Sign & Digital Graphics

December '14

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S I G N & D I G I T A L G R A P H I C S • December 2014 • 63 made available to the public in a timely fashion—the gateway to effective PR. A successful marketing program should be the marriage between a pro- active public-relations campaign and a well-conceived advertising plan. The two approaches should complement each other in their purpose and con- tent—the public-relations effort aids in helping consumers see that you are likeable, admirable and trustworthy, while your ads educate your customers and illustrate how convenient it is to do business with you. What is News? What makes a journalist sit up and take note of the seemingly routine goings on of a particular business? In the world of public relations, the catalyst is the press release. Today, the challenge is dif- ferentiating your press releases from the flood of others that are sent to the media. You've already read of several excel- lent reasons to consider a press release. Open houses generally get space on the events calendar of periodicals and local cable channels. The local and community news pages contain articles on charity and human-interest events, such as the holiday festival of lights. The business sections of newspapers, and industry- and business association-specific publi- cations would cover notable awards and accomplishments of companies and their people. Here are some other items that would pique the interest of the media: • Personnel actions, such as a promo- tion or newly hired manager; • The launch of a cutting-edge product or labor-saving service; • Grand openings, expansion or note- worthy anniversaries of businesses; • School career days or visits to your shop by school children; • Special events, such as sponsored road races, charity galas or art exhibits; Events that are photo opportunities for the media garnish more attention than simple announcements. If you are going to provide the photos, be sure they meet the quality criteria of the media organization. After your "grabber" headline, the body of the press release should contain answers to the "five W and one H" ques- tions: who, what, when, where, why and how. Now put yourself in the editor's place and review your copy. Is it simple and clear? Are the important facts up front? Try to keep the length to one page, two at the most. Ready, Aim… Fire! There are many excellent sources of information regarding effective public- ity and public relations. And every single authority I've consulted on this topic advocates the "ready, aim, fire" approach to launching such a campaign using press releases. Ready in the sense that business own- ers need to do their homework about the inner workings of the local media. It may be worth the time to first compile a list of newspapers, magazines, radio and televi- sion stations, and other media vehicles that could potentially assist you in "get- ting the word out" about your company. Get to know what interests the editors of the publications in which you want your press-release information to appear. Study their publications, productions and formats. They each have a "personality" they will want to project to their target audience. Companies that distribute press releases without a clue of what the publications or programs are about are wasting their time and the time of the media organizations. A successful marketing program should be the marriage between a proactive public-relations campaign and a well-conceived advertising plan. 1-800-310-5740 When you switch to high quality OPTIMA brand media. • Vinyl • Banner • Paper • Specialty Contact Diane Gilbert at 800-669-0424 x297 Sign & Digital Graphics Marketplace AUGUST 2014 (800) 669-0424 106 • August 2014 • S I G N & D I G I T A L G R A P H I C S MARKETPLACE ADA SIGNS ADVERTISING FLAGS BANNER FRAMES Wholesale DIGITAL PRINTER 13 oz Vinyl Banners Full Color 320.965.2297 hems & grommets includes as low per sq ft $.89 as BANNERS BANNERS BANNER STANDS Wholesale to Trade Only F U L L C O L O R V I N Y L B A N N E R S FREE HEMMED EDGES FREE GROMMETS 89 ¢ 89 ¢ /sq.ft. N e x t D a y Tu r n a r o u n d N O E X T R A C H A R G E ! 1-888-739-8501 HP-Scitex LX850 Print up to 10 ft. wide Large Quantity Orders As Low As 13oz Vinyl Banner 40/sf ¢ BRAILLE SOFTWARE CORRUGATED SIGNS 16' ECONO COMPLETE SET (PRINT + POLE + GROUND STAKE) $ 55 CUSTOM FLAG 1-888-739-8501 WWW.B2SIGN.COM FAST TURNAROUND BEST QUALITY, BEST PRICE SIX STYLES AVAILABLE! 18 MONTH COLOR GUARANTEE 4 SIZES EACH STYLE GET NOTICED Call today to adver tise in Sign & Digital Graphics Marketplace BECOME A DEALER WIDE RANGE OF OUTDOOR DISPLAYS TRADE ONLY SUPPLIER 866.708.8316 Contact by calling: 800-669-0424 x297 or email: SBAUG Marketplace.indd 106 7/18/14 11:02 AM Low-cost solution for getting attention for your company.

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