I am happy to introduce this guest blog post by Dan Janal. The Los Angeles Times called Dan Janal "an Internet marketing expert" who helps professionals build their businesses with publicity and Internet marketing tactics. Thank you, Dan for sharing your wisdom with us.
Is Old Media still relevant in today's social media world in terms of getting publicity that helps you make sales? You bet.
While it is great to get mentioned on blogs and social media sites, Old Media or Mainstream Media is still the place to be to get results.
Here are 5 reasons to include Old Media in your publicity and marketing campaigns:
1. Credibility. If the New York Times likes your product or service, you get instant credibility. I could name 100 other mainstream publications that you'd love to get into so your product, book or service gets the ringing endorsement of a trusted source.
2. Visibility. Newspapers, TV and radio still reach millions of people every day. While we all like to get some of our news online, you can't ignore the impact of traditional media sites and their incredible reach into mainstream America.
3. Reprint-ability. Let's face it. Nothing stands out in marketing kit or sales kit like a reprint from a newspaper or magazine. It demands to be great and it smacks of credibility. I'm seeing more and more websites feature logos of old media companies that have written about those authors and small businesses. That should tell you something: people are influenced and impressed by Old Media.
4. Links to your site. Nearly all content from nearly all Old Media is printed on the web. Oftentimes, those articles have links to your websites, or are otherwise indexed by Google and other search engines. So if someone is searching for your type of business, they very well may learn about your from a reference in the Old Media on their web site. That's a great introduction. In fact, I had one client who was named one of the top 20 entrepreneurs of the year by Entrepreneur magazine. When you search her name, the first listing is the link to Entrepreneur, not her own website. Can you imagine how much confidence and credibility she just received? Anyone searching for her can see that she has the implied endorsement of a top magazine! That's a great way to start a conversation.
5. Ego. Would you rather say that someone Tweeted about you or that the Boston Globe printed a review of your book and included a picture of the cover? I rest my case.
None of this discussion even hints that new media is not worthwhile. It truly is. However, the torch has not been passed from one generation of news hounds to the next -- at least not yet. Good publicity practices should include Old Media as well as New Media so you and your clients get the most publicity possible.
One tactic that I've found to be indispensable in getting my clients links from media sites is to distribute press releases. Many top media sites will print press releases word-for-word so you control the message. The benefits of doing this include getting links to your site, creating screen shots of your press release on famous sites to build your credibility and the visibility of reaching the audiences of those publications.
For a free report on how to get your message printed in top tier media websites, go to
Arielle Ford has launched the careers of many NY Times bestselling authors including Deepak Chopra, Jack Canfield, Mark Victor Hansen, Neale Donald Walsch & Debbie Ford. She is a former book publicist, literary agent and the author of seven books. To learn how to get started writing a book please visit: www.HowToWriteMyBook.com
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