Mediaboss Marketing

By Tracy Higginbotham

“I am launching a new division in my company. I want to arrange a news conference to gain media attention. Do you have tips on being host of a successful one?”

Small businesses might believe news conferences are only for major breaking news, big corporations or national stories, but it isn’t true. Entrepreneurs can conduct news conferences to give media a chance to capture information on a significant story.

Making it clear to reporters why they should attend the event and providing vital information once they are at the event will lead to a successful news conference.

First, notify the media of the news conference by sending a news release with the time, date, and location of the event. Make sure to include the topic being discussed, its importance and why readers, viewers or listeners will find the news interesting.

At the event, provide a media packet. The packet should contain a copy of the original press release, company biography, photo of the company’s owner or product photos and additional corporate information. Make sure to allow time at the event for reporters to ask questions and take photos after the announcement is made.

Finally, provide a list of contacts in case there are questions after the news conference is over.

If you want professional help creating a news conference, contact a local public relations, marketing or communication company.

Bottom line, entrepreneurs should consider conducting news conferences to get publicity for their important corporate developments.

“I am trying to develop a stronger brand identity for my business. What suggestions do you have?”

First of all, a brand is a person’s gut feeling about a product, service or a company. A brand isn’t what the entrepreneur says it is; it’s what consumers say it is.

Often, people think a brand is the company’s logo, but it is not. It’s much more than a company’s visual identity.

Begin by finding what your customers think your brand is by asking them, “What is our brand to you?” You can ask the question in a short email, at an event or after you have conducted business with them. You can ask your employees for their opinions, too. See what themes develop, and then decide how to strengthen or change what you hear.

Once you have developed changes to your brand, communicate the message in all your marketing outreach, including your website, print materials and social media marketing. Ensure every person in your company understands your brand and communicates it clearly to anyone they meet.

Remember, a brand isn’t just something that can be seen or heard, it’s something that is felt and resonates with consumers long before and after a sale is made.

See the article here:
Ask the Entrepreneur: Getting the word out about change