When All Else Fails, Write a Press Release

by JoAnn R. Hines

Published on this site: May 5th, 2005 - See more articles from this month...

Ever wonder why you never get asked for a media interview or invited to speak at an upcoming conference? Curious as to why you never got a call back from a job interview? Can those who are looking find you easily or do they even know who you are? Are you reinforcing your professional image in the minds of those that count? Why not? It’s all part of your personal marketing plan to keep your name in front of those seeking your expertise.

Need a little ego boost? Last week we talked about doing an ego search on GOOGLE, but it’s really more than doing just that to improve your media persona. I know I have said this before but you need to spend considerable time promoting and marketing yourself personally. If you are self-employed, as much as 50% of your time should be spent marketing. What is your plan? Do you have an idea where to start?

What gives an easy fix AND an ego booster? Writing a personal press release, of course. You are going to say, “What’s news worthy about me?” Everything. Anything can be newsworthy with the right angle. Remember the creative aspect of marketing yourself? Think about what intrigues you.

When you read your email or snail mail, which ones do you open? I expect that you go to the ones with a strong hook that say, “Read me. I'm interesting or important.” Which would you rather read? I'm a packaging guru so I chose this topic as an example.

"More Consolidation in the Packaging Industry" or "Warning Signs that Your Job May Not Be Secure"? (This is a real article you can order by returning the word "warning" via email to [email protected].) Do you see the difference? The first one says “Ho hum, so what is new.” The second screams “My job might be in jeopardy and I better check it out.”

What words will capture your interest? If you are an expert, use that angle to hook your audience. Take an example from yesterday’s headlines that has strong packaging related issues that an expert (you) can address. Doctors Warn Against Obesity in Toddlers. Stumped? (The article is about the role of ingredient labels that explain exactly what is in packaged products that mothers may not know about.) This is a hot button that a packaging expert can address. Can't talk about this?

What about: Packaging Kills X Number of People Every Year. Tell them how your expertise can resolve their problem or whyit is a problem. Remember no one knows what expertise youhave until you tell them.

JoAnn Hines' specialty is PACKAGING PEOPLE. Whether you want to be paid more, you just lost your job, or you want to progress in the one you have, Ms. Hines advice and expertise can help you transform your personal brand. She can show you how to package yourself and make your brand a hot commodity. It's easy once you know the ropes and begin to utilize her insider's secrets. She shows you step by step how to increase your visibility, credibility and marketability with easy to use tutorials and templates.It is time to get started "Packaging Yourself." Email me the Chief People Packager @[email protected]