Tag Archives: horse PR

52 Fridays – #31 Some Final Words On Finding Media Outlets For Horsebiz News

52 Fridays is a year-long series for equestrian professionals and equine business owners and managers, with marketing and public relations information, ideas, tips, & resources shared here each Friday. New EMAIL blog subscribers receive a ’52 Fridays’ PDF when they sign up; existing subscribers and new RSS FEED & WORDPRESS subscribers can send a request for their own PDF here.

Rounding out the 52 Fridays section on media, I wanted to add in a few final recommendations about locating media outlets.

To find outlets for equestrian news and stories requires research in addition to the effort needed in building relationships with them, understanding their audiences and what they want so you can craft a good story angle, etc. It can be both time and labor intensive. That’s one part of why businesses hire PR people, we either have or can build the infrastructure for your news efficiently and effectively, with a strong chance to get that desirable third-party publicity for your horsebiz.

But if you want to DIY, it can be done. Start local, keep good contact records, put out solidly-written and strategic press releases, and do all the things I recommend here in the No Biz Like Horsebiz blog! If you missed any of the 52 Fridays posts about media, you can find them in the Sort Posts By Topic dropdown menu in the panel to the right.

As for some specific equestrian media resources, here are two I like and recommend:

  • One option I recommend to my clients is the American Horse Publications (AHP) Newsgroup. I’ve been a member for something like 6+ years already; AHP celebrated its 40th anniversary in 2010, and has been making organizational changes to take into account the evolution of, and challenges facing, publishing and other types of media. With a reasonably-priced AHP membership, one of the perks is that you can send up to two press releases per month. The Newsgroup not only goes to all other members (including equestrian media editors, publishers, writers, and corporate members, among others), news releases are also housed online where they’re accessible by the general public and will frequently attract additional attention, postings by bloggers, etc. Of course all the ‘dos & don’ts’ of press release writing apply – be sure to also include a link back to an online version of your news release at YOUR site!
  • Horse Radio Network logo http://www.horseradionetwork.com/I also love the folks over at Horse Radio Network (HRN) and all the cool and fun things they’re doing in terms of Internet radio and equestrian programming. HRN founder and ‘America’s Horse Husband’ Glenn ‘the Geek’ Hebert says they’re always looking for guests, so you can get in touch with Jennifer Hebert (jennifer(at-sign)horseradionetwork.com), Glenn’s ‘better half’ and the network’s producer and ‘chaos control officer’ if you’ve got something interesting going on you want to share with the world. HRN is on Twitter, where you can follow them via @HorseRadio, and they live-Facebook during the weekday morning Horses In The Morning show.

Handling horsebiz public relations and media strategy responsibly and effectively can be a complex recipe, requiring some trial and error before you’ve got the hang of it. AHP and HRN are but two more resources in the marketing toolbox…but if you sign up for AHP membership or contact HRN about being a guest, be sure to tell them Lisa Kemp sent you!

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Share your 52 Fridays-inspired success stories or marketing tactics via the Leave a Comment link below. See you here next Friday for 52 Fridays #32!

Read other posts by clicking on the Sort Posts By Topic dropdown menu to the right and selecting a category, or you can select 52 Fridays to read posts #1 through #30.

This article and the site contents are copyright Lisa Kemp and Kemp Equine, all rights reserved. Content may be linked to from your site or social media, but not copied, in whole or in part, without prior permission. It’s also good karma, and good ethics, to give source credit. Thanks.

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52 Fridays – #28 Can’t Write Your Way Out Of A Paper Bag? Surefire Press Release Writing Basics

52 Fridays is a year-long series for equestrian professionals and equine business owners and managers, with marketing and public relations information, ideas, tips, & resources shared here each Friday. New EMAIL blog subscribers receive a ’52 Fridays’ PDF when they sign up; existing subscribers and new RSS FEED & WORDPRESS subscribers can send a request for their own PDF here.

Always remember to include contact information at the top

Press releases used to be just for the media, giving reporters information and content to help them write articles. Today, many press releases are put online as-is, which means that anyone, from your competition to your customers, could be reading them.

The pressure’s on when it comes to writing a press release (also referred to as a news release) for your business, event, or cause, but not to worry if you’re not confident in your writing abilities! Following these tips (plus using spellcheck) will help you in crafting a press release worthy of attention.

Headline: This needs to be clear and concise, as well as an attention-grabber that invites the reader to continue. Important words or terms can also be included, since they’ll become ‘keywords’ that can help with search engine results online. Some prefer to write a headline first, but it’s always good to circle back at the end and see if it needs tweaking; you don’t get a second chance to make a first impression, so make headlines work for you, not against you. Just for fun, here are a few ‘made up’ headlines…what can you tell, just from the title?

