A lot of details go into launching a new product/service, or even making the “big" announcement. On the PR side those can include (but not limited to) briefing analysts, reviewing messaging, developing collateral and even drafting a press release.

However with all the preparation that takes place beforehand, you cannot neglect having key executive spokespersons available for media when the calls start coming in.

A perfect example of everything working like clockwork is Cemaphore's MailShadowG launch, which took place yesterday. This is an announcement that broke in the NY Times, in a Scobleizer blog by Robert Scoble, and subsequently by more than 31 additional editors and publications in the space of the announcement's first 24 hours.

All prep work was done well in advance, and after the press release went out the phones started ringing. Having discussed availability prior to the launch made it easy for the Snapp Conner PR team to reach key executives immediately and secure interviews.

Congratulations Cemaphore for a successful launch of MailShadowG. We'll be sharing much more about this PR launch within the next several days.

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?

We've all seen the field in our e-mail settings, but there has been some confusion as to how/why one would use the “blind carbon copy" function – BCC.

Unfortunately, there are some out there who can't help but spam their press releases. And, it's true that it is the quickest way of getting your message to reporter (though not the most effective).

Consider the fact that you have personal information on each of these reporters (their e-mail addresses). You realize how important it is to respect privacy, and not list everyone's e-mail address in the “To" field visible to all, but you want to get this e-mail out right now. This is where the “BCC" field becomes useful.

The BCC field acts much like “To," but when the e-mail is received, all addresses will not be visible to the recipients; even if they click on “reply to all," the addresses will still be kept private.

Note: We don't ever recommend spamming, but if you must send a pitch to multiple recipients, this approach is the lesser evil by far.

Don Osmond

Senior Associate

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

Today's blog entry comes from Paul Gillin's Social Media Report. In his report, he mentions that it is one of the most common questions, and one of the most difficult to answer.

Here’s a little quiz (provided by Paul) you can take to determine if blogging is right for you. Answer appropriately and then total up your score.

Do you want to do it? A blog isn’t a short-term project. Once you start, you need to consistently update your site, at least once per week. The novelty will quickly wear off, so ask yourself whether you have the stamina and a wellspring of ideas to keep you going beyond the first few months.
Yes: 5 points; No: 0 points

Do you have a topic in mind? Ideally, your topic should be expressible in less than a dozen words displayed under your blog title. This isn’t always easy. Some markets (marketing, entertainment and sports, for example) have hundreds or thousands of bloggers. In an environment like that, you need to focus your topic very precisely. Other markets (architecture and construction, for example) are nearly wide open. Pick a theme for your blog and be sure it doesn’t duplicate what’s already being said. The more distinctive your topic, the faster you’ll achieve success.
Yes: 3 points; No: 0 points

Are you passionate about the topic? Good blogs have personality and personality is a product of enthusiasm. That doesn’t mean you need to be a cheerleader; in fact, some very successful blogs are negative in tone. It does mean that your topic should be something that you can talk about for hours, because that’s basically what you'll be doing with your blog.
Yes: 3 points; No: 1 point

Are you knowledgeable about the topic? A public forum isn’t the place to go to school, particularly if you represent a business. It’s important to engage in dialogue and learn something from your readers, but you should also have a point of view backed by expertise and experience that makes you credible.
Yes: 2 points; No: 0 points

Do you communicate well? Some people don’t, and a blog is probably not the right promotional vehicle for them. You don’t necessarily have to be a good writer; many successful bloggers use video and sound to great effect. But you do need to be able to express your thoughts coherently in some form.
Yes: 2 points; No: 1 point

Do you have a thick skin? If you're opinionated enough to sustain a blog, you need to accept the fact that others may differ with you. Assuming you accept comments (and I strongly recommended that you do), be prepared for some pointed response to what you say.
Yes: 2 points; No: 1 point

Scoring:
12 or more points: What are you waiting for?
8 to 12 points: You're on track, but you need more focus or enthusiasm
5 to 8 points: Think hard about whether this is the right vehicle for you
Less than 5 points: Don't bother

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