Susan Payton

  • How to Tailor Your Content to PR Campaigns

    Marketing and public relations go together like peanut butter and jelly. With the right strategy, they can both make the other more effective (and tasty!). If you’re currently using content marketing, consider tying in your PR efforts (and vice versa) for maximum results. Consult Your Calendar Likely you know several months in advance some of the major PR events you have f ...

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  • 5 Headline-Writing Strategies That Boost Press Release Reads

    When it comes to getting your press release read, you’ve got a lot of competition. On a given day, there are thousands of other press releases you’re competing with. One of the best ways you can get more people to read your press release is to give it a snazzy and engaging headline. Here are five strategies to try to get more reads for your press releases Strategy 1: Be Ju ...

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  • 5 Ways PR Has Changed Since 1999…and Why Now’s Better

    If you’re “old school,” meaning you’ve worked in public relations for more than 10 years, you have seen quite a few changes in how PR professionals do their job. If you’re newer to the industry, you need to know what those changes are that have made your work so much easier. Here are five ways the industry has changed in the last 15 years. 1.

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  • How to Use Big Data in PR

    Big Data is a big term these days, but most of what you hear relates to marketing. Marketers are using all the masses of data out there to better target their emails and content marketing campaigns. But what about public relations? Can’t we also benefit from it? Absolutely, and here’s how. Know What to Pay Attention to There’s a lot of information out of there, but most of ...

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  • 10 Tips to Ace Your First Television Interview

    All your hard work in pitching journalists has paid off, and now you’ve been invited to participate in a television interview. Congrats! Now you’ve got to ensure you come off as professional and memorable. Nothing to it. 1. Choose Your Outfit Wisely Now is not the time for that colorful checkered or striped shirt you just bought.

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  • Why Local PR Beats National PR…and 4 Tips for Getting It

    I find that as a public relations professional, I have to spend a lot of time educating clients about managing their expectations in terms of generating PR. Sure, we’d all like to get coverage in The New York Times or Wall Street Journal, but for most businesses, it ain’t happening. In my opinion, it’s better to focus your energies elsewhere rather than reaching for that pie in the sky.

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  • Getting to Know Your Journalist: 3 Tips to Connect

    You wouldn’t ask out a girl (or guy) you’d never met before, so why would you pitch a journalist who doesn’t have a clue who you are? Developing and nurturing a professional relationship will drastically increase the likelihood of a reporter writing about your brand, so invest the time to get on their radar.

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  • 5 Reasons Press Releases Get Shot Down

    It’s understandable that press release distribution services are getting pickier about what they publish on behalf of clients. After all, Google pays attention to them, too, and they want to uphold their good reputations. If you’ve ever submitted a press release and had it declined, you may already be familiar with these red flags that keep your release from being approved.

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  • 5 Ways to Establish Yourself as an Industry Expert

    What’s a better branding tool than advertising? Even better than press releases? Being quoted by the media as an expert in your industry. Journalists and bloggers are constantly writing stories that they need resources for. They’re on the hunt for people who can speak to a particular topic intelligently. You’re well-versed in your field, and have plenty to say.

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  • 5 PR Tasks You Can Automate

    Thank goodness for smart people who have invented software and tools to help time-strapped business owners and marketers get more done without physically having to do it every time. Here are a few of the rote tasks of public relations (and marketing too) that you can automate so you get back to focusing on your business. 1.

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  • Turn Pitches Into Publicity With 4 Journalists’ Tips

    When it comes to getting the attention of the media, many PR folks find it near impossible to stand out in a sea of pitches. I’ve been pitched myself, from people trying to reach my marketing blog audience, and there are certain pitches I immediately trash. Like those that aren’t addressed to me by name, despite my name being fairly easy to find on my blog.

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  • Do PR Pros Need to Know How to Market (and Vice Versa)?

    Once upon a time, there were PR professionals, and there were marketing professionals. PR pros focused on writing press releases and getting media mentions. Marketing experts handled the content and marketing campaigns. Never did the twain meet. These days, it’s another story. There’s plenty of overlap among PR, marketing, social media, blogging, content marketing and adverti ...

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  • A Step-by-Step Guide to Calculating Press Release ROI

    Just like with any marketing or public relations tool, you want to make sure you’re getting your money’s worth with your press releases. But if sending a release doesn’t result in a direct sale, how can you measure your ROI? Start with what you want to accomplish Why are you sending press releases in the first place? What do you want to achieve? This is the most important piece ...

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  • Why You Need Videos in Press Releases…and How to Do It

    In a sea of press releases, it can be difficult to make yours stand out. One way to make your press release more unique and more likely to capture people’s attention is to include a video with it. Don’t believe me? It’s been tested. Three press releases were targeted to tourists visiting New Orleans for the Super Bowl last year. One contained a video, one an image, and one no multimedia.

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  • 4 Ways Social Can Make Your Brand’s News More Engaging

    You know you need to share your online news releases on all your social media accounts. But you’re not simply clicking the “share” button and leaving the update as-is, are you? There are better ways to get people to click on the link to your press release. Here are four strategies to help. 1. Pick a Highlight Your Audience Cares About Remember that people care about themselves, not you.

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  • 3 Hot Social PR Trends and How to Use Them

    It seems like as soon as you figure out how to use social media, it changes. So-called social media gurus are constantly bombarding you with the latest and greatest techniques for reaching more people with your message. Ahem. May I add a few of my own? I see too few companies really leveraging the connection between social media and PR.

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  • 4 Ways to Use Social to Increase News Release Reach

    When you publish a press release online, the more eyeballs that see it, the better. And in this day and age of social sharing, it’s easier than ever to get your news in front of more potential customers, journalists and bloggers. How? Social media. If your audience is spending any significant time on Facebook, Twitter, Google+ or LinkedIn (and I’m betting they are), you nee ...

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  • The Perfect News Release Angle Is Trending Now

    If your PR strategy involves putting out one or more press releases a month, it can be a challenge to consistently come up with innovative and engaging news topics. Above all, your press release topic should be newsworthy and something readers want to click. One strategy is to find a breaking news story — local or national — and find a tie to it. Here’s an example.

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