Be “Customer-Focused” When Dealing With the Press
For your PR efforts to succeed, you need the press, and the best way to gain the cooperation of its members is to meet their needs. Before you make your “pitch,” do a little research. Find out which media outlets are most likely to carry your type of “news.” Who is the best person to talk to? How and in what form do they like to receive information? When’s their deadline? In short, treat editors and reporters like your customers.
   The “news cycle” creates a certain amount of pressure on reporters and editors. They’ll appreciate - and be more likely to work with - people who appear to understand them and make their jobs go a little smoother. Remember, the customer might not always be right, but he’s always the customer. Do what you can to accommodate members of the press - even their sometimes peculiar quirks. You’ll increase your chances of getting effective news coverage.

A Good Headline? It’s Got “Pop” and a Clear Message
If it’s true that you don’t get a second chance to make a first impression, then writing good press release headlines is critical. Editors see dozens - if not hundreds - of press releases a day. Make sure they stick with yours by crafting a strong opening. The best headlines convey information quickly and clearly, and are catchy (but not cutesy). Strive for headlines that get to the point and capture the editor’s interest. Don’t forget that headlines sit atop news - not ads - so avoid being too “promotional.”
   Some say headline writing is an art - capturing the central issue of an entire story in a few words. But with a little practice you can master it. Here are some rules of thumb: • Use an active vs. a passive “voice.”
• Don’t ramble - the shorter the better.
• Jargon bad, plain English good.
Remember, too, that what most interests an editor might differ from what most interests you. Your headlines should attempt to strike a chord with the editor’s audience.
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IDEA BANK
Gain Credibility, Extend Your Reach Through Co-Marketing
Cory German - Inter-State Studios

The marketplace today is filled with cross-promotional and co-marketing campaigns. A soft drink purchase can lead to amusement park tickets. If the local baseball team wins, your ticket is good for a free ice cream at a participating restaurant. Co-marketing arrangements are popular because they work. They increase the exposure, credibility and appeal of both parties. They also generate additional traffic and purchases.
You might think putting together a co-marketing campaign is complicated, but it isn’t. You might think co-marketing school pictures is ineffective or inefficient, but the potential is actually enormous. We’re not talking about a national campaign. You can set up local campaigns in the communities where you take school pictures. Here’s how it can work:
Your most important audience is young families - and even more importantly, kids - so look for a partner with the same target audience. Where do kids eat? Play? Buy clothes? Rent video games? What activities do mothers choose to entertain the kids? Bowling? Movies? Look for co-marketing partners in those businesses.
The idea is to offer a bonus for picture packages above a certain dollar amount - one that provides an incentive for customers to increase their purchases. For example, if your co-marketing partner is a locally owned fast food restaurant, the bonus could be coupons for a free burger or drink when one is purchased.
   Make sure the bonus is structured to also benefit your partner. A “buy one, get one” or “free with purchase” type of bonus ensures that your partner will see increased purchases as well. So your partner sweetens your picture packages in exchange for additional traffic at its store.
   All parties promote the campaign: you, through your communication to parents; the school, through its communication to students; and your partner, through its in-store displays, flyers, website and so on. Your partner would provide the coupons to you and when you ship out orders that are large enough to quality for the bonus, you simply stuff the coupons in the package.
   Why would a local business be interested in working with you? Because you have access to Mom, the decision maker for all these purchases, through the information packets you send to every home. You can deliver their messages to customers, and you can help deliver customers right to their door.
   A related thought: Most national chains that target children as their customers often sponsor initiatives supporting education and children. Tying these initiatives into your relationship with your partner can pay dividends with the schools, and make newsworthy copy for your local PR activities.
   It’s a perfect win-win situation. You’ll be promoting your partner to an entire school community, while your customers will spend more money with you knowing they’ll be getting something free in the bargain. Even the schools will benefit. There are many “family” businesses out there - restaurants; miniature golf and game arcades; bowling alleys; theaters; shoe, toy or candy stores, etc. - that would join you in such a campaign if asked.
   With a little imagination and effort, your school photography business can increase its revenues and its profile in the communities where you take pictures. Co-marketing can be one of the most cost-effective ways to reap those benefits.
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PSPA TESTIMONIAL
For One School Photographer, a Little Publicity is Going a Long Way
How valuable is a little publicity? Here’s one example of how an article in the local newspaper significantly raised the profile of one school photographer. Cory German, a Pennsylvania-based photographer, works for Inter-State Studios. His Picture Day at a Rochester, N.Y. area school was the subject of a feature article in the local Democrat & Chronicle. Cory says that one article triggered all sorts of new activity:
   “Well, it was really, really good for everybody. There were three parties involved: myself and Inter-State Studios, the school, and the newspaper. It wasn’t just a hard copy newspaper article; it was also on the Democrat & Chronicle website. After the hard copy article and the website article came out, it had a huge impact on schools we had just picked up around the surrounding area.
   “Schools were e-mailing me information about the article just in case I didn’t know about it. We had other schools sending us copies of the newspaper. One school that we were visiting the following week actually pinned that article up on their bulletin board so the kids could see it, and they had an arrow pointing to it and a big sign that said: ‘This is going to be our photographer this week!’ So that just promoted us a little bit more.
   “As for sales, they increased because people seemed to be a little more familiar with us. It allowed the parents to be a more proactive part of the purchase. It made them feel as if they knew us, and it made them feel more comfortable in their purchase. That is the biggest thing, to make them feel comfortable, because they are our customers.
   “I think this article took everybody back a decade. It did. It brought the good feelings and tradition of Picture Day back. It’s continuing to increase our business. We’re using this article as part of our new-business presentation to other schools.”
Cory’s experience is common when articles are written or posted. They generate a lot of immediate attention and good feeling, have a positive impact on sales, and also become effective promotional tools for future new-business pitches.