I just wrote a news release for a client that’s 113 words long. Clearly that’s too short – right? Or is it? Granted, it’s lean, but after reading it a second and third time (which is always good advice), the release is sound and ready for review.

It’s important to keep in mind that when writing for a B2B audience, news releases should be fairly straight forward, non-promotional and to the point. Readers and editors alike are looking for facts: what makes the product different from others; performance specifications; how it works, etc. Leave the fluff, and flowery adjectives behind – nobody cares about those things. That about sums it up – in exactly 113 words.

Steve Staedler | Post a Comment

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Air traffic controller

Police officer

Our military fighting in Iraq and Afghanistan

These are three occupations I would consider to be fairly stressful – more stressful than my job as a public relations executive. Don’t get me wrong, the job certainly does have its loosen-the-collar moments when things do get hectic in the world of B2B PR. But in general I think most people would rate the three occupations listed above as high stress for all the obvious reasons. (more…)

Steve Staedler | Post a Comment

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We just got back from the 2011 International Builders Show in Orlando. It was a great show for us with several good meetings and conversations.  The Orlando Sentinel reported total attendance figures to be 47,000. This is about 15 percent less than the 55,000 attendees the show organizers (NAHB) had projected, and significantly less than the peak attendance of 105,000 in 2006. 

While disappointing for the NAHB and likely many of the exhibitors, it turns out this isn’t all bad news.  One of our clients commented that booth traffic was definitely slower, but considerably more qualified. Booth visitors were walking up with specific direct questions and in some cases, actual building plans in hand, wanting to know exactly how to work the product into their designs.  These are people that are going to buy, rather than simply being causally interested or worse yet, looking to fill their bag with free pens and literature. (more…)

Judson Luke | Post a Comment

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There may be no better way to get to know someone or to improve a business relationship than by breaking bread together. Earlier this week, our client, Dorner Manufacturing, broke a lot of bread with 14 trade press editors at Harry Caray’s Italian Steakhouse in Chicago.

The dinner, coinciding with Pack Expo, was Dorner’s way to thank the press for their interest and coverage of its product line over the past year. There was no selling or pitching, just a relaxing evening with good food, good conversation and good friends. (more…)

Steve Staedler | Post a Comment

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Media training is like milled corn to a rodent, one time at the trough is never enough…or something like that.

The art and science of media training is the healthy respect that comes from knowing that the mic is always hot and that the reporter (or blogger) is not your long-lost buddy from college. It’s about understanding the 24-hour news cycle and knowing how you fit into it. And the focus is on getting as much value out of the media confab as possible. (more…)

Steve Wilcox | Post a Comment

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Ink and relationships – in public relations it doesn’t get much better than that. And one way to get both is by hosting a media tour when, for example, a B2B client is launching a new product.

Most editors like the idea of getting out and meeting with a manufacturer, touring their facility, talking to engineers and seeing the product. The benefit of a media tour to the client is two-fold. First, they’re more likely to receive better coverage. Whereas a simple press release might get a client 100 words and a photo, editors attending a media tour generally write a larger story (400 – 800 words) on the client and their product. That’s because they’ve invested two days of their time attending the tour and need something to show from their investment of time and effort. (more…)

Steve Staedler | Post a Comment

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June issue of IMPO

Nothing beats a cover.

I worked to get my client profiled on the cover of Industrial Maintenance and Plant Operation’s (IMPO) June issue. In the business-to-business world of Public Relations, landing a cover is gold. When our clients are on the cover, their competitors aren’t. (more…)

Steve Staedler | Post a Comment

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Master Sgt. Steve Staedler escorts David Wood, reporter for PoliticsDaily.com on our flight to Haiti.

Whether your situation is a trade show or bouncing around in turbulence flying to Haiti, the practice of sound media relations is the same.

Reporters and editors want information, they want to hear your story and report on it, for lack of a better word. As a public relations professional, I want to ensure those reporters receive my client’s key messages, and accurately report them to their audiences. How do you best do that? For trade shows or turbulent flights—the answer is in being proactive. (more…)

Steve Staedler | Post a Comment

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