Elementary Writing

How to Write a Fiction Book Review

butterfly — Tue, 06 Jan 2009 09:02:46 +0000

A book review is a critical evaluation of the book that provides a thoughtful and in-depth analysis, and evaluation of the main idea, and purpose of the book. In a word, it presents the assessment of the quality, meaning, and significance of the book.

We’ve all heard the saying, “So many books - So little time”. In the modern society, book reviews play a vital role in helping us decide which books are worth our investment in time and money. People don’t want to waste either, reading books they won’t enjoy, so they rely on book reviews to help them go for a particular reading.

The key to writing good literature review lies in good planing. What points to include and what to omit. Spend a necessary time thinking before you even set pen to paper. To assist you in this process here is a book review template with few useful tips on how to make it right.

Steps for Writing a Good Book Review

Top Tip 1: Don’t read the book!
At least, not yet. Instead, start by looking at it. Is it a richly manufactured item aimed at collectors? What does the cover illustration indicate the book will be about? What sort of blurbs are included? How is it categorized by the publisher? All of these will give you a clues to the nature of the book you’ll be reading and will indicate the book’s target audience.

Top Tip 2: Read the book!
It may sounds silly, especialy in respect to the first tip, but you have to pay due care and attention to the author’s work and only then can you be confident of critiquing it.

Introduce the subject, scope, and type of book
Identify the book by author, title, and sometimes publishing information. Specify the genre of book and what categories does this book fall into? Help your readers to review with perspective.
Put the book in context
Sometimes you will need to include background to enable reader(s) to place the book into a specific context. Is it the first of its kind or an imitation? The author’s first book or fifteenth? Spend some time relating this book to others in its category to further explain the book and your judgment of it.
Briefly summarize the content
Once you’ve put some thought into the reviewer mind set, writing the review is the easy part. Briefly review the story line for readers, being careful not to give away anything that would lessen the suspense for readers. One tactic is to either summarize the key concepts or the key characters.
Provide your reactions to the book
How did the book affect you? What caught your attention, and when were you bored? When was the book suspenseful? Which characters did you like, and why? Here you must be cotious not to fall into a chatty style that is more about your own experiences while reading the bok than an analysis of what the author has produced.
Summarize your ideas
Close with a direct comment on the book, and tie together issues raised in the review. Let the readers know what the author was trying to get across and if he actually succeeded.
Pass judgment
If you liked or disliked the book, this is the time for you to say so. Try to present a balanced argument about the value of the book for its audience.

If you choose to read other critics who have written about the book, do so only after you have read the book and formed your own opinion to avoid being unduly influenced by others.

Negative Book Reviews

Why Books Get Negative Reviews? Book reviewers love books. They want to enjoy and recommend good readings. When a negative review is given, it is usually because the author failed to do the work necessary to receive a positive review. If you have to write a negative review about some fiction book, here are the major points that may envoke your critics wrath.

Poorly composed basic Fiction Elements - weak story line, poor character developments, choppy writing.
Poor editing and proofreading - apart of all issues related to the luck of professionalism, these directly distract the reader from following the plot and should be criticized in your review accordingly.
Poor research - If a reviewer is an expert in the subject matter, he is going to notice mistakes the author made or facts he left out.
Miss-targeting the audience - Children’s books written in confusing style or treating inappropriate subjects and topics are good example.

Why you should go for writing a negative review? Well, evene a negative review is better than no book review. In the long run, you may help some creative people out-there to become a better writers and hopefully sell more books

Book Reviews on the Run

How to write a book review is not just another of hot literature questions.

You are a bibliophile, a bookworm or a lover of the printed word, you have just read a book and are offering your opinion. As people see and read your review, they will most probably be enticed to read the book (if it’s a good review) and the message of the book is spread further and wider.

So the next time you discover one of those real life-changing books, why don’t you take a bit of time to do a review on it? It might just be a blessing to someone who really needs it.

Everyone Should Write a Book Change the way you read, start writing now! Elementary Writing...

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5 Inspiration Hacks for Writers

butterfly — Wed, 17 Dec 2008 17:40:52 +0000

In all my years as a writer, I’ve learned that it’s just one of two alternatives - either you have the skill or you don’t. People who attempt to become writers when they have no innate talent often fall short of expectations and struggle to find words even for the most basic writing assignments.

It’s not that those who have the ability to write find it a breeze all the time - there are times when they feel frustrated and fed-up because the words don’t flow as freely as they ought to and/or because they have too much work and too little time to finish it in.

I wouldn’t call this situation the clichéd “writer’s block” because it’s a combination of factors where you know what to write, you even know how to write it, but compelling deadlines make it impossible to devote the attention to detail that you know is required.

If you’ve ever been in such a situation, or if you draw a blank when you reach for words, here’s what you need to do:

Don’t take shortcuts:
It’s tempting to finish in a nutshell and expect the reader to be satisfied with what you’ve provided, but when you’re known as a quality writer, when you have standards to uphold, it’s not wise to take shortcuts.

If you find yourself running short of time once too often, it’s time to take stock of your time-management skills rather than compromise on the quality of your writing. Wake up earlier than usual or go to bed a couple of hours later, spend less time on the phone or doing things that don’t contribute to your work, and put work first on your priority list.
Read as much as you can:
One way to improve both your writing skills and your style is to read as much as you can. Don’t stick to just the genre you like; instead, read as many styles as you can so that you find yourself improving and adding to your repertoire as time goes by.
Adopt styles that you admire:
I’m not even suggesting that you plagiarize, so if you thought I was, get the idea out of your mind. All I’m saying is that if you like a particular style of writing, try and write in a similar fashion once in a while to see if it suits you. If it does, then it’s well and good; if not, you could always try a new one.
Don’t try too hard:
The words have to flow from the heart or it’s just not happening the right way. I don’t have to read my work once I’m done to know that I’ve written rubbish - I often know as I’m writing it. And when I find myself crossing a certain imaginary quality line, I know it’s time to abort the process and start all over again.
Take pride in your work:
When you’re really struggling with both the quality of your work and time factors, take a break and remind yourself of how good a writer you really are. Go over your work, especially the articles or books that you and others consider your best. This will give you the much-needed boost of confidence you need to get back into the flow again.

Finaly, you will need to experiment and find the approach that best helps you to overcome your inspiration problem. Keeping the above mentioned points in mind will certainly help. Let me know what you think.

