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Rembrandt's PR and Writing Blog for Startup Success – Shakespeare Squared Shares PR Success Tips Part 2

On Monday, we heard from Kim Kleeman, president of Shakespeare Squared, Inc. about her PR success. Here is the remainder of that interview and more valuable tips from Kim:

Other than PR firms, what kind of organizations and professional groups have you worked with to enhance your publicity efforts and why?

Through my involvement as a member of the Women Presidents’ Organization (WPO), I have met many great people that support my efforts as a businesswoman. My staff and I are also involved with education, publishing, and educational publishing organizations to help generate business and to attract talent, including Vistage, Association of Educational Publishers, and others. I would tell other entrepreneurs to make each interview or article unique. Interviewers will remember you if you are different and interesting.

What publicity activities did not work for you?

The first PR firm we retained rolled out a strategy that mainly focused on generating attention within the education and publishing media. I knew that, to achieve my aggressive business goals for all three of my companies, I needed to expand that strategy to include national and business media. We are now implementing that strategy and are happy with the results so far.

What inexpensive tips can you offer other entrepreneurs for generating press?

I’m not sure this is an “inexpensive” tip, but here’s an indispensable tip: First, you have to offer an award-winning service or product that is worthy of generating press, or have revolutionary business practices. I believe that our cutting-edge employee-benefits package and innovative products are at the root of our success in generating press.

That being said, once your company has received an award, distinction, or any press, you should leverage it to your best advantage. I believe the most inexpensive PR tip I can give is to speak passionately about your business; people will be on board and excited if you are!

What are your favorite websites for learning the latest news and trends?

Association of Educational Publishers, weekly newsletters from the Association for Supervision and Curriculum Development, Education Week Magazine, and Publishers Weekly Magazine.

If you have questions or comments about your public relations efforts, feel free to contact me below or sign-up for my newsletter chock full of valuable tips and information at www.rembrandtwrites.com. Thanks!

Rembrandt's PR and Writing Blog for Startup Success – Shakespeare Squared Shares PR Success Tips

Kim Kleeman, Shakespeare Squared, Inc. President, created a successful development company serving educational and trade publishers by using the power of PR. In our interview, she shares her success tips:

1.      Tell us a little about your business and why you started it.

I co-founded Shakespeare Squared in 2003. Shakespeare Squared specializes in PreK–12 educational materials and customizes teams of staff editors and freelancers from its network of more than 400 educators and professionals with extensive education experience. The company delivers excellence to publishers by engineering innovative product development through proven editorial and production expertise.

Before I co-founded this business, I was an educator (my husband is also an educator). During the time my husband was student teaching, it really strained our budget. He couldn’t work anywhere else. We worked as subcontractors for an educational publisher, proofreading textbooks after we put our children to bed.

It turned into much, much more work than we ever imagined. At the time I was looking for more flexibility in my schedule, as the mother of three young children. So I decided to utilize my teaching and entrepreneurial skills to create a full-time business.

2. Why do you think PR is an important part of overall business success?

Media exposure earns my businesses more credibility than advertising would, and it is more cost-effective. Publicity is very important, as it shows new and existing clients that we are at the forefront of education and publishing issues. PR also helps attract top talent and boosts staff morale. The Inc.Top 500 and Working Mother distinctions have brought more awareness to our company than we could have ever imagined. Companies can also leverage any publicity they receive to seek out other opportunities.

3. How have you generated publicity for your new business?

We applied for the Inc. 5000 list through WPO, Women Presidents’ Organization and the Working Mother 25 Best Small Companies list for 2007 and were fortunate to be accepted on both lists. Inc. ranked Shakespeare Squared No. 5 in Top Companies in Education and No. 329 overall.

Both of these distinctions have generated an enormous amount of awareness for our company and have also led to a great deal of media attention. I am now leveraging this to generate additional publicity, as well as pursue speaking opportunities, for all three of my companies: Shakespeare Squared, Inc., Shakespeare Squared Foundation and Upgrade Education™. I am doing this with the assistance of an outside PR firm and in-house marketing efforts.

