Publicists Its Time To Embrace The Technology Of Online Press Kits

Writen by Drew Gerber

So you have a cell phone, a Palm Pilot, an automated office complete with teleconferencing, remote-access, Web site and e-mail addresses. So what? Just because you're always available to the media doesn't mean the media has easy access to your clients. What will your high-tech office be able to do when a reporter wants a press kit at 7 p.m. on a Friday evening? Nothing – except hastily prepare the hard copy kit for a costly overnight shipment.

There is a simple way to eliminate the need for keeping a large inventory of hard copy press kits and reduce your dependency on the shipping company guy: publish your clients' press kits online.

Making the move from hard copies to press kits published online that are always-accessible is essential in today's age of e-mail. The corporate world lives by e-mail; reporters and other media professionals are no different. These people are busy and time is always of the essence when they've got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client's press kit to reach their desk, you might get bumped.

I know what you're saying right now. "But, Drew, I e-mail my clients' press materials to the media." Well, that's great, but just because reporters use e-mail doesn't mean they open every stranger's message that arrives in their inbox and it especially doesn't mean that they even bother opening your attachments. Why? Because it's too risky.

First of all, everyone knows not to open an e-mail from someone you don't know; especially if there's an attachment. This is e-mail safety 101. Strange e-mails with attachments usually mean one thing: virus. At least, that's the take of most business's firewalls and anti-virus protection systems. You may think you're making waves by mass e-mailing your media lists with attached press releases, but how many calls are you getting back? Not many, since your important e-mail has been tossed out with the "wasser" worm and those annoying "enlargement" e-mails.

So what's the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

Now, an online press kit is not a Web site. Don't be confused by the term "online." Though an online press kit can be displayed online and present information like a Web site, it is really a virtual folder or briefcase that allows you to upload and store your press materials on the Internet. Once in your online press kit folder, these documents and images can be distributed as links – not attachments.

When you prepare your sharp, concise e-mail pitch to the media, you simply insert links to your clients' press kits. When the reporter clicks the link, the document can be opened and saved on their computer. It opens like an attachment, but the documents themselves live online. Instead of piling them onto your e-mail, you're simply providing directions (a link) to get to them. They become part of the e-mail message, so a media outlet's virus protection system won't automatically kick it out of the system.

Virtually anything can be uploaded to an online press kit: press releases, high-resolution images, video and audio clips, graphics and more. Plus, since you have control over your online press kits, you can always be sure they're up to date.

Now you're thinking "Wow, these things sound great, but I bet they are expensive." Not necessarily. Though there are online press kit programs available that cost into the thousands, they usually include extra features you don't really need and will probably never use. Think of the online press kit market as the binder or folder aisle at your favorite office supply store. Sure there are binders with all kinds of extras, but you pass those by for what you need and the price you can live with.

Face it – technology is only going to get better and faster. Don't be left in its dust trying to wave down that brown truck with your emergency overnight press kit. By going online with your clients' press kits, you're not only making them easy to access, but easy to cover by the media. The media loves that – and so will your clients.

Drew Gerber is Co-creator of Press Kit 24/7(http://www.PressKit247.com), an online press kit technology. In addition to helping non-profits and small businesses manage their own media relations through technology, Gerber is Co-Owner of Wasabi Publicity, Inc., a PR firm representing causes, nonprofits, and businesses that make a difference. An expert in the art of listening and in building relationships, Gerber can be reached at Drew@publicityresults.com.

