On March 26, Footnote.com released an interactive version of the Vietnam Veteran’s Memorial. As a way to drive more interest for the story, Footnote choose to make the announcement on a day that already held important significance – March 26 was groundbreaking date of the actual Vietnam Memorial Wall in Washington D.C.

Interestingly enough, “…the day of the launch was also the 26th anniversary of the groundbreaking for construction of the memorial, more commonly known as "the Wall.'" — ComputerWorld

Making the announcement on that date didn't guarantee coverage or publicity; however, it provided a news angle that was easily relatable and could be used as launch point for other stories. It also provided an excellent platform for a unique pitch.

While it's not always appropriate, using dates and anniversaries is a great way to make your pitch or story more relatable to a specific audience.

This morning, we'd like to congratulate our client DirectPointe on their #1 ranking on the first-ever MSPMentor 100 list, a ranking of the world's most progressive Managed Service Providers (MSPs). More than 500 MSPs had entered this ranking. Based on a number of metrics comparing fiscal 2007 to fiscal 2006, DirectPointe clearly wins.

Where does social media play into this equation? The MSPMentor 100 project is the outgrowth of a new brainchild by leading IT and channel editor Joe Panettieri. Joe has been a renown editor for 16 years for publications including Informationweek, CMP and Ziff Davis Media. However, the MSPMentor multimedia platform and its accompanying publications and programs are new.

You won't find his editorial calendar on Bacons (Yes, we subscribe. As everyone should!)

We found out about Joe's new project through a posting he made on LinkedIn in early January. SCPR became DirectPointe's PR agency of record on January 15; Joe's deadline for submission was December 28. I know Joe well enough from his prior engagements that I jumped in and begged him for a slight extension. He agreed – and based on DirectPointe's breakout performance in 2007, today we are able to announce the company's win.

What if the world's top MSP had missed this opportunity entirely? Clearly, social networking is a force today's PR professionals can no longer afford to ignore.

Cheryl Snapp Conner

Managing Partner

Snapp Conner PR has unveiled a revamped website targeted for interactivity and conversation with clients, news professionals, and others.

The website, which is built on the open-source Wordpress blogging platform, features a blog where Snapp Conner PR’s staff will write commentary about the industry, a section for both internal and client news releases, more information about their services and staff, and innovative ways for clients and news agencies to stay up to date with their new content using RSS feeds and email subscription tools.

Additionally, the changes to the website incorporate smart Search Engine Optimization techniques to help Snapp Conner PR promote its clients more-effectively using the Internet.

Finally, the website encourages feedback through Wordpress’s built-in comment system… What do you think?

Once you've begun a public relations initiative, it is important to maintain a steady flow of news. Communicatively speaking, nothing could be more detrimental to your business than to go quiet.

Regardless of extreme optimisms, human nature tends to gravitate toward the negative; and when your company stops making noise, the media began to wonder what is going on behind the closed doors. Or worse… they forget about you.

This is why it is imperative to continue sending out regular press releases, and conducting outreach. If you feel that there is little or no news to share, take a look back at where you've been and what has been completed. Is there something you could share about the growth your company has experienced? Is there an anniversary coming up? How do you compare with where you were last year this time?

Be creative about the news you share. You may not get the intended coverage as with the launch of a new product; however, simply continuing the conversation helps the media know they are working with a company that is more than just a “flash in the pan."

Don Osmond

Senior Associate

Broadcast media (TV, radio, streaming online) can be a very effective outlet for creating awareness for your business, generating public support, building investor relations and simply getting customers. But while just sending a press release to an assignment editor or producer will sometimes land you a spot, there are several ways of increasing your success when pitching to a broadcast outlet.

Know the show

Knowing a little out a particular show or segment will go a long way when making a pitch. If you already know who the show is targeting, what their goals are and what the general viewer/listener is looking for, you can include that in your pitch.

Why they care

One of the most common phrases you'll hear in story idea meetings is, “Why do I care?" Simply announcing something in a press release usually won't be enough to get them interested. Take a minute to tailor a message to their particular programming. If it's a news show, tell them how it will benefit their viewers/listeners.

Cut the fluff

Assignment editors and producers are extremely busy. They don't have time to sift through all of the information in every press release they receive (usually hundreds per day). Get to the point as soon as you can and leave out information that isn't particularly important. Make sure to include contact information, times, dates and addresses.

While there are many ways to generate interest from broadcast outlets simply taking a few extra minutes to find out who you are dealing with will go along way.

Matt Stubbs

PR Associate