  • RedBarn HorseFarm Welcomes Five-Time Olympian For Weekend Dressage Clinic And Private Lessons
  • Tack-y Saddle Shop Announces New Multi-Colored Western Tack Line, Featuring Hot Pink Saddles

Story Angle or Message: What will your news release be about? This is when you must consider objectively what’s interesting to the journalist, the editor, and ultimately their readers. What intrigues you and entices you to continue reading an article? It’s not canned marketing messages or ‘rah-rah-aren’t-we-great’ text, but real, authentic, interesting information, served up in an engaging way. Also, look at what makes it into the publications or websites you’re targeting; what qualifies as news or a story worthy of telling can be quite different from what’s important to you as the owner or manager of an equestrian business. However, when writing a news release, you have to find a way to marry the two objectives.

Structure: Press releases follow some standard rules in their structure, so knowing what they are and following them to a ‘T’ will show the media you know the ropes and are a savvy story resource:

  • Include the words ‘For Immediate Release’ at the top of your press release.
  • Use the ‘inverted pyramid’ format, where the most important details are in the first paragraph, with less important information following. It’s an important tactic to convey the essentials upfront, since many readers don’t go past the first few sentences anyway.
  • Use ‘who/what/when/where/how’ to help you identify the essential details to include upfront. You might start collecting your thoughts by actually writing out that information before you start.
  • Include ‘boilerplate’ stuff at the end, typically a paragraph with data about your horsebiz such as location, when it was founded, any awards you’ve won or other important details.
  • Don’t forget contact information! Always include a name, phone number, and email for additional follow-up or questions by journalists, and if you have images available you can list that, too.

Keywords: If you have keywords that will be important search terms online, be sure to weave them into both your headline and text.

Social Media & Links: This is something I find frequently missing from equine industry news releases I see. Include in your news release embedded links to your website, your social media accounts (e.g., Facebook, Twitter, LinkedIn, etc.), AND to an online version of the news release. I often get news releases sent to my emailbox, with information I’d like to share with my own social networks, but I have limited space to do so. If I can share a link to an online version of your press release that’s at your homepage, it helps get your message out AND gets traffic to your website. Please, please, make it easy for people to help tell your story!

Spellcheck, Edit, & Review: Always run spellcheck to eliminate typos, and also be on the lookout for contextual typos – such as ‘too’ when you meant to use ‘two.’ If you can have someone else review your press release, that’s helpful, as is reading it out loud, either to yourself or a willing volunteer. Put in the effort to make it the best piece of writing possible.

For more on writing press releases, here’s a good article from Inc. Magazine’s website, or you can do a Google search to find samples and more tips. If you don’t have much experience working with editors, you can read 52 Fridays #27, Editors Aren’t Ogres, But Are You Still Afraid Of Them?

And, if you’re doing a video news release, these guidelines can help you develop a script for making your video clip. Writing a good press release can get you valuable editorial coverage, and you’ll improve your chances by sending out one that’s written well.

We’re now into the second half of the 52 Fridays series – do you have a success story or marketing tactic inspired by the series you’d like to share? Post your thoughts via the Leave a Comment link below. See you here next Friday for 52 Fridays #29!

Read other posts by clicking on the Sort Posts By Topic dropdown menu to the right and selecting a category, or you can select 52 Fridays to read posts #1 through #27.

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Monday Morning Quickie – Is Public Relations Like A Trail Of Breadcrumbs?

This past weekend I experienced a perfect example of the ‘trail of breadcrumbs’ I often see in modern-day public relations, and that I spoke about during my recent Equestrian Lifestyle Expo talk on stretching the marketing budget for the equestrian business.

I’d arranged for one of my clients, equestrian photographer Gabriele Boiselle, to be a special ‘Black Friday’ guest on the Horses In The Morning (HITM) show on Horse Radio Network Internet radio; they were looking for a unique guest, one they could have an extended, 30 minute chat with (normal segments are about 10 minutes), and Gabriele’s schedule allowed for it, so everything fell into place there.

The interview went very well, and despite traveling through rural Wisconsin and losing my Internet connection every few minutes, I caught most of it. Later that day, I tweeted about it via my Twitter account (@KempEquine), including a link to the archived version of the show. I also published a news release about the interview via the American Horse Publications (AHP) newsgroup, which sends news releases to all AHP members and most of the equine industry media outlets.

Then, later during the Thanksgiving weekend, I discovered that my tweet, and mention of Gabriele and the HITM interview, made it into The #photographer Daily, an online ‘paper’ that collects information and resources from various sources, including tweets that include subjects with ‘hashtags’ (#), which makes them a searchable topic. Plus, it got tweeted again with a link and mentioned my @KempEquine twitter name:

Tweet from The #photographer Daily

To me, PR is sometimes like a trail of breadcrumbs…you have to watch what’s ahead of you on the trail, and look for the opportunities to get the word out. Plus, don’t be afraid to start small, since one thing can definitely lead to another.

I’ll keep you posted on where this particular trail leads! In the meantime, if you’d like to listen to Gabriele’s interview on HITM, click here.

Image courtesy Edition Boiselle

 

 

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