4. What low-cost PR efforts provided the best results for you?

Qualifying for the Inc. 5000 and Working Mother 25 Best Small Companies didn’t cost anything, just time and effort. The challenge for us is to take advantage of these distinctions to our best advantage. I recommend joining associations that expand on your own PR efforts; for me it was WPO. This has saved me a lot of time and money.

For more of Kim’s PR success secrets and valuable tips for small business success using PR, check back on Wednesday. In the meantime, feel free to send me your comments, questions and suggestions below or register for my free newsletter at www.rembrandtwrites.com.

Rembrandt's PR and Writing Blog for Startup Success – Publicity Pace Key to Success

As you prepare and act on your PR plan, it is important to move at the right speed. Otherwise, you will waste time, money and effort. To help you reach your publicity goals, here is a brief speed review:

1.   Stop.

It is essential to take the appropriate amount of time to research and prepare specific pitches for individual reporters. Watch, listen and read the various media venues you want to pursue.

If you rush through this step, you will be less likely to develop a good story idea that will be interesting and unique to press members. Plus, if you simply speed through and send out a blanket press release to hundreds of reporters, it could be a straight ticket to the wastebasket. Or worse, you may be “blacklisted” and have a very difficult time reaching media members in the future.

2. Yield.

When you have your pitch ready to go, proceed carefully. Before you pick up the phone, review your key points and ask yourself if your story angle is newsworthy. Also look at the clock. What time zone are you about to call? Is it lunchtime or after hours? Are you calling right when the producer is working on the show or at a reporter’s deadline?

Just by taking a few minutes to collect your thoughts and think about your pitch before contacting the media, you will present a much better story and have better luck landing some ink.

3. Go!

Give your succinct pitch and listen carefully to how the media members respond. If they want more information, get it to them as quickly as possible. And if you receive a call from a reporter, return the call quickly. By acting fast, you will avoid missing deadlines and help secure more press mentions.

If you want to develop valuable media relationships and reach your publicity goals, it’s essential to proceed with the right activities in a timely fashion. Otherwise, you’ll waste resources on publicity activities and even hurt your business reputation.

For my monthly newsletter packed with information to help you with your publicity activities, please visit www.rembrandtwrites.com or provide your comments below. Thanks!

Rembrandt's PR and Writing Blog for Startup Success – More Mompreneur PR Tips

Last Wednesday, we heard about Laura Hamrick's PR success with her OnTray products. Here are more insights from Laura to help you with your publicity efforts:

What PR efforts worked the best for you and why?

Starting locally really worked the best for me. Local newspaper and magazine editors need stories like mine.  I was afraid to contact them at first, but then I realized that they need and want stories, and I have a story to tell. 

Being timely also helped.  If I saw an article that resembled my story, I would e-mail the editor with some information on me and OnTray.  I would get a response 8 out of 10 times.  Now I have contacts, and a few of them have done follow-up stories on me and what's happened since my launch June 1, 2007.

What PR efforts would you avoid in the future because they didn't work for you?

I have to say that I have pursued every PR opportunity that has come across my desk if it's free and/or cost-effective.  I don't believe there is anything such as bad press.  Because I haven't paid for any advertising yet, I don't feel like I've wasted any time or money.  I am doing some paid advertising in the Spring so I'll keep you posted!

What tips do you have for other new entrepreneurs who want to generate media coverage on a tight budget?

Start locally!  Local editors really want to hear from you.  Make your story timely, and have a good pitch for your story.  A lot of times, if your pitch is written well, the editor may take it word for word. You never know who might be reading the local newspapers and/or magazines.

Also, national magazines and other newspapers across the country can pick up other writers’ stories. How great would this be? Your in your local newspaper one month, and in the next state’s newspaper the following month?

What are you favorite websites and why?

Some of my favorite web sites are, MompreneursOnline.com, StartupNation, and wngco.com.  Mompreneursonline.com is just a fantastic place for me to go and chat with other women who are “like” me. Let me tell you, there are a lot of us out there! 

