Post on 20-Mar-2016
description
transcript
YOUR KEYS TO THE MEDIA KINGDOM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
MARKETING PLANS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Sample marketing plan 1 – thought leadership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Sample marketing plan 2 – lead generat ion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
CHARACTERISTICS OF DIFFERENT MEDIA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Newspapers.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Trade.Magazine. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Television.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Radio. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Billboards.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Transit.Media.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Web.Site.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
BUILDING A MEDIA RESOURCE GUIDE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Obtaining.Media.Contacts.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
PREPARING INFORMATION FOR THE MEDIA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
DELIVERING YOUR STORY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Press.Releases.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Sample preSS releaSe 1 – product or Serv ice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38Sample preSS releaSe 2 – personnel announcement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40Sample preSS releaSe 3 – technology Cert i f icat ion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Suggested.Press.Release.Topics.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44pHOtO releaSe FOrm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Bylined.Stories.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45Submitting.Your.Bylined.Stories.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Sample BYline artiCle 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48Sample BYline artiCle 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Bylined.Article.Topics.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52Pitch.Letters.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Sample pitCH letter 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54Sample pitCH letter 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Pitch.Letter.Announcements.For.A.Press.Release.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56Media.Alerts.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
Sample meDia alert . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57Securing.Case.Studies/Customer.Testimonials.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Sample CaSe StUDY reQUeSt letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62The.Media.Interview.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63Before.The.Interview.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64The.Interview.Itself.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66Corporate.Responsibility/Community.Service.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67Using.The.“Ask.The.Expert”.Advertorials.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68How.To.Place.Your.Advertorial. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
Sample aSk tHe eXpert aDVertOrial COpY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70“Ask.The.Computer.Experts”.Topics.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
USING THE CompTIA MARKETING TOOL KIT BROCHURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72How.To.Produce.Your.Brochure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Sample printing SpeC SHeet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
USING AN AD SLICK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78Sample aD SliCk COpY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
BUILDING YOUR WEB SITE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82Tips.For.Creating.A.Killer.Web.Site.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84If.You.Build.And.Promote.It,.They.Will.Come.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86Become.An.Instant.Online.Expert.By.Blogging.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88Let.Your.Voice.Be.Heard.With.Podcasts.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
PUBLICITY LINKS: INTEGRATING MERCHANDISING AND MARKETING COMMUNICATIONS .........92
EVALUATING THE EFFECTIVENESS OF YOUR COMMUNICATIONS CAMPAIGN . . . . . . . . . . . . . . . . . . 94
Table of Contents
your keys to the kingdom
YOUR KEYS TO THE KINGDOM
Much.has.changed.in.the.world.since.CompTIA.developed.its.first.Marketing.
Toolkit..But.one.thing.hasn’t;.the.need.for.members.to.market.themselves.
effectively.in.order.to.compete.
In.fact,.if.anything.the.need.has.grown..Competition.is.fierce,.as.delineations.between.the.types.of.organizations.
members.will.target.becoming.increasingly.blurred..Certainly.no.one.in.our.industry.needs.to.be.told.that.today.
every.dollar.is.intensely.scrutinized.before.being.spent..All.of.this.points.to.the.pressing.need.for.members.to.have.
their.stories.told.–.and.to.make.sure.those.stories.stand.out.from.the.competition.when.they.do.appear.
The.CompTIA.Marketing.Tool.Kit.is.designed.to.help.you.accomplish.these.dual.goals..It.contains.the.information.you.
need.to.craft.communications.and.secure.placements.with.the.traditional.media,.while.also.showing.how.so-called.
“new.media”.techniques.can.help.establish.you.as.an.expert.in.your.field.
The.enclosed.guideline.explains.the.policies.and.needs.of.the.media,.updated.to.reflect.the.reality.of.the.24.x.7.
machine.the.media.has.become..It.also.offers.suggestions.on.how.to.approach.the.media.to.get.your.message.
placed,.how.to.do.an.effective.interview,.and.how.to.analyze.a.media.outlet’s.audience.to.determine.whether.it.is.
appropriate.for.your.business..Written.samples.of.easily.personalized.news.releases,.pitch.letters,.and.newsletter.
articles.are.also.enclosed..We.also.encourage.you.to.review.articles.posted.on.the.CompTIA.Web.site.as.additional.
examples.of.successful.media.placements.
An.expanded.“Characteristics.of.the.Media”.section.offers.helpful.tips.on.selecting.the.right.media.(or.combination.
of.media).for.your.message..You’ll.also.find.tips.on.developing.a.communications.budget.
The.CompTIA.Marketing.Toolkit.is.filled.with.information.and.templates.to.help.you.build.the.perfect.strategy.and.
tactics.for.promoting.your.business..With.easy.navigation.and.sample.letters,.press.releases,.marketing.plans.and.
much.more,.you.are.on.your.way.to.launching.your.business.to.a.new.level..Congratulations!
Regards,
Todd.Thibodeaux
CompTIA.President.and.CEO
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 3
Marketing PlansSITUATION OVERVIEW a.general.
look.at.the.business.landscape.that.
includes:
a. Current market conditions (strong/weak
economy, key products/services you offer,
how you are perceived by customers and
prospects, any recent issues or concerns
that have appeared, etc.).
b. Competitive analysis (be sure to include
companies that may not be a direct
competitor but can encroach on your
business).
c. SWOT (strengths, weaknesses,
opportunities, threats) analysis.
OBjECTIVES FOR THE PROGRAM
ideally.these.should.be.statements.
whose.outcomes.can.be.measured,.e.g..
increase.sales.leads.by.15.percent.or.
generate.four.byline.article.placements.
in.the.next.year.
While marketing plan specifics
can vary greatly, the following
outline provides a good format
to use in building one for your
business. When filling in the
sections it is important to be
as honest and objective as
you can – particularly when
looking at opportunities and
the competitive situation.
Just as an Army wouldn’t
think about going into battle
without a battle plan, before
you begin using the tools in
this toolkit you really need
to have a solid marketing
plan. Doing so will help you
determine where you’re
headed, what the risks are,
how you should proceed,
where you should make
changes, and ultimately
whether the money you’ve
spent has generated the
results you were looking for
when you started the program.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 5
STRATEGY this.is.more.of.a.big.picture.view.of.how.you.plan.to.
approach.your.objectives..Often.strategies.and.tactics.are.confused..Saying.
you.will.use.an.expert.campaign.to.help.demonstrate.your.firm’s.knowledge.
in.a.particular.area.is.a.strategy..Saying.you.will.write.a.byline.article.on.
storage.is.a.tactic..Your.strategy.should.include:
TACTICAL PLAN specific.tactics/tools.you.will.use.to.execute.the.
strategy..For.example,.if.your.strategy.is.to.establish.an.expert.campaign,.
tactics.might.include.writing.byline.articles,.speaking.at.local.events,.creating.
an.“ask.the.expert”.column.in.the.local.newspaper,.and.creating.customer.
case.studies..If.you.are.trying.to.raise.general.visibility,.you.might.include.
direct.mail,.advertising,.e-mail.banners,.and.press.releases.in.your.program.
SUCCESS MEASURES making.a.plan.is.not.enough..You.need.to.know.
how.you.will.know.if.the.strategy.and.tactics.worked..In.some.cases,.success.
measures.will.be.tied.into.the.strategy.metrics.you.listed.initially..In.others,.
they.will.be.tied.to.creating.a.more.specific.measurement,.such.as.“issue.15.
press.releases”.or.“receive.a.combined.total.of.100.leads.”
.
BUDGET you.should.start.with.how.much.you’re.willing.to.spend.on.
marketing.overall,.then.assign.the.dollars.to.each.activity..If.you.have.more.
activities.than.you.have.budget,.you.will.either.need.to.increase.the.expenditure.
or.decide.which.activities.to.trim..As.a.rule.of.thumb,.expect.to.spend.between.
3.and.10.percent.of.sales.on.marketing.
marketing plans
Storage.has.become.a.serious.issue.in.the.IT.market..Where.previously.companies.
viewed.it.as.a.commodity.that.was.easily.added.and.managed,.the.sheer.volume.of.
data.has.forced.a.change.in.strategy..Both.large.enterprises.and.SMEs.are.looking.
to.approach.basic.storage.more.intelligently.and.improve.their.data.backup.and.
business.continuity.plans.
In.the.[CITY].area,.there.are.more.than.X,XXX.businesses.that.can.be.classified.as.
large.enterprise.or.SME..These.businesses.are.either.now.facing.a.storage.crisis.or.
likely.will.be.facing.one.within.the.next.year..They.will.be.looking.for.a.partner.that.
can.provide.a.strategic.plan.for.managing.their.current.storage.needs.that.also.
accommodates.exponential.future.growth,.and.one.that.can.help.them.keep.their.
systems.operational.in.the.event.of.an.unplanned.outage.
The.first.place.many.of.these.organizations.will.look.is.to.the.large.players,.such.as.
[NAMES]..They.are.purchasing.other.equipment.and.services.from.them,.so.there.
is.already.a.relationship.established..In.order.to.break.through.this.mindset,.[YOUR.
COMPANY].needs.to.make.these.prospects.aware.of.our.offering,.and.demonstrate.
a.level.of.knowledge.and.service.that.makes.them.re-think.their.decision..We.also.
have.to.convince.them.that.their.safest.investment.is.in.a.smaller.local.firm.rather.
than.one.of.the.mega-service.companies..Following.is.a.SWOT.analysis.of.our.
strengths,.weaknesses,.opportunities,.and.threats,.along.with.those.of.[NUMBER].
key.competitors:
Company Strengths Weaknesses Opportunities Threats
Although.each.of.these.competitors.is.larger.overall,.[YOUR.COMPANY]’s.local.
presence.is.superior..In.addition,.we.offer.a.broader.line.of.products,.giving.
prospects.more.choices.to.tailor.the.solution.to.their.needs.rather.than.pushing..
a.“one.size.fits.all”.solution.
Another.strategic.asset.is.the.presence.of.[NAME].on.our.staff..His.work.with.
[GOVERNMENT.OR.OTHER.ORGANIZATION].has.helped.set.many.of.the.standards.
for.storage,.allowing.[YOUR.COMPANY].to.provide.in-person.counsel.that.may.not.
be.available.on.a.regular.basis.from.the.competition.
Sample marketing plan 1 – thought leadership
Situation overview
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 7
It.is.our.intention.to.leverage.these.and.other.assets.in.order.to.demonstrate.to.
prospects.why.[YOUR.COMPANY].is.the.safest.choice.for.their.data..The.following.
marketing.plan.details.how.we.will.do.it.
OBjECTIVES
• Create three touchpoints each month with customers and prospects
• Increase Web traffic by 20 percent
• Increase sales by a minimum of 10 percent in the first two quarters (over the previous year)
STRATEGIES
• Develop an expert campaign featuring [NAME] as an expert in storage
• Pulse the market with monthly press releases on storage topics
• Develop a bank of e-mails on storage-related topics that can be sent directly to customers
and prospects
• Support above initiatives with advertising in storage-related services in local publications that
reach business and IT decision-makers
• Meet customers and prospects face-to-face at events
TACTICS
• Research
£Create a list of the top 20 vertical industries in our coverage area
£Create or purchase an e-mail mailing list
£Review the top IT and storage publications to see which topics are being written about regularly
£Research editorial calendars (if available)
£Develop list of targeted local media for contributed articles and advertising
£Look at event calendars and organizations to find speaking opportunities
£Check out venues where we might hold our own event
£Review competitor messaging to see how they are attacking the market
• Messaging
£Develop three key messages we want to use to reach out to decision-makers, e.g. [YOUR
COMPANY] sells more brands of storage products than all our competitors combined
£Create a messaging guide to be sure at least one key message appears in every ad, press
release, and piece of collateral
marketing plans | .sample.marketing.plan.1
• Research
£Introduce [NAME] to local media reporters as an expert who can help with storage-
related stories
ôSend e-mail introduction
ôFollow up by phone, try to set up face-to-face meetings
£Contact editors that accept outside contributions, offer expert article
ôCreate article abstract
ôSend abstract and pitch via e-mail
ôFollow up by phone
£Create and submit speaker abstracts for local events
£Develop press releases to announce news
• Direct Marketing
£Develop e-mail campaign around storage concepts/themes
ôCreate list of themes
ôDevelop three simple HTML e-mails to carry the theme
ôSend to mailing list
£Repeat four times (once per quarter)
• Advertising
£Create artwork for two print ads
ôOne [SIZE] for newspaper
ôOne [SIZE/COLORS] for magazines
• Place ads
ôNewspaper: Every Saturday from March – May, September – November in
business section
ôMagazine: March, April, September, October
£Create TV spot for cable TV business show [NAME]
£Run spot in three-week flights twice to test
£Create and run banner ads in business/technology section of local newspaper Web site
• Misc. Online
£Develop blog for [EXPERT]
ôCommit to updating a minimum of twice a week
ôAdd second author if necessary after two months
ôHave blogger contribute to other blogs to drive traffic
ôAnnounce blog to local community as part of e-mail campaign and via press release
• Budget
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 9
The.local.market.for.IT.services.has.grown.exponentially.in.the.past.few.years..
The.opening.of.the.technology.corridor,.along.with.the.area.expansion.of.other.
technology.intensive.enterprises.such.as.[NAMES].has.given.the.[AREA].area.
much.more.market.potential.than.it.has.enjoyed.in.the.past.
An.analysis.by.[YOUR.COMPANY].personnel.estimates.the.number.of.potential.
customers.within.a.50-mile.radius.at.X,XXX.and.growing..The.needs.of.these.
prospects.vary,.from.off-hour.IT.support.to.help.with.specialty.projects.to.training.
on.applications.to.fully.managed.IT.services..As.such,.it.presents.a.target-rich.
environment.for.[YOUR.COMPANY].
With.so.much.new.development.in.the.area,.it.is.likely.that.many.of.these.
prospects.will.be.looking.for.new,.local.suppliers.of.IT.products.and.services..
Given.the.typical.patterns,.once.they.have.entered.an.agreement.it.will.be.a.
minimum.of.one.to.three.years.before.the.incumbent.can.be.dislodged.(assuming.
there.are.no.major.problems.in.the.interim)..As.such,.it.is.important.that.[YOUR.
COMPANY].generate.as.many.opportunities.to.state.our.case.and.demonstrate.
our.capabilities.now,.before.decisions.are.made.
The.number.of.competitors.likely.to.go.after.this.business.are.few,.but.the.
competition.itself.is.expected.to.be.fierce..Following.is.a.SWOT.analysis.of.our.
strengths,.weaknesses,.opportunities,.and.threats,.along.with.those.of.[NUMBER].
key.competitors:.
Company Strengths Weaknesses Opportunities Threats
We.must.keep.in.mind,.however,.that.from.the.outside.we.and.our.competitors.
will.appear.quite.similar..Therefore,.it.is.important.that.we.both.build.brand.
recognition.and.differentiate.ourselves.as.much.and.as.often.as.possible.by.
creating.a.brand.position.and.then.hammering.it.home.with.a.sledgehammer.
The.following.marketing.plan.describes.how.[YOUR.COMPANY].can.create.a.
strong.presence.in.the.marketplace.while.using.marketing.dollar.judiciously.
to.help.drive.sales.leads.and.capture.a.larger.share.of.the.market.than.can.be.
expected.via.word-of-mouth.or.other.means.
Sample marketing plan 2 – lead generation
Situation overview
marketing plans | .sample.marketing.plan.2
OBjECTIVES
• Increase the number of inbound qualified leads by XX percent
• Increase the number of sales calls made by sales staff by XX percent
• Close one out of X qualified lead opportunities
STRATEGIES
• Use a mixed media approach to build name brand recognition
• Focus marketing efforts around X six-week periods throughout the year
• Use an offer of some sort to stimulate responses
TACTICS
• Research
£Create or purchase a list of local companies with a minimum of 100 employees; include
key contact information
£Gather advertising rates for local print and broadcast media
£Check if media runs technology-specific content on specific days
£Review competitor messaging to see how they are attacking the market
• Messaging
£Develop three key messages we want to use to reach out to decision makers, e.g.
[YOUR COMPANY] offers full-service technology consulting and installation services,
or [YOUR COMPANY]’s list of local customers includes X, Y and Z
£Create a messaging guide to be sure at least one key message appears in every ad,
press release, and piece of collateral
• Advertising
£Create artwork for a series of print ads
ô[NUMBER, SIZE] for newspaper
ôTwo [SIZE/COLORS] for magazines
£Place ads
ôNewspaper: In technology or business section each [DAYS] for X six week periods
beginning mid-January
ôMagazine: March, April, September, October
£Create radio ads for business show [NAME]
£Run spot in three week flights twice to test
£Create and run banner ads in business/technology section of local newspaper Web site
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 11
• Direct Marketing
£Develop e-mail campaign around various services
ôCreate list of themes
ôDevelop three simple HTML e-mails to carry the theme
ôSend to mailing list
£Repeat four times (once per quarter)
• Public Relations
£Introduce [NAME] to local media reporters as an expert who can help with technology-
related stories
ôSend e-mail introduction
ôFollow up by phone, try to set up face-to-face meetings
£Create and submit speaker abstracts for local events
£Develop press releases to announce news
• Misc. Online
£Develop blog for [EXPERT]
ôCommit to updating a minimum of twice a week
ôAdd second author if necessary after two months
ôHave blogger contribute to other blogs to drive traffic
ôAnnounce blog to local community as part of e-mail campaign and via press release
• Budget
marketing plans | .sample.marketing.plan.2
The various types of media
have different needs, and reach
different types of audiences.
The following guide spells out
these differences to help you
choose the outlets that are
right for your message and
your communications goals.
newspapersNewspapers are still a
common feature of daily life
in many households. This
wide acceptance holds several
advantages for members who
use newspapers.
ADVANTAGES
Broad acceptance by consumers.
Newspapers.are.so.prevalent.that..
many.consumers.turn.to.them.first.when.
looking.for.information.on.products.to.
buy..Newspapers.are.still.one.of.the..
only.advertising.and.public.relations.
vehicles.delivered.each.day.to.the.
consumer’s.doorstep.
High readership rates in large
population areas..Newspaper.readership.
increases.with.population.density..This.
feature.means.that.newspapers.can.be.a.
very.effective.way.to.target.large.groups.
of.potential.customers.at.an.economical.
price..One.basic.ad.or.article.can.reach.a.
great.many.people.
High readership rates among college
graduates..The.decision-makers.at.
customers.and.prospects.have.a.high.
probability.of.being.college.graduates..
Newspapers.are.a.good.way.to.
communicate.with.this.group.
Readership rates increase as personal
income increases..Simply.put,.the.more.
money.someone.makes,.the.more.likely.
they.are.to.read.a.newspaper..This.is.
true.whether.or.not.the.reader.is.a.
college.graduate.
Characteristics Of Different Media
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 13
Short closing times for submissions (pertains to
advertising only)..This.means.that.advertising.copy.
can.be.submitted.on.very.short.notice.–.in.many.
cases.24.hours.(although.different.papers.have.
different.policies)..Nonetheless,.members.have.great.
flexibility.in.designing.their.messages..Messages.
can.be.tailored.to.coincide.with.specific.days.of.the.
week.if.those.days.represent.a.particular.shopping.
cycle.in.your.market.
Geographic Targeting..Newspapers.“dial.in”.on.their.readership.by.
covering.local.issues..Members.automatically.know.the.geographical.
dispersion.of.their.message.simply.by.knowing.what.cities.or.towns.
the.newspaper.covers..Also,.special.suburban.editions.of.city.
newspapers.are.on.the.rise,.giving.members.a.better.chance.of.
reaching.a.specific.target.audience.
Archives..Many.newspapers.archive.their.stories.so.that.when.people.
run.searches.via.the.internet,.key.words.can.pull.up.a.story..Therefore,.
the.audience.you.could.be.reaching.increases.dramatically.
Inherent Advantages of Print..Reading.is.a.personally.involving.
process.and.consumers.tend.to.remember.more.of.what.they.
read.than.what.they.only.hear..Plus,.the.printed.word.still.enjoys.a.
greater.sense.of.credibility.among.many.people.
Portability..Newspapers.are.inexpensive.and.lightweight..They.don’t.
take.up.much.space..They.can.be.purchased.at.a.variety.of.outlets..
People.can.and.do.read.newspapers.almost.anywhere.
characterist ics of different media
DISADVANTAGES
Short Life..No.one.saves.newspapers.for.long..This.means.that.your.message.will.
probably.been.seen.only.once,.unless.it.is.run.in.successive.issues..Most.other.media.
share.this.disadvantage.
Poor “Pass-Along.”.Your.newspaper.message.will.probably.speak.to.one.person.(or.
household).only..Few.newspapers.are.shared.with.other.people..Plus,.newspapers.
are.almost.never.read.twice.by.the.same.person.
Reproduction Quality..Although.many.advances.have.been.made.in.newspaper.
printing,.some.graphic.limitations.still.exist..Very.fine,.detailed.reproduction.is.not.
usually.possible..These.limitations.are.most.important.for.graphic.messages.than.
text.messages.
MESSAGING STRATEGY
Advertising..Keep.ads.clean.and.easy.to.read..You.are.fighting.for.attention.with.
ads.from.the.local.car.dealers,.stock.advisory.services,.department.stores,.and.many.
other.businesses..Be.sure.the.headline.helps.the.audience.identify.that.the.ad.is.for.
them..Don’t.try.to.say.everything.in.the.ad;.give.just.enough.to.entice.readers.to.
want.to.know.more.
Public relations..If.you.are.speaking.to.the.newspaper.as.part.of.an.article.they.
are.preparing,.be.prepared.to.answer.questions.simply.and.succinctly..Don’t.get.
too.technical.or.you.will.lose.the.readers..Also.be.prepared.to.“bridge”.from.the.
question.to.your.message..With.this.technique.you.answer.the.question.first,.then.
bridge.to.how.your.company.has.solved.similar.problems.using.its.expertise.
If.you.are.proposing.a.new.article.about.your.company.(or.some.aspect.of.it),.again.
keep.in.mind.that.the.newspaper.has.a.general.audience.readership..Ask.yourself.
whether.your.grandmother.would.be.interested.in.the.story.if.she.didn’t.know.it.was.
about.you..If.so,.you.have.the.type.of.story.that.should.interest.the.newspaper..If.
not,.see.if.you.can.bring.it.down.to.a.more.universal.level.
You.can.also.submit.press.releases.to.the.newspaper..Many.newspapers.have.an.
editor.who.handles.actual.news,.and.other.staffers.to.handle.announcements.such.
as.events.and.personnel.additions.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 15
ADVANTAGES
Broad acceptance by consumers. Newspapers.are.so.prevalent.that.many.
consumers.turn.to.them.first.when.looking.for.information.on.products.to.buy..
Newspapers.are.still.one.of.the.only.advertising.and.public.relations.vehicles.
delivered.each.day.to.the.consumer’s.doorstep.:
High Selectivity..Magazines.do.a.good.job.of.targeting.an.audience.along.specific.
horizontal.(job-oriented).or.vertical.(industry-oriented).lines..There.is.a.magazine.
for.every.market.niche.or.industry,.no.matter.how.small.or.esoteric.
Committed and Receptive Audience..Magazine.readers.want.to.be.reading.that.
particular.publication..Their.steady.reading.habits.demonstrate.their.commitment.
to.the.magazine.subject.matter..Magazine.readers.tend.to.pay.more.attention.to.
messages.in.the.magazine,.especially.if.the.publication.is.highly.targeted.
Greater Depth..Magazines.can.delve.more.deeply.into.a.particular.topic.than.
general.interest.newspapers..Technical.and.trade.journals.can.go.very.deep.into.
the.technologies.
Long Life and Portability..Like.newspapers,.magazines.are.easy.to.carry.and.can.
be.read.nearly.anywhere..Unlike.newspapers,.magazines.are.made.from.a.higher.
quality.paper.and.last.longer..This.paper.also.has.better.color.reproduction.for.
photographs.and.graphic.elements..Magazines.are.also.“passed.along,”.and..
offer.the.benefit.of.delivering.your.message.repeatedly.to.more.than.one.person.
or.household.
DISADVANTAGES
Unobtrusive..Magazine.messages.are.passive..They.also.tend.to.be.published.
at.longer.intervals.(monthly,.bi-weekly).and.thus.have.less.of.a.sense.of.urgency..
As.a.result,.readers.may.not.see.your.message.when.you.want.them.to.see.it...
A.magazine.can.get.lost.or.ignored.since.it.makes.little.demand.that.the.reader.
pick.it.up.until.the.reader.is.ready.
Fragmentation..Magazine.markets.may.be.too.fragmented.to.be.an.economical.
advertising.vehicle..The.audience.may.be.too.specialized.or.too.general..Too.many.
uninterested.people.may.be.hearing.your.message.in.a.more.general.interest.
magazine,.while.too.few.may.hear.it.if.the.magazine.market.is.too.narrow..Measure.
it.by.cost.per.targeted.thousand.–divide.the.number.of.targeted.readers.by.1,000,.
and.then.divide.that.number.into.the.cost.of.the.ad..You.will.then.have.a.good.
measure.of.its.actual.cost.to.you.
traDe magaZineS
characterist ics of different media | . trade.magazines
MESSAGING STRATEGY
Advertising. Because.you.have.a.more.involved.(and.presumably.more.targeted).
audience,.magazine.ads.can.be.built.differently.than.newspaper.ads..You.can.
include.more.copy.if.required.to.tell.the.story,.and.get.into.more.specific.information.
than.you.can.with.a.newspaper..If.possible,.you.will.want.to.use.color.to.help.draw.
attention.to.your.ad..If.the.copy.is.longer.than.a.few.sentences,.use.subheads.to.
break.it.up;.try.to.make.sure.the.headline.and.subheads.tell.the.story,.even.if.the.
reader.doesn’t.get.beyond.them.
Public relations..Pitch.your.expertise.to.help.with.stories.the.publication.is.creating;.
many.magazines.have.editorial.calendars.that.tell.you.when.a.story.on.a.particular.
topic.will.run..Contact.the.editor.or.appropriate.reporter.at.least.two.months.before.
the.story.is.scheduled.to.run..(Some.publications.have.even.longer.lead.times,.so.be.
sure.you.know.the.appropriate.time.to.contact.them.)
Many.magazines.also.accept.contributed.articles,.so.check.the.Web.site.to.
see.if.you.can.suggest.an.article.you.will.write.for.them..Generally,.you.are.
not.allowed.to.mention.your.company.within.the.article.–.it.has.to.be.what.
they.call.“vendor.neutral”.–.but.you.can.include.a.mention.and.your.contact.
information.in.the.“About.the.author”.section.at.the.end..
Finally,.magazines.(and.their.Web.sites).are.great.targets.for.news.releases..
Many.are.constantly.posting.news.on.their.sites,.and.welcome.contributions.
from.businesses.in.their.area.of.coverage.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 17
characterist ics of different media | . televis ion
Television.is.usually.thought.of.as.an.effective.but.very.expensive.way.to.reach.
mass.audiences..And.on.the.national.level,.that’s.true..But.there.are.two.other.
options.that.are.both.more.local.and.economical:.“Spot”.commercials.on.local.
broadcast.or.cable.TV.outlets..For.broadcast,.spot.time.is.purchased.directly.
from.the.local.station..Typically,.the.spot.runs.during.a.specific.range.of.hours.
during.the.day.(referred.to.in.the.industry.as.a.“daypart”),.and.the.member.buys.
whatever.time.spot.(or.slot).meets.the.objectives.of.the.communications.plan...
To.lower.costs.even.further,.you.can.also.choose.ROS.(run.of.station),.which.
means.your.spot.appears.whenever.they.have.a.place.available.
Cable.TV.spots.can.be.even.more.economical.and.targeted..The.cable.company.
will.generally.divide.its.coverage.area.into.zones;.you.can.purchase.spots.in.
one.or.more.zones.during.various.day.parts..You.can.also.select.the.channel.on.
which.you.would.like.the.spot.to.appear,.e.g..ESPN,.Comedy.Central,.SpikeTV,.
GolfTV,.etc..Costs.will.vary.by.popularity.of.the.channel/program,.but.even.in.
major.metropolitan.area.you.can.find.opportunities.for.less.than.$10.per.spot..
ROS.is.also.an.option.here..In.addition,.local.cable.TV.spots.do.not.require.high.
production.values;.a.good.digital.video.camera.and.computer-based.editing.
software.can.be.used.to.create.the.content.
ADVANTAGES
Sight with Sound..This.is.an.advantage.of.all.televised.messages..Combining.sight.
with.sound.gets.maximum.audience.participation.through.increased.stimulation..
Messages.often.have.great.staying.power.because.they.may.increase.the.
emotional.involvement.of.the.viewer.
Precision targeting..Slotting.your.message.into.a.good.time.spot.or.a.favorable.
channel/program.increases.the.chance.your.message.will.be.seen.by.the.right.
people..Zone.purchasing.with.cable.allows.you.to.restrict.the.geographic.area.
(and.cost).even.further.if.required..The.viewer.is.a.“captive.audience”.which.
increases.your.likelihood.of.exposure.
Local Access..This.is.especially.true.of.locally.produced,.“public.interest”.
programming.often.found.on.cable.television..You.and.your.firm.are.an.item..
of.local.interest.
teleViSiOn
DISADVANTAGES
Difficult to Purchase..Spot.time.may.be.difficult.to.purchase..The.most.desirable.
time.slots.could.be.hard.to.obtain.since.those.will.go.first..Even.identifying.the.
best.slot.for.your.message.can.be.difficult.without.good.information,.such.as.the.
audience.demographics.at.various.times..Rates.may.vary.for.no.apparent.reason,.
making.comparisons.between.stations.difficult..In.a.smaller.market,.there.may.be.
only.one.relevant.outlet,.which.limits.your.choice.
Cost..Television.messages.require.production.values..The.degree.of.production.can.
be.expensive.depending.upon.the.type.of.message.you.need.to.send..Standard.
broadcast.stations.generally.require.spots.that.have.been.produced.on.commercial-
level.equipment,.which.means.you.will.need.to.hire.a.production.company..Cable.
TV.can.accept.less.expensive.production.methods,.but.the.spots.still.must.appear.
professional..You.may.still.need.to.hire.a.writer,.director,.and.other.assistance..Poor.
production.values.will.project.a.negative.image.of.you.and.your.firm.
Uncertain Viewership..Viewers.may.get.up.and.leave.during.programming.breaks,.
or.start.channel.surfing,.at.exactly.the.time.your.message.is.aired..If.your.interview.is.
airing.on.a.local.cable.channel,.potential.customers.may.not.know.of.the.broadcast..
This.last.point.is.a.good.example.of.why.you.need.to.mix.your.media.outlets..A.well-
timed.press.release.or.e-mail.announcement.could.help.solve.this.problem.
Clutter..A.great.deal.of.message.competition.exists..Although.this.is.true.of.all.media,.
television.messages.are.very.susceptible.to.being.ignored.by.viewers.since.they.are.
usually.presented.in.blocks..Your.message,.even.if.aired.at.the.right.time.and.seen.
by.the.right.audience,.can.still.fail.to.make.an.impact.because.of.message.clutter.
and.competition.
MESSAGING STRATEGY
Advertising..Select.one.message.and.make.sure.it.comes.across.clearly.throughout.
the.spot..TV.watchers.are.passive,.and.have.notoriously.short.attention.spans..If.you’re.
attempting.to.generate.responses,.be.sure.you.have.phone.and.Web.site.information.
displayed.prominently,.both.visually.and.audibly..Keep.in.mind.that.television.is.a.
visual.medium,.so.take.great.care.to.make.your.spot.visually.appealing.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 19
Public Relations..Generally.speaking.there.are.not.
a.lot.of.PR.opportunities.in.local.television..The.
larger.the.market,.the.fewer.there.are.likely.to.be..
If.you.have.an.important.event,.such.as.a.state.or.
Federal-level.politician.coming.to.your.facility.to.make.a.presentation,.you.can.
notify.the.local.news.channels..Don’t.be.surprised,.however,.if.the.story.is.mostly.
about.the.politician..You.can.try.offering.your.expertise.to.put.a.local.spin.on.a.
major.event..For.example,.if.you.have.expertise.in.security.and.there.is.a.major.
virus.outbreak,.you.can.offer.to.comment.on.the.topic,.or.how.your.firm.has.been.
reacting.to.it..If.there.is.a.program.spotlighting.local.businesses,.definitely.target.
it.with.a.story.that.ties.in.to.either.local.or.national.trends..If.you.are.accepted.as.
a.guest,.again.keep.your.message.simple.and.straightforward.
ADVANTAGES
Ubiquity..Radio.is.everywhere..Practically.every.car.has.one;.most.homes.have.
several..Radio.is.extremely.portable,.and.can.be.left.on.in.the.background.during.
other.activities..Most.markets,.no.matter.how.small,.are.often.served.by.at.least.
two.radio.stations.
Cost..Radio.messages.are.economical.to.create.since.they.use.only.sound..Or,.
you.can.choose.to.have.a.program.host.do.a.live.read,.which.has.no.production.
costs.(although.you.have.no.control.over.the.read.either)..Time.slots.for.radio.
also.tend.to.be.very.economical.compared.to.other.broadcast.media..Pricing.is.
based.on.the.length.of.the.spot.(10.seconds,.30.seconds,.and.60.seconds.are.
the.norm)..It.is.also.based.on.dayparts,.i.e..drive.time,.mid-days,.etc..ROS.(run.of.
station).spots.(where.your.commercial.is.used.to.fill.any.available.slot).are.also.
available,.further.driving.down.costs.
Speed..Radio.messages.can.in.most.cases.be.accepted.by.the.broadcaster.
right.up.until.air.time..This.allows.you.maximum.flexibility.in.creating,.tailoring,.
and.changing.the.message.as.needed.
Loyalty..Many.people.tend.to.latch.on.to.a.particular.program.or.station.and.stay.
with.it.
Targeting..Radio.formats.are.designed.to.cater.to.consumers.along.relatively.
narrow.demographic.or.other.segmenting.criteria..You.have.a.good.idea.who.will.
be.hearing.your.message.before.it.is.aired.
raDiO
Radio has many of the same
advantages as newspapers
on the advertising side. Public
relations opportunities are
much more limited.
characterist ics of different media | . radio
DISADVANTAGES
Radio’s.disadvantages.mirror.those.of.using.spot.television.
Clutter..Radio.messages.come.in.waves..Listeners.may.tune.
out.or.become.“button.pushers”.when.your.message.is.aired,.
particularly.those.listening.in.vehicles.
Difficult to Purchase..Spot.rates.are.nonstandard,.so.cost.
comparisons.on.the.basis.of.effectiveness.may.be.hard.to.
make..Reaching.an.audience.of.sufficient.size.to.achieve.your.
goals.could.be.difficult.since.so.many.stations.exist.and.their.
markets.may.overlap.to.a.degree.
No Visual..Radio.is.sound.only..Messages.that.could.benefit.
from.a.visual.component.will.be.less.effective..Because.radio.
tends.to.be.used.as.“background,”.particularly.in.the.home.of.
office,.it.may.get.only.casual.attention.from.the.listener..Also,.
your.message.is.fleeting.–.if.it.isn’t.heard.properly.the.first.
time,.it.evaporates.into.thin.air.
MESSAGING STRATEGY
Advertising..Focus.on.one.key.message.at.a.time..Radio.is.relatively.inexpensive,.
so.if.you.have.more.than.one.message.you.can.place.spots.in.rotation.and.still.
get.the.repetition.required.for.the.messages.to.get.through..Stay.with.simple,.
straightforward.messages.rather.than.complex.concepts..Have.a.clear.call.to.action..
If.you.want.a.listener.to.contact.you.via.phone.or.the.Web,.be.sure.to.repeat.the.
contact.information.at.least.three.times.during.the.spot.
Public Relations..There.are.very.few.public.relations.opportunities.on.radio..If.there.
is.a.business.or.technology.program.you.can.try.to.get.on.there,.either.as.a.guest.
on.an.interview.type.show.or.as.an.expert.who.can.comment.on.technology.news..
If.successful,.your.messaging.will.need.to.be.subtle.rather.than.a.blatant.plug.for.
the.business..For.example,.if.you.are.asked.a.question.about.a.particular.technology,.
you.can.respond.to.the.effect.of,.“In.our.XX.practice,.we.often.face.concerns.about.
that..Here’s.how.we.usually.deal.with.them.”.One.other.idea.is.to.find.program.hosts.
who.like.to.talk.about.technology.from.time.to.time,.and.call.in.to.the.show.when.
they.are.looking.for.answers.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 21
characterist ics of different media | .bi l lboards
ADVANTAGES
High-Spot Exposure..Outdoor.messages.often.(but.not.always).benefit.from.
a.significant.lack.of.other.message.competition..The.can.literally.“tower”.over.
message.clutter..Everyone.who.drives.by.that.location.will.see.your.message.
sooner.or.later.
High-Repeat Exposure..This.is.especially.true.in.higher.population.areas.where.
commuting.is.a.way.of.life..Your.message.can.be.received.by.the.same.person.time.
and.time.again..This.repetition.increases.the.chance.your.message.is.retained.
DISADVANTAGES
Mobile Viewers..Drivers.may.have.other.things.on.their.minds.besides.billboard.
messages..Traffic.conditions.may.interfere.with.the.driver.seeing.your.message..
Many.distractions.exist.which.may.draw.attention.away.from.your.message.
Message Limitations..Your.message.has.to.be.simple.and.powerful.in.order.to.
be.absorbed.by.someone.actively.driving..What.you.need.to.say.may.not.fit.the.
inherent.limitations.of.billboards..Effective.billboards.usually.have.strong.graphics.
to.draw.the.eye.
Expensive to Produce..Depending.on.the.content.you.design.it.can.be.expensive.
to.produce.an.attractive.billboard.on.a.large.scale.
Limited geography..Your.message.is.only.exposed.to.those.drivers.who.pass.
it..There’s.no.way.to.know.absolutely.that.those.drivers.are.your.target.
audience.unless.the.billboard.is.just.outside.an.area.with.a.high.concentration.of.
prospects/customers.
MESSAGING STRATEGY
Advertising..Use.billboards.to.build.general.name.and.positioning.recognition..
