SMART Marketing and PR

S = Strategy to Meet Goals
M = Media Mix
A = Art & Creative that Sells
R = Research to Identify Buyers and Measure the Results for ROI
T = Tactics & Channels that Fit the Situation

Thursday, May 28, 2009

News Releases as Marketing

I've been using "news" to market products and services for decades.  Most people don't believe advertising.  They still believe news.  

I started out using News Groups on the Internet in the 1980's when I was at IBM.  Now I use a number of Web and Email channels.

I'm not talking about press releases.  The press has become almost irrelevant because of the web. Create and distribute enough real news about your product, service, and company and the press will come to you.  And even if they don't, customers will learn about your offerings and you will increase leads, traffic, and sales.  Try to do at least two per week.

Don't think of news releases as just print or web.  I produce news in video for TV and web; audio for radio and web; and writing for newspapers, magazines, e-blasts, and the web.  If you want to learn more, get a copy of the book:

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly by David Meerman Scott

You can see examples of the news I'm talking about on my website:

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