By-line:

This post was contributed by Kelly Kilpatrick, who writes on the subject of online universities. She invites your feedback at kellykilpatrick24 at gmail dot com
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*If you would like to consider writing a guest post for this blog, please contact us with your proposal by e-mal.

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Top Secrets of Effective Public Relations

butterfly — Wed, 10 Dec 2008 00:14:18 +0000

This is the last article in our online course series on the theory, practice, trends and secrets of New Age Public Relations. Other topics that we cover are:

» What is Public Relations?
» PR Practice - Advanced Public Relations Techniques
» The Power of Public Relations Campaign
» How to Write and Publish a Press Release
» Internet Public Relations
» Small Business Public Relations
» PR Trends: What’s in and What is Out
» Top Secrets of Effective Public Relations
***

Regardless of what we think we know about PR and the New Media or Social Media revolution, the truth is that we actually may know less about everything than we care to believe. This is times to lead and learn in order to improve an industry long plagued by misconceptions and the lack of PR for itself.

From Public Relations to Public Relationships

Edward Bernays (1891–1995), the founder of public relations, wrote in his 1928 book Propaganda:

“If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it?”

In 1928, the answer was yes. But today, the answer is no. The Internet changed public relations forever. Now the individual is in control. People trust their peers more than they trust companies. Relationships trump messages.

It’s why Public Relation Arsenal more an more deploys—social media services. Blogs, podcasting, social networks, photo/video sharing and online forums are social media tools that make connections, generate conversations, build trust and form relationships.

New media is forcing the rapid evolution of communications and is reinventing the science of public relations into the art of “personalized” relations. This is the practice of matching our stories with the preferences of those we wish to reach. Yes, it’s what PR should have been all along, but it’s not.

SEO PR

SEO PR is a latest technique spreading in the market to increase the business via internet. The public relation can be said the X factor of SEO which adds value to that service.

SEO PR is basically a blend of search engine visibility and public relation which increases your reputation in the market. It is a way of disseminating the message of the company in the market to the target audience.

For each PR Campaign, your SEO PR should include these activities:

Article Creation and Submission
Press Release Creation
E-mail Marketing
Blogging
Social Bookmarking
Email Newsletters
Develop White Papers and Blue Papers

And here is a secret (location): The Google Webmaster Central blog has posted recently it’s SEO Starter Guide available for free PDF download.

This is excellent news for all PR practitioners and for small business owners, especially during a recession, as many companies will be looking to push their search rankings/traffic forward but without the budget for SEO consulting. Actually that is spot where SEO PR takes a lead.

NEWSFLASH - YouTube PPC

All of a sudden Video just becomes a key-part of everybody’s strategy. Everybody is going have to used to doing videos. It is just a fact.

Here is a short Pop Quiz for you:

Q: Who is No1 search engine in the world?
A: Google!
(Ya’ it was easy one)

Q:Who is No2?
A: Yahoo!
So darn wrong!

YouTube is now No2 search engine in the world!

This is extraordinary news for every PR, particularly when you find out that just over night YouTube have launched Pay Per Click (PPC) advertising. As a PR professional, you are able to utilize a premium new media channels, and take shear advantage upon your competition. You will be able to PPC advertise inside of YouTube based on the keywords and based on the video you wont to advertise in.

You still don’t see the benefits? Well maybe PR is not right place for you to be

Secret location: https://ads.youtube.com/

Effective PR Damage Control

In this day and age of online media, rumors, malicious gossip, unfair comments or opinions and other bad online news spread fast! Online Public Relations (PR) plays a vital role in helping companies create the feel good factor for the consumer.

Be ware that here we are anticipating through spectrum of practical actions, from the prospective of effectiveness, not positive ethical norms. Se here are your response options:

Attack the accuser attempting to eliminate the attacker’s credibility.
Use denial claiming that no crisis exists.
Justification where the corporation claims no serious damage was done
Use ingratiation to appease the publics, such as giving away coupons.
Use corrective action to right and manage all wrongs.
Give a full apology asking for forgiveness for your mistake.

All six responses have been used in the past with varying results. If chosen properly, one of the six “well known secret techniques” can help mitigate damage.

Using SearchWiki to Improve Public Relations Feedback

SearchWiki is innovative approach by Google to its search results. It now allows users to track not only their favorite sites, but also allows them to keep track of all the feedback and comments those sites receive from other users.

This has huge impacts for PR professionals who are also attempting to be good listeners.

Here’s the secret scenario: PR campaign managers could create specialized searches based upon campaigns and track the various comments offered by Google users.

This video describes how to use SearchWiki and other possible ideas on how it may be utilized for your (search/PR) purposes:

To see how others are commenting on your SearchWiki results, you simply click on the “See all notes for this SearchWiki” link and all public comments are shown.

By providing another feedback loop SearchWiki has the potential to be a valuable measurement tool in our Public Relations Toolbar.

The Bottom Line

After you read this post and this articles series, make the decision specific to what’s best for you and your company. It’s all about how to do this the right way, no matter which path you choose.

Our primary intention was to de-mystify the PR process, giving you step-by-step tools to successfully generate media coverage for your business. You were invited to see examples of highly effective press kits, learn about devising the winning PR campaigns, to discover advanced Public Relations tools and techniques, and get a crash course on developing your own newsworthy media messages.

If you find this tutorial useful, please make contribution by sharing your own experiences and knowledge with our community. And off course, by spreading the word in the best PR manner.

We wish you all the luck in your present and future Public Relations ventures.

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Make Literature Online Media Team
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PR Trends: What’s in and What is Out

butterfly — Mon, 08 Dec 2008 23:59:14 +0000

This is the seventh article in our online course series on the theory, practice, trends and secrets of New Age Public Relations. Other topics that we cover are:

» What is Public Relations?
» PR Practice - Advanced Public Relations Techniques
» The Power of Public Relations Campaign
» How to Write and Publish a Press Release
» Internet Public Relations
» Small Business Public Relations
» PR Trends: What’s in and What is Out
» Top Secrets of Effective Public Relations
***

What are the new rules of Public Relations? Here is how you can stay above the PR curve for new Millennium:

What’s In?

Face to Face Public Relations
Studies have proven, and it might be more so in the next decade, that connecting is what is going to keep us going, as opposed to all these loud pitching campaigns. We are going to see less of a reliance on technology as it’s really time consuming, and at the end of the day, makes us feel kind of useless.
Micromedia PR
Use of specialized tools (usually micro-blogging) like Twitter to connect journalists, bloggers, analysts and PR/marketing together in an efficient, unobtrusive, targeted, and productive way.
Social Media Mastering
Social Media is public relations. It has now become just as important to create a name for yourself online as well as offline.
- Put your face on Facebook
- Find some space at MySpace
- Dig the Digg articles
- Stumble on Stumpleupon
- Promote articles on EzineArticles
- Get on the tube at YouTube
- Really put on the RSS (Really Simple Syndication)
- …
Stronger Media Relationships
It will be more important than ever to secure and build stronger media relationships.
Going Green
You can’t open a magazine, scan a website or read a newspaper without hearing about a company’s transformation into eco friendliness. Then there are dozens of environmentally themed television shows not to mention networks. Helping Mother Earth is a great thing and becoming the proponent of all things green may help your bottom line as well.

What’s Out?

Expensive and Long-lasting PR Campaigns
Zero dollars spent on PR and marketing - is it possible? There are many smaller start-ups who have done the same: They have gotten incredible results from the viral nature of their products, services, and their personal abilities to establish though leadership through blogging and other online engagements.

Slide.com, for example, has managed to attract millions of users for its online apps on Faceback and MySpace for no dollars.
Expensive Wire Distributions
The days of paying for expensive press release wire distribution services are out. Today many free wire distribution services offer the same exposure as paid for press release distribution services.
all of these services offer free press release wire distribution services.
Faking Hype
Adding fake hype to a news story or tip to receive publicity is out. Find a true newsworthy storyline oppose to adding fake hype.
Running focus groups, sending out surveys
Today, we need to be actively listening all of the time to our customers, influencers, and communities of people that can impact our client’s business. Social media has established a constant flow of conversations and media online.
Using “messages” to target “users” and “audience.”
They don’t want to hear messages, they want to hear how you can help them do something better than how they do it today or how this is something that they couldn’t do before, taking into specific account, their daily regime. Messages are not conversations and there is no market for them.
Promote yourself as green even though it may not be entirely true
If your company uses twelve different toxic chemicals in its manufacturing process but uses recycled toilet paper, chances are that you’re not going to be considered to be green.

What’s New?

PR Pitching to Bloggers
The Public Relations Society of America held a panel discussion with “Meet the Mommie Bloggers”, just few weeks ago! Bloggers offer a vital solution to reach and also target mass audiences.
DotMobi Mobile PR
Utilize mobile communications to connect and gain exposure. Implement mobile websites for cell phones and mobile email communications.
- Purchase a .mobi domain name and create a mobile website to launch your mobile PR campaigns.
- Communicate through text messaging via mobile communications. You can send text messages from Internet email.
- Launch a mobile website blog. Directly interact via your mobile website blog.
- Conduct surveys via mobile communications. Utilize mobile websites, mobile blogs, and mobile texting.
Today the worldwide mobile data market is worth 100 billion dollars and in next 5 years the mobile content market is predicted to be worth $1 trillion dollars. Mobile websites offer an opportunity to reach 1.8 billion consumers through mobile phones. Targeting this market is setup to be the largest circulation to reach consumers in the world. Go Mobile!
PR Industry Co-opting
Form alliances with others that add value and help you to gain stronger media exposure.
Integration
The walls between marketing and communications are dissolving. This is happening because of the complex interdependence of all of the channels on each other.

Public Relations Trends - The Bottom Line

A new course of action is to focus on the actual meaning of PR - public RELATIONS. That means relations — as in relationships between people. Organizations - companies, government bodies, non-profits — are made up of people. People need to talk to people.

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Small Business Public Relations

butterfly — Fri, 05 Dec 2008 00:27:20 +0000

This is the fifth article in our online course series on the theory, practice, trends and secrets of New Age Public Relations. Other topics that we cover are:

» What is Public Relations?
» PR Practice - Advanced Public Relations Techniques
» The Power of Public Relations Campaign
» How to Write and Publish a Press Release
» Internet Public Relations
» Small Business Public Relations
» PR Trends: What’s in and What is Out
» Top Secrets of Effective Public Relations
***

Did you know that Thomas Edison did not invent the light bulb? Yupe, you heard it right. The truth is - 20-plus electric lights preceded Edison’s. Actually, Edison was darn afraid of the dark! He died Oct.18, 1931, with all the lights burning in his New Jersey home.

But how he managed to take all the credit for it? Edison was simply much better at branding and generating buzz for his inventions. His Public Relations strategies were among the best and his name sold A LOT of products.

Only small businesses that understand the importance of branding itself and building a reputation with its targeted audience, receive the benefits of community recognition and respect among consumers, media and investors. This can only be achieved through strategic public relation efforts.

Many business owners will tell that they do not believe they need PR services because this is a common practice of mainly larger companies. No matter what the size is of an organization communications with the public is vital. Ask Mr. Edison for advice?

Does Every Company Needs an PR Agency?

The answer is – No!

In reality, anyone with a story to tell can get publicity. It’s not hard, per se, but it takes some determination, some effort and a willingness to learn. In other words, it’s just like everything else in the business world.

Chances are good, you’re already an expert in your industry. You just haven’t been positioned as such to the writers, editors and producers who need experts to comment on issues and stories of the day.
If you can talk about your company, you can do your own PR. Few simple thing to do:

Make a list of what makes your company or service special
- How is your product or service better than the rest?
- Are you using techniques or procedures that are new? Exciting? Out of the ordinary?
- Do you have something controversial or provocative to say about your field?
- Are there any colorful “characters” associated with your business?
- Are you involved in worthwhile community projects?
Turn it into an “elevator pitch” - something you can communicate to someone in the same time it takes to ride one to two floors with them in an elevator
Pick up the phone and give your elevator pitch to a reporter

In time, you’ll discover that there are many things about your business that could interest a journalist. You just need to know how to develop them, package them and present them in the right way.

Key Elements to get Great PR Results for your Small Business

In order to get to the next level, you need to know the additional secrets of effective PR, especially in today’s competitive Web 2.0 world. This tips will help to put you ahead of the competition and secure results time and again.

