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By Mark Joyner     課程 (1) (2) (4)(5)

CEO, Aesop Marketing Corporation

(以英文為主) 

網上推廣--短期課程 (3)網下宣傳

學會如何推廣商品, 增加瀏覽人數, 做個出色的推銷員.........

It may seem odd that in a short course about

Internet Marketing we bring up the topic of

Offline Publicity. (網下宣傳) You need to

understand away that you should never limit

your to the Internet. There are a

great many avenues for bringing people to

your site that lie *off* the Internet

entirely.

Let us explore one of the most powerful

methods available. 一起探討最有效的網

下宣傳。

Savvy marketers know that the news media is

an awesome way to generate publicity. Think

about it. Many publications have the eyes

and ears of thousands and sometimes millions

of people. If you can get your message in

front of those people don't you think it

would be valuable?

統計顯示: 一篇簡短的產品或公司專題

報導, 效果勝過全版雜誌或電視廣告。

You bet it would! In fact, statistics have

shown that even a small article or feature

about a company or product is far more

effective than a full page ad in a magazine

or TV commercial.

The beauty here is that the resulting

publicity is *free*. You just need to

convince the appropriate members of the

media that your story is worth telling.

專題報導是免費的, 您只要說服人們

認為所說的是有價值的東西。

So, how is that done? The traditional

route is to send a press release to a

list of appropriate media contacts. To do

this, you will need three things:

傳統的出稿方式是寄新聞稿到各報社,

以下有三項須注意的事項:

1. A properly written press release

1) 正確的新聞稿格式;

2. A list of appropriate media contacts.

2) 正確的媒體郵寄名單;

3. A means for sending your release to

the list (usually via fax, email, or postal

mail).

3) 傳送稿件的方式。

First, let us talk about the writing of

the release. If you can manage to get your

release on the desk of thousands of editors,

it won't be worth anything if your release

is poorly written or not in the proper

format.

 

I have seen so many press releases out there

that look something like this:

我曾經看過以下的新聞稿:

Press Release

"There is a new website at

http://www.iownawebsite.com/

We have all kinds of cool stuff. Come check

us out. " (我們有齊所有酷 (cool )東西,

快來看看。)

 

Honestly, do you think any editor in their

right mind would be interested in this?

Firstly, it doesn't promote an event. A new

website is not an event and is certainly not

newsworthy (unless you're Bill Gates).

老實說, 您認為編輯們會感興趣嗎?

首先, "新網" 並非特別的題目,

沒有新聞價值 (除非建網人是 Bill Gates)

A press release needs to be these things:

好的新聞稿要具備以下條件:

1. Newsworthy 新聞價值

No editor will print about your event unless

they think other people will be interested

in it. 除非讀者感興趣, 否則編輯不會刊。

有些媒體確是以報導新網為主, 您該寄給

他們, 不過, 他們可能不需用新聞稿。

There are certain media that cater to

new websites, most of them being web based.

You should certainly let these people know,

but they probably won't require a press

release. The thing to remember is that what

is newsworthy to one editor may be totally

bland to another. Find out who will be

interested in your story.

2. Timely 時效性

If it is about a past event, it's probably

not news unless it's something quite

significant (election results, disasters

etc...) 報導新發生事件, 除非所說事情

非常重要, 例如: 天災、選舉.........

 

3. Concise 精而簡

Most editors don't have time to sit around

and read a novel about your event. Make it

to the point. 一針見血的報導,形式要像

普通新聞內容的寫法。

Put the bottom line up front.

The release should read like a good

newspaper article. That is, use the

"inverted pyramid". 以倒「三角形式」去寫,

即是, 重要的東西要先說, (最好)提及誰人在

哪裡及何時做些什麼? 為什麼要這樣做?

The main meat of the

story goes in the first paragraph (who,

what, when, where, why).

跟著的每一段落就以內文重要性的先後

次序舖排。 The remaining

details go in the following paragraph in

descending order of importance. A full page

is acceptable, but a release of just a

couple short paragraphs will be far more

successful. 一整頁內容是可行的, 但能

短精要更成功。

 

OK, so what does a good release look like?

You should probably go to the websites of

some major companies that have something to

do with your topic and look at their press

release archive. Don't just look at one.