“ABC.member,.the.company.that.does.X,”.with.X.being.your.primary.business.or.
business.advantage.
Public Relations..None.
BillBOarDS
Used properly, billboards can
be very effective at reaching a
large number of people with a
very simple message.
ADVANTAGES
Timely Exposure..Many.business.people.in.metropolitan.areas.use.mass.transit.to.
get.to.work..Messages.placed.on.the.bus.or.subway.thus.have.the.potential.to.reach.
many.prospects.or.customers.who.are.in.a.business.state.of.mind.
Geographic Targeting..A.mass.transit.system.is.purely.local..Your.message.dollars.
are.spent.exactly.in.the.geographic.area.you.have.targeted.
Economical..Given.the.number.of.people.who.may.use.mass.transit.in.a.metropolitan.
area,.transit.media.may.be.very.economical.when.cost.is.considered.from.the.
standpoint.of.number.of.impressions.
DISADVANTAGES
Message Limitation..The.physical.space.available.for.messages.is.usually.fairly.small..
Your.message.must.be.simple.in.order.to.be.conveyed.effectively.
Missing Audiences..Customers.who.don’t.use.mass.transit.miss.your.message.
entirely.if.it.is.located.inside.the.vehicle..Message.on.the.outside.of.the.vehicle.are.
in.motion.and.may.be.hard.to.read..Transit.media.are.always.an.ancillary.way.of.
sending.your.message..It.needs.to.be.used.with.some.other.media.(newspaper,.
radio).so.that.non-transit.using.consumers.are.targeted.
MESSAGING STRATEGY
Advertising..Use.transit.media.to.build.general.name.and.positioning.recognition..
“ABC.member,.the.company.that.does.X,”.with.X.being.your.primary.business.or.
business.advantage.
Public Relations..None.
ADVANTAGES
Ubiquity..Anyone.you.want.to.reach.has.computers,.and.online.search.is.now.the.#1.
way.businesspeople.find.new.products.and.services..There.is.an.expectation.that.
any.company.worth.working.with.has.a.Web.site.at.the.minimum.
Searchability..Search.engines.and.search.engine.optimization.have.made.it.much.
easier.for.prospects.to.find.you..They.don’t.even.have.to.know.you.exist..The.right.
search.criteria.will.put.you.in.front.of.them.
Cost..Costs.for.a.Web.site.are.easily.controllable..The.site.itself.can.be.as.simple.
or.as.complex.as.you.need.it.to.be..The.more.pages.and.functionality.you.add,.the.
higher.the.cost..Still,.whether.your.site.is.active.or.passive.it.is.extremely.cost-efficient.
WeB Site
tranSit meDia
This type of outdoor media
can be thought of as a “rolling
billboard.” Transit media utilize
the space available on public
transit vehicles.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 23
Depth of Message..You.can.add.as.many.pages.as.you.need.to.tell.your.story..
The.challenge.is.making.it.is.well-organized.so.visitors.can.navigate.easily.and.
find.what.they.need.quickly.
Control..You.are.basically.responsible.for.the.content.and.broadcasting.of.your.
Internet.messages..No.third.person.exerts.any.editorial.decision.over.your.material.
Real-Time Sales..Electronic.commerce.allows.visitors.to.complete.a.sales.
transaction.at.the.point.of.message.viewing.rather.than.moving.from.one.medium.
to.another.(e.g..from.a.radio.ad.to.the.phone)..This.is.one.of.the.great.advantages.
of.the.Internet,.and.one.which.CompTIA.is.deeply.committed.to.through.its.
industry-wide.Electronic.Commerce.and.EDI.initiatives..
Tracking..You.can.track.who.is.visiting.your.website.through.a.variety.of.means..
Web.traffic.reports,.offers.for.white.papers.or.promotions,.or.even.a.simple.
“submit.a.question”.mechanism.with.an.e-mail.address,.can.help.you.identify.
those.who.are.interested.in.your.company.
Analytics..With.Web.analytics.software.or.partner.you.can.do.even.more,.such.as.
determine.how.visitors.enter.and.use.your.site.and.the.order.in.which.they.view.
various.pages..You.can.also.see.where.they.leave.the.site,.allowing.you.to.tweak..
it.or.adjust.requests.for.information.to.increase.site.“stickiness.”.You.can.see.
which.vendors.your.best.and.greatest.number.of.leads.are.coming.from,.and.even.
see.which.pages.are.never.visited.so.you.can.remove.them.safely.from.the.site..
No.sense.in.paying.for.pages.no.one.views.
DISADVANTAGES
The.rule.of.thumb.is.you.need.to.appear.on.the.first.two.pages.of.results.on.the.
top.search.engines.to.maximize.your.effectiveness.
Maintenance..The.Web.site.is.literally.all.yours..You.need.to.maintain.it.and.keep
.it.fresh,.otherwise.it’s.unlikely.browsers.will.visit.more.than.once..The.days.of.
simple.and.static.sites.are.pretty.much.over..Sites.today.require.a.high.degree.of.
graphic.style,.or.some.form.of.interactivity.in.order.to.keep.browsers.engaged..
Continually.creating.and.changing.message.content.can.become.a.drain.on.time.
and.energy.if.you.don’t.have.one.or.more.people.dedicated.to.it..Costs.can.
escalate.if.you.eventually.sub-contract.this.task.
characterist ics of different media | . transit .media
The process of “selling” your
message to a media outlet
is very similar to how you sell
computer products and
services. In both cases you
identify your prospects, zero
in on a customer need, provide
a product or service that
fulfills that need, and follow
up with an evaluation of your
relative success.
First you need to create a list of the media in your area that
could be interested in reporting about your organization,
services, and activities. Step one is researching media outlets
that cover the types of stories you want to place. Think about
what kind of story you’d like to see, then look through/watch/
listen to the media outlets to see if they cover that area. For
example, a local weekly shopper might be well targeted in terms
of geographic coverage, but if they don’t currently run business
or back office technology stories they’re unlikely to be receptive
to your pitch. It’s just not their thing.
Building A Media Resource Guide
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 25
Here.are.some.suggestions.of.the.types.of.outlets.to.research:
• newspapersDaily, Weekly, Bi-weekly. Don’t forget specialized “shopping” publications that are
often distributed without charge throughout a community.
• magazinesLocal, regional, monthly. If you have customers concentrated in a certain industry,
or feel you could sell an industry segment profitably, try the trade journals for those
industries. Consider any business-to-business publications, including Chamber of
Commerce publications..
• Wire ServicesAssociated Press (AP), Reuters, and United Press International (UPI) are just three of
the biggest traditional newswires. PR Newswire and Business Wire are two services
that specialize in handling press releases. Always find out if the distribution service
is done at a charge to you and if it includes Internet distribution as well as print
distribution. PR Newswire’s phone number is (800) 682-9599. Business Wire’s phone
number is (800) 227-0845.
• talk ShowsThis includes radio and television. Check out your local network affiliate or cable
television access station.
• news programming Again, this includes television and radio news shows. Don’t forget business talk shows.
building a media resource guide
Once.you.know.which.outlets.to.target,.the.next.step.is.to.gather.the.names.of.
reporters,.editors,.and.producers.who.report.on.those.stories..Building.this.list.now.
will.save.you.time.when.you.have.a.time-sensitive.message.you.want.to.place.
There.are.a.number.of.ways.to.gather.contact.information.for.your.targets,.including:
• publication masthead Print publications generally have a page somewhere with general contact information; some
even have special phone numbers or e-mail addresses where you can send “news tips.”
• media Outlet Web Site Both print and broadcast outlets are likely to have an online version of some sort, and often
they have a “contact us” or “about us” section that provides basic contact information. In
addition, many will provide the reporter’s e-mail address at the top or bottom of the story;
sometimes it shows up as a link on the byline. Bloggers usually have an e-mail address
somewhere on the blog’s main page, generally in a side column.
• White pages The media outlet should appear in both print and online phone books.
• Yellow pages Local media outlets will likely have their phone numbers listed in the Yellow Pages as well.
• media Directories Usually available at public libraries, publications such as Cision’s Media Directories provide
addresses, phone numbers, fax numbers, and reports’/editors’ names for newspapers,
magazines, radio and television in every state. If you don’t see books, check with the library
to determine if they have an online service you can access.
Once.you.are.equipped.with.the.name,.address,.and.phone.number.of.your.
outlet,.you.need.to.get.the.name.of.the.right.contact.person..Having.the.right.
contact.at.the.media.outlet.greatly.increases.your.chance.of.successfully.placing.
your.message.
Media.outlets.have.established.“beats”.for.computer.technology.stories..Some.
large.news.organizations.have.reporters.that.cover.only.these.areas..Smaller.
media.or.general.news.organizations.may.have.one.editor.who.assigns.stories.
to.the.staff.at.random..You.will.have.to.discover.who.handles.the.technology,.
computer.or.business.beat.for.each.media.outlet.on.your.list..Look.in.the.
directory.or.masthead;.if.it’s.not.there,.call.the.media.outlet.and.ask.
In.addition,.if.you.sponsor.any.type.of.events.–.seminars,.classes,.special.openings,.
etc..–.be.sure.to.ask.for.the.calendar/events.section.editor’s.name.for.your.
Resource.Guide..The.calendar.section.is.a.great.way.to.get.publicity.for.your.
company,.particularly.if.you.are.in.a.heavily.populated.area.where.you.are.vying.
for.the.same.news.space.with.larger.companies.
Finally,.if.you.plan.to.run.larger.or.more.accessible.events,.get.the.name.of.the.
photo.editor.at.various.newspapers..Sometimes.the.paper.doesn’t.have.the.
resources.for.a.full.story,.but.they.will.always.be.on.the.lookout.for.interesting.
visuals.that.can.run.with.a.caption.
• newspapers“Can I have the name and spelling of the reporter who covers computer technology?”
(If your research has turned up that reporter’s name already, ask for contact information.)
If the paper does not have a dedicated computer writer, then computer technology issues
will probably be covered by someone in the business section. You can also ask for contact
information for the business editor. “To whom should I send information regarding the
computer technology industry?”
building a media resource guide | .obtaining.media.contacts
OBtaining meDia COntaCtS
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 27
• magazines“Can I have the name of your managing editor? And is managing
editor his/her proper title?” (These titles vary by publication.)
• Wire Services“Do you have anyone in your bureau who covers computer/
technology issues?” (Most likely you will send information to the
bureau chief.) Wire service reporters tend to segment by geography
now rather than “beat,” so don’t be discouraged if there isn’t a local
technology writer. Position your story as a local one instead of a
technology story.
• radio talk ShowsFirst listen to the station and determine if there is a program where
your story will fit. If so, ask “May I have the contact information
for the producer of the XYZ Show?” The producer is usually the
gatekeeper for stories and guests. Know before you call whether
the show has guests; if so, think through why the listening audience
would be interested in what you have to say.
• radio news programming“May I have the name of the assignment editor?”
• television news Shows“Do you have a reporter who covers computer technology issues?” or “May I have the name
and number/extension of the assignment editor?”
Get.the.full.names.of.media.contacts,.along.with.titles,.addresses,.phone.numbers,.
fax.numbers,.and.e-mail.addresses..And.with.the.local/regional.magazines,.be.
sure.to.ask.for.their.editorial.calendar,.which.is.a.schedule.that.indicates.when.a.
publication.will.cover.specific.topics..Many.business-oriented.magazines.devote.
coverage.to.computers.and.information.technology.at.special.times.in.the.
course.of.a.year..If.you.know.this.schedule.in.advance.you.can.better.plan.your.
communications.campaign.
Your goal in message
preparation is to make it as
easy as possible for the media
outlet to use your message.
It is virtually impossible to
overdo this. The more work
you do for the media outlet,
the greater your chance of
successful message placement.
Think about it – isn’t it usually true that the more you anticipate
your customers’ needs, the greater the likelihood they’ll buy
from you?
The media need information; with the 24 x 7 news cycle in play
today that is true more than ever. You have information. The
better you prepare it, the greater chance it will get used. The
enclosed templates, which are based on CompTIA’s experience
in gaining visibility for technology issues, are designed to take
the work out of message preparation for both the member and
the media outlet.
Preparing Information For The Media
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 31
preparing information for the media
CompTIA’s.media.relations.experience.has.shown.that.most.information.is.
provided.to.the.media.using.one.or.more.of.the.following.formats:
• news releases News releases are the most common form of news dissemination. They are designed
to present the facts in an interesting, objective way. News releases usually contain a
quotation from an appropriate spokesperson. Posting a news release on a service such as
BusinessWire or PRNewswire helps you broaden your audience reach and improve search
rankings. Understand, however, that these services will do little to get your news published
in local outlets. You will still need to send releases directly to the right reporters.
• Bylined articles These are informative stories that focus on one particular topic. Bylined articles can
appear as a feature story or they can be used as newsletter articles. Unless you were
going to write the article anyway, you will want to submit an abstract first to be sure
the targeted media is interested in your topic.
• Case Studies Stories about how you helped a customer solve a problem that many organizations
have are always welcome, particularly if the customer is willing to be interviewed in
relation to the story.
• media alerts These brief announcements alert the press to an impending event.
• personal interviews You could be interviewed about your business operations in general, or you could be
sought out by editors as an expert/opinion leader on technology issues. In the latter
capacity you may be asked to comment on a recent news event in the computer industry.
• advertorials These articles are similar to bylined stories except they are forms of paid advertising.
They look like editorials, but run with a disclaimer to indicate that they are paid
communications. To run an advertorial you will contact the advertising department,
not reporters.
preparing information for the media
Whatever.format.you.use.to.send.your.message,.remember.that.message.timeliness.
is.relative..Some.information.is.very.timely.and.must.be.sent.prior.to.the.specific.event..
Examples.include:
• New business or office openings
• New hires, promotions
• Seminars your company is sponsoring for local businesses and consumers
• Contract awards
Other.information.is.not.as.time.sensitive.and.is.called.“evergreen”.in.media.jargon..
Media.outlets.do.not.generally.consider.the.following.examples.as.breaking.news:
• Bylined feature articles
• Feature articles about business aspects of the company
• Customer case studies
• New product/service offerings
However,.to.you,.all.these.examples.do.have.some.timeliness.about.them..Don’t.let.
your.information.get.stale..A.new.product.announcement.hardly.qualifies.as.such..
six.months.after.the.fact..When.you.have.something.to.communicate,.do.it.quickly...
A.steady.stream.of.timely.messages.helps.you.create.a.vibrant.and.exciting.image.
for.your.business.
Samples.of.press.releases,.bylined.articles,.media.alerts,.and.advertorials.are.all.
included.in.this.CompTIA.Marketing.Tool.Kit..CompTIA,.working.with.media.
professionals,.has.designed.these.easy-to-personalize.templates.to.standard.media.
configurations..The.templates,.once.filled.in.with.pertinent.information.about.your.
firm,.are.ready.for.distribution.to.your.chosen.media.outlet.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 32
The following publicity tools
are included in this section:
• Press releases
• Bylined stories
• Pitch letters
• Media alerts
• Case studies
• The media interview
• Corporate responsibility/
community involvement
• Advertorials
• Brochures
• Ad slicks
These tools are provided to
you in template form. Slots
where you can customize
the template are indicated
by square brackets [ ]. The
information you should insert
is named within the brackets.
In some cases you have
been provided with specific
suggestions about what to
use when customizing. Some
templates may have several
choices listed in the brackets.
These are meant as a guide, so
feel free to edit any of these
materials in any way that suits
your needs. We have tried to
provide you with the most
typical format available.
Remember,.if.you.are.going.to.use.
printed.copies.of.these.publicity.tools.
they.should.always.be.printed.on.your.
company’s.letterhead,.not.plain.paper..
Also,.proofread.everything.you.send..
to.the.media..The.media.do.not.like..
to.receive.false.facts,.wrong.dates,.or.
misspelled.names..The.less.work.they.
have.to.do.assuring.accuracy.in.your.
material,.the.greater.chance.you.have..
of.it.being.placed..One.careless.mistake.
can.cause.problems.with.placing.
future.submissions.
If.you.are.sending.via.e-mail,.do.not.
send.anything.with.an.attachment.
unless.the.reporter.has.given.you.
permission.ahead.of.time..The.media.is.
very.virus-averse,.and.most.reporters.
won’t.open.an.e-mail.that.shows.an.
attachment.(including.a.v-card.or.an.
embedded.logo)..Instead,.cut.and.paste.
the.text.into.the.body.of.the.e-mail.
Delivering Your Story
preSS releaSeS Press.releases,.also.called.news.releases,.are.a.common.format.for.sending.messages.
to.the.news.media..An.effective.press.release.is.short.(no.more.than.1.5.pages.
including.the.“About.XYZ.Company”.section),.direct,.and.sticks.to.communicating.
facts..Quotations.from.spokespersons.are.nearly.always.used..Press.releases.are.
meant.to.draw.attention.to.an.event.or.business.activity..A.press.release.may.be.
printed.verbatim,.or.it.may.spark.an.editor’s.or.reporter’s.interest.in.writing.a.more.
in-depth.story.about.your.activities.or.the.computer.technology.industry.in.general..
An.excerpt.may.also.be.used.in.“news.in.brief”.sections..No.matter.how.it.is.used,.
you.have.succeeded.in.gaining.valuable.publicity.for.your.firm.
The.press.releases.in.this.CompTIA.Marketing.Tool.Kit.have.been.created.in.a.standard.
format.recognizable.and.acceptable.to.all.media..Simply.fill.in.the.blanks.with.
information.pertinent.to.your.firm.and.print.the.release.on.your.company.letterhead.
ALWAYS.include.a.contact.name.and.telephone.number.so.that.media.who.want.
more.information.can.reach.someone.knowledgeable..Choose.a.secondary.media.
contact.person.as.a.back-up.in.case.the.primary.contact.is.traveling.or.otherwise.
unavailable..Switchboard.or.receptionist.personnel.should.be.instructed.how.to.
route.calls.from.the.media..It.is.critical.to.solidify.your.media.connection.when.they.
approach.you.by.responding.in.a.professional.and.timely.manner.
The.sample.press.release.has.a.quotation.and.a.place.to.insert.a.spokesperson’s.
name..This.person.is.typically.a.senior-level.manager.such.as.the.general.manager.
or.company.president..Regardless.of.whom.you.designate,.that.person.should.be.
prepared.and.available.to.respond.to.inquiries.from.the.media.
Flexibility.is.the.key.here..Reporters.are.often.on.deadline,.and.thus.need.immediate.
answers..If.you’re.sending.out.a.news.release.and.a.reporter.calls.to.follow.up,.your.
spokesperson.needs.to.make.him/herself.available.on.the.reporter’s.schedule..If.
he/she.isn’t.willing.to.stop.what.they’re.doing.or.get.back.to.the.reporter.quickly,..
it’s.unlikely.your.news.will.appear.and.your.efforts.will.be.wasted.
The.slots.you.should.customize.within.the.release.are.noted.with.square.brackets.[.]..
The.press.release.offers.you.examples.of.information.already.in.the.brackets..If.these.
examples.meet.your.needs,.then.use.them..If.more.than.one.example.is.offered,.
simply.select.what.applies.to.your.news..If.you.fill.in.your.own.information.and.name.
other.firms.or.products,.be.careful.about.using.the.Trademark.(™).and.Registered.
