wnfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business or product should include many, if not all of the following:

· An interest

There’s no denying that the Internet is allowing more and more entrepreneurs to start their own businesses and effectively market their new products. However, there seems to be an increasingly common misconception when these businesses try to generate media attention and publicity for their products or businesses. Over the past several years, I have had more than a few clients come to me seeking “a PR” to get people interested in their products/businesses. That’s right a "PR". Contrary to what some people think, PR is NOT an acronym for “Press Release” – it stands for Public Relations. PR is much more than just a press release and that distinction is very important to understand.

I often cringe when I see articles from well-intentioned “marketing” experts that say, in effect: “simply write a press releases, pitch it to the media and just sit back and reap the benefits.” Unfortunately, it is far from being that simple. That statement pre-supposes that the media release/pitch is written well – containing all the right elements and newspegs to catch the media eye – and that it is pitched and maintained in the correct media market, which is often the downfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business or product should include many, if not all of the following:

· An interesti

roducts or businesses. Over the past several years, I have had more than a few clients come to me seeking “a PR” to get people interested in their products/businesses. That’s right a "PR". Contrary to what some people think, PR is NOT an acronym for “Press Release” – it stands for Public Relations. PR is much more than just a press release and that distinction is very important to understand.

I often cringe when I see articles from well-intentioned “marketing” experts that say, in effect: “simply write a press releases, pitch it to the media and just sit back and reap the benefits.” Unfortunately, it is far from being that simple. That statement pre-supposes that the media release/pitch is written well – containing all the right elements and newspegs to catch the media eye – and that it is pitched and maintained in the correct media market, which is often the downfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business or product should include many, if not all of the following:

· An interest

tions. PR is much more than just a press release and that distinction is very important to understand.

I often cringe when I see articles from well-intentioned “marketing” experts that say, in effect: “simply write a press releases, pitch it to the media and just sit back and reap the benefits.” Unfortunately, it is far from being that simple. That statement pre-supposes that the media release/pitch is written well – containing all the right elements and newspegs to catch the media eye – and that it is pitched and maintained in the correct media market, which is often the downfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business or product should include many, if not all of the following:

· An interest

nefits.” Unfortunately, it is far from being that simple. That statement pre-supposes that the media release/pitch is written well – containing all the right elements and newspegs to catch the media eye – and that it is pitched and maintained in the correct media market, which is often the downfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business or product should include many, if not all of the following:

· An interest

wnfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business or product should include many, if not all of the following:

· An interesting, quality, newsworthy product/service that the media (and its audience) will find merit in;

· A concise, articulate media release or story pitch – not a glorified ad – detailing the benefits of your product/business/website and what effect it will have for it’s users;

· A supply of media “supportives” – product photos (digital & hard copy), possible review samples, etc.;

· An extensively researched media list detailing all applicable media outlets whose editorial profiles match your product/business profile. Here’s an important detail -- the targets of your pitch should be “name-specific” not just “title-specific” media contacts. By that I mean the media market research you compile should give you particulars like “Sally Jones-Cooking Editor” not just Tribune Newsroom or Managing Editor;

· A solid, trustworthy media contact vehicle that gets your release/media kit directly into the hands of the appropriate reporter/editor/producer and allows them to respond easily to your pitch. (As always, beware of press release distribution services that often times indiscriminately spew your release to hundreds of untargeted media outlets wit