Writing a Press Release - simple and not simple

You can write press releases all day, every day, but if they don't get an editor's attention, you can consider your time wasted. Editors read press releases in 1-2 seconds, have a well-trained eye, and will toss your release you worked hours on if the first paragraph doesn't attract them.

So, what to do? Think about being the editor. You want simple--who doesn't? You want to make the least edits as possible--who doesn't? So the more coherently a release is written, the better its chances of getting picked up by news sources.

Here are the "musts": Make sure you're writing about a newsworth events. They include things like new product launches, technology updates, company donations to the community, etc.

Realize some editors get over hundreds of releases per day, so think before you write: "Is this something I would want to read about?"

Old school PR says "know your audience". I say "know THEIR audience". The goal is to get this published, and an editor will pick something they think THEIR audience will enjoy, not just yours.

Old school PR is right about something things though--never forget these basic elements:
-identify the who, what, where, when, how and why
-make the headline attention-grabbing
-include quotes
-include a background
-finish with a corporate summary
-provide contact information, even if it's just your website

Good luck!

iPhone Apps Today are Just a Hint of What's To Come

Okay, I like to pare things down into what works, and what doesn't. This is a process I always use when getting ready to brainstorm the creative, and the creative usually comes to me in this process.

So, to boil it down, I check out the latest apps that I think are cool, and those that aren't. And it always comes down to "why do some work, and some don't?" . The answer? Easy! Is it something I would use? It's kind of like buying a present for someone you care about--you buy them something you think they would actually use.

Now let's see what I think about what works and what doesn't:

Coca-Cola offers "Spin the Coke", which is basically spin-the-bottle on an iPhone screen. If I don't have better things to do than this, shoot me.

The Date App, which helps socially awkward people figure out what to say on a date. Um....no.

Now, let's apply it to branding, since most of the apps out there are "entertainment", I say the time is now to apply creative + branding + this new media as one element of social marketing, which in essence is all about creating and maintaining a fan base--the creation of goodwill translates into dollars for non-profits, associations and corporations.

Here are some of my favorites--and what do they have in common? Useability! Something I would actually use:

1. Disney World Wait Times & More: the concept is to get feedback from people who are at Walt Disney World waiting in line for rides--people who happen to also have iPhones loaded with Wait Times software get the most accurate wait times for rides such as Space Mountain.

--now imagine the possibilities with any lines: hospitals, Saturday night popular restaurants, opening nights of movies, etc. People feel a camaraderie with those they are interacting with, and that's good for any brand.

2. Benjamin Moore's Ben Color Capture app. I just downloaded this yesterday and it's too cool for interior design fans like me. I could take a picture of the green Buddha head on my desk (love love love that green, and would love it in my living room), and the app shows me the closest matching colors in the Benjamin Moore catalog. Imagine the possibilities! This can change how people come up with color schemes in their homes. Paint swatches will be soooo last century.

Anyhow, this is what I've been mulling over in my head for the last month. So many possibilities and so many chances to create. I can't wait.

Making Giveaways Part of Your Plan

The word "free" in business makes owners shudder--there is no profit in free. I say it's time to rethink "free". Money losers today can bring in paying customers tomorrow if done right. As the economy evolves, the things we value comes more in bits (virtual) versus material (bricks). Bits cost virtually nothing to copy and distribute in comparison to material.

Since I'm a new mommy, the example I have in mind is Webkinz. They're popular with parents because their kids can go online and play with digital versions of their plush toys. The online experience must generate and emotional connection - so the creative still has to be right - but Webkinz uses this successful tool to sell their stuffed animals.

And then let's take Radiohead, the band. At first, I was very unsure of their strategy: they let fans download its album In Rainbows for whatever they thought it was worth. Of course, a lot of people paid zero, but the average sale price was $6. This definitely made me do a double-check of my initial reaction. Radiohead ended up taking a big risk and through downloads, the band made more money than any of its previous records. Crazy right?

Personally, I'm rethinking "free".

Old-Fashioned Creativity Will Always Rule

If any of you are big TV commerical fans like myself (in my case viral versus television), you may have wondered why U.K. videos always seem to go viral, as opposed to (my opinion now) blah blah blah US commericals. If the best someone can give me are the Superbowl ads, maybe we can learn something from across the pond.

If you haven't seen "Eyebrow Dance" (Cadbury), "Rollerbabies" (Evian), or "Dance" (T-Mobile), look it up on You Tube now. Even the most non-TV watching friends I've sent this too have responded with enthusiasm.

Trying out to find the difference between "their" videos versus "ours" was hard at first. Besides just saying "British advertisers tend to be edgier" wasn't enough. What was it then? A strong creative idea at the center of it all.

What did all of those UK videos have in common? An ability to engage the viewer emotionally, whether it be changing their mood, or even just having them wonder "was that real"?

Maybe it's just me, but in all areas of advertising, old-fashioned creativity has been lacking. It's time to bring it back.