(®).symbols..When.in.doubt,.find.out.from.the.company.whose.name.you.intend.to.
use.as.to.the.correct.use.of.these.marks.
delivering your story | .press.releases
When.you.have.filled.in.all.the.blanks.with.the.appropriate.information,.double-check.
these.elements.before.sending.out.your.press.release:
• Spelling – Especially the editor’s or reporter’s name and address.
• Factual accuracy.
• Quotations and mentions – Don’t quote or mention your customers without their authorization.
For larger enterprises, be sure the spokesperson is cleared to be mentioned by the company’s
corporate communications department.
• Photography – If you are sending via e-mail, do not send a photo right away. Offer a photo in
the pitcher letter and allow the publication to specify the format and size. Always offer a photo
caption in the e-mail that describes the content and context of the photo. If you are offering a
photo of someone who does not work for your company, you should have them sign a Photo
Release Form.
• Send your releases to the appropriate editors and reporters. Your Resource Guide should have
this information.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 35
Sample preSS releaSe 1 – product or Service
[Your.company.name]. NEWS
For.Immediate.Release.. MEDIA.CONTACT:
. [Your.name]
. [Your.phone.#]
[COMPANY.NAME].Introduces.New.[PRODUCT.OR.SERVICE]
New.offering.helps.organizations.[LIST.ONE.OR.MORE.BUSINESS.BENEFITS].
[Your.City,.State]..[Date].–.With.the.rapid.pace.of.business.today,.many.organizations.
are.finding.it.difficult.to.[DESCRIBE.A.CHALLENGE.THE.PRODUCT.OR.SERVICE.
WILL.SOLVE]..Recognizing.this.challenge,.[Your.Company],.[SHORT.DESCRIPTION.
OF.COMPANY.OR.BUSINESS.MESSAGE],.today.announced.that.it.is.now.offering.
[PRODUCT.OR.SERVICE].to.[CLASS.OF.BUSINESS,.SUCH.AS.ENTERPRISE,.SMALL.
BUSINESS].to.help.them.[LIST.ONE.OR.MORE.BUSINESS.BENEFITS].
By.incorporating.features.such.[LIST.THREE.FEATURES],.the.[PRODUCT.OR.
SERVICE].enables.organizations.to.work.better.and.more.efficiently..The.[MOST.
IMPORTANT.FEATURE].in.particular.helps.them.[KEY.BENEFIT]..“This.[PRODUCT.
OR.SERVICE].makes.it.easier.for.organizations.to.achieve.[BUSINESS.GOAL],”.said.
[SPOKESPERSON].of.[YOUR.COMPANY].“It.is.ideal.for.[CLASS.OF.BUSINESS].that.
want.to.maximize.the.effectiveness.of.their.IT.budgets.while.staying.ahead.of.the.
technology.curve.”
The.[PRODUCT.OR.SERVICE].is.available.immediately..Pricing.starts.at.[PRICE,.ADD.
QUALIFIERS.IF.NECESSARY]..For.more.information,.go.to.www.[WEBADDRESS].
About.[YOUR.COMPANY]
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 37
del ivering your story | .sample.press.release.1
(Use this closing paragraph only if you are an A+ Authorized Service Center)
[Your.company].is.a.CompTIA.A+.Authorized.Service.Center™,.a.designation.the.
Better.Business.Bureau.recommends.consumers.use.to.determine.a.reseller’s.level.
of.commitment.to.computer.service.quality..To.date,.more.than.180,000.technicians.
have.become.CompTIA.A+™.Certified.and.more.than.1,800.firms.have.become.
CompTIA.A+.Authorized.Service.Centers™..The.designation.is.awarded.by.CompTIA,.
the.Computing.Technology.Industry.Association™,.the.voice.of.the.world’s.$3.trillion.
information.technology.industry..CompTIA.membership.extends.into.more.than.
100.countries.and.includes.companies.at.the.forefront.of.innovation;.the.channel.
partners.and.solution.providers.they.rely.on.to.bring.their.products.to.market;.and.
the.professionals.responsible.for.maximizing.the.benefits.organizations.receive.from.
their.technology.investments..[Your.Company],.a.member.of.CompTIA,.is.located.at.
[Your.address].and.can.be.reached.at.[Your.phone.#].
(Use this closing paragraph if you are not an CompTIA A+ Authorized Service Center)
[Your.Company],.an.established.dealer.of.computers,.software.and.peripherals,.is.a.
member.of.CompTIA,.the.Computing.Technology.Industry.Association™,.the.voice.
of.the.world’s.$3.trillion.information.technology.industry..CompTIA.membership.
extends.into.more.than.100.countries.and.includes.companies.at.the.forefront.of.
innovation;.the.channel.partners.and.solution.providers.they.rely.on.to.bring.their.
products.to.market;.and.the.professionals.responsible.for.maximizing.the.benefits.
organizations.receive.from.their.technology.investments..
[Your.Company].is.located.at.[Your.address].and.can.be.reached.at.[Your.phone.#].
Sample preSS releaSe 2 – personnel announcement
[Your.company.name]. NEWS
For.Immediate.Release.. MEDIA.CONTACT:
. [Your.name]
. [Your.phone.#]
[PERSON’S.NAME].Joins.[COMPANY.NAME]
New.[TITLE].will.help.reseller.[SHORT.DESCRIPTION.OF.ROLE].
[Your.City,.State]..[Date].–.[YOUR.COMPANY],.a.leading.provider.of.technology.
products.and.services.for.businesses.in.the.{LOCATION].area,.today.announced.
that.[NAME].has.joined.the.firm.as.[TITLE]..In.this.role,.[he/she].will.be.responsible.
for.[RESPONSIBILITIES]..[NAME].joins.[YOUR.COMPANY].after.successfully.serving.
as.[TITLE].at.[PREVIOUS.COMPANY].for.[NUMBER.OF.YEARS,.IF.SIGNIFICANT]..
During.that.time,.[HE/.SHE].[BRIEF.LIST.OF.DUTIES.FROM.RESUME]..[NAME].
[LIST.OF.SIGNIFICANT.ACCOMPLISHMENTS].
Prior.to.joining.[PREVIOUS.COMPANY],.[NAME].was.a.[TITLE].with.[COMPANY]..
[HE/SHE].also.[LIST.PRIOR.EMPLOYMENT.EXPERIENCE/ACCOMPLISHMENTS]..
“The.addition.of.[NAME].to.the.[YOUR.COMPANY].team.is.an.important.one.for.
our.customers,”.said.[SPOKESPERSON].of.[YOUR.COMPANY].“[HIS/HER].expertise.
allows.us.to.upgrade.our.[SPECIFICS].offering.and.break.new.ground.in.that.area..
We.are.pleased.to.have.[HIM/HER].on.board.and.available.for.our.customers.”
About.[YOUR.COMPANY]
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 39
del ivering your story | .sample.press.release.2
(Use this closing paragraph only if you are a A+ Authorized Service Center)
[Your.company].is.a.CompTIA.A+.Authorized.Service.Center™,.a.designation.the.
Better.Business.Bureau.recommends.consumers.use.to.determine.a.reseller’s.level.
of.commitment.to.computer.service.quality..To.date,.more.than.180,000.technicians.
have.become.CompTIA.A+™.Certified.and.more.than.1,800.firms.have.become.
CompTIA.A+.Authorized.Service.Centers™..The.designation.is.awarded.by.CompTIA,.
the.Computing.Technology.Industry.Association™,.the.voice.of.the.world’s.$3.trillion.
information.technology.industry..CompTIA.membership.extends.into.more.than.
100.countries.and.includes.companies.at.the.forefront.of.innovation;.the.channel.
partners.and.solution.providers.they.rely.on.to.bring.their.products.to.market;.and.
the.professionals.responsible.for.maximizing.the.benefits.organizations.receive.from.
their.technology.investments..
[Your.Company],.a.member.of.CompTIA,.is.located.at.[Your.address].and.can.be.
reached.at.[Your.phone.#].
(Use this closing paragraph if you are not a CompTIA A+ Authorized Service Center)
[Your.Company],.an.established.dealer.of.computers,.software.and.peripherals,.is.a.
member.of.CompTIA,.the.Computing.Technology.Industry.Association™,.the.voice.
of.the.world’s.$3.trillion.information.technology.industry..CompTIA.membership.
extends.into.more.than.100.countries.and.includes.companies.at.the.forefront.of.
innovation;.the.channel.partners.and.solution.providers.they.rely.on.to.bring.their.
products.to.market;.and.the.professionals.responsible.for.maximizing.the.benefits.
organizations.receive.from.their.technology.investments.
[Your.Company].is.located.at.[Your.address].and.can.be.reached.at.[Your.phone.#].
Sample preSS releaSe 3 – technology Certification
[Your.company.name]. NEWS
For.Immediate.Release.. MEDIA.CONTACT:
. [Your.name]
. [Your.phone.#]
[COMPANY.NAME].Is.Now.[TECHNOLOGY]-Certified
Latest.certification.assures.reseller.is.up.on.all.the.latest.information.for.[SPECIFICS.
OF.TECHNOLOGY]..
[Your.City,.State]..[Date].–.[TECHNOLOGY].has.been.touted.in.the.media.as.a.means.
to.[PRIMARY.BENEFITS]..But.along.with.those.benefits.comes.some.significant.
challenges..As.part.of.its.commitment.to.its.customers,.[YOUR.COMPANY].today.
announced.that.it.has.received.[SPECIFIC.CERTIFICATION].through.CompTIA™.
(Computing.Technology.Industry.Association),.the.voice.of.the.world’s.$3.trillion.
technology.industry.
Achieving.[SPECIFIC.CERTIFICATION].has.been.no.small.feet..Personnel.from.
[YOUR.COMPANY].had.to.successfully.complete.training.in.several.areas.related.to.
[TECHNOLOGY,.including.[LIST.AREAS]..The.entire.process.took.place.over.a.period.
of.several.months..Now,.however,.company.personnel.are.thoroughly.qualified.to.
help.their.customers.with.all.aspects.of.the.technology,.including.[ASPECTS].
“Many.of.our.customers.have.been.looking.for.help.with.[TECHNOLOGY].for.some.
time,”.said.[SPOKESPERSON].of.[YOUR.COMPANY].“While.we.have.been.able.to.
work.with.it,.we.always.want.to.be.sure.that.we’re.providing.our.customers.with.the.
best.advice.and.assistance.available..By.investing.in.{SPECIFIC.CERTIFICATION].
certification.we.are.now.better.prepared.to.fulfill.that.promise,.and.help.our.customers.
achieve.[BUSINESS.GOALS].”
About.[YOUR.COMPANY]
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 41
del ivering your story | .sample.press.release.3
(Use this closing paragraph only if you are an A+ Authorized Service Center)
[Your.company].is.a.CompTIA.A+.Authorized.Service.Center™,.a.designation.the.
Better.Business.Bureau.recommends.consumers.use.to.determine.a.reseller’s.level.
of.commitment.to.computer.service.quality..To.date,.more.than.180,000.technicians.
have.become.CompTIA.A+™.Certified.and.more.than.1,800.firms.have.become.
CompTIA.A+.Authorized.Service.Centers™..The.designation.is.awarded.by.CompTIA,.
the.Computing.Technology.Industry.Association™,.the.voice.of.the.world’s.$3.trillion.
information.technology.industry..CompTIA.membership.extends.into.more.than.
100.countries.and.includes.companies.at.the.forefront.of.innovation;.the.channel.
partners.and.solution.providers.they.rely.on.to.bring.their.products.to.market;.and.
the.professionals.responsible.for.maximizing.the.benefits.organizations.receive.from.
their.technology.investments..
[Your.Company],.a.member.of.CompTIA,.is.located.at.[Your.address].and.can.be.
reached.at.[Your.phone.#].
(Use this closing paragraph if you are not a CompTIA A+ Authorized Service Center)
[Your.Company],.an.established.dealer.of.computers,.software.and.peripherals,.is.a.
member.of.CompTIA,.the.Computing.Technology.Industry.Association™,.the.voice.
of.the.world’s.$3.trillion.information.technology.industry..CompTIA.membership.
extends.into.more.than.100.countries.and.includes.companies.at.the.forefront.of.
innovation;.the.channel.partners.and.solution.providers.they.rely.on.to.bring.their.
products.to.market;.and.the.professionals.responsible.for.maximizing.the.benefits.
organizations.receive.from.their.technology.investments.
[Your.Company].is.located.at.[Your.address].and.can.be.reached.at.[Your.phone.#].
SUggeSteD preSS releaSe tOpiCS
• [Your Company] Has New [Product or Service] Immediately Available
• [Your Company] Achieves A+ Authorized Service Center™ status
• [Your Company] Announces Expanded Technical Services and Customer Training
• Capabilities
• [Your Company] Awarded [Contract]
• [Your Company] Announces Seminar for [Purpose]
• [Your Company] Announced As Recipient of [Award]
• [Your Company] Opens in [Location]
• [Your Company] Appoints [Name] to [Position]
Date
I.hereby.grant.[YOUR.COMPANY].permission.to.use.my.likeness.in.photograph(s)/.
video.in.any.and.all.publications.and.in.any.and.all.other.media,.whether.now.known.
or.hereafter.existing,.in.perpetuity..I.will.make.no.monetary.or.other.claim.against.
[YOUR.COMPANY].for.the.use.of.said.photograph(s)/video.
Name.(print.full.name)
Signature
Address
City,.State,.Zip.code
Telephone
Requested.by
pHOtO releaSe FOrm
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 43
del ivering your story | .byl ined.stories
BYlineD StOrieS Bylined.articles.offer.an.opportunity.to.demonstrate.your.expertise.or.express.your.
opinion.on.a.topic.that.is.important.to.both.you.and.the.readership..They.also.
help.build.your.credentials.and.credibility,.since.the.act.of.running.an.article.you.
wrote.implies.a.level.of.endorsement.by.the.publication.in.which.it.runs.
The.term.“byline”.is.very.literal;.it.refers.to.the.section.just.under.the.headline.that.
says.“By.[Your.Name].”.This.prominent.placement.helps.build.name.recognition.for.
you.and.your.firm,.as.does.the.“About.the.author”.slug.at.the.end.
Prospective.customers.are.much.more.likely.to.be.receptive.to.doing.business.
with.your.firm.if.their.image.of.you.has.been.formed.in.part.through.bylined.articles..
These.articles.provide.an.insight.into.your.level.of.knowledge.and.ability.to.help.
customers.solve.business.and.technology.problems..Your.business.image.can.be.
enhanced.a.great.deal.by.successful.placement.of.bylined.stories..They.can.be.
difficult.to.place.at.times,.but.that.is.also.one.of.the.main.reasons.they.are.such.
effective.image.builders.
Bylined.articles.are.used.mainly.in.print.media:.newspapers,.newsletters,.magazines,.
and.special.advertising.circulars..Remember.to.consider.publications.that.focus.
on.your.local.community.or.region..Chamber.of.Commerce.publications.or.general.
trade.publications.are.also.good.targets.for.your.articles.
Many.industries.have.a.trade.association.newsletter..If.the.newsletter.is.focused.
on.providing.practicable.information.to.its.members,.and.you.have.knowledge.
and.experience.specific.to.that.industry,.then.it.may.be.a.good.prospect.for.your.
article..Bear.in.mind.that.the.rate.of.change.in.technology.is.so.swift.that.other.
industries.are.often.scrambling.to.keep.up.with.the.latest.computing.solutions.to.
business.problems..As.a.value-added.member,.this.is.your.greatest.advantage.
Publications.have.different.guidelines.on.accepting.bylined.stories..Some.have.
strict.limitations.on.length.or.topic..In.all.cases,.the.article.must.provide.some.
practicable.information.of.interest.to.the.publication’s.readers,.and.cannot.be.
blatant.promotional.pieces.for.your.business..In.fact,.most.times.the.only.place.
you.can.mention.your.own.company.is.in.the.“About.the.author”.section.at.the.
end..Typically,.this.information.is.presented.in.a.“how-to”.or.a.“problem-solution”.
format..The.bylined.articles.in.this.member.kit.follow.these.formats..For.example,.
“How.to.Choose.a.Computer.Reseller”.is.an.obvious.“how-to”.story.as.the.title.
shows..“Upgrading.Your.Computer”.takes.a.problem-solution.approach.
SUBmitting YOUr BYlineD StOrY
Regardless.of.your.article.topic,.successful.placement.will.depend.upon.routing.your.
piece.to.the.correct.person.at.the.media.outlet.you.choose..In.this.respect,.bylined.
articles.are.similar.to.press.releases..If.you.have.properly.built.your.Media.Resource.
Guide.(see.BUILDING.A.MEDIA.RESOURCE.GUIDE.on.page.24),.finding.the.right.
person.should.not.be.difficult..Note.however,.that.industry-specific.publications.
may.have.rotating.editorships..This.is.especially.true.of.state-level.association.
newsletters,.where.the.person.responsible.for.specific.areas.of.content.may.change.
monthly..In.this.case,.telephone.the.association’s.office.in.your.state.and.find.out.
who.the.editor.is..Say.you.have.a.short.article.about.computing.technology.that.you.
think.would.be.of.interest.to.the.association’s.members..Then,.call.the.editor.and.
verify.that.he/she.is.responsible.for.the.publication’s.content..It.will.take.extra.effort.
and.phone.calls.to.find.the.right.person.in.this.circumstance,.but.it.can.be.worth.it..
Often,.that.person.is.a.business.principal.like.yourself,.which.will.make.him/her.more.
receptive.to.your.article.
1. Review your Media Resource Guide. Target publications you think would be receptive to your
article. Remember to think in terms of how your information would benefit the reader. Your
first goal is to offer something useful. Be sure you are familiar with the publication and who
receives it, especially with trade publications. When dealing with business prospects, you
want to be sure your information is going to a decision-maker or someone who influences
technology-buying decisions. Develop a list of media contacts to contact.
2. E-mail the contacts on your list with an abstract. This is a short piece (usually a paragraph or
two) that describes the story’s topic and how the information in the story will benefit the readers.
3. If you don’t receive a response from the contact within seven working days, make a follow-up
call to your contacts. Ask about their interest in the story. If they are not interested, politely
ask why. Perhaps only minor changes in direction are needed.
4. If your abstract is accepted, ask how the publication wants the story submitted. Is e-mail
preferred? (Most will ask for an electronic copy via e-mail these days.) Find out what format
they want. (Most will request it in Microsoft Word, but it never hurts to ask.) The easier you
make it for them to publish, the greater your chance of success.
5. Send biographical information with the article as a matter of course. Each of the enclosed
bylined articles has a generic “bio” format at the end of the story for you to customize. Be sure
to keep it short – brevity increases the likelihood of publication. Ask if the publication wants a
photograph, and what specs they need.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 45
del ivering your story | .submitt ing.your.byl ined.story
6. Be sure to ask if they have an idea of when the story will be printed. Don’t be surprised
if they are not sure. Also, don’t be disappointed if the story isn’t published when it was
scheduled – it could have been bumped for a recently developed story. Publication times
vary widely and depend on the schedule of the publication itself. You may have to wait a
month or two to see your story in print. If this is the case, be sure you do not lose track of
the time.