Look at several. You will see some good

examples and some bad. Compare them to the

criteria you see above and ask yourself "if

I were a busy editor, would I print about

this"?

The following format will almost always be

acceptable (italics are for emphasis, don't

italicize your entire press release as you

see here):

以下為一篇新聞稿的形式:

<release format begins after this line>

  FOR IMMEDIATE RELEASE

Editors: News, General Media (change as needed)

Contact: Peter North, Aesop Marketing

Corporation, 323-692-2940, peter@aesop.com

 

_________________________________

Your Headline Here. Make it Catchy.

If it's not, the editor won't read

the rest.

_________________________________

Lawton, OK - 7 September, 1997 -- Here is

the text of your release. Remember to use

the inverted pyramid. Five W's here.

<release format ends above this line>

In the following paragraphs, place other

important information in descending order

of importance. If it isn't necessary to tell

the story or relay critical information,

don't put it in. Be concise!

 

OK, now you know how to write a good press

release. So who do you send it to?

寄發新聞稿給誰呢? Well,

that's the tricky part. It will take you a

while to build a good database of release

recipients.

There are several options here. You can

build a list yourself, 自己建立收稿人名單

or you can purchase an existing database.

Unfortunately, press contact databases normally

run from a few hundred to a few thousand dollars.

This makes putting together your own list seem

like the way to go, but this can get very

time consuming.

**Right now, we are running a special where

you will get a 6,000 contact press database

free when you order 1001 Killer Internet

Marketing Tactics. It includes email

addresses and FAX numbers of 6,000 important

national press contacts. We could sell

this database for much more, so there is

no telling how long this special will last...

Now, if you want to build your own list,

here are some tips and resources to help you.

First, identify media that will be interested in

your event. Send an email to someone there

and ask who you should send your release to.

If you are courteous and professional, they

will probably point you in the right

direction. Send your release to as many

people as possible, but don't waste your

time sending it to people that won't be

interested. That will just give you a bad

name. 先寄電郵給會有興趣的媒體, 詢問

對方可寄給誰。

Here are some resources that you will find

extremely helpful:

以下的網址會提供一些國際性/ 美國媒

體名單:

AJR Newslink

Contains links to just about every media

(newspapers, radio stations, TV) source that

has a website. Follow the links to the media

you think will be interested in your release

and find out who to send it to. This is

great for building your contact base. Also

contains some great articles and many other

convenient resources.

Reporter's Network

http://www.reporters.net/

Among other things, contains a great

searchable database of reporters. Want to

find a reporter interested in silver

widgets? Do a search here for "silver

widgets" and a list of reporters who have

reported interest in this will pop up. Very

cool.

Now that you have a killer release and have

a quality list of press contacts, you are

ready to send the release. There are

three general routes you can go here:

1. Postal Mail, 2. Fax, 3. Email.

有三種方法寄稿: 傳真、郵寄及電郵。

最普遍的方法是用傳真, 這也可能最

能引起注意。

Fax is the most common method and will

probably get your release more notice.

電郵也是好方法, 不過有些編輯不接受,

而且您的稿件有可能石沈大海。 Email

is great as well, but your release is far

more likely to get canned and some editors

do not accept releases this way. Both

of these methods require some special

tools. This is an important topic

and requires a bit more room than we

have here. 有些軟件可以幫助廣發傳真或

電郵: Generally, for an email

release, you want to find a "Mail

Merge" program and for Fax, you should

subscribe to a "Fax Broadcast" service.

You can find a list of these resources

in any search engine or software site.

If you want a list of what we've used and

know is reliable, please check out 

1001 Killer Internet Marketing Tactics

You may be asking yourself, "what if I

don't have an event to publicize?" To this

I say: "make one!" Use your ingenuity. Host

an online event like a celebrity chat or

forum. The only limits here are your

imagination. 1001 Killer Internet Marketing

Tactics also has a section on how to

generate publicity stunts for stunning

off-line promotion of your site.

 

協力: 創亞市場(香港)發展公司

著作人為 Aesop Marketing Corp 網上行銷行政總裁.版權所有, 未經原著作人批准, 不得擅自轉載或翻譯內文.

 

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