24 Killer Press Release Secrets

Writen by Larry Dotson

1. Your press release should sound like news, not an ad.

2. You should only send your press release to the media related to the topic of your press release.

3. Keep your press release one page in length.

4. Your header, contact information and release date should be at the top of your press release.

5. Use short sentences and double space your lines.

6. Your header and first few sentences should grab the readers attention.

7. You should tell a story and mention your business, product or service in the body of the press release.

8. Proofread your press release many times. Look for grammar and spelling mistakes.

9. Write a press release about the new products or services you're offering on your web site.

10. Create a press release about the results of an online survey or poll you have completed.

11. Submit a press release about a trade show or seminar you're hosting.

12. Write a press release about no cost chat room classes you are teaching.

13. Create a press release about your opening of a new web site.

14. Submit a press release about an online award your business or web site has won.

15. Write a press release about a free e-zine you're publishing.

16. Create a press release about online products or services you're giving away.

17. Submit a press release about an online business association or club you're starting.

18. Write a press release about a famous person that's endorsing your business.

19. Create a press release about a joint venture you are doing with another business.

20. Submit a press release about a new book or e-book you wrote.

21. Write a press release about an expert who is speaking in your chat room.

22. Create a press release about a fundraising event you're doing at your web site.

23. Submit a press release about a new contest or sweepstakes you're having at your site.

24. Write a press release about major sponsorships you're doing online.

About The Author

Over 40,000 Free eBooks & Web Books when you visit: http://www.ldpublishing.com As a bonus, Bob Osgoodby publishes the free weekly "Your Business" Newsletter - visit his web site to subscribe and place a FREE Ad! http://adv-marketing.com/business

Are You In The Right Part Of The Restaurant

Writen by Miriam Silverberg

Sometimes restaurateurs are convinced they should be in the kitchen or the dining room and they are so wrong. A number of years ago a friend and I had dinner one evening at a restaurant he had heard about on Long Island. It was an Italian restaurant that had received great reviews. We walked into the crowded dining room on a Saturday night with a reservation and were immediately greeted by Tony (not his real name). Tony seated us and took our drink orders. I ordered a rather unusual aperatif and Tony commented on it and asked if I had ever had another drink which he liked even better. I said no but was willing to try it. I enjoyed it and he stopped back at our table to talk with us. Even though the restaurant was full and Tony was everywhere at once, he made you feel he had all the time in the world to speak with you. He told us the restaurant was family owned and his father was the chef. Tony, himself, was a graduate of culinary school but was working as maitre d'.

The food was sensational and we returned about six weeks later. As soon as we walked into the dining room, Tony greeted us with "I remember you." I thought to myself, yeah, right, when to my astonishment he told us exactly where we had sat the last time and asked if I wanted to have the same drink!

Anyone in the restaurant business knows that a memory like this is phenomenal and invaluable. We returned many times and each time Tony remembered what we had ordered, where we sat and even what we had talked about!

Finally, we came in one evening and there was another maitre d'. He was perfectly pleasant but he wasn't Tony. We naturally inquired and was told Tony was now in the kitchen but would try to come out and speak with us sometime during the evening.

The food was very good, the place was crowded, but people didn't seem to be enjoying themselves as much as they had. The maitre d' was not very accommodating or perhaps the problem was he just wasn't Tony. Later in the evening Tony came out in his chef's whites to speak with us and explained that his father had retired and he,Tony, was now the chef. He said he actually preferred being in the kitchen because he'd rather work with food than people.

After awhile, we found another place we liked as well which was closer and without Tony there didn't seem to be any sense going back. Towards the end there were always less people in the dining room so others seemed to feel the same as we did.

Shortly after, the place closed. It may have been for any number of reasons or, it may have been because Tony was no longer where he belonged.

Through the years I have seen this with my own clients. Owners and executive chefs who were happy in the kitchen and found all sorts of excuses to stay out of the dining room which was fine except they didn't realize how great they were with people. Or owner/chefs who didn't care about the food and loved being in the dining room, wearing a business suit and greeting people. Trouble was, the people doing the cooking didn't care about the food, either.

What this comes down to is a good, successful restaurateur has to watch both the kitchen and the dining room which means he has to be in two places at once or find someone to cook or greet people who is wonderful at his job. It's also necessary to be in the restaurant every minute it's open and, of course, also choose the produce, fish, meat, flowers, yourself. Is it any wonder restaurants fail at such an astonishing rate?

Miriam Silverberg is the owner and founder of Miriam Silverberg Associates, a publicity firm in New York City with extensive experience working with restaurants. She can be reached at silverbergm@iopener.net.