Be the brand
As the founder of your company you must be in love with your brand and inspired by your brand’s mission if you have any hope of getting press for your product.
Be the information
Media and journalists are not interested in your business alone. What they need is information, news and stories that will be of interest to their readers, viewers, listeners, website visitors etc.
Embrace small media outlets
This creates two big wins for you: a) Small publications have more time for you. b) Big publications troll the small publications for stories
Get your timing right - Don’t Launch on Mondays
That means knowing the timescales journalists work to and timing your approach so that it presses their buttons.
Be a human being
Journalists hate PR people and they hate being pitched. It’s a much better strategy to just be yourself and develop relationships with people in the industry slowly and organically.
Understand how journalists think
You need to be one step ahead and aware of the type of information they want and the best way to give it to them.

Learn how to bond with a journalist
Before meeting with a journalist you should read their last five stories in full. It helps if you take notes on these stories, read the comments under them and look for reactions to the story around the web. You should also look at journalist’s LinkedIn account and do a Google search to see where else he has worked. He will appreciate this in light of the fact that half the folks who e-mail him don’t even know what beat he covers or how to pronounce his name!
Be persistent
Just because a journalist turns you down once do not think all is lost. This is an ideal opportunity to understand why your idea or news story is not relevant and to fine tune your next approach - it’s all a learning experience.
Understand you’re not the only story in town
Bloggers and journalists are interested in good stories and the more time you spend developing that story up front, for each person you’re trying to reach, the more you can help them help you.
Participate is marketing
By actively participating in both the online and real worlds, you forge relationships that will help your brand and social capital grow.
Get a spokesperson
First impressions are everything, and publicly showcasing your company, on stage, online, in print, or via broadcast media, requires nothing less than a polished, personable, and contagious presentation. This is one of those times where you really don’t have much of a choice if you’re not absolutely, 100% the best voice of the company.
Power up your company blog
Your company blog is more powerful than you may think. A blog is the voice and the soapbox for thought leadership, vision, solutions, milestones, and advice. At the very least, it contributes to the personality of your corporate brand.

Your first press release is sent out to your local media (newspapers, TV, radio) to announce your new service or business. More often than not, local newspapers run the release as-is. They may even assign a reporter to write a story on you.

However, once your small business gain in momentum, it is time for your to decide about more powerful PR strategies and full-fledged media campaigns. A media campaign is run for a specific period, to generate a specific result. Your aim is to brand something into the public consciousness. Done well, you’ll never need to advertise your business at all. Usually, for this kind of venture, you need to outsource PR professionals.

Choosing a PR Consultant/Agency

Assuming you can afford it, and assuming the agency is reputable, you can gain much by working with a PR agency.

An agency may be able to pinpoint those aspects of your business which would make it interesting to various publications, for instance. It can also allow you to focus on your day-to-day operations, and handle much of the work involved in running an efficient campaign.

But, picking the right firm to represent your company isn’t always easy. You want to do your homework and look around for agencies that have experience in your industry. In many industries, you need specific experience to really be successful for your clients.

Choose smaller, independently operated firms, because they can spend more time on you, and less money, than a larger operation.

A checklist of things to cover:

Who will I be working with and how much experience do they have?
Will more than one person be helping me, or will I have one, central point of contact?
How can you increase awareness of my small business and reach my specific goals?
What services are included in your fees?
Do you have references I can contact?
Do you provide any guarantees or discounts?
Why should I use you instead of another organization?
Is there a trial period before making an actual commitment?
Will I be able to end our contract if I’m not happy with your services?

If you do not feel that you have the time and skill to organize a successful publicity campaign, it is better for you to seek competent, professional advice than to fumble with your public relations efforts.

Small Business PR - The Bottom Line

Public relations is human relations and a critical aspect of growing your business. Everything you say and do is part of your PR campaign. It is the image you project every day to everyone you meet. It is about you and your company becoming a force in the public eye on a regular basis.

There’s no need to be intimidated by the competition from big public relations firms or the savvy mainstream media. You may come to know that publicity and public relations aren’t such a struggle, especially when you begin to attract high profile attention to your business.

A successful public relations isn’t only about getting in the media- it’s about your ongoing presence in all areas of business and life.

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Internet Public Relations

butterfly — Tue, 02 Dec 2008 23:45:11 +0000

This is the fifth article in our online course series on the theory, practice, trends and secrets of New Age Public Relations. Other topics that we cover are:

» What is Public Relations?
» PR Practice - Advanced Public Relations Techniques
» The Power of Public Relations Campaign
» How to Write and Publish a Press Release
» Internet Public Relations
» Small Business Public Relations
» PR Trends: What’s in and What is Out
» Top Secrets of Effective Public Relations

Don Middleberg coined the term “online PR” in 2001. He pointed out that PR is about a brilliant idea communicated through various forms of media and online was the next form.

This ongoing reinvention of PR has been dubbed PR 2.0 or New PR.

Online Public Relations – PR 2.0 – New PR

If you are trying to learn new information about a product or person, you probably search Google. If the top results are comprised of consumer complaints, you are less likely to look much further. The immediate sense of danger quells any curiosity or desire to take a risk on something new.

That is why companies need weapons like blogs and press releases to combat the “evil hordes”. It is a battle to reach the people. You must do whatever you can to reach them first. Someone will shape their opinions. It is only a question of “whom”.

The Internet has become a mega promotional resource and online publicity is one of the most sought after media sources. Using online public relation methods you can establish as a global identity. Internet Public Relations is also an excellent way of promoting since it targets the mainstream news media more precisely.

Blogging - A New PR Tool

We all know that blogs have taken the Internet by storm (if you don’t know what a blog is, skip this manual and move on to the one announcing the wheel). Millions of people are posting their thoughts, ideas, dreams, gossip, advertisements, and complaints on the web through personal weblogs.

Although their dynamics are not as fast as instant messaging or chat, which are almost synchronous. Weblogs offer a better network and therefore information spreads more easily.

These are the main benefits that make weblogs so powerful for public relations communication:

Promote You as the Expert in Your Field
Position yourself and your company as the thought leader of your business.
Customer Relationships
Blogs are a fast way to join the customers’ discussions, provide tips and insights or receive feedback.
Media Relations
It’s every PR-consultants dream to create a channel where media regularly check what you have to say, instead of media just being passive - sometimes indifferent - recipients of press releases.
Internal Collaboration
Use blogs as a workspace where project members keep each other updated without wasting time writing reports or searching the Outlook inbox.
Test Ideas or Products
Publish an idea and see if it generates interest. Does anyone link to you? What do they say?
Rank High in Search Engines
Google and other search engines rewards sites that are updated often, that link to other sites and most importantly, that has many inbound links. More exposure to your blog makes your PR message more effective.
Blogging the Competition
This method often entails scanning offline stories on to the blog that can effectively be used for blog fodder (moved around the Internet and linked to for discussion). The information provided there, could deliver your competitors’ customer base to you.

