By Mark Joyner 課程
(1) (2) (4)(5)
CEO, Aesop Marketing Corporation
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
Let us explore one of the most powerful
methods available. 一起探討最有效的網
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?
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.
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:
1. A properly written press release
2. A list of appropriate media contacts.
3. A means for sending your release to
the list (usually via fax, email, or postal
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
I have seen so many press releases out there
that look something like this:
"There is a new website at
We have all kinds of cool stuff. Come check
us out. " (我們有齊所有酷
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).
A press release needs to be these things:
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,
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
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
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,
The main meat of the
story goes in the first paragraph (who,
what, when, where, why).
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
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
The following format will almost always be
acceptable (italics are for emphasis, don't
italicize your entire press release as you
<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, firstname.lastname@example.org
Your Headline Here. Make it Catchy.
If it's not, the editor won't read
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?
that's the tricky part. It will take you a
while to build a good database of release
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
**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
Here are some resources that you will find
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
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
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.
Fax is the most common method and will
probably get your release more notice.
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
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.
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,
(2) (1) (4)