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Use this PR Management software to develop your own public relations strategy and media campaign
Menu-driven from start to finish, Publicity Builder's organized system manages a collection of pre-written and formatted template documents that you can easily edit using MS Word. It's been proven by business owners and PR professionals worldwide to get media exposure and grow sales.
"Publicity Builder helped us obtain over $6 million in free publicity in the nation’s leading TV shows, magazines and almost every major newspaper in the country... Publicity Builder was incredibly easy to use. We simply faxed our press release and the media and distributors started calling us like crazy."
- Christian LesStrang, President, FunFlatable Products Company, Inc. (makers of Safe-T-Man)
Some ideas for using Public Relations for building your business
Visibility is critical to any brand or company. But building your buzz doesn’t have to cost you. It starts with developing a public relations plan. “A PR plan is your road map to where you’re going,” asserts Jennifer Fortney, President of Chicago-based Cascade Communications. “You wouldn’t take a cross-country trip without a map, so why would you not plan out your marketing efforts? Moreover, a well-thought out plan can help you see the PR opportunities for your business and set deadlines to get those stories out in time to make media deadlines.”
In terms of moving the needle regarding awareness of your company and brand, and building a good PR plan foundation, Fortney outlines a range of sound tactics:
- Use social media — Facebook, Twitter and other social media collectively represent a quick way to increase awareness for your business. Although it does take some time to develop social media, it’s free and gives you the chance to interact with media, and potential partners, in a way never available before. “The key is being interactive and providing good content,” Fortney adds. It can’t be all about you. It’s called ‘social’ media for a reason. I always say it’s like being at a party filled with people you want to meet.”
- Be the expert you are — “One of the most important things you can do for business success is to differentiate yourself from competitors,” says Fortney. “Once you’ve defined that key difference (and benefit to your customers), make yourself an expert. Media are always looking for fresh expert sources for stories. You aren’t always going to get a full-page feature on your business so you might as well be quoted as an expert in a trend piece. This is especially true with national media.”
- Utilize media networks — There are resources that specifically help get your message to the media. For example, Help a Reporter Out is a service that provides emails with direct queries from media members seeking sources, ideas and products. MyStorySource.com is a free service that compiles up to 30 story pitches daily from small businesses and nonprofits into one email for media representatives. Others include Reporter’s Source and PitchRate. All of these are free to join and use.
- Become a local news source — Local media are local for a reason. They want interesting stories and ideas on local businesses. If it doesn’t have a local angle, they aren’t interested. “Don’t be afraid to tell the story of you behind the business—what made you start the business, the story,” she notes. “Media and the public love human interest stories.”
- Craft solid press releases and send them out at intelligent intervals — Among the key problems business owners have with do-it-yourself PR is that they don’t know what their story is or how to tell it. Or they may think they have a story in their mind but it won’t be of interest to media, who produce stories based on reader interest. “It can be tough to learn to think like a reporter, but that’s exactly what you have to do to create a compelling and interesting news story,” adds Fortney. “It can be worth it to find PR pros that specialize in small business to help write your press release.” The amount of press releases you send out should be relative to the number of events, promotions, compelling stories you have to tell. If you don’t have news, don’t send a press release out. It’s sort of like crying wolf. One day you will have an incredible story, but media may be turned off and not open your email. Fortney calls this “the Bowl of Spaghetti Theory.” “Take a bowl of spaghetti—press releases—throw it up on the wall and see what sticks. PR is about news. It’s about great and interesting stories and it’s very proactive. At the end of the day, success comes from follow up with media.”
- Work with the media — Respect their deadlines and ensure that they cover your type of business or story. Also, Fortney warns, don’t send large file attachments in email, as it bogs down inboxes. And if a reporter calls you, get back to them ASAP.
“The reason PR works is because of the credible third-party endorsement it offers,” she points out. “Imagine you pick up the paper and read your favorite columnist and one day he/she mentions a product or company. You’re almost 10 times more likely to seek out that product/service because a perceived reliable source has given you the information. Much like you’d ask a trusted friend or family member to refer a doctor. Because of this, PR tends to be seen as less intrusive then advertising. Just bear in mind that your PR must be strategic; you need to understand where PR fits in with other marketing tactics and build a plan that supports each tactic with the next.” - Excerpted from an article published by Wells Fargo Bank.
"If you have a product, service or announcement you think belongs in the media and a budget you know won't stand much expense, consider Publicity Builder"
- Larry Blasko, Associated Press
Publicity Builder makes life easier for you as well as journalists, bloggers and reporters
Journalists can do so much... if you want to tell them what to say, then take out an ad. However, if you have a newsworthy story, there is much you can do to help them write it to feature you, your product and your company. Take a look at our online tutorial for a head-start — the software system and templates included with Publicity Builder will give you the tools to successfully appeal to reporters.
"Well-written and organized, this software offers excellent ideas on getting your company name or product noticed."
- Andrea Hille, Buyers Laboratory, Hackensack, NJ
Publicity Builder gives you easy-to-use templates and professional guidance
Publicity Builder puts all of the resources used by professional PR agency people at right in your PC. There are no new programs to learn — Publicity Builder is easy to use because it works with your familiar Microsoft Office software.