You should add your own (Company/Product/Service) blog to all of these Blog Search Engines:

Through blogs any online PR efforts resulting in content generation has the potential to be moved around the Internet, reacted to, conversed with and linked to thousands of times…building company brand. If the material is positive for a company, it’s a PR manager’s dream.

Bloggers - Solution to Reach Mass Audiences

A new PR practice is to pitch stories to Bloggers as well as traditional journalist. However, the same as with all media relations to address Bloggers you will still need a strategic plan and approach. If the process is done correctly the returns can be phenomenal. So here are some tips how to Pitch PR Stories to Bloggers:

Research Target Blog
The most important thing a publicist can do before pitching a blogger is to read his or her blog. Many bloggers still consider their sites to be personal conversation for their views and perspectives, and are wary of corporate or PR pitches. But many do have open ears to PR people. In order to begin a conversation, it is important that you are familiar with the interests of the blogger.
Understand Cultural
Seasoned professionals like to be addressed by their names and almost despise PR pitches submitted in their comments area. Moreover, a lot like reporters they are short on time and you have a small window to pitch your PR story. Remember there is no same protocol so review each website to see how they prefer to be contacted. Email is always a most common practice.
Research Match
Many blogs concentrate on a specific topic. Thus, have your agency make sure your PR Machine is targeting and influencing the correct blogs. Because the nature of the blogging medium allows bloggers to avoid traditional editors and publishers, you must directly target the most influential bloggers and blog posting sites with an interest in your area and integrate your message into those venues.
Build Relationships
These relationships will need to be developed over time and naturally. Once you become successful at pitching PR stories to Bloggers that they can actually use most will view you as a reliable source.

Keep in mind that it is possible that well-tailored pitches to bloggers might not only generate traffic on their blogs, but develop into placements in other media outlets as well, online and off.

PR, Google and Search Engine Optimization

“Search Engine Optimization” (SEO) is a process of fine tuning your blog/website to get higher rankings on Internet Search Engines like Google, Yahoo and MSN.

“Search Engine Optimized Press Releases” or SEO PR means that a press release is written strictly as search engine “spider food.” In other words, the press release is developed using a slew of keywords and phrases in hopes that the search engines will crawl the document and then rank it higher because it “appears” to be relevant to specific keywords and phrases.

If you need help determining the best keywords for your business, here are some resources:

SEO Tools

WordTracker

Google AdWords

Google Trends

BlogPulse Trends

Because SEO is a constantly changing industry, moreso than PR or direct marketing, and because it’s so easy to publish content online, there can be issues with SEO misinformation. For example, a person reading an article six months ago about a public relations topic can be pretty confident that topic is still relevant and accurate today. In another situation, a person reading an article about search engine optimization from six months ago might have a great degree of uncertainty as to whether that information is still current and accurate.

However some major principles of SEO are standard template; Broadly speaking there are two types of optimization, “on-page” and “off-page”.

Off-page optimization
Deals with external factors like the number of people linking to your page. This measure of incoming links is often called “Link Popularity”. So to improve your standing on the search engine you need a higher link popularity.Another very important factor in off-page optimization is the text used to link to your site. This is called the anchor text. Great example of this technique is the list of links to other articles in this series at the introduction of this post. You will noticed that each link is anchored with the actual keyword phrase which is highly SEO optimized. You should try to make these kind of “optimized” links pointing to your referring pages from other relevant “on topic” sites.
On-page optimization
Deals with the layout and format of a web page to make it attractive to a search engine. There are several factors in on-page optimization.
- The title of the page - This is almost the first thing the search engine reads when it visits a page. It is usually displayed on the title line of your browser. This is summery of the page content explained in a short sentence.
- Page Headline
  Like the title of the page, your headline will become the first heading on the page. Again you should optimize your headline.
- Keywords
  When drafting the release, ensure that your top keywords are included towards the front of the release, especially in the headline and subhead, as well as the boilerplate. It’s also extremely helpful to use those keywords as anchor text to link back to strategic landing pages on your Website.

In the foreseeable future it is very likely that SEO replaces PR, at least in the online arena. Why? Because SEOs understand how to measure success online, and clients demand measurement and proof of ROI. Add to that the fact that most of the larger SEO agencies in the world have set up online PR divisions. By contrast, how many PRs do you know who focus on SEO? And that exactly may be your main advantage in planing the future PR campaigns.

Online News Room

In the “old days”, the press kit reigned. Big bulky folders loaded with press releases, glossy photos and slides were standard. They were expensive to design, costly to reproduce and required lots of manpower and postage to assemble and distribute.

Today, you can simply direct a reporter to a web URL, where all your press materials and high definition artwork awaits, ready to be used. It’s a huge time and money saver.

Putting your News Room as part of your main site allows a journalist to “poke around” your site, absorbing more of the feel and culture of your company and its products. It also makes it easier if the reporter wants more information about a particular product than can be found in your media materials.

Creating a separate site allows you to tailor everything to suit the needs of the reporter and prevents the possibility of confusion for potential customers visiting your main site.

Whatever option you choose, here is what your should include in your online news room:

Personal Contact Info
The name, address, e-mail, phone number, fax number and cell phone number of your primary media contacts must be front and center. If you have an Instant Messaging ID, put it in there, too.
Press Releases
Place press releases in chronological order (most recent at the top). Keep traditional press release formatting and use easy-to-read fonts.
Graphics
Executive photos, product photos, charts, graphs, and other appropriate artwork. Provide multiple versions — 72 dpi (lower resolution) for online publications and websites, and 300 dpi (higher resolution) for offline publications. Put instructions for download next to the graphics.
Media Kit
Backgrounders, executive bios, white papers, investor relations info (if applicable), fact sheets, speeches, awards, streaming
Media Of
press conferences, product demonstrations, president’s speeches, etc.
Search Tool
Make it easy for journalists to find just what they want, by making all your press materials fully searchable.