7. The publication may ask you to sign an “author’s agreement” before publishing your article.
Normally these are simple documents that state the article is your original work (i.e. it was
not plagiarized) and that you release all rights to them. Some also stipulate that you won’t
submit the same article to another publication. Often they are only concerned with direct
competitors, but you should check to be sure. If they want complete exclusivity you can
always change the article around (use a different theme, examples, etc.) to give to another,
non-competitive publication.
You.may.be.able.to.tie.other.publicity.or.promotional.events.to.the.publication.
of.your.story.(see.PUBLICITY.LINKS.on.page.92)..If.your.article.will.be.published,.
ask.about.acquiring.extra.copies.of.the.publication.for.your.promotional.uses..
Follow.up.on.this.after.the.finished.article.is.printed..If.you.want.more.than.a.half.
dozen.copies.the.publication.may.require.you.to.purchase.reprints..These.are.not.
inexpensive.so.be.prepared..Finally,.realize.that.the.publication.may.edit.your.
article.without.contacting.you..This.is.often.done.for.space.considerations.
Bylined.articles.can.be.difficult.to.place..Finding.suitable.media.outlets.requires.
some.research.and.telephone.calls..However,.bylined.articles.are.one.of.the.print.
media’s.most.credible.ways.to.convey.the.message.you.want.your.customers.and.
potential.customers.to.see.
Sample BYline artiCle 1
Getting Full Value From Your Computer Supplier
By: [Your name]
Computers.have.become.as.much.a.part.of.the.business.landscape.as.telephones.
and.the.coffee.maker..And.not.just.in.traditional.white.collar.jobs.either..Even.
the.workers.who.get.their.hands.dirty.in.large,.noisy.rooms.today.use.complex.
technologies.in.their.jobs.on.a.daily.basis.
At.its.core,.the.purpose.of.installing.all.that.technology.is.to.improve.productivity..
Yet.achieving.that.goal.requires.more.than.signing.the.check.for.hardware.and.
software..Someone.still.has.to.install.it.properly,.optimize.it.to.fit.your.business,.
work.through.any.conflicts.with.other.systems,.and.perhaps.even.train.your.people.
on.how.to.operate.it..That’s.where.it.pays.to.work.with.a.value-added.computer.reseller.
A.true.value-added.computer.reseller.(VAR).offers.a.variety.of.support.services.
that.other.suppliers.(such.as.simple.computer.retailers).do.not.offer..Rather.than.
seeing.its.job.as.ending.when.the.technology.crosses.your.threshold,.a.VAR’s.goal.is.
to.build.a.relationship.with.you.that.has.lasting.value.for.both.parties..The.VAR.will.
seek.to.understand.your.industry,.your.business,.and.your.specific.operation,.advise.
you.on.technologies.you.need,.and.most.importantly.provide.ongoing.support.
to.make.sure.you.maximize.the.value.of.your.investment..By.acting.as.a.partner.
rather.than.a.simple.vendor,.the.VAR.will.also.help.you.make.sure.your.company’s.
technology.remains.up.to.date.so.you.can.remain.competitive..Remember.that.
technology.is.changing.and.improving.every.day..If.you.fall.behind,.your.business.
will.likely.get.left.behind..So.how.do.you.establish.this.relationship.and.get.the.most.
bang.for.your.buck?.A.three-step.process.is.the.key.
Step One.–.Be.sure.you.think.of.your.relationship.with.your.computer.reseller.as.a.
partnership.too..Help.your.VAR.understand.your.computing.needs..What.do.you.
hope.the.technology.will.do.for.you?.Discuss.how.you.want.the.technology.to.
make.your.business.more.efficient.and.productive..Review.your.current.system’s.
problems.and.shortcomings..An.open.dialogue.with.your.reseller.can.help.them.to.
devise.custom.(rather.than.canned).solutions.for.you..Determine.how.the.reseller.
organization.communicates.with.other.customers..Are.workshops,.training,.or.
seminars.offered.regularly?.Ask.if.the.reseller.offers.customer.training.after.the.sale,.
and.if.you.have.a.service.representative.assigned.to.your.account.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 47
Step Two.–.Know.how.much.technical.equipment.your.system.requires..Will.you.
need.on-going.technical.assistance.or.just.periodic.check-ups?.Make.sure.you.
understand.your.reseller’s.service.capabilities.and.agree.on.an.after-sales.support.
program.that.meets.your.needs..Also,.develop.an.emergency.plan.with.your.reseller.
You.want.to.know.in.advance.what.you.can.count.on.in.an.emergency.
Step Three.–.Tap.the.reseller’s.expertise..For.instance,.if.you.have.a.single-outlet.
clothing.store,.ask.what.the.VAR.has.done.to.help.other.retailers.with.similar.business.
challenges..Ask.about.other.industries,.too..Sometimes.concepts.are.applicable.
across.businesses,.even.though.the.final.solution.may.be.highly.customized.
Ask.your.reseller..Initiate.the.
partnership..Make.sure.your.
reseller.understands.why.they.were.
selected.for.your.business,.and.
what.you.expect.as.a.customer..The.
investment.you.make.in.your.reseller.
will.complement.your.system’s.ability.
to.pay.dividends.throughout.its.
useful.service.life.
[Author’s.name].is.[title].of.[company].
based.in.[city],.[state]..For.further.
information.about.the.services.
computer.resellers.provide,.call.
[author’s.name].at.[phone.number].
delivering your story | .sample.byl ine.art ic le.1
Sample BYline artiCle 2
Are You Ready for VoIP?
By: [Your name]
One.of.the.toughest.decisions.an.organization.has.to.make.is.which.technology.
bandwagons.to.jump.on..It’s.a.lot.like.rolling.the.dice..The.new.technology.could.
wind.up.being.e-mail.–.something.everyone.wonders.how.they.ever.lived.without..
Or.it.could.be.any.of.a.myriad.of.bygone.technologies.that.sounded.good.at.the.
time.but.have.since.slipped.into.obscurity.
One.of.the.current.bandwagons.organizations.are.looking.at.in.a.big.way.is.Voice.
over.IP,.or.VoIP..It.certainly.sounds.good.in.theory..Moving.from.plain.old.telephone.
service.(POTS).to.VoIP.would.seemingly.provide.several.benefits,.not.the.least.of.
which.is.eliminating.the.monthly.phone.bill..It.also.serves.as.the.base.technology.
for.unified.communications,.which.allows.you.to.receive.all.your.calls,.e-mails,.faxes,.
instant.messages,.etc..on.a.single.device.
At.first.glance.it’s.hard.to.believe.there.would.be.any.hesitation..It.seems.like.there.
is.a.lot.to.be.gained.by.making.the.switch..But.as.many.organizations.have.learned.
over.the.years,.every.great.new.innovation.has.its.downside..After.all,.while.e-mail.
brought.us.quick.and.easy.communications,.it.also.brought.us.viruses,.spyware,.and.
spam..That’s.why.it’s.important.to.understand.the.full.impact.VoIP.can.make.on.the.
organization.–.good.and.bad.–.and.to.work.with.a.trusted.reseller.who.can.help.you.
avoid.some.of.the.pitfalls.
Here,.in.no.particular.order,.are.some.things.to.consider.
Is this thing on?.One.of.the.goals.of.any.communications.technology.(such.as.
Internet.service.providers).is.to.offer.dialtone.reliability..What.they.mean.is.when.
you.pick.up.your.phone.using.POTS,.you.expect.it.to.work..That.may.not.be.the.
case.with.VoIP,.at.least.for.the.immediate.future..Can.you.accept.being.without.
phone.service.at.times.in.order.to.gain.longer-term.benefits?.One.solution.is.to.
move.VoIP.into.noncritical.or.non-customer-facing.areas.until.you.get.the.bugs.
worked.out,.then.roll.it.out.to.areas.such.as.sales.(and.the.CEO).
Growing pains..Voice.traffic.requires.a.lot.more.bandwidth.than.data.traffic..Without.
getting.into.all.the.technical.details,.adding.VoIP.to.a.network.designed.strictly.
for.data.could.quickly.bring.the.whole.thing.to.a.halt..At.that.point,.not.only.are.
your.VoIP.users.unhappy,.your.data.users.are.too..Before.you.start.moving.VoIP.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 49
technology.in,.be.sure.to.upgrade.the.network.as.necessary.to.accept.it..It’s.like.a.
developer.putting.in.storm.sewers.before.building.the.houses..If.the.infrastructure.
can’t.handle.the.traffic,.the.rest.can.get.washed.away.
Clearly speaking..Again.without.getting.too.technical,.the.way.data.travels.through.the.
network.is.in.small.packets..These.packets.break.up.the.information,.send.it.through.
the.lines,.then.reassemble.it.on.the.other.side..If.data.packets.arrive.out.of.order.it’s.
no.big.deal.–.the.system.can.wait.until.it’s.all.there.then.present.it..With.voice.traffic,.
packets.arriving.out.of.order.can.make.the.message.sound.as.though.it’s.being.
scrambled.on.one.of.those.devices.in.a.Tom.Clancy.movie..To.avoid.this,.the.system.
has.to.be.tuned.and.tweaked.by.experts..Even.then,.a.packet.may.get.dropped.or.
placed.out.of.order.occasionally,.but.it.should.reduce.the.“huhs?”.to.a.minimum.
Vive le resistance..As.you.well.know,.some.people.are.more.resistant.to.change.than.
others..They.may.not.be.willing.to.give.up.their.POTS.telephone.until.you.pry.it…well,.
you.get.the.picture..It.may.take.working.around.that.person,.or.that.department,.to.
get.a.VoIP.program.implemented..Once.they.see.the.value,.and.perhaps.see.what.
they’re.missing,.those.people.are.more.likely.to.accept.the.change.
Can you handle success?.For.all.its.risks.and.downside,.many.users.who.move.to.
VoIP.and.unified.communications.love.it.–.once.they.get.used.to.it..This.fact.can.
create.a.demand.that.turns.into.a.political.football.within.the.organization,.especially.
if.you’re.doing.a.staged.rollout..Making.sure.you.have.a.good.plan.in.place,.including.
a.rationale.for.priorities,.will.go.a.long.way.toward.keeping.the.office.politics.out.of.
what.should.otherwise.be.an.orderly.transition.
Find the right partner..There.are.many.nuances.to.replacing.POTS.with.VoIP..As.a.
result,.it.doesn’t.make.a.lot.of.economic.sense.to.devote.too.many.IT.resources.to.
learning.something.the.organization.only.plans.to.do.once..Finding.the.right.partner.
that.already.has.the.knowledge.and.skills.in.place.will.help.make.the.project.go.a.
great.deal.smoother.–.and.can.help.turn.a.potential.nightmare.into.a.big.win.for.
the.entire.organization..Value.added.resellers.(VARs).can.help.you.choose.the.right.
equipment.for.your.needs,.develop.the.plan,.install.your.VoIP.system.and.support.it.
24x7..It’s.definitely.worth.considering.
[Author’s.name].is.[title].of.[company].based.in.[city],.[state]..For.further.
information.about.the.services.computer.resellers.provide,.call.[author’s.name].at.
[phone.number].
delivering your story | .sample.byl ine.art ic le.2
BYlineD artiCle tOpiCS
• The ABCs of SOAs
• Managed Services: The Keys to Doing More with Less
• Keeping RFID Projects on Track
• Going Green Doesn’t Have to Cost You Green
• Separating Fact from Fiction in Certification
• Keeping a Lid on Rogue Wireless Networks
• I Told You I Don’t Want Any Spam!
• Preparing Your Organization for Web 2.0
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 51
pitCH letterS Pitch.letters.are.designed.to.create.media.interest.in.your.story..They.provide.
journalists.background.and.context.information.not.contained.in.your.press.
release.or.bylined.story..In.other.words,.they’re.designed.to.help.“sell”.your.story.
to.journalists.before.they.get.into.the.actual.news.
Pitch.letters.also.provide.an.opportunity.to.let.journalists.know.what.your.
qualifications.are,.and.show.how.you.and.your.firm.could.be.a.valuable.
information.resource.on.computer.technology.issues.
There.are.all.types.of.pitch.letters,.depending.on.what.you’re.trying.to.promote.
to.the.journalist..The.one.thing.they.all.share.in.common.is.the.ability.to.show.
journalists.why.their.readers.will.be.interested.in.the.story.you’re.pitching..You.
always.want.to.look.at.what’s.in.it.for.the.publication.and.the.reader.rather.than.
what’s.in.it.for.you.
A.sample.that.can.be.used.for.a.news.release.is.included.in.this.member.kit..
Simply.customize.it.with.your.individual.information.and.you.are.ready.to.submit.
your.publicity.piece..Be.sure.to.use.your.Media.Resource.Guide.to.develop.your.
media.targets.
Almost.all.pitch.letters.these.days.are.delivered.via.e-mail..Reporters.are.
notoriously.busy.people.who.receive.a.lot.of.e-mail.each.day,.so.you’ll.need.
to.make.sure.your.pitch.letter.stands.out..Begin.with.a.clever.subject.line.to.
capture.attention.and.encourage.the.reporter.to.open.your.e-mail..Clearly.state.
your.premise.in.the.first.paragraph,.along.with.what.you.want..The.following.
paragraph(s).can.then.add.detail..Try.to.keep.the.entire.pitch.to.three.or.four.
short.paragraphs..Be.sure.to.include.your.phone.number.at.the.end.in.case.the.
reporter.wants.to.call.you..If.the.pitch.letter.is.for.a.press.release,.cut.and.paste.
the.text.of.the.release.into.the.e-mail,.after.your.signature.
Pitch.letters.are.very.useful.in.attracting.attention.to.your.news,.but.do.not.rely.
on.them.to.automatically.motivate.reporters.or.editors.to.action..Phone.calls.
are.often.necessary..You.should.always.be.cultivating.a.relationship.with.media.
professionals..That.way,.your.name.or.your.firm’s.name.will.stand.out.when.your.
story.comes.in.“over.the.transom.”
delivering your story | .pitch. letters
Sample pitCH letter 1
Pitch Letter for a Press Release Announcing Expanded Technical
Service or Training Capabilities
Subject.line:.New.training.program.helps.local.companies.keep.up.with.tech.changes
Dear.[Editor’s.Name]:
Computers.are.supposed.to.make.our.lives.easier..But.often.they’re.so.complex.they.
seem.to.do.the.opposite..That’s.why.I.thought.your.readers.might.be.interested.in.a.
new.series.of.training.classes.being.offered.by.[YOUR.COMPANY].
These.classes.give.students.the.opportunity.to.learn.about.[TOPIC].from.our.expert.
trainers..Included.will.be.[KEY.POINTS.TO.BE.COVERED]..Classes.are.being.offered.
on.[DAY/DATE,.TIME,.FREQUENCY.INFORMATION]..Interested.parties.can.sign.up.
at.[WEB.ADDRESS].
The.press.release.below.contains.more.details.about.the.new.training.program..
If.you.have.questions,.or.would.like.to.speak.with.[COMPANY.SPOKESPERSON].
about.the.program,.please.call.me.at.[PHONE.NUMBER].or.send.me.a.return.e-mail.
and.I.will.arranged.it.at.your.convenience..Thank.you.for.your.time.
Sincerely,
[Your.name]
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 53
del ivering your story | .sample.pitch. letter.2
Sample pitCH letter 2
Pitch Letter for a Customer Case Study
Subject.line:.Case.study.–.[CUSTOMER].keeps.tires.rolling.with.RFID.program
Dear.[Editor’s.Name]:
One.of.the.first.things.any.student.is.taught.about.business.is.the.law.of.supply.
and.demand..And.because.it’s.the.first.thing,.everyone.assumes.it’s.an.easy.thing.
But.in.these.days.of.“just.in.time”.delivery,.making.sure.inventory.is.in.the.right.
place.at.the.right.time.has.become.a.huge.challenge..That’s.certainly.the.way.
it.was.for.[CUSTOMER]..They.were.finding.that.[CHALLENGE]..With.customer.
satisfaction.on.the.line,.they.knew.they.had.to.do.something.about.it.
That’s.when.they.called.in.[YOUR.COMPANY].to.improve.the.flow.of.goods,.and.
make.sure.it.was.where.it.needed.to.be..[YOUR.COMPANY].recommended.that.
[CUSTOMER].instituted.a.radio.frequency.identification.(RFID).program.
RFID.itself.is.nothing.new..Large.retailers.such.as.Wal-Mart.have.been.using.it.for.
years.to.track.inventory.coming.from.suppliers.through.their.warehouses.and.into.
the.stores..But.for.a.company.the.size.of.[CUSTOMER].it.seemed.like.a.radical.step..
But.fearing.the.loss.of.business.if.they.didn’t.do.something,.they.plunged.ahead.
The.results.have.been.outstanding.–.“better.than.we.hoped.for.in.our.wildest.
dreams”.according.to.CEO.[NAME]..Since.instituting.the.RFID.program,.
[DESCRIBE.THE.RESULTS.–.BE.AS.SPECIFIC.AS.POSSIBLE]..They.have.also.been.
able.to.increase.their.ability.to.service.customers.by.X.percent.without.having.
to.add.staff.or.facilities..It’s.a.real.success.story.that.demonstrates.the.value.of.a.
leading.edge.technology.
If.you.would.like.to.speak.to.[NAME,.TITLE].at.[CUSTOMER].about.the.difference.
this.program.has.made,.and.how.it.has.helped.this.local.company.grow,.please.
call.me.at.[CONTACT.INFORMATION]..Thank.you.for.your.consideration.
Sincerely,
[NAME]
pitCH letter annOUnCementS FOr a preSS releaSe
• CompTIA A+ Authorized Service Center™ Status
• Availability of a New Software Product
• Availability of a New Hardware Product
• Training Seminar
• Receipt of an Award
• New Office Location
• Significant Personnel Appointment
• Case Study on a Successful Installation/New Technology Approach
Media.alerts.are.sent.to.reporters.or.editors.to.spark.their.interest.in.an.upcoming.
event.you.are.planning..They.are.basic.“invitations”.to.your.event..Media.alerts.
provide.the.editor,.reporter,.or.electronic.media.producer.with.the.“who,.what,.
when,.where,.and.why”.of.your.event..In.a.media.alert.you.are.asking.a.news.outlet.
to.devote.some.of.their.resources.to.reporting.your.event.
Media.alerts.contain.no.other.information.–.just.the.factual.data.about.your.event..
Typically,.media.alerts.are.e-mailed.or.faxed.to.the.media.outlet..You.should.check.
in.advance.how.each.outlet.on.your.target.list.prefers.to.receive.such.information..
You.will.also.want.to.post.this.information.on.your.Web.site’s.home.page,.of.course.
An.established.relationship.with.a.media.outlet.offers.you.the.best.chance.of.
successful.placement..As.always,.getting.your.material.to.a.person.you.have.spoken.
with.or.met.with.in.the.past.increases.your.chance.of.success..However,.some.
news.outlets.process.media.alerts.differently.than.other.news.items..For.radio.and.
television.stations,.the.“Assignment.Desk”.should.receive.a.copy..For.print.media.
such.as.newspapers.and.magazines,.alert.the.“Photo.Assignment.Desk”.as.well.as.
the.appropriate.reporter.if.your.event.has.a.strong.visual.element.