- Includes PR plan and sample press release templates, worksheets and letters
- Scroll through each section and edit using your familiar Microsoft® Word (2000-2010)
- Experts' comments throughout each section, in green, guide you every step of the way, explaining issues and making suggestions to help you do it right
- Easily edit or reformat any document any way you like using Microsoft Word
- Also includes PR Budget and Tradeshow budget worksheets using Microsoft Excel® (2000-2010)
- JIAN's Multi-user Interactive Document Assembly System (MIDAS) makes adding, editing and managing documents fast and easy
- Proven multi-user capability enables collaboration over a network or the Internet
- Share your plan online with consultants, partners and employees (Each user requires their own licensed copy.)
- You can even add your own external documents, new sections and print to PDF
- Step x step instructions explain each component and offer best practices
- Includes the comprehensive PR Tutorial online
- 15-years refinement | Professionally formatted
- Include instant download after purchase
"Publicity Builder amounts to a course in how to win editors and influence reporters.
Every public relations person could benefit from the wisdom..."
- Larry Shannon, New York Time
Scroll through each section and edit using your familiar Microsoft Word.
Experts' comments throughout each section, in green, guide you every step of the way, explaining issues and making suggestions to help you do it right.
Expert public relations guidance at your fingertips
Expert comments throughout each document provide direction, ideas, and examples. Now you'll know what the PR experts know, and have the same tools they use. The good ones also understand and practice everything we teach you in the included Handbook of Business PR. In fact, many consultants have purchased Publicity Builder so they can manage PR for their clients.
"Publicity Builder was a tremendous help as we launched our press release campaign. This was the first press release that we had ever issued, and Publicity Builder made it so easy for us by walking us through the steps of the process. The connection with PR Newswire that you gave us enabled us to get our press release on the newswires."
- Paul Wendee, President, American Equestrian Centers.
Put out a press release today
When you download Publicity Builder you can use the press release templates to put a press release in the mail or online to hundreds of important reviewers, editors, writers, bloggers and producers... today.
"I really am "blown away" with the practical and sensible approach you take with the Publicity Builder program. It has been a tremendous help to me already."
- Dave Sunde
Use this PR management software system to generate media exposure for your business
PR pros use the same Word and Excel templates to get their jobs done.
Here is what you get when you download Publicity Builder.
Easily customizable using Word or Excel:
- Business Marketing Plan
- PR Plan
- Agreement - High-Ticket Review Product
- Agreement - Non-Disclosure
- Checklist - Trade Show Follow-Up
- Checklist - Trade Show Strategy
- Company Backgrounder
- Letter - Appointment Confirmation
- Letter - Case History Article Release
- Letter - Reprint Request
- Letter - Thank You: Review Product
- Letter - Thank You: Schedule a Demonstration
- Letter - Thank You: w/Technical Answer
Sample Press Release Templates
- Award Announcement
- Business Event
- Community Event
- Fundraising Event
- Group Officers
- Meeting
- New Company
- New Contract Award
- New Personnel
- New Product
- New Retail Business
- New Service Business
- Personnel Change
- Product Upgrade
- Religious Group Appointment
- Restaurant Opening
- Service Program
- Sports League
Worksheets Help Build Your Stories
- Case History
- Company Positioning
- Company Spokespeople
- Features & Benefits
- Goal Setting
- Media Contacts / Calendar
- Meeting Agenda
- Phone Pitch Script
- Pitch Letter
- PR Planning
- Product Positioning
- Telephone Inquiry
- Trade show Budget
Special Offer from JIAN and PR Newswire
We've teamed up with PR Newswire to offer you a 12-month membership at no charge. Just submit your contact information through the Sign Up Now section of the PR Toolkit and someone from PR Newswire will touch base with you to get you signed up. This is a $195 value!! As well, save with PR Newswire by taking advantage more than $2,000 in free and discounted services! Visit the PR Toolkit for some great free resources to get you going in the right direction in promoting your business.
- Waiver of first year PR Newswire membership fee (value of $195)
- FREE MediaAtlas™ Microlist with first domestic news distribution (value up to $525)
- Discounts on eWatch™ Web Pubs (up to 50% OFF)
- Discounts on ProfNetSM (50% OFF)
- Discount on NewsCom Photo Archival (50% OFF)
- Discount on Basic Multimedia New Release (25% OFF)
* Offer only available to new PR Newswire members.
Save $155 on 24,000 media listings to build your own PR contact database
JIAN has also teamed up with Gebbie Press to offer you more than 24,000 media listings — the 2010 All-In-One Media Directory: Print version AND one data set of your choice for a one-time investment of $215 (otherwise $370)! The Gebbie data simply imports into your database, mailing list or word-processing program, ready to go to work for you. No new software to learn, and no installation problems. You may easily add or delete fields or modify the data in any way. Learn more.... (Enter your JIAN VIP Discount code AC546 to save $155 when you purchase and check out.)
"As a public relations practitioner of nearly 20 years,
I have found Gebbie's All-In-One Directory to be an invaluable media relations tool."
~ Fred Whiting Director, Public Relations Department American Occupational Therapy Association
Thank you to Dan Janal and Susan Gibson for their contributions to Publicty Builder public relations management software.
Microsoft and the Office logo are trademarks or registered trademarks of Microsoft Corporation in the United States and/or other countries.
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