AIAP Newsletter 04/25/06

FREE ADVERTISING! (Or how P.R. changed my life and income)

One of the least utilized marketing tools among small business is the Press Release.  We read and hear press release material every day of our lives, but rarely recognize it as such.

In a former life in the advertising business I spent a great deal of time writing press releases for corporate clients.  In a nutshell, a press release is a way contact the print and broadcast media and say "Hey, look at me!".  Much of the story material that isn't "headline news" comes from press releases submitted to the media.  Have you ever wondered why a certain business or person seems to be constantly in the spotlight?  Chances are they have a great P.R. person with media contacts who is sending a constant stream of material to the media.

Magazines and newspapers are always in search of material to fill their pages.  Trade and business magazines and newspapers are the most likely of all media to publish material from press releases.  However, there are some important rules that one must follow to even have their material considered.  Let's discuss the nuts and bolts of writing and submitting a press release:

I.  The 4 elements of a great Press Release

1.  The Headline -- In ten words or less summarize the information in an attention grabbing fashion.  Think of this as a billboard that the editor is passing at 70 miles per hour on the expressway.  Your headline must be precise and exciting.

2.  Opening Paragraph -- This is your "lead" or "hook", and must address the who, what, where, why and how of your story.  The opening paragraph must summarize your story and draw the reader into subsequent paragraphs that explain the details.  One important bit of advice:  your lead must be clearly factual and not sensational.  Avoid the "used car salesman" approach.  Just state the facts in an interesting fashion that makes the reader want to know more.  Your contact information must also be stated in the opening paragraph (your name, location, email/phone, etc.). 

3.  Body -- This is where you offer details and explanation of the facts stated in your first paragraph.  An important tip to remember is to state the most important information first, then go on to lesser details.  Chances are your story will get edited, and this is where they'll do the cutting.  Putting the most important points first in the body makes the editors job easier.

4.  Closing Paragraph -- Re-state the important facts of your story, and your essential contact information (email, phone, etc.).

Generally a one-page press release is best.  If your story is newsworthy you can easily tell the story in one page.  Traditionally press releases followed a strict printed format and were mailed to the various editors in the media.  However, email is now the preferred method of transmitting press releases.


II.  Now, Let's Make it Happen:

First, let's take a look at the kinds of things an architectural photographer may choose to headline in a press release.   Here are a few possible headlines:

Local Architectural Photographer Gains Professional Certification

Architectural Photographer John Doe Honored By AIAP

Architectural Photographer John Doe Completes Annual Report For ABC Corporation

Architectural Photographer John Doe Featured on AIAP Website

Local Photographer John Doe Launches Architectural Photography Services

Photographer's Website Features Architectural Photography Portfolio

Local Architectural Photographer Gains National Recognition

Architectural Photographer To Speak to Real Estate Professionals

Architectural Photographer John Doe Offers Now Offers Digital Imaging

Architectural Photographer To Address Local Architects

Get the idea?  There are dozens of reasons for you to have your name in the news on a regular basis--simply take the time to consider what you can spotlight.



III.  Format is Crucial!

Here's a quick sample of how a press release should look to be taken seriously:


NEWS RELEASE

FOR IMMEDIATE RELEASE
Date:  August 27, 1999
Contact:  Alan Blakely 000-000-0000
Email: 000@000.com

NEW STOCK PHOTOGRAPHY AGENCY  TO SHOWCASE IMAGES OF SALT LAKE CITY

SALT LAKE CITY, UTAH – Local commercial photographer Alan Blakely this week announced the launch of Salt Lake City Stock, a unique stock photography agency that will offer Salt Lake City images exclusively.  "I created Salt Lake City Stock in response to the ever-increasing demand in the world for photographs specifically of the Salt Lake City area.  The sheer volume of inquiries I've received via the internet convinced me that there was a bona-fide market for stock photographs of Salt Lake City" Blakely explained.

Salt Lake City Stock will operate primarily as an electronic storefront on the internet, and fulfill most image requests via electronic transfer.  The agency will also deliver images on CD and DVD.  Salt Lake City Stock is now actively soliciting submissions from professional photographers in the region in order to build a diverse and extensive image file.  Mr. Blakely will be receiving management assistance from his brother and fellow photographer David Blakely in the day to day operation of the agency.  David has prior experience in both stock photography management and internet technology.

Salt Lake City Stock will market its images to the international press, national and international magazines, advertising agencies and other image buyers throughout the world.  The agency will offer images that depict the many facets of life in the Salt Lake City area, as well as traditional landmarks, architecture and events.  Blakely is also hopeful that local photography buyers will look to Salt Lake City Stock when the need arises for area-specific photographs.

"We view Salt Lake City Stock as a preliminary effort in a much bigger plan" explains Blakely.   "We plan to launch similar stock agencies that showcase other major cities throughout the world, and thanks to the internet we can operate all of these agencies from our home-base in Salt Lake City."  Those interested in learning more about Salt Lake City Stock can visit the agency's website at www.www.www or call 000-000-0000.

XXX
(This signals the end of the release. It's customary to always include this at the conclusion of the release.)


A few words about the above release:  This is an actual press release for a business I started in 1999.  I launched this agency in anticipation of the 2002 Winter Olympics in Salt Lake City,   The national media immediately picked up this release, and within a few weeks my little "stock agency on the side" became an overwhelming success--the emphasis being on the overwhelming.  

This press release ran almost verbatim in Communication Arts, Advertising Age, AdWeek, etc.  However, I soon found that I much preferred being an architectural photographer to being a stock photography agency owner.   Within six months of this release I sold the agency and realized a very handsome profit that nearly paid for my new house on the golf course.


IV.  This Will Work For You!

Here are a few steps to getting things rolling:

1.  Discuss possible topics for a press release with your friends and colleagues.  Often we're too close to our business to really appreciate its unique aspects.  Make a list of projects you've recently completed for prominent clients.  Consider a press release touting your AIAP credentials.

2.  Make a media list.  Here's where I'd start: local business publications (newspapers, magazines), local newspapers, local trade magazines (construction, real estate, architecture, interior design).  You'll want to find the email address of the appropriate editor from each publication.  Usually this will be the business editor.  You can usually find the email address in the magazine or newspaper, or on their website.

3.  Start Writing.  If you doubt your writing abilities, you may want to consider using a freelance writer.  Finding a freelancer is usually as easy as going to the phone book and calling the small P.R. agencies in your area.  Ask if they have anyone on staff who will write a press release on a freelance basis.  A press release will usually cost you about $125.  You may also want to contact the P.R. department at a local university and ask if there are any recent graduates who may freelance.

4.  Email your press release, and then its monitor publication.  Tracking "friendly" media will help you focus your efforts for subsequent press releases.

5.  Watch for the "boost" in your business.   I've yet to send a release without almost immediately seeing an increase in telephone and website traffic. Regular press releases will continue to build your business.


V.  The Truth About P.R.

The fact of the matter is that few small businesses even consider public relations as part of their business plan.  Most photographers rely on paid advertising and their reputation to bring in business.   However, virtually all successful corporations use public relations as an integral part of their marketing strategy.

A small investment in time is all that's required to make public relations work for you--just do it!

Best regards,
Alan Blakely, Director
The Association of Independent Architectural Photographers
http://www.aiap.net