Online News Rooms to Study:

The best way to learn how to put together an online news room is to see how some very smart folks have done it:

Microsoft

Google

Crayola

Social Media Public Relations

Even if you put a lot of effort in Public Relations or Press Releases, it will never be as effective as one social media success. One lucky or unexpected shot from social media can change the future of a company significantly.

Whatever Press Release or information you spread through well determined or known channels, social media can spread faster, better having a wider reach. Reaching the influencers at the right spot at the right time within hours instead of days or weeks.

Social media PR is the powerful combination of public relations and social media. While the term “social media” is still a relatively new one, there’s no doubting its strength as a medium for promoting both your personal and business brand.

Social websites exit in several forms for different markets:

In B2C: Facebook (100mio), Bebo (40mio), Netlog (35mio), specific forums by interest groups, blogs and micro blogs (like Twitter)
In B2B: LinkedIn (23mio), Plaxo, Xing, Ecademy, industry forums, blogs and micro blogs (like Twitter)

In both people can post remarks, impressions or pose questions, whereas others can respond and comment with their visions and experiences.

As the Internet matures into the standard communications tool today, social media continues to evolve and find its place. By using social media and PR together, you can find your place as well.

Social Media Releases

“New press release era”, the “Virtual press release revolution” or simply the Social media press release is a rather new concept, but worth the attention of even the most conservative PR experts and firms.

Almost every press release issued today is done so without video or audio, and many still do not include links to additional information or supporting content. SMR represents a new socially-rooted format that complements traditional and SEO press releases by combining news facts and social assets in one, easy to digest, and repurpose, tool. SMRs help bloggers and online journalists more effectively write a rich media post using one resource that provides them with everything they need.

Picture an everyday blog post, with a headline, intro paragraph, news facts, genuine quotes, and supporting market data (with links) combined with embedded socializable content, such as video from Viddler, pictures from flickr, screencasts hosted at YouTube, supporting documents piped from Docstoc, the use of social tools to bookmark, relevant tags for indexing and discoverability, subscriptions via RSS, friending company contacts via LinkedIn or Facebook, and most importantly, the ability to take compartmentalized components of the SMR to use as building blocks for a new story (embed codes).

You certainly don’t need to include everything that this template includes to be more effective. The inclusion of a single video clip or an MP3 audio file may be exactly what you need to be seen and heard within the social media community.

The SMPR is not a trend. It’s a tool. It is not there to replace or kill the traditional press release, it is there to improve upon it. It’s not an appendage to a traditional press release layout, but includes parts of the traditional press release formatted in a more comprehensible, simpler and ready to use manner.

SMPR Distribution

Several wire services reach traditional media, but integrate social media optimization (SMO) and search engine optimization (SEO) elements as well to appeal to bloggers (because the releases can provide the information in a format that they can appreciate).

These services include:

PRWeb (traditional, SMO, SEO)
PRNewswire (traditional, SEO, multimedia)
Businesswire (traditional) and the new, pseudo SMO
Weblogwire (traditional - but only tech bloggers subscribe to this service)
Marketwire (traditional, SEO - working on SMO)
PRXbuilder - (SMO specific, aligned with PRNewswire)

What is Micro PR

Micro PR use microbloging services like Twitter for establishing B to B communication channels.

It is all about forcing PR firms to approach to all their external functions in the open, on open social flow apps like Twitter, and in the small, where they have to jettison all the claptrap of the old press release model.

In the open, that can’t lie easily, or they will be caught on it. In the small, they have to junk the meaningless superlatives, the bogus quotes that no CEO ever mouthed, the run-on phrases, the disembodied third party mumbo jumbo, as if the press release were edited by God.

Using MicroPR

PR people, subscribe to the @MicroPR feed and definitely follow it on Twitter. You can also run active searches or feeds on Summize or TweetScan.

Bloggers, journalists, analysts, send a public message @MicroPR when they want to reach PR professionals. MicroPR will help channel information, starting as a service for media to source stories, share their preferences for receiving information, announce change of beats, call for speakers or awards submissions, or anything that needs to hit a very focused list of savvy and connected PR professionals.

If you’re asking why you would need to use the service if you already have followers on Twitter, MicroPR will connect you to a broader, more effective network of resources for stories today and in the future.

What makes good microcontent?

Make your microcontent:

Short (That’s why they call it microcontent!)
Readers need to understand microcontent at a glance. Make it as tight as you can without sacrificing clarity.
Explanatory
If you’re writing about conferences, phones and jobs, those words should appear in the microcontent
Scannable
Online, readers don’t read; they scan. Microcontent should make it easy for readers to get the gist of the kay message by scanning.
Context-rich
If your headline says “On the move,” readers might not be able to figure out whether this is a page about employee promotions, a piece on your company’s relocation benefits or an article about the new headquarters building.

Internet Public Relations - The Bottom Line

PR has to be where business is happening. That place is the Internet. Some public relations people have awakened to the power of Internet marketing, but many have not yet taken the plunge. Internet public relations requires an individual who understands and responds to the opportunities, dangers and challenges of a landscape where everything is changed. Utterly.

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How to Write and Publish a Press Release

butterfly — Wed, 26 Nov 2008 21:58:14 +0000

This is the fourth article in our online course series on the theory, practice, trends and secrets of New Age Public Relations. Other topics that we cover are:

» What is Public Relations?
» PR Practice - Advanced Public Relations Techniques
» The Power of Public Relations Campaign
» How to Write and Publish a Press Release
» Internet Public Relations
» Small Business Public Relations
» PR Trends: What’s in and What is Out
» Top Secrets of Effective Public Relations
________________________________________

Press Release

Press releases are the single most important tool in PR. This is a short news story you hope will be published by a paper or magazine, or prompt one of their reporters to write an article based on it. And it is all about two profound actions:

Writing a winning press release
Sending it to the right people.

If that sounds simple, you’re right. It is simple. But it’s only easy when you know the right steps…

How to Write a Great Press Release

The first question editors and journalists ask when they pick up your release is “Is this important?”. And you know what? - Most press releases do not work.

That’s because they are written in a way that is antiquated, outdated, and deadly boring. These often come as templates in your word processing program. Don’t use them - they’re probably OK for some people, but they are not really good at creating the kind of excitement and interest that you want from the people who are receiving your press releases.