A.single.template.you.can.customize.is.included.in.this.CompTIA.Marketing.Tool.Kit..
Media.alerts.contain.the.same.basic.information.with.no.embellishments..However,.feel.
free.to.vary.the.order.in.which.the.information.is.presented..For.example,.if.a.high-
profile.personality.is.attending,.then.place.your.“WHO”.information.second..That.will.
also.get.the.attention.of.your.media.contact.and.increase.your.chance.of.success.
meDia alertS
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 55
del ivering your story | .sample.media.alert
Sample meDia alert
[BASIC STATEMENT OF WHAT THE EVENT IS]
WHAT:.[Briefly.describe.the.event]
WHEN:.[Date.and.time]
WHERE:.[Location]
WHO:.[Who.will.attend]
WHY:.[The.purpose.of.the.event..Also,.why.certain.people.may.be.attending}
Media Contact:
[Your.name]
[Phone]
[e-mail]
[Internet.address]
SeCUring CaSe StUDieS/CUStOmer teStimOnialS
Customer.case.studies.are.some.of.the.most.powerful.types.of.stories.you.can.pitch.
to.the.media..They’re.valued.by.the.media.almost.everyone.is.interested.in.learning.
how.other.organizations.have.solved.problems.similar.to.their.own..And.they’re.
valuable.to.you.because.they.provide.an.opportunity.to.showcase.your.knowledge.
and.expertise.
Good.case.studies.follow.a.classic.storytelling.arc..They.begin.with.a.simply.stated.
problem.–.XYZ.Company.had.noticed.that.they.were.losing.productivity.and.were.
seeking.an.answer..Then.they.describe.the.solution.–.that’s.when.XYZ.company.turned.
to.your.organization.to.help.them..They.conclude.with.the.results.that.were.attained.
–.proof.that.the.solution.was.a.good.one,.and.yielded.the.outcome.they.desired.
The.perpetual.challenge.with.case.studies.is.getting.customers.to.agree.to.do.them.
in.the.first.place..The.larger.(and.more.desirable).the.customer.is,.the.more.difficult.
it.usually.is.to.obtain.the.permission.you.need.
If.you.want.to.build.a.case.study.or.obtain.a.testimonial,.the.place.to.start.is.with.
your.key.contact..Make.sure.he/she.is.willing.to.participate;.then.ask.who.at.the.
company.would.need.to.be.involved.in.the.approval.process..If.you.can.enlist.your.
contact.as.an.ally,.he/she.will.help.walk.it.through.the.process.
Larger.organizations.will.likely.have.a.marketing.communications.manager,.director.
of.corporate.communications,.public.relations.manager,.VP.of.Marketing,.or.other.
such.person..It.is.important.to.get.this.marketing.person’s.agreement.to.do.the.case.
study..Otherwise,.you.could.put.in.a.lot.of.work.only.to.find.out.at.the.last.minute.that.
your.key.contact.was.not.authorized.to.speak.on.behalf.of.the.company..See.the.
end.of.this.section.for.a.sample.letter/e-mail.requesting.permission.to.do.a.case.study.
The.best.time.to.approach.a.customer.for.a.case.study.or.testimonial.is.within.three.
months.of.completion.of.the.project..The.program.will.still.have.the.afterglow.of.
success,.and.should.also.be.showing.some.measurable.results.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 57
There.are.many.reasons.a.customer.won’t.agree.to.participate.in.a.case.study,.or.
even.provide.a.one-paragraph.testimonial.for.you.to.use.in.marketing.materials.and.
on.your.Web.site..Some.of.the.most.common.are:
• They don’t want anyone to know they had this problem.
• They consider the solution a competitive advantage.
• “Corporate” won’t let them.
• They don’t talk about (or on behalf of) suppliers.
• They don’t see a benefit to investing the time.
Some.of.these.objections.can.be.overcome,.while.others.cannot..If.corporate.really.
does.have.a.rule.against.participating.in.a.supplier’s.case.study.you.could.do.more.
harm.than.good.by.trying.to.pursue.one..Here.are.some.things.you.can.do.to.
increase.your.chances.of.getting.a.case.study.or.testimonial:
1. Write participation in a case study/testimonial into the contract. Add language stating that
once the project is completed to satisfaction, the customer agrees to participate in a case
study and provide a testimonial quote. It may get knocked out during negotiations, but if it
doesn’t you’ll have a better chance of securing participation.
2. Show the customer what’s in it for them. For very little work on their part, they will receive
free publicity that shows them as a forward-thinking company. Explain how you plan to use it,
and how it will help them drive business as well.
3. Offer a discount on a product or service in exchange. How much you offer depends on how
desirable the case study/testimonial is, but customers are generally more willing to help you
out if they feel they’re getting something tangible in return.
4. Address any concerns. Explain to the customer what you will need from them in terms of
a time commitment. Usually it’s an hour or so for the initial interview with your writer, then
perhaps a half hour or so for the rest. Promise that the customer will have a chance to review
and edit the case study before it goes out, then follow through on that promise. If they’re worried
about the amount of time media interviews might take, set a limit on how many are acceptable.
Ultimately, you goal is to demonstrate that the process will be rewarding and beneficial.
delivering your story | .case.studies/customer.test imonials
Once.you’ve.secured.agreement.to.participate.in.a.case.study,.you.will.need.to.
put.the.story.together..The.outline.at.the.end.of.this.section.provides.a.basic.case.
study.format.
Start.by.thinking.of.what.story.you.want.to.tell..Is.there.a.special.service.you.want.to.
promote,.or.an.expertise.with.a.particular.product?.Did.you.do.something.innovative.
that.your.competitors.can’t?
When.you.have.that,.it’s.time.to.begin.the.interview.process..You.can.either.do.it.
yourself,.or.hire.a.professional.writer.to.do.it..Either.way,.develop.a.list.of.questions.
about.the.company.and.project.to.use.as.a.guide.during.the.interview.process..Then.
set.up.an.appointment.to.speak.with.the.key.contact.at.the.customer..(Never.just.call.
up.and.launch.into.the.questions.without.giving.the.contact.adequate.time.to.prepare.)
When.you.have.the.answers.you.need,.develop.the.story.and.run.it.through.any.
internal.review.process.first..When.your.team.is.happy,.pass.it.to.the.customer.for.
approval..Once.you.have.the.customer’s.final.approval.the.case.study.is.ready..You.
can.either.leave.it.as.a.standard.word.processing.document,.or.create.a.special.format.
for.case.studies.that.can.be.used.as.promotional.literature..If.you.are.creating.a.
special.document,.add.in.graphics.as.appropriate..If.the.graphics.include.photographs.
of.the.customer,.have.him/her.sign.the.photo.release.form.found.on.page.44.
For.testimonials,.the.process.is.simpler..Your.best.bet.for.getting.what.you.need.is.
to.write.the.testimonial.yourself,.then.ask.the.customer.to.edit.and/or.approve.it..
Just.remember.to.be.realistic.in.what.you.want,.and.write.it.from.the.customer’s.
point.of.view.
Following.is.a.sample.case.study.format,.along.with.some.examples.of.case.studies.
CompTIA.has.developed.for.its.own.use.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 59
THE CUSTOMER Provide.a.brief.description.of.the.customer..Include.details.such.
as.when.the.company.was.founded,.their.industry,.what.their.core.business.is,.size.of.
the.business.(if.that.is.public.knowledge),.any.well-known.brands.they.offer..Most.of.
this.information.can.be.found.on.the.customer’s.Web.site.
THE CHALLENGE Describe.what.the.primary.challenge.was..If.it’s.something.
that.the.customer’s.entire.industry.has.trouble.with,.include.that.as.well..Describe.the.
effect.that.the.challenge.was.having.on.the.business.–.loss.of.productivity,.unable.to.
meet.deadlines,.too.much.time.being.spent.on.certain.tasks,.etc..If.the.customer.
tried.other.steps.to.remediate.the.problem,.mention.that.as.well..Build.to.a.decision.
point.–.the.customer.knew.something.had.to.be.done.fast.and.started.looking.for.a.
partner.that.could.do.it.
THE SOLUTION This.is.where.you.come.in..Describe.how.the.customer.engaged.
your.firm,.then.set.out.the.steps.that.were.taken.to.develop.a.solution,.starting.with.
the.most.important.issue.and.working.your.way.down..For.example,.if.there.were.
hardware.concerns,.describe.how.you.tested.performance.or.simulated.a.failure,.
gathered.data,.provided.an.analysis,.then.implemented.a.solution..Include.one.or.
more.quotes.from.the.customer.about.how.well.thought-out.the.solution.was.and/or.
how.well.you.worked..Also,.be.sure.to.include.the.customer’s.personnel.as.being.part.
of.the.solution.–.that.often.helps.speed.the.approval.process..If.timing.was.a.factor.
be.sure.this.section.reflects.it,.e.g..normally.what.you.did.takes.three.months.but.the.
project.had.to.be.completed.in.a.month.and.a.half.due.to.a.legal.requirement..Finish.
with.a.statement.about.how.the.project.was.successfully.implemented.and.all.goals.
were.met.
THE RESULTS Describe.any.results.that.have.been.documented..Hard.evidence.
is.always.more.effective.than.soft..For.example,.being.able.to.say.that.man-hours.of.
labor.were.decreased.by.20.percent.is.more.effective.than.saying.productivity.was.
improved.noticeably..Dollar.savings.(if.that.was.the.goal).is.always.good,.as.is.
throughput..If.you.don’t.have.quantifiable.data.to.show,.describe.the.effect.the.
project.has.had.on.the.business..Anything.to.show.that.the.project.was.successful,.
and.met.or.exceeded.its.goals..A.final.quote.from.the.customer.in.this.section.may.
also.serve.as.both.a.pull-out.(highlighted).quote.for.the.case.study.and.as.a.
testimonial.for.the.Web.site.
delivering your story | .case.studies/customer.test imonials
Sample CaSe StUDY reQUeSt letter
Dear.[DECISION-MAKER],
Recently,.[YOUR.COMPANY].completed.a.project.to.[PROJECT.DETAILS].with.
[CUSTOMER.COMPANY]..It.is.my.understanding.from.[YOUR.KEY.CONTACT].that.
the.project.has.been.successful,.and.is.already.providing.outstanding.results.
We.would.like.to.feature.the.work.we.performed.for.[CUSTOMER.COMPANY].
in.a.case.study.we.are.developing..In.addition.to.showcasing.the.work.we.did,.
we.believe.it.will.show.[CUSTOMER.COMPANY].as.a.progressive.leader.that.is.
concerned.with.[BENEFITS.TO.CUSTOMER.COMPANY’S.CUSTOMERS]..It.will.also.
look.good.to.your.customers.and.prospects.to.see.a.positive.story.about.your.
company,.extending.your.own.public.relations.efforts.at.no.cost.to.you.
Please.understand.that.we.will.perform.the.bulk.of.the.work.to.create.the.case.
study..The.only.impositions.we.will.make.on.your.organization.initially.are.for.an.
hour.or.so.to.interview.[KEY.CONTACT].regarding.the.project.and.its.background,.
and.some.time.once.it’s.written.for.you.to.review.and.approve.the.final.version.
Once.the.case.study.is.approved.we.plan.to.pitch.it.to.[TYPE.OF.MEDIA.OUTLET]..
They.may.ask.to.speak.with.someone.at.[CUSTOMER.COMPANY].regarding.the.
story..Should.that.occur.we.will.come.to.you.for.permission.for.a.spokesperson.to.
speak.before.agreeing.to.a.story.
Please.let.me.know.if.all.of.this.is.agreeable..We.are.excited.to.tell.your.story..Thank.you.
in.advance.for.your.help.
Sincerely,
[YOUR.NAME]
[YOUR.TITLE]
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 61
del ivering your story | . the.media. interview
tHe meDia interVieW
Few.media.interactions.can.affect.you.and.your.firm’s.image.as.much.as.the.
interview..Properly.conducted,.an.interview.can.build.your.reputation.by.increasing.
your.credibility.as.an.expert..It.can.also.help.you.become.the.“go-to”.person.
for.the.reporter’s.stories.in.the.future..Technology.reporters.especially.need.a.
database.of.knowledgeable.experts.they.can.turn.to.when.a.news.story.breaks.
Links.to.articles.where.you’re.quoted.should.be.posted.immediately.to.your.Web.
site..This.is.called.“remerchandising.the.placement,”.and.it.assures.that.customers.
and.prospects.can.see.what.you.had.to.say.on.the.subject.long.after.the.original.
placement.occurs.
Quotations.from.the.interview.often.furnish.terrific.material.for.you.to.include.in.
other.written.pieces.such.as.bylined.stories..If.one.reporter.is.interested.in.a.topic,.
others.may.be.as.well.
Your.overall.goal.in.the.interview.is.to.tell.your.story.to.the.audience..The.reporter’s.
goal.is.to.create.news.items.of.interest.to.the.reader.or.viewer..These.two.goals.
may.or.may.not.be.entirely.compatible.
Realize.that.the.outcome.of.the.interview.is.a.“manufactured”.product..Your.
words.are.edited,.filtered.and.shaped.by.the.process.of.reporting..The.final.news.
product.is.the.result.of.many.practical.decisions.by.the.reporter.and.the.media.
outlet..Chiefly,.the.media.outlet.has.to.select.what.will.be.presented..The.two.
major.criteria.they.use.for.this.selection.are.time.and.audience.interest..That.is,.
how.much.time.(or.space).can.the.media.outlet.devote.to.your.interview,.and.
what.aspects.of.the.story.will.interest.their.audience.most.
This.selection.and.editing.process.is.inherent.to.all.news,.but.the.process.could.
end.up.changing.the.message.you.sent.or.thought.you.sent.during.the.interview..
There.is.also.a.risk.that.you.could.spend.time.being.interviewed.but.not.appear.
in.the.final.article..The.higher.profile.the.media.outlet.is.the.bigger.that.risk.since.
they.will.likely.have.more.sources.from.which.to.choose..That’s.why.it’s.important.
to.prepare.ahead.of.time.and.be.sure.you’re.spot-on.with.both.what.you.say.and.
the.way.you.say.it.
BeFOre tHe interVieW
The following information is
intended to help you minimize
the possibility of your message
being garbled or cut. To be
prepared, you need to focus
on the entire interview
situation. Here are some
things to consider.
Consider.these.factors.before.the.interview..It.will.probably.not.be.possible.to.
identify.all.these.factors.in.advance,.but.the.more.you.know.before.the.interview,.
the.greater.your.chance.of.success.
• Your messageBear in mind that you may have little or no control over the final interview product. This
means your communication objectives must be very basic. Pick two, or at most, three points
about your business that you want the interview audience to remember. For example, the
advantages of using an CompTIA A+ Authorized Service Center™, or the range of value-added
services provided by members, may be appropriate. Whatever you choose, always keep those
ideas in mind and try to weave them into your responses as much as possible. This message
management technique, called “bridging” by the professionals, is practiced superbly by most
politicians, who sometimes appear to be answering a question entirely different from the one
they were asked! You should not have to go that far, but try to focus on your basic messages
as much as possible.
Two other points to keep in mind. One is to envision the headline you’d like to see, and make
that your major point of emphasis. You may not get it, but it will help you stay focused. The
other is to “start with the punchline,” then tell the story. In other words, begin with the point
you want to make when answering a question, then explain what it means.
• Subject matterYou will no doubt discuss the topic with the reporter at the time the interview is scheduled.
But what you need to know is how wide or narrow the scope of the interview will be. What
is the reporter looking for? Interviews can cover narrow technology topics (how to buy a
computer) or broad industry topics (distribution or profitability issues). In what capacity are
you being interviewed?
Three possible roles are: Industry spokesperson, local business owner, technology expert.
A combination of roles is also possible. This is not the same as acting! The reporter has a
perception of who you are and what kind of information you can share with the audience.
You are trying to discover what the reporter’s perceptions and expectations are. Be certain
of the exact nature of the subject matter and who the reporter expects you to be during
the interview.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 63
• FormatKnow whether the interview will be conducted face-to-face, by telephone or via e-mail. Ask
if you can get any of the questions in advance before the interview, stating you want to be
sure you’re properly prepared to help the reporter out. This will help you prepare, although
the reporter may be unable to grant your request. Nail down all the details up front. For live
broadcast interviews, ask if listeners or viewers will call in with questions.
• toneWhat kind of reception are your messages and information likely to get? How are they likely to
be communicated by the reporter and the media outlet? Read or view some of the reporter’s
previous work. The reporter’s style of questioning may be neutral or abrasive. Study the
publication or previous editions of the broadcast program. You want to know if the interview
might take a critical stance, be totally objective, or totally sympathetic to your message.
• time and deadlinesAsk how much time the reporter will need, and what his/her deadline is. If the reporter does
pieces of varying lengths, ask whether this will be one of the short blurbs or a more in-depth
article. This will help you set the proper expectations for the outcome.
delivering your story | .before.the. interview
tHe interVieW itSelF
Here.are.some.points.to.keep.in.mind.during.the.interview..In.broadcast.interviews.
you.want.to.project.a.relaxed.and.confident.image..The.best.way.to.do.this.is.by.
thorough.preparation.–.including.practicing.with.a.video.camera.(for.television.and.
vidcasts).or.audio.recorder.(for.radio.and.podcasts)..Always.remember.that.your.
responses.are.the.substance.of.the.interview..There.is.no.such.thing.as.speaking..
“off.the.record.”.If.you.don’t.want.something.reported,.then.don’t.mention.it.
• Honesty If you don’t know the answer to a question, say so. Defer it to another source or offer to
follow up with an accurate answer later. Don’t let the reporter put words in your mouth or
assist you in speculating outside your area of expertise. Never lie. If you can’t answer a
particular question, then politely, simply, and briefly state your reason. Don’t indulge in
long explanations.
• Credibility Credibility is created by giving clear answers to questions. Use active language. Say that
something “is,” not that it “seems to be.” Phrases such as “customers want,” or “the market
wants” are more effective than using “I think.” Be sure you are really answering the question
that was asked, not just hammering out your own message goals. Also, in live interviews,
never read prepared responses. You can have notes handy, but speak conversationally. Use the
right words for the right audience. Techies expect jargon – many consumers hate it. Also, the
reporter may not fully understand technical talk.
• Brevity Rambling answers to questions can be misunderstood and affect your credibility. State the
important information first when framing your answer. Do not volunteer information; let the
reporter do his or her job by asking you the follow-up questions. Keep your responses simple.
Occasionally ask, “Does that make sense?,” or, “Is this what you’re looking for?” to make sure
your answers are tracking with the reporter’s needs. If the interview is on the telephone, be sure
to listen well ask you speak in case the reporter wants to ask a question.
• errors and misconceptions You must correct any misconceptions the reporter mentions. Briefly and courteously refute
the error. You can say things such as, “That’s certainly the conventional assumption.” or, “A lot
of people seem to think that.” Then give the reporter the correct information, but don’t dwell
on it. If you make an error, correct it when you can, but don’t indulge in explanations about
what you were thinking about and how you might have made the mistake in the first place.
Remember,.everyone.involved.wants.the.interview.to.go.well..You,.because.it.will.
generate.positive.publicity;.and.the.media.outlet,.because.it.means.a.better.quality.
news.product.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 65
del ivering your story | . responsibi l i ty/community.service
COrpOrate reSpOnSiBilitY/COmmUnitY SerViCe
Becoming.involved.in.various.social.and.charitable.endeavors.in.your.local.
community.is.a.great.way.to.build.both.visibility.and.your.organization’s.
reputation.as.a.good.company..It.can.also.be.a.productive.way.to.build.contacts.
among.important.business.leaders.in.your.area..And,.of.course,.it’s.the.right.thing.
for.a.successful.company.to.do.–.giving.back.to.the.community.that.supports.it.
Corporate.responsibility.programs.can.take.many.forms..Here.are.some.examples:
• Commit to cleaning up a section of road in an “Adopt a Highway” program.
• Become a major or minor sponsor of a 5K or 10K race.
• Donate your services to help a local homeless shelter, church organization, or other
charitable group.
• Become a corporate sponsor of “Character Counts” or a similar youth development program.
• Sponsor local youth sports teams or leagues.
• Become involved with local environmental efforts, or start one yourself; work with local
disposal companies or governments on recycling technology products.
• Sponsor local festivals and/or groups devoted to the arts.
• Work with local schools (elementary, middle school, high schools) on programs that
encourage students to pursue jobs in the technology field.
• Establish a program to help senior citizens learn how to use computers/the Internet; offer
training at community senior centers as well as assisted living facilities.
Each.of.these.programs.offers.an.opportunity.to.get.your.business’.name.out.
in.the.community,.and.have.you.associated.with.something.positive..Some.
lend.themselves.more.to.additional.publicity.opportunities.(such.as.a.photo.
in.the.local.newspaper).than.others..But.all.will.help.you.build.goodwill.in.the.
community.to.further.your.business.goals.
USing tHe “aSk tHe eXpert” aDVertOrialS
Advertorials.are.designed.to.look.like.a.publication’s.editorial.column..An.
advertorial.has.a.bylined.author.and.provides.readers.with.detailed.information,.
much.as.a.bylined.article.does..However,.an.advertorial.carries.a.disclaimer.from.
the.publication.indicating.that.the.information.is.a.form.of.paid.advertising..When.
printed,.the.advertorial.closely.resembles.an.editorial.column.
Because.they.are.essentially.paid.advertisements,.advertorials.can.be.much.easier.
to.place.than.other.publicity.pieces..Choosing.the.proper.print.media.is.the.most.
important.aspect.of.using.your.advertorial..Nearly.any.publication.will.be.glad.to.
take.advertorials.since.they.are.paid.advertising,.so.be.certain.that.your.selected.
media.outlet.reaches.your.customer.base..Consult.your.MEDIA.RESOURCE.GUIDE.
and.the.CHARACTERISTICS.OF.MEDIA.section.in.this.CompTIA.Marketing.Tool.Kit.
to.help.you.select.your.media.outlets.
An.“Ask.the.Expert”.advertorial.is.included..Plan.a.campaign.and.run.advertorials.in.
selected.media.outlets.at.regular.intervals..Some.likely.outlets.for.your.advertorial.
are:.daily.newspapers,.weekly.newspapers,.and.regional.magazines..These.outlets.
all.have.placement.costs.that.could.differ.significantly,.so.be.sure.to.monitor.your.
budget..As.you.develop.the.text.you.should.keep.it.fairly.neutral.as.opposed.to.
making.it.a.blatant.promotional.piece.for.your.company..Otherwise,.you.might.
lose.the.audience.–.they.will.abandon.the.piece.if.they.feel.they’ve.been.deceived.
and.there’s.nothing.of.value.in.there.for.them..It.is.ok,.however,.to.mention.your.
company.using.phrases.such.as.“[YOUR.COMPANY].has.found”.or.“Most.companies.
[YOUR.COMPANY].works.with.prefer.”.Here.are.some.other.factors.to.consider.
when.choosing.an.outlet.for.your.advertorial.
• audience
You should research the publication’s readership before you place your advertorial.
This includes data such as circulation numbers, geographic distribution, and audience
demographics if available. The larger the publication, the more detailed this information will
be. You should also ask yourself some basic questions as well. Do you read the publication?
Do your peers or competitors? Are computer technology issues featured often or seldom in
the publication? Also, consider the publication’s image and whether it’s consistent with the
image you want to project for your business. Do you compete on service or price? Which do
you think the publication’s readers will be more interested in? As always, study the media
outlet carefully to make sure it is a good “fit” with your firm.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 67
del ivering your story | .how.to.place.your.advertorial
HOW tO plaCe YOUr aDVertOrial
• CostPlacement costs will probably vary considerably among different types of publications.
However, costs within a single publication may also differ. Actual page positioning may
affect costs. That is, whether your advertorial ends up on a left-handed or a right-hand
page, and where exactly on that page it is placed. Different days of the week may have
different placement costs. Some publications publish special technology editions with
special placement rates. In general, try and think in terms of reach, which is how many
people will see your advertorial, and frequency, which is how many times people will see it.
Most placement costs are a function of the relationship between reach and frequency. This
relationship will vary from publication to publication and is true of advertising costs
in general.
1. Contact the advertising sales representative at the publications you have targeted. Explain
the “Ask the Expert” advertorial campaign you want to run. Ask about frequency discounts
since your campaign consists of more than one placement. Find out what the mechanical
specs are, i.e. what do you need to furnish to the publication. Do they want finished art,
or are they willing to take text you furnish and format it for you? If they want a finished
product, you may need to get a graphic artist involved for layout and preparation purposes,
which will add to the cost.
2. Get a written contract from your ad representative stipulating the publication conditions of
your advertorials. Be sure you understand your deadline obligations.
3. Submit your advertorial to your ad representative in the agreed-upon format. Be sure to
meet your deadlines! If a photo will run with the article, and you are not supplying finished
art, submit it now.
4. If the publication is putting the ad together for you, ask your ad representative for a
typeset proof layout copy of your advertorial. This is your chance to check for errors before
it is published.
Remember,.with.an.advertorial,.you.are.paying.to.have.your.message.published..
Make.sure.that.things.are.the.way.you.want.them.to.be.before.publication.
Sample aSk tHe eXpert aDVertOrial COpY
Ask the Computer Expert“Does it make a difference where I buy my computers?”
By:.[Your.name]
Although.it.may.seem.at.first.that.a.computer.is.a.computer.is.a.computer,.the.truth.
is.they.are.still.very.complex.machines.full.of.nuances.and.quirks..Which.means.at.
some.point.you.will.need.some.sort.of.technical.support..That’s.the.point.where.you.
made.the.purchase.will.make.a.huge.difference.
There.are.two.broad.categories.of.sales.outlets.for.computers:.mass.merchandisers.
and.local.computer.resellers..Mass.merchandisers.include.“big.box”.electronics.stores,.
computer.superstores,.warehouse.clubs,.office.supply.stores,.department.stores,.
mail.order.firms,.department.stores,.and.appliance.stores..Their.focus.is.generally.on.
selling.equipment;.they.may.or.may.not.offer.after-sales.service..Computer.resellers.
are.local.companies.with.expertise.in.design,.installation,.maintenance.and.service.of.
technology.products;.the.hardware.and.software.itself.is.a.small.part.of.their.business.
These.sales.outlets.provide.different.levels.of.product.choice.and.technical.support.
for.customers,.so.consider.your.own.needs.carefully.before.you.buy..Realistically.
assess.your.own.level.of.technical.ability.and.how.much.time.you.are.willing.to.
devote.to.maintenance..What.software.applications.will.you.run?.Will.you.be.setting.
up.a.full.network.with.clients.and.servers?.How.much.can.you.spend?.How.much.do.
you.really.know.about.computers?.As.with.most.things.in.life,.computer.purchasing.
is.a.series.of.trade-offs,.and.the.right.selection.of.sales.outlet.can.help.you.balance.
those.choices.
If.you.work.in.a.home.office,.or.an.office.with.two.or.three.people,.your.technology.
needs.are.probably.fairly.simple..If.you.have.a.good.understanding.of.technology.
and.have.the.time.to.perform.your.own.service,.you.can.usually.save.money.by.
going.to.a.mass.merchandiser.Some.have.knowledgeable.salespeople.who.can.
help.you.pick.out.the.products.you.need..If.you.require.tech.support.to.set.it.up,.
however,.you.will.either.need.to.pay.for.it.in.addition.to.the.products.or.contact.
the.manufacturer’s.support.center..If.problems.crop.up.beyond.your.capabilities.
later.on,.you.will.also.need.to.find.someone.to.help.you..You.may.want.to.set.up.a.
contract.so.you.have.someone.“on-call”.as-needed.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 69
del ivering your story | .“ask.the.computer.experts”.topics
“aSk tHe COmpUter eXpertS” tOpiCS
Local.resellers.often.charge.a.little.more.for.the.products,.but.they.also.offer.a.
variety.of.value-added.services.that.help.you.save.time.and.money.in.the.long.
run..These.reseller.services.can.include.training,.consulting,.and.system.design..If.
you.require.a.full-function.network,.use.complex.applications.(such.as.an.online.
store.or.CRM.software).to.operate.your.business,.or.have.a.“virtual”.office.rather.
than.one.central.location,.a.reseller.is.the.right.choice..They.are.also.more.likely.
to.service.your.products.on-site.rather.than.making.you.bring.the.products.to.
them..When.comparing.prices,.make.sure.you.understand.what.product.support.
services.are.bundled.with.each.computer.purchase—different.resellers.may.have.
a.different.“mix”.of.services.they.provide.
One.indication.of.service.orientation.is.the.CompTIA.A+.Authorized.Service.
Center™.medallion..This.designation.is.awarded.by.CompTIA,.the.Computing.
Technology.Industry.Association™,.and.is.recommended.by.the.Better.
Business.Bureau.as.one.way.in.which.computer.users.may.gauge.the.reseller’s.
commitment.to.computer.service.quality..In.order.to.achieve.A+™.Certification,.
at.least.50.percent.of.the.reseller’s.technicians.must.pass.rigorous.tests.designed.
by.CompTIA.in.conjunction.with.leading.software.and.hardware.manufacturers..
To.date,.more.than.180,000.technicians.have.become.A+™.Certified.and.more.
than.1,800.firms.have.become.A+.Authorized.Service.Centers..This.certification.
assures.you.the.sales.outlet.is.serious.about.providing.great.service.
So.when.shopping.for.a.computer.system,.keep.your.own.after-sales.service.
needs.in.mind..Equipment.installation,.on-going.technical.support,.and.equipment.
maintenance.are.all.issues.that.keep.affecting.your.computing.ease.long.after.the.
initial.purchase.is.past.
[Your.name].is.the.[your.title].of.[your.company],.located.at.[your.address,.phone.
number,.Internet.address].
• “How do I compare prices when shopping for a computer?”
• “What exactly is a Value-Added Reseller?”
• “What is needed to set up a network for five or more people?”
• “How can I make sure my technology investments today will still be good two years from now?”
• “What services can I expect from my computer retailer?”
• “How do I care for my new computer?”
Using The CompTIAMarketing Tool Kit Brochure
Brochures are one of the most
popular ways to build the
image of a business. They can
range from elaborate, multiple-
page, full-color documents
down to simple “tri-fold”
pieces – an 8½" x 11" piece of
paper folded twice. Brochures
are the classic “leave-behind”
of marketing communications.
Your brochure should emphasize the strongest features of your
business. If you have a strong focus on after-sales service and
are an CompTIA A+ Authorized Service Center™, then stress
that. If you specialize in on-site service or integrated solutions
for business, focus on that. You should still operate from your
communications platform, and make sure your brochure sends
the messages about your business that are consistent with your
other publicity efforts. Keep your brochure focused on the two
or three services that are the strength of our firm. Don’t ask your
brochure to do too much. For example, telling the whole history
of your firm, explaining all your services, and introducing all your
employees may be a lot of information for one, tri-fold piece of
paper to carry. You may want to consider creating a folder with
several one-page sheets that tell those separate stories instead.
Consider what you want the brochure to accomplish. Think
carefully about how you will use it. Will a salesperson personally
leave it with a prospective customer after a meeting, or will you
use it as a direct-mail piece? These are two different functions. In
the first instance, you are using the brochure to solidify an image
and reinforce the messages sent during the personal sales call.
The brochure is a supporting piece. In the direct-mail situation,
the brochure is the sales call; it introduces your firm and tries to
create a message, not merely reinforce one.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 71
Here.are.some.suggestions.of.what.to.include.in.your.brochure:
• A short history of your business including the background/experience of senior
level management.
• A list and short explanation/description of services/products you offer.
• Quotes from previous satisfied customers.
• Company mission statement.
• Store/office hours (including branch offices).
• Full contact information and directions to store/office location(s).
• Awards or recognition you have received.
If you are a CompTIA A+ Authorized Service Center™, you can include the
following paragraph in your brochure:
[Your.company].is.a.CompTIA.A+.Authorized.Service.Center™,.a.designation.
the.Better.Business.Bureau.recommends.consumers.use.to.determine.a.
member’s.level.of.commitment.to.computer.service.quality..To.date,.more.
than.180,000.technicians.have.become.CompTIA.A+™.Certified.and.more.
than.1,800.firms.have.become.CompTIA.A+.Authorized.Service.Centers™..
The.designation.is.awarded.by.CompTIA,.the.Computing.Technology.
Industry.Association™,.the.voice.of.the.world’s.$3.trillion.information.
technology.industry..CompTIA.membership.extends.into.more.than.100.
countries.and.includes.companies.at.the.forefront.of.innovation;.the.channel.
partners.and.solution.providers.they.rely.on.to.bring.their.products.to.
market;.and.the.professionals.responsible.for.maximizing.the.benefits.
organizations.receive.from.their.technology.investments.
using the compTIA brochure
HOW tO prODUCe YOUr BrOCHUre
(Use this paragraph if you are not a CompTIA A+ Authorized Service Center)
[Your.Company],.an.established.dealer.of.computers,.software.and.peripherals,.is.a.
member.of.CompTIA,.the.Computing.Technology.Industry.Association™,.the.voice.
of.the.world’s.$3.trillion.information.technology.industry..CompTIA.membership.
extends.into.more.than.100.countries.and.includes.companies.at.the.forefront.of.
innovation;.the.channel.partners.and.solution.providers.they.rely.on.to.bring.their.
products.to.market;.and.the.professionals.responsible.for.maximizing.the.benefits.
organizations.receive.from.their.technology.investments.
You.can.design.and.print.the.brochure.yourself.if.you.have.the.proper.equipment.
and.an.eye.for.graphics..Otherwise,.you’ll.need.to.engage.a.full-service.graphics.or.
marketing.firm..Remember.that.your.brochure.will.give.customers.and.prospects.
an.impression.of.your.company.by.the.way.it.looks,.reads,.and.feels..You.want.to.be.
sure.that.impression.is.a.good.one..It.may.be.a.very.wise.investment.to.have.your.
brochure.produced.by.a.professional.firm,.especially.if.your.skills.tend.more.to.the.
technical.side.
Once.the.copy.and.layout.are.approved,.printing.is.the.last.phase.of.your.brochure.
production..Simple.tri-fold.or.single-sheet.brochures.can.be.self-printed.on.a.high-
quality.laser.or.inkjet.printer..You.should.use.high-quality.paper.(rather.than.typical.
all-purpose.copier/printer.paper).to.give.it.a.better.look..More.elaborate.pieces.
should.be.produced.on.a.professional.printing.press.
Included.in.this.section.is.a.sample.“SPEC.SHEET”.that.contains.the.typical.
information.that.a.printer.needs.to.know.in.order.to.produce.your.brochure..After.
your.service.bureau.or.graphics.firm.has.customized.the.brochure,.you.can.either.
have.them.provide.you.with.disks.or.upload.the.files.to.the.printer’s.FTP.site..If.you.
have.never.worked.with.a.printer.before,.here.are.some.things.to.keep.in.mind:
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 73
• paper There are varied types of paper stocks to choose from. Virtually any color, texture, and weight
is available; the costs for these will vary. A bright white stock is typical. If you use the brochure
for direct-mail, make sure the paper you select is rugged enough for that purpose, and that
both the paper and the size meet U.S. Postal Service regulations.
• Quotes Get all quotes in writing. Make sure the quantities meet your needs. Remember that much
of the cost is in the initial set-up for the print run. Two thousand copies will not cost twice as
much as 1,000 copies. Typical price breaks come at 500; 1,000; 2,500; and 5,000 copies. Also,
costs go up with the number of colors you use. One- and two-color pieces are printed on one
type of press. If you use three colors it will go up to a four-color press; at that point it probably
won’t cost much more to produce a full color brochure. Ask for quotes both ways.
• Overruns A printer may consider any order complete when 10 percent over or under the specified
amount has been completed. The final invoice may reflect this difference, so discuss the
printer’s overrun policy in advance.
• Shipping Printers do not always include this cost in their estimates, so be sure you know about this
in advance.
• gang printing Sometimes you can save money on printing costs by allowing the printer to print your
brochure at the same time, and on the same press, as others. You don’t get as much control
over things like color – generally you have to accept however they set up the run. The trade-
off, however, may be getting a full color piece at a price well below the norm. If exact color
matches aren’t important to you, gang printing is worth considering.
.
One.of.the.other.benefits.to.using.a.graphics.or.marketing.agency.is.they.can.handle.
all.aspects.of.printing.for.you,.from.selecting.paper.stocks.to.managing.the.printing.
process..Just.as.the.right.reseller.can.make.a.computer.installation.work.a.lot.smoother,.
the.right.agency.can.make.the.process.of.producing.your.brochure.a.lot.more.painless.
using the compTIA brochure | .how.to. .produce.your.brochure
Sample printing SpeC SHeet
Description: . three-panel,.self-mailing.brochure
Quantity:. ______________________________
Size:.. 11".x.8½".flat/trim,.3⅔".x.8.½".folded
Stock: . ______________________________
Ink: . 2/2.(two.over.two),.black.and.PANTONE™.*185.RED
Art: . .camera-ready.on.disk
One.halftone.(illustration.on.front.cover).provided.tight.registration,.
no.bleeds
Proofs:.. .blueline.(silverprint.or.dylux)
Color.proof.(optional)
Bindery: . .score.(optional,.depending.on.weight.of.stock)
Fold
Delivery:.. .carton.quantities
Contact.name/address
*PANTONE™.is.a.registered.trademark.of.Pantone,.Inc.
Using An Ad SlickAn ad slick is a camera-ready
advertisement sent to print
publications. It can either be
on paper or in electronic form.
Advertising is a paid form of
communication, but, unlike the
advertorial, its purpose is more
clear-cut. The ad broadcasts
your business presence so that
potential customers can use
your services.
Publications have editorial
staffs and advertising staffs. To
place your ad slick, you’ll need
to speak with an advertising
sales representative. This
is a little different process
than pitching a story idea or
offering to be a resource for a
reporter. It’s also simpler, since
paying to have the ad slick
printed in the publication is a
basic sales transaction.
Consider.the.following.steps.when.
purchasing.print.advertising.space:
1. Identify the best publications for your
message. As always, use your MEDIA
RESOURCE GUIDE.
2. Call your media targets and ask to speak
with an advertising sales representative.
3. Discuss what ad sizes are available such
as full page, half page, or quarter page.
