Dodo Loves Marketing

The 8″ x 10″ glossy, black-and-white photograph

If you are going to submit a photo with your news release, you can have a good professional photographer take it for you or you can put a roll of black-and-white film in your camera and do it yourself. Photograph only the images that support your news release and take many shots to ensure at least one good photo will result.

Try to adjust your major points of interest so they will appear everywhere except in the centre of the photo. Position these focal points about one-third in from the edges, approximately on the Golden Line.

Have small prints made and examine them for good impact, clarity, interest and relevance. Then the best of them should beblown up to form an 8″ x 10″ (postcard-sized) glossy. Get several copies made if you are sending your release to more than one news organisation. ..more

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‘Glory is fleeting, but obscurity is forever.’

Have you ever tried to eat at a restaurant the day after it’s been well reviewed in the local newspaper? The lines can reach around the block; such is the power of free publicity.

In addition to increasing visibility in your community, press coverage can be copied and used as part of your mailing package to prospective clients. When your company appears in a magazine that is printed in four colours, have the front cover reprinted as well as the piece inside that is about you. The promotional effect of using a colour copy of the article is enormous compared to a dull black and white reprint. In this way the article about you becomes a permanent part of your promotional material and can be seen by people who missed it when it appeared in the media.

You can generate good publicity by taking the following steps:

1 Read through your local newspaper. Look at the length (number of words) of its articles and what subjects are seen to be of interest to its readers. If you live in a major metropolitan area, don’t limit yourself to the largest newspaper or the major radio or television stations. Study local suburban papers and smaller radio stations to determine if they are the right mediums for your news release. ..more

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