You have to actually have a message that is newsworthy, and if your news is not of such, you must develop the skill of adding a value to your story. (To learn more about art of storytelling in PR please read our recent article on advanced PR techniques).

Press Release Headline

In headline, state your most exciting news, finding or announcement in as few words as possible. Emulate the headlines you see in the newspaper every day.

Bad Press Release Headline:
NEW WEBSITE THAT OFFERS EVERYONE THE OPPORTUNITY TO MAKE LITERATURE ONLINE

Good Press Release Headline:
BIG LAUNCH: ONLINE NOVEL WRITING PROJECT THAT EVERYONE CAN JOIN

You’ve just thrown a meaty hook at the reporter.

The Press Release Subhead

Subheads are remarkably useful tools, yet usually overlooked by press release writers. Basically, the press release subhead gives you the opportunity to flesh out your angle and further hook the reporter, without stepping on the drama of the press release headline.

The Lead

The lead is the most important element in a news story; it is the story opener when written in the inverted pyramid structure. The inverted pyramid is a graphical representation of how information should be arranged within a news story. The most important information – made up of the 5 W’s – comes first and the information of lesser importance follows.

It is essential that the lead catches the interest of the reader immediately and by rule-of-thumb it includes the core information of the story, or the traditional 5 W’s: Who, what, when, where, and why. Its objective is to satisfy the reader’s curiosity.

Occasionally an H, for how, is included in the lead. In addition, a news story usually includes the answer to “what’s next?”.

The Rest of the Press Release

The balance of the press release serves to back up whatever claims were made in the lead and headline. Use enough supporting material to make your case, and to demonstrate that, whatever angle you’re promoting, it wasn’t something you slapped together carelessly.

An important question to ask in addition to establishing newsworthiness is simply: “so what, who cares?”

Quotes

Quotations are great additions to news stories; they add credibility and weight and make your story readable and interesting. Quotations can support arguments and information, as long as you attribute your quote, making it more credible and showing you did research, while avoiding any legal or ethical issues.

Inline Tip:
Never start a story with a quote; your story is what’s important, not your company’s president.

Boilerplate

Finally, spend a sentence or two describing your company and what you do. This paragraph is known as the “boilerplate” — an old newspaper term meaning a block of standard text that’s used over and over again (e.g. the explanation of symbols on the stock price page).

In this case, it’s text that you might use at the bottom of all your releases. Place your boilerplate right above the # # #’s.

Inline tip:
Below the ###’s, add a line that says something like:
If you’d like more information about this topic, or to schedule an interview with John Smith, please call Pat Brown at 555/555-2222 or e-mail Pat at pr@yoursite.com

Common Press Release Copy Styles

Press releases falls into a few well-defined categories, each used in accordance with the general format and theme of your headline. The style of copy you use in the body of your release must follow the pattern and pace established by your attention-getter. If you use a direct, factual headline, your body text will usually be most effective if it, too, is factual.

Straight-line copy
This is the most frequently used type. It directly follows the headline and proceeds in a straight and orderly manner from beginning to end. It does not waste words, but starts to sell the benefits of your PR subject immediately.
Narrative copy
Follows the headline with a story that logically leads into a discussion of your PR subject. This can be a dangerous style to use because you must construct an interesting story that will keep the readers involved long enough to make your point.
Institutional copy
Sells an idea, organization or service. Your copy must create confidence in the company or organization, not your PR subjects itself.
Dialogue and monologue copy
Permits the person giving the endorsement in your headline to do the selling in his or her own words. The trick is to retain the attention-getting power of the testimonial and at the same time sound natural and convincing.
Gimmick copy
Depends upon humor, poetry, foreign words, great exaggeration, gags and other devices to create promotional power. This is rarely used because in most cases you are writing a press release to tell a straight, informative story.

Use these techniques as guidelines, not as rules. You should practice writing headlines in several different styles and then write supportive body copy for each.

ABC and other press release writing rules

The most common writing rule-of-thumb is the ABC rule: Accuracy, Brevity and Clarity. Even the Associated Press Guide to News Writing begins with a similar message:
“News writing should be clear, concise, accurate and interesting.”

Your press release shouldn’t sound “hypie”
Or seem like an advertisement in any way. However, It should be written in a way to not only solve an newsworthy issue, but also to advertise your business!
Newspapers need information as much as you need publicity
They are looking for timely, educational and informative information. Conversely, local radio stations may be interested in airing stories that are funnier, quirkier or more controversial.
The more back-up information you provide the better
The easier you make it for a journalist to cover your story, the more likely they’ll be to include it. Include photos, samples, interview availability times, research backup, and the like.
Prepare a draft
Try it out first on two or three members of your external audience, then adjust as needed.
Make sure to send press releases to all media in your area, no matter how small
It’s much easier to get local, rather than regional or national, coverage.

As usual in life, luck plays a role. You may have the greatest story, have done the best press release and made all the phone calls to follow up the release, but there is another big story, for example, a terrorist attack or an earthquake, that overshadows your issue. On the other hand, if you provide your release on a day with little news, you may get a lot of coverage.

Press Release Formatting Tips

Formatting Your Press Release or Presentation can be just as important as content. Read what you write with a red pencil in your hand.

Be brutal. Cut out meaningless words and useless phrases. Combine some sentences and eliminate others. Give your readers a long flowing sentence that combines several thoughts and presents important facts. Then use a shorter sentence to quicken the pace for the reader.

Mixed case
Never write your press release in all UPPER CASE LETTERS. Your release will not be approved by the FPRC editors or it would be ignored by journalists.
Check your spelling
Errors in spelling and grammar will lower the credibility of your press release
No HTML
Never include HTML or other markup languages (like XHTML or XML) in your press release.
Make sure it is long enough
Refrain from verbosity and try to keep the release to one page. If you have to go to another page, be sure it has all the contact info again and type “more follows” or the first three words of the next page in the lower right hand corner. If your press release is shorter than 250 words, then it probably isn’t newsworthy.
Have accurate contact information
You need a real person who’ll bend over backwards to get the information reporters want. So put a person’s name, phone number(s), email address etc. at the top of your release. Better yet, include an alternate information source for the reporter’s convenience.

Follow up journalists you know to check that they have received the release and have all the information they need. This both alerts them to the release and also helps to prioritize your story in their mind.

