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Publicity Tactics: Does Old Media Still Matter?

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. Reprintability. 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 indispensible 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

To Your Success!

Dan Janal

How to Write a “Top Trends for 2011” Press Release

Now’s the perfect time to write a press release announcing your predictions for the coming year. Your readers and your prospects like to see what thought leaders like you think will happen in the coming year.

Here are 10 tips to write a “Top Trends to Look for in 2011” press release.

  1. List 10 trends or thoughts or ideas that you think are likely to happen.
  2. Explain why each is important.
  3. Offer a short story or anecdote that illustrates that point, if you can. You don’t need to do this for each tip, but it is a good way for people to follow your train of thought.
  4. Add a bit of humor. One humorous prediction is always relished. In fact, if you have a cool wit, the entire press release could be done with tongue in cheek. People love to pass around funny material, so this press release could go viral.
  5. Show why you are the expert to write this piece. Refer to your consulting, coaching or books. That way you subtly market your services so you can get new business.
  6. Keep the press release to 750 words or less. People don’t have a lot of time to read long pieces. We are in the midst of a period in which people have shorter and shorter attention spans. So your press releases and articles need to be shorter.
  7. Use key words in the headline and first paragraph to grab the attention of search engines. People use search engines to find companies like yours and products like yours. If you do you use the right keywords, you will have a lot more qualified prospects reading your press release and visiting your site.
  8. Put links to specific web pages into your press release. For example, you could lead people to your home page, your squeeze page, your blog or your sales page. Or all of them. Use your links wisely.
  9. If you don’t have time to write this, find someone who can. The chance for positive exposure is great.
  10. Post the press release to your blog. Share the link with your followers on LinkedIn®, Facebook and Twitter.

If you have trouble writing this press release, let me know and I’ll write it for you – as well as brainstorm if needed. Then I’ll send it to top news media outlets and vertical market reporters. I’ll even guarantee that at least 40 media websites will print the press release or I’ll give you your money back.

Want details? Please see or if you are ready to start NOW, call me at 952-380-9844.

To Your Success!

Dan Janal

Become A Publicity Thought Leader With A “Year in Review” Press Release

Wondering what would make for a good press release at this time of year? How about writing a “Year in Review” press release for your industry?

A Year in Review press release would encapsulate the top 10 or 12 news items or trends in your field. When you write this kind of press release, you will be seen as a thought leader in your industry. It is an excellent public relations strategy.

To find the top news stories of the year, you might want to do research since most people can’t remember what happened when. I know I can’t. So I would suggest you look at the last months of magazines or newspapers in your industry. Surely they are available online.

You can simply write two or three sentences on each major news story for the month. You might even want to offer you comments or opinions on that news as well so you get even more thought leadership credit.

Next, you’ll want to make sure your followers read the article. You can post the press release on your website, blog or ezine. Then you can promote it on Twitter, Facebook and LinkedIn®.

Then you can begin to pitch the media. Consider sending the article to reporters. You can find lists of reporters at or by tracking reporters via their Twitter accounts, their blogs, or the email addresses at the ends of their articles on their websites. You can also turn those articles into press releases and send them our via our Guaranteed Press Release Service where it will be printed in at least 40 media websites with links back to your website or you get your money back.

After the press releases are printed, be sure to let you followers know about your success. Send them an email or mention it in your ezine. Use a subject like “Jill Smith Reviews Top Trends in Our Industry and Gets Written up in 40 Magazines!” Then print the article in the email so people can benefit from your knowledge.

BONUS!  You’ll also get the warm glow of better branding as the media’s halo effect shines on you.

If you perform this marketing strategy, you’ll be seen as a thought leader in your industry and that can help you sell more services.

To Your Success!

Dan Janal

P.S. Want to get your business quoted on top media sites – guaranteed? Check out this special report: