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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 Get Your Press Release Read By More Prospects And Reporters

A press release that gathers dust doesn’t help anyone. Your prospects and reporters need to find your press release when they search through Google.

Here are 6 ways to make your press release stand out, above the competition, so you can get more qualified prospects visiting your website.

  1. Target a specific audience and put that into the headline. A headline that says “Doctors can improve patient satisfaction by following these five principles” will do better than a generic headline that says “Business can improve customer satisfaction by following these five principles.” The more specific you are, the better, all things being equal.
  2. Find keywords your prospects are searching for. You can use Google’s search tool to find what people are looking for. Use those short keywords (like “personal finance”) as well as long-tail keywords (like “how can I save money for my retirement?).
  3. Look at keywords on your competitors’ sites. You can see this information by visiting their sites, or by using keyword analysis tools.
  4. Use places in your press release if you are a local business. For example, if you are a dentist and want local patients, then put the name of your city or county in the press release. If you want clients from all over the country, it is not necessary to do this.
  5. Proclaim your expertise in the headline. If you put “publicity expert” in the headline, you will more likely be found if someone is looking for a “publicity expert.”
  6. Use keywords throughout the press release, but don’t over-do it. How do you know when too much is too much? When it sounds unnatural. You’ll know it when you see it. It’s like pepper. A little dash works wonders, but too much ruins the meal.

If you follow these tips, you’ll have a better chance of seeing your press release at the top of the search engines where reporters and prospects and fine your news.

To Your Success!

Dan Janal

Do you want to get your business quoted on top media sites – guaranteed? Check out this special report:

I help speakers, authors and small businesses get publicity so they can sell more products and get more speaking engagements. I make this happen with coaching, consulting, done-for-you services and do-it-yourself tools. For info, go to or call me at 952-380-9844.