When to Send a Press Release

So what is the best time to issue a media release? Well, it all depends on the timeliness and news value of the story. A few events that might justify a press release include:

offering a new service
developing a new product
the opening of a new business
winning a big order
moving to new premises
winning a prize or award
celebrating an anniversary
sponsoring a local sports team
assisting a charity or charitable appeal
special offers, events, and so on

Inline Tip:
AAP conducted a survey of all News Rooms in Australia last year and found the best time to send a media release is between 6 and 9 am and 3 and 6 pm.

Press Release Checklist

Is it new?
Are the main points at the top?
Is it short, sharp and simple?
Does it include direct quotes?
Does it provide a contact name and number for more information?
Have you avoided jargon, flowery language and generalisations which cannot be supported?
Have you circulated a copy to everyone from the campaign whom the media might contact?
Have you made follow-up calls to journalists you know?

Press Release Publishing and Distribution

The media receives thousands of releases daily. With seconds to gain attention, the response your individual release evokes is affected by its relevancy to the editor who receives it, its timeliness and the message it conveys.

Tailored submissions - by state, area code, newspaper circulation, dailies or weeklies, magazine categories, E-zine category, AM or FM radio stations, or even a specific topical or geographic area like Travel or Latin America - means the most relevant media receive your release, increasing the likelihood of media pickup.

Some other places you should consider in your press release distribution campaign are:

online industry publications
blogs
newsletters
trade associations
online news sites
the client’s Web site
free press release listing sites

Free Online Press Release Distribution Services

There are quite a few free PR distribution sites on the Web. Many of them are not worth the time it takes you to submit a release. However, there are some that are quite good.

Following are the 4 criteria that you should consider while evaluating a list of the top free press release distribution sites.

Page Rank
It is the Google page rank of the site. You should only run for PR sites that have a page rank of 4 or higher. To determine the page rank of a site, you may use Page Rank Checker free online service.

Check Page Rank of any web site pages instantly:

This free page rank checking tool is powered by Page Rank Checker service
Google News
This service contains most of the press releases that are published by the site picked up by Google news? To find out if a PR distribution site is getting their content indexed by Google news, go to Google News and do a search for “site:sitename.com”. This will show all of the stories by that site that have been indexed by Google News. As an example, a search for all press releases for the free PR site BigNews.biz, would look like this “site:BigNews.biz”
Traffic
Does the free press release site get any traffic? For this list you should use Alexa.com to check traffic. You will have to set your own standard for what you feel is acceptable, e.g. you may accept any site that is ranked above or around 300,000 by Alexa.
Cost
You are looking for sites that are primarily free. However, they may offer additional services for a fee or some premium paid services.

Keeping in mind the 4 points listed above, here is a list of the top 10 Free Press Release Distribution Sites:

PRLog.org - PR:5 | Alexa: 12300
Merinews.com - PR:5 | Alexa: 12900
PR-Inside.com - PR:4 | Alexa: 19100
IndiaPRWire.com - PR:6 | Alexa: 18400
PR.com - PR:5 | Alexa: 26300
OpenPR.com - PR:5 | Alexa: 40400
ClickPress.com - PR:5 | Alexa: 42450
PowerHomeBiz.com - PR:5 | Alexa: 44000
24-7pressrelease.com - PR:4 | Alexa: 45200
NewsWireToday.com - PR:5 | Alexa: 44750

To How Many Distribution Services Should You Send Your Press Release

Don’t forget to spread out your releases over a few days, and don’t submit them to everyone, editors are in charge of several sites at once.

Instead of submitting to all, submit only to 5. Then use the rest of the time to find the top 10 editors, journalists or bloggers on your topic and send them an e-mail, linking to the release somewhere it was published. If you really got something interesting to tell the world about then this will get you more mileage

Sample of Effective Press Release

BIG LAUNCH: INTERNET NOVEL WRITING PROJECT THAT EVERYONE CAN JOIN

[For Immediate Release]

Novel “People” - The collaborative community endeavor of making and publishing the first, solid state fiction book online, officially launched.

November 29, 2008 – Make Literature Online, the fastest growing collaborative writing community, today announced the launch of its first fiction book writing project: The novel “People”;

A tale of people that collide into each other. That fight with each other.
That seek for acceptance, friendship and love.

Since its launch in April 2008, Make Literature Online website was quickly became the favorable collaborative writing environment for writers, readers, pros and enthusiasts, and has quickly gained a substantial following.

Armed with little more than a desire for a fresh literature experience, users of all backgrounds and skill levels have unique opportunity to take equal part in shaping the storylines of new novels, by submitting inspiring ideas for new stories, new chapters for ongoing fiction writing projects, or by selecting the best writings from an online catalogue and discussing the submitted stories in forums.

“People” – the novel, is the first result of this collaborative community effort. One which storyline was selected among numerous of other submissions as most interesting and inspiring to launch new novel creation process that everyone can and should contribute.

The proof of this open concept is the storyline author itself: Raluca Enescu - young student of sociology and philosophy from Romania, in her words “a bit of a hippie, a bit of a thinker and somewhat feminist”:

“I’ve seen the movie »Crash« a while ago-and I guess that’s where I got the idea of people of different backgrounds, views and mentalities colliding into each other. Let’s just say it’s a »critical thinking« experiment. It’s an exercise of »how to see trough the eyes of the other« - which, I believe, is much needed for living in the real life, among real people.”

Asked to comment on how does she anticipates her storyline developing on the course of this project, Raluca said:

“Well, I wouldn’t want to make any predictions. I think this is up to the ones who will write the story, not to me. The thing is- everyone who will contribute will have a very different view on the storyline and the characters. There can be very conflicting views. That’s the beauty about collaborative writing.”

At the dawn of the 21st Century and Social Media revolution, new media is forcing the rapid evolution of communications and is reinventing the conventional fiction writing into the art of “personalized” storytelling. This is the practice of matching our stories with the preferences of those we wish to reach, through the active communication and interaction with the audience.

The destiny of “People” novel is now entirely in hands of the online community and its vast creative potential demonstrated so many times in recent years. If successful, this project may mark a new chapter in the history of modern fiction literature, and be the roll-model for many similar ventures that are jet to come.

You’ll be able to follow “People” daily progress on its official blog at www.MakeLiterature.com.

###

If you’d like more information about this project, please call Dusan Knezevic at Make Literature Media Inc. : (+381) 64-318-6567 or e-mail Dusan at knez.dusan@makeliterature.com

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