StartupNation is fantastic because you have all kinds of people and businesses on there. I get feedback from a businessman in Australia, or a businesswoman in Utah.  The different points of view are priceless.

WNGCO.com is a networking group me and two other local women founded her in my hometown. We meet every other week to discuss business and bounce ideas off of one another. It’s great to be able to see the person who is giving you ideas and feedback.

Is there anything you would like to add?

A great resource for me was a book titled "The Mom Inventor’s Handbook” by Tamara Monosoff.  If some of your readers are would-be inventors, I think this could help them tremendously.  I don’t think I would have done this without having that as my guide. 

Thanks for your great tips Laura!

For help with your publicity efforts, a valuable free newsletter and more information, please visit www.rembrandtwrites.com.

Rembrandt's PR and Writing Blog for Startup Success – Savvy Mom Reveals Publicity Secrets

In a continuing effort to share real PR success stories from small business owners, I recently interviewed Laura Hamrick of 42Kids. She developed a great idea and turned it into a successful business. Here’s what she had to say about her publicity efforts:

Tell us a little about your business, your website address and what you offer.

I created a product called OnTray. I came up with the idea while grocery  shopping with all three of my boys.

OnTray is a container that makes shopping with young children more enjoyable! The container easily attaches to the handlebar of the shopping cart facing the child, allowing you to place their favorite snack or small toy in OnTray. With the children's snack or toys in front of them, OnTray encourages their independence and frees up our hands to shop! 

When did you start your PR efforts and why?

I started my efforts the day I launched my site, June 1, 2007. Since I finally had my product, something tangible to offer, I just went crazy with my PR efforts. Before that day, I didn't feel like my product was "alive" yet. That was holding me back in my efforts. I just cut loose on that day!

What kind of cost-effective publicity activities have you done to obtain press?

Web site or blog reviews have been a fantastic, cost-effective way for me to obtain press. I send a sample of OnTray, and the site writes up a review for all of their readers to see. I'm careful of which sites to choose, however. I became very savvy checking out sites in parenting magazines, or sites that had reviewed some other popular Mom-invented products. 

Some other cost-effective publicity activities were donations to the audience of a TV show hosted by Linda Swain, and also donating a couple items to Victoria at the SavvyMommy.com website. Linda frequents local TV shows in New York as the Savvy Mommy sharing tips and strategies to Moms. She was great enough to talk about OnTray in her segments.

Why did you pursue those activities?

Marketing is so much fun for me.  It's a thrill to chase a marketing lead and see it come to fruition.  I am so passionate about my product, and I love sharing my story.  I know there are so many other Mompreneurs out there, and I hope that I inspire them.  I also hope they like and buy my product!

Check back on Monday for more great tips from Laura!

Until then, please provide your comments below, or feel free to visit www.rembrandtwrites.com for more PR information. I'd be happy to answer your publicity questions!

Rembrandt's PR and Writing Blog for Startup Success – Hire a Freelance Publicist to Save Money

If you are worried about business finances, you do not necessarily need the “Luck 'O the Irish” today.  Instead, you may want to review your public-relations efforts.

By hiring a PR consultant who acts as an extension of your team and actually cares about your overall success, you can save time, money and effort for many reasons:

1.      You can stop wasting time on PR and writing efforts and focus on core business strategies to bring in new customers, partners and sponsors.

2.      You will receive media placements and third-party credibility that is impossible to purchase via advertising.

3.      You will experience a snowball effect once your story hits a major press-venue. This builds more awareness and media attention fast without spending money.

4.      By hiring the right person, you will receive individual attention, know what is going on with publicity efforts at all times and be able to work quickly and cost-effectively.

5.      You can use all of your new media clippings in your marketing efforts to build sales.

These are just a few examples of how the right publicist can help you save time, money and effort…so if you haven't already done so, you may want to start researching potential candidates and move your PR activities up on your business priority checklist.

For more information, please post your comments below, or visit my website at www.rembrandtwrites.com. Thanks, and I hope the Luck O' The Irish is with you in all your PR efforts!

Rembrandt's PR and Writing Blog for Startup Success – Interview Two With Maureens Mission

On Monday, we heard Bill Thiel’s passionate story about growing his organization via PR efforts. After his wife received a delayed diagnosis of breast cancer and passed away at the young age of 43, Bill formed Maureen’s Mission. His organization helps to educate women about the standard of care for the detection of breast lumps. Here is the continuation of that interview:

What PR efforts worked the best for you and why?

Hiring a firm, and letting the professionals seek out media attention worked the best for me. Also merging with other people on the same issue helped tremendously, especially in getting more media attention. I landed a 22-minute piece on the Montel Show, and it cost nothing. We all know what 22 minutes of national air time is worth. Networking is a great source.

What tips do you have for other new entrepreneurs who want to generate media coverage on a tight budget?

Start with local area media-outlets, you will learn tremendously from them. It is important that your local media-outlets like you and are willing to give you press coverage and sound bites. From there, you start defining a target audience.

Budgets for this can be nothing. Research any event pertaining to your issue or cause. Be a part of them. The public needs to see you or read about you or hear about you a lot. If you are an author, book-signings are free as well.

When you hire a PR firm, hire them for at least two months, preferably three to four, if your budget allows. You need to be patient when working with a PR firm, what might be your first pitch to the media will end up as not the best. Your PR firm associates are experts on mixing the pitch to target what the media wants. When you build momentum, learn from it. When you are riding on a wave of good PR, never stop building new ripples for your next good surge.

What is you favorite web sites and why?

Both Maureen’s Missionand Misdiagnosed.com save lives. It is why I do what I do.

Is there anything you would like to add?

There are many ways to increase PR, the best way to judge you and your PR efforts is to take three steps back, look in the mirror, and then judge your own passion for what it is you are trying to do. Passion fuels results.

Thanks so much for your interview Bill!

If you'd like additional information, or have PR questions or suggestions, please feel free to comment below or visit my website at www.rembrandtwrites.com. Thanks!

Rembrandt's PR and Writing Blog for Startup Success – PR Success of Maureens Mission

In an ongoing effort to discover how small business owners are using publicity to help increase sales, awareness and credibility, I recently interviewed Bill Thiel of Maureen’s Mission.

After his wife received a delayed diagnosis of breast cancer and passed away at the young age of 43, Bill now educates women about the standard of care for the detection of breast lumps. Through Maureen’s Mission, Bill also wants to better the system in order to save women's lives. Here’s what he had to say about his successful publicity efforts:

Tell us a little about your business.

Maureen’s Mission offers grassroots efforts to educating women and their husbands on delayed diagnosis and misdiagnosis of a woman's breast lump. Our Web site video, at Maureen's Goodbye link shares her personal story. It leaves the public with a lasting story they will never forget and learn from…Creating an instant patient advocate!

When did you start your PR efforts and why?

I started my first PR campaign in May of 2005. The reasons were effortless. Maureen's death might have been prevented! She has a story that saves lives and I promised Maureen I would tell her story.

I found women that were on the same path as Maureen, right now, and found that there are many more in need of Maureen’s story. It is my passion, my life. It is true, Maureen was not, and will not, be the only women that was told she did not have breast cancer, but in fact does.

What kind of cost-effective publicity activities have you done to obtain press?

I had many local newspapers and TV stations come to a press conference I scheduled. From there, I was asked to do a one-hour show for the State of Pennsylvania, PBS, and this all cost just $75.00. Then, I followed doing different pieces for local TV stations.

I was asked to speak at a few functions pertaining to my issues. I then hired a PR firm to get national attention. I research health editors and women's issues online from every source of media I could find and write them. I also call radio shows and write TV shows to get publicity.

Why did you pursue these activities?

