dallas, Texas. Her achievements with Zale were acknowledged when she was recognized by the Dallas Business and Professional Women’s Club as a recipient of one of the city’s distinguished Promising Young Careerists awards. Her success launched a media career that took her to New York City, Washington, D.C., and Southern California; with commercial and industrial projects for AT&T, Metropolitan Life, Radio Shack, PBS, NBC, CBS, FOX, Nissan, CIGNA, Dr. Soy, and more.

Di Chapman is profiled as “offering great customer service,” and as an inspiration to other businesses, in Customer Love, published by Simple Truths.

Customer Love – $ 15.95 If your organization’s goal is to create a lasting service culture…you’re going to love this book! It is filled with unforgettable true stories about individuals and companies who have “wowed” their customers and turned them into raving fans! We guarantee that it will get the creative juices flowing; and hopefully, inspire you and your team to start your own collection of customer love stories.

Your Turn
Who would you like to interview you?
Who would you like to interview?

Here’s the latest Marketing Transformations Newtork News article . . .

Subscribe to My Ezine Articles

Instant Replay PR: Get Multiple Uses Out of One Release

by Barbara Rozgonyi, founder of CoryWest Media

To request permission to reproduce or republish this article, contact connect AT corywestmedia DOT com.

Why write one release when you can take the same story and re-release it over and over again?

Here’s how to take a standard evergreen release and repackage it multiple times for major impact. Using a basic PR pattern allows you to reinvent your news and keep it fresh.

Tell an Evergreen Story

Once you write out who, what, when, where, why for each audience, go back and highlight the most important feature for them. Look for timeless stories that can be easily tied into today’s news. Use this chart to get started.

Choose Categories

How do you categorize your message? Knowing where to put your news helps you be in the right place every time. It’s okay to be in more than one category, but probably not in the same release or article. Set up interchangeable components to personalize your message for each category.

Track Results

After testing out your system, you’ll be able to see which audience in which categories works best. Stick with these and keep going.

About the author . . .

An in-demand publicist, professional speaker and marketing communications consultant since 1990, Barbara Rozgonyi is grounded, edgy and prophetic. “Panoramic PR,” Barbara’s latest project, compresses everything she knows into an affordable, manageable course that teaches small business owners, entrepreneurs, authors, experts, coaches and anyone else who wants more free publicity how to get completely covered by being fully exposed. Claim a free report and get automatic articles like this one at http://www.powerprsecrets.com.

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All site content copyright Barbara Rozgonyi, CoryWest Media 2005-2007