Following the advice of a good friend who’s been in the PR business his whole life, I pursued the press conference as a costly, effective way to promote my mission. Pursuing these activities cost more time than money. After piecing together a media kit, I then went on to research PR companies within my budget.

To read the rest of Bill's insights and tips, check back on Wednesday. In the meantime, feel free to post your comments and suggestions below. And if you have any questions or need PR help, please visit my website at www.rembrandtwrites.com.

Rembrandt's PR and Writing Blog for Startup Success –Tips from MITech News Editor Mike Brennan

On Monday, we heard from Mike Brennan, an award-winning journalist, founder of  Michigan News Network and the editor and publisher for MITechNews.com. Here is the continuation of that interview and more insights and tips to help you with your publicity efforts.

What are the key elements of a good story angle that captures your attention?

If I get it first and it's worth writing about. Just like my days in the newspaper world, big impact stories still get big play. So a Ford downsizing, or upsizing, with thousands of jobs at stake is a big story. But equally big on MITechNews.com's radar screen is a business expanding in Michigan or moving to Michigan to create jobs.

Do you have any advice for entrepreneurs who are just opening for business?

Learn how to write a business plan. Without a business plan, you can't attract key employees or investors, even if they are family and friends. Lots of great programs and organizations are out there to help entrepreneurs learn this very important skill. We write about and work with those programs.

What is the best way to reach you with breaking news?

Always email. Brennan@mitechnews.com.

What are your favorite Web site links for business news and information?

I read the The Wall Street Journal Online for the big picture stories. I read Gongwer News Service for political news out of Lansing. I look at MLive.com because it contains news from the out-of-state newspapers in Michigan. I sometimes read the Detroit Free Press, where I worked for many years, and the Detroit News, both online.

Is there anything else you would like to add?

Yes. We're moving quickly into podcasting news, now in audio but later in video. We firmly believe that is the best way to reach our target audience of road warriors, C-level decision makers and early adopters is through the hand-held devices they carry, such as Blackberries, iPhones, iPods and similar hardware. So our podcasts are targeted at this audience.

Thanks so much for your tips Mike! Now, if you have a newsworthy story for Mike specific to his interests, feel free to contact him directly at brennan@mitechnews.com.

And if you have questions, comments or suggestions feel free to contact me below or at www.rembrandtwrites.com. Thanks!

Rembrandt's PR and Writing Blog for Startup Success – Meet MITechNews.com Editor Mike Brennan

As an award-winning journalist, founder of Michigan News Network and the editor and publisher for MITechNews.com, Mike Brennan deals with small business owners and publicists on a daily basis. He is always looking for newsworthy technology stories pertinent to his audience.

Recently, Mike shared his insights and pitching tips with me. Here’s what he had to say to help you with your publicity efforts:

Tell us a little about your site and what you like to write about.

We write about all things involving technology in Michigan and the Great Lakes states. Those include auto tech, biotech, green tech, security (primarily cyber).

We work closely with several technology networking groups, such as Automation Alley (an association for businesses in the 10 counties of Southeast Michigan) and ConnectTech (an organization for individual professionals that has 10 chapters around Michigan). We also write extensively about entrepreneurs and provide them with information about how they can write business plans, connect with potential investors, the lot.

What topics are you focusing on now and in the near future?

We're putting particular emphasis on green tech, a very hot topic in Michigan, as well as expanding our coverage about and for entrepreneurs, whether they are in technology or not.

What tips do you have for small business owners who want to be mentioned in the press?

Make news. We're not interested in writing about how wonderful a company you have. That would be PR. We're interested in writing about significant events at your company, such as hiring new decision makers, landing major new contracts or deals, expanding into new markets.

What is your pet peeve when it comes to dealing with publicists or entrepreneurs who are pitching you a story?

Not doing their homework by reading my publications to see what I'm writing about. I have very limited time and I don't like anyone to waste it.

For more information about pitching Mike, and additional insights and tips on developing a good story angle, check back on Wednesday. And if you have any comments or questions, feel free to enter them below or contact me at www.rembrandtwrites.com.