Rates will vary. Discuss what section of the
publication you want to appear in, when,
and how often. These selections may have
different rates as well.
4. Weigh cost considerations. Smaller weekly
papers and local magazines are usually
less costly than larger daily newspapers.
They may also target your audience better.
Be sure your ad will be appropriate to
that publication.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 77
5. Get a written copy of your agreement. Find out what the publication’s policy is on
errors. If a mistake occurs, the publication will typically rerun your ad without charge
or refund some portion of your payment.
6. Personalize the ad slick, then send it to your sales representative’s attention.
7. Always check your ad when it runs! Check for errors. Make sure it runs on the day you
specify. Also check the ad’s location in the publication and make sure it meets your
specifications. Be ready to discuss any mistakes with your ad representative.
Advertising.departments.at.newspapers.and.magazines.are.good.sources.
of.information.about.reader.demographics.and.buying.habits..The.larger.
the.publications,.the.more.of.this.information.they.will.have..Don’t.forget.to.
coordinate.your.advertising,.when.possible,.with.publicity.events.
using an ad sl ick
Sample aD SliCk COpY
Technology.change.is.swift..But.computers.aren’t.your.business,.they’re.your.tools.
for.business..With.so.many.new.technology.products.and.places.to.buy.them,.how.
do.you.keep.up?.What.is.the.right.solution.for.your.computing.needs?
Today,.you.need.a.smart.partner.to.help.you.create.successful.solutions.and.manage.
technology.change..That’s.where.we.fit.in..[Company.name].specializes.in.forming.
partnerships.with.our.customers.to.recommend.computer.solutions.that.are.right.
for.them.
Call.or.visit..You’ll.find.a.staff.of.computer.experts.who.know.how.to.listen,.
understand.your.needs,.and.cut.through.the.clutter.to.a.solution.for.your.computing.
problems..Make.the.right.connection.today:.[company.name,.address,.telephone].
If you decide to hire an outside firm, you should
• Get addresses of sites they have created. They should give you more than one and
they should not look similar. Visit the sites on your own computer to get a feel for
their ease-of-use.
• Meet the Webmaster in person. You or your employees may be spending
considerable time with him/her and you will want to establish a rapport.
• Ask if they have designed Web sites for similar businesses. It’s useful if they
understand what you do.
• Find out about site maintenance after you go on-line.
• Get references! Ask other clients: Was the site completed on time and within budget?
Are they satisfied with the site’s effectiveness? Would they use this consultant again?
Your Web site is one of your
most important business tools.
As such, it is important that
you get the most out of it.
Following are some tips that
will help guide you in building
a site that works for both
prospects and customers.
Start with an honest evaluation
• Look at your current Web site. Does it look fresh and new, or tired and dated?
• Look at your direct competitors, or other members you think do a good job. How does
your site compare to them, both in looks and ease of navigation? Do you look like a
market leader?
• Think about what people will look for when they come to your site. What do they most
want to know? If you can look at your company through your customers’ and prospects’
eyes you’ll have a better idea of what your site should look like.
Understand your goals
• Determine whether you want to sell customers directly from the site, or get them to
contact you for more information.
• Decide if you want to feature products and services prominently or your company and
its abilities/accomplishments.
Create a budget
• Know how much you are willing to spend before you start designing.
• Map out the number of pages you will need
• Know whether the competitive landscape requires special, more expensive techniques
such as Flash or video.
• Don’t forget hosting fees and maintenance costs.
Building Your Web Site
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 79
bui lding your web site
tipS FOr Creating a killer WeB Site
Although.the.technical.mechanics.behind.them.are.essentially.the.same,.there.is.a.
vast.difference.in.the.effectiveness.of.various.Web.sites..Here.are.some.things.to.
keep.in.mind.to.make.sure.you.maximize.the.return.on.your.Web.investment.
• Keep your home page clean and simple, and make it easy to navigate from there to the
specific information visitors seek.
• If you’re going to use animation or video on your home page, be sure it will load in no more
than 30 to 45 seconds.
• Use your keywords in page headings, and one to five times in the copy (depending on length).
Search engine crawlers use these keywords to return search results; your use of them helps
the crawlers know you have text relevant to those keywords.
• Be sure it’s easy for visitors to find the answers to these questions:
> What does your company do – what products and services do you offer?
> Who do you do it for – current customers?
> What makes you different/special/unique?
> Do you have examples/case studies of things you’ve done for others?
> What have others (i.e. customers and the press) said about you?
• Make it easy for visitors to find out how to contact your for more information. At the same
time, don’t ask for a lot of information from them in return or you risk scaring them off. An
option to provide you with an e-mail or phone number is all you need to start the relationship.
• Avoid making your site too cumbersome. Start simple, and then expand it out as you find
a need. Tracking visitor traffic via a Web analytics program will show you which pages are
important to visitors – and which are not.
• Review your service level agreement with your hosting provider at least once a year, and hold
them to the standards set there. In today’s world, you can’t afford not to be visible on the Web.
• Include a site map. When Google (and other search engines) crawl the Web, a site map helps
confirm that the pages on your site relate to your keywords.
• Include a privacy statement. Privacy is a huge concern, especially on e-commerce sites or any
that ask for contact information, so let visitors know what your policy is.
iF YOU BUilD anD prOmOte it, tHeY Will COme
With.thousands.of.Web.sites.being.created.everyday,.it.is.easy.for.your.site.to.get.
lost.in.cyberspace..The.key.to.having.a.successful.Web.site.is.not.just.creating.it,.but.
promoting.it.aggressively..In.other.words,.you.need.to.make.it.easy.to.find.both.for.
customers.and.prospects.who.know.you.and.those.who.don’t.
Having.an.intuitive.URL.is.a.start..That.will.help.the.people.who.are.already.familiar.
with.your.company.find.you..Following.are.some.ideas.for.the.rest.
SEARCH ENGINES
In.virtually.every.survey,.online.search.through.a.search.engine.is.the.top.way.both.
consumers.and.business.people.find.new.products,.services,.and.partners..Google,.
of.course,.is.the.800.lb..gorilla.in.that.space,.but.there.are.many.other.search.
engines.in.use.as.well.
Most.search.engines.are.constantly.crawling.the.Web.and.adding.new.sites.to.their.
search.indexes..If.you.want.to.enhance.your.chances.of.being.listed.with.search.
engines.(making.your.site.easier.to.find),.you.can.register.your.site’s.address.with.
each.engine..Some.of.the.most.popular.are:
Google.(www.google.com)
Yahoo!.(www.yahoo.com)
Ask.(www.ask.com)
AOL.Netfind.(http://search.aol.com)
HotBot.(www.hotbot.com)
Alta.Vista.(www.altavista.com)
Gigablast.(www.gigablast.com)
LookSmart.(www.looksmart.com)
Lycos.(www.lycos.com)
MSN.(www.msn.com)
Netscape.(http://search.netscape.com)
WebCrawler.(www.webcrawler.com)
Dogpile.(www.dogpile.com)
Each.search.engine.should.have.a.mechanism.you.can.use.to.register/submit.your.
site.address..This.may.take.some.searching.on.your.own.since.most.rely.primarily.
on.automated.“bots”.to.find.and.index.sites..If.you.do.choose.to.submit.your.site.
manually,.make.sure.you.take.the.time.to.read.the.directions.carefully..Search.
engines.receive.thousands.of.submissions.a.day..If.you.do.not.follow.their.directions,.
they.will.not.list.your.site.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 81
Periodically.you.will.want.to.perform.a.search.using.your.company’s.name.and.
your.most.important.keywords.to.how.early.your.site.appears.in.the.results..You.
should.do.this.on.several.search.engines..You.can.also.enter.your.Web.address.on.
www.alexa.com.to.get.traffic.statistics.and.see.where.you.rank.on.the.Web..You.
should.register.the.site.there.for.best.results..
If.you.are.not.showing.up.in.the.first.two.pages.on.a.Web.search,.there.are.dozens.of.
tactics.you.can.employ,.as.well.as.a.software.and.services.you.can.purchase,.to.achieve.
higher.rankings.with.search.engines..Search.the.Web.or.your.local.bookstore.using.
the.term.search.engine.optimization.(SEO).for.more.information.on.working.with.
search.engines.
DISPLAYING THE SITE ADDRESS
Display.your.Web.site.address.on.every.marketing.material.you.generate..This.includes.
stationary,.business.cards,.brochures,.in-store.displays,.as.well.as.your.news.releases,.
media.alerts,.bylined.articles,.advertorials,.ads,.etc.
PAID ADS
Adwords.(sponsored.links)
LINK TRADING
Google.(improved).search.ratings
building your web site | . i f .you.bui ld.and.promote. it.
BeCOme an inStant Online eXpert BY BlOgging
Blogging.has.become.one.of.the.fastest.and.least.expensive.ways.for.individuals.
to.establish.their.knowledge/credentials.as.an.expert..Having.a.blog.allows.you.the.
opportunity.to.offer.your.thoughts,.opinions,.and.experience.on.a.variety.of.topics..
It.also.provides.a.way.to.connect.with.prospects.and.customers.on.a.personal,.one-
to-one.level.through.visitor.comments..The.key.to.blogging.is.simplicity..You.don’t.
have.to.be.a.prolific.writer..If.you.can.send.an.e-mail,.you.can.create.and.maintain.
a.blog..The.“blogosphere”.generally.prefers.short,.frequent.posts.over.lengthy,.
involved.ones..Possible.topics.for.your.blog.are:
• Your thoughts on a new product from a vendor
• A new discovery you made about a particular technology
• Results of an installation at a customer location A comment on an announcement from a
technology supplier
• A link to good information you read somewhere else
If.you.can.be.entertaining,.or.you’re.not.afraid.to.be.controversial,.you.can.help.
drive.more.traffic.to.the.blog..The.important.thing.is.to.be.genuine..Give.your.true.
thoughts.and.feelings;.if.you.don’t.want.to.make.those.public.on.a.particular.topic,.
then.don’t.blog.on.it.
There.are.several.services.that.will.allow.you.to.establish.your.blog.for.little.or.no.
money..Among.them.are:
• Blogger (www.blogger.com)
• Wordpress (www.wordpress.com)
• Typepad (www.typepad.com)
• GoDaddy (www.godaddy.com)
Before.you.start.your.own.blog,.you.may.want.to.first.go.out.to.other.blogs.that.
cover.the.same.subject.matter.you.want.to.cover.and.add.comments.to.the.posts.
there..It’s.a.good.way.to.ease.into.it.(and.find.out.if.it’s.for.you)..It’s.also.a.good.
way.to.start.building.your.own.visibility,.as.readers.of.that.blog.are.potentially.your.
readers.as.well.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 83
When.you’re.ready.to.start.your.own,.simply.sign.up.for.an.account,.select.a.clever.
name.for.your.blog,.and.begin.blogging..The.free.version.will.generally.provide.a.
limited.number.of.templates.and.tools.for.you.to.use..If.you.want.more.options,.
such.as.a.fancier.design.or.the.ability.to.track.traffic.on.your.posts,.you.will.need.to.
upgrade.to.the.paid.version.
Your.best.bet.is.to.start.simply,.then.add.to.it.as.you.go.along..Also,.be.sure.to.
include.a.link.from.your.Web.site.to.the.blog,.and.vice.versa..The.more.interchanging.
you.can.do.the.better..Continue.posting.at.other.blogs,.but.this.time.with.a.reference.
to.your.own.
Register.your.blog.with.sites.such.as.Technorati.and.Feedburner,.and.add.buttons.or.
links.to.services.such.as.Digg.and.deli.cio.us..All.of.these.will.help.your.blog.reach.a.
wider.audience.
One.final.word:.the.blog.doesn’t.have.to.rest.solely.on.one.person’s.shoulders..
Blogging.services.often.allow.multiple.authors.on.a.single.blog..Get.all.your.key.
people.involved.and.let.customers.and.prospects.really.get.to.know.the.company.
building your web site | .become.an. instant.onl ine.expert
let YOUr VOiCe Be HearD WitH pODCaStS
Another.way.to.personalize.your.communications.and.enhance.your.Web.site.
is.through.the.use.of.podcasts..Think.of.them.as.mini.radio.broadcasts.that.you.
control..If.you’re.comfortable.in.front.of.a.microphone.and.have.something.to.say,.
podcasts.(sound-only).and.vidcasts.(sight.and.sound).can.again.help.you.establish.
your.expertise.
To.get.started,.you.will.most.likely.need.to.purchase.a.microphone,.recorder,.editing.
software.and.audio.mixer.of.some.sort..There.are.many.podcast.starter.packages.
available.that.provide.all.the.equipment.you.need.
Before.you.begin.creating.your.own.podcasts,.check.out.others.to.get.the.feel..Most.
technology.publications.include.podcasts.of.some.sort..You.can.also.go.to.iTunes.
(www.itunes.com).to.hear.podcasts.on.almost.any.subject.imaginable.
You.will.also.want.to.do.a.couple.of.samples.before.you.commit.to.posting.your.
podcast.so.you.can.become.familiar.with.the.equipment.and.make.sure.you’re.putting.
your.best.foot.forward..Listen.critically.to.your.podcast.when.you.do.it..Ask.yourself:
• Do I sound comfortable and relaxed, or nervous? The former makes you credible; the latter
makes you sound like you’re trying to hide something.
• How is the pace? Does it sound rushed, or am I speaking conversationally?
• You should sound as though you are speaking face-to-face to a customer or prospect.
• Am I enunciating clearly? Many people are surprised to find they don’t speak as clearly as
they think?
• Is my voice varying in tone, or is a droning monotone? You may be the world’s foremost
authority on a topic, but if you’re boring to listen to people will tune out.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 85
The.more.you.can.make.your.podcast.sound.like.you’re.enjoying.the.opportunity.to.speak.on.a.
topic.you.know.well,.the.more.likely.people.are.to.hear.your.message.
Here.are.a.few.other.considerations:
• Keep your podcast under five minutes in length, at least at the start. It’s easier to download, and easier to
listen to at work.
• Add a little music at the beginning and end to create a little more excitement and distinguish your
podcast. But don’t use copyrighted music, such as tunes from your favorite Van Halen CD. There is plenty
of music available for download that does not violate copyright laws.
• Bring in guests from time to time. Having two people speaking is often livelier than a single person, no
matter how good that person is.
• Make it available on your Web site, and at other sites as well. iTunes is one place to go. If you are using
video, sites like YouTube will allow you to upload your vidcast for free.
building your web site | . let .your.voice.be.heard.
Publicity Links: Integrating Merchandising And Marketing Communications
The successful placement of
a few press releases does not
make a successful Marketing
Communications campaign.
Each media event or contact
should dovetail with another;
and all your communications
should support your broad
business goals. This section
will pull the individual pieces
addressed so far in the
CompTIA Marketing Tool
Kit together into suggested
campaign “tactics.” Then,
suggestions on how to
integrate merchandising
efforts with your tactics will
be offered. Remember, these
are only suggestions – mix and
match tactics to achieve your
own individual goals.
INTERVIEWS Interviews should be big
news. If the interview is on a broadcast outlet,
send e-mails to customers and prospects to let
them know when you will be appearing. Let
your suppliers know about your interview as
well, especially if you will be mentioning them.
Once the interview has appeared either on
broadcast, the Internet, or in print, let
customers and prospects know where they can
see it. Post a summary on your Web site, along
with a link to the article. Save a copy and use it
as a handout.
BYLINED ARTICLES Get copies of the
publication where the article appears and send
them to customers and prospects. If it’s online,
e-mail a link to them. Include product
information if a product or service was cited in
your article. Have copies of the article
prominently displayed in your office. Use
reprints as leave-behinds on outside sales calls.
Your tactic here is to keep the story alive long
past the publication where it originally
appeared. The day the article appears should
be the beginning, not the end, of your
merchandising efforts.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 87
NEWS RELEASES AND MEDIA ALERTS Something must be happening or you
wouldn’t be notifying everyone! Contact existing and potential customers directly about
these events. Use your home page and/or e-mail to contact these groups. If your news is
about a new product, offer demonstrations. If it’s about new software, tout any training
programs or seminars you offer. If your news is about a new office or an expansion,
throw a party and run a raffle. Make equipment or training donations for charity. Your
tactic here is to surround your event with as much excitement as possible. The more
activity that whirls around an event, the bigger “news” story it becomes.
.
THE INTERNET If.and.when.you.establish.a.blog.or.regular.podcast,.
announce.it.using.traditional.media.contact.pieces.such.as.press.releases...
In.fact,.anything.you.do.on.the.Internet.should.be.promoted.through.
traditional.media;.and.anything.you.do.in.print.or.broadcast.media.should.
be.promoted.on.your.Web.site..The.two.venues,.the.Internet.and.traditional.
media,.are.not.mutually.exclusive..The.Internet.also.offers.opportunities.to.
create.links.to.the.home.pages.of.your.suppliers..You.can.benefit.from.their.
marketing.muscle.and.information.while.they.benefit.from.your.targeted,.
localized.promotional.efforts..Your.tactic.here.is.to.integrate.all.your.
communications.into.a.cohesive.set.of.messages,.regardless.of.the.type..
of.media.you.use.
The.whole.point.of.integration.is.to.get.maximum.publicity.from.each.media.
piece.by.multiplying.its.effect.many.times..Your.objective.is.to.be.in.front.
of.your.customer’s.eyes.and.ears.as.much.as.possible..You.want.a.dynamic.
image.that.embraces.high-service,.high-quality,.and.full.value-added.
benefits.that.only.a.professional.computer.reseller.can.offer..As.always,.you.
want.to.stand.apart.from.the.crowd..Integrating.your.communications.and.
merchandising.offers.a.powerful.way.to.achieve.that.effect.
publicity l inks
Evaluating The Effectiveness Of Your Communications CampaignIt can be difficult to know
what effect your Marketing
Communications Campaign has
had unless you have a method
for evaluation. Increased sales
or Web traffic may not be a
clear enough indicator. Every
new customer should be asked
how they heard about your
company or service. Specifically,
you want to know if they heard
of you from:
• A press release
• A bylined article
• An advertorial
• A brochure
• An interview
• A news story
• A referral from an existing
customer or friend
• An advertisement
• The Internet
Find.out.when.the.customer.learned.
about.your.company.or.service..
Sometimes,.people.will.store.information.
until.they.need.it..A.bylined.article.that.
ran.two.months.ago.may.be.the.reason.
someone.contacts.you.today..Don’t.
lose.track.of.what.communications.
you.have.run.and.when..The.efficiency.
and.effectiveness.of.your.campaign.
will.only.become.clear.over.time..Buy.
a.special.calendar.and.dedicate.it.to.
tracking.the.dates.and.publications.of.
your.publicity.efforts..That.way.you.
can.match.actual.sales.performance.
to.communications.events..However,.
don’t.expect.to.see.exact.relationships,.
since.Marketing.Communications.have.a.
cumulative.effect..Your.business.image.
and.communications.platform.will.need.
some.time.to.get.established.in.the.
public.mind.
ADVANCING.THE.GLOBAL.IT. INDUSTRY. 89
Two.exceptions.to.that.rule.are.direct.mail.and.Web.hits.coming.off.of.
outside.links..Both.are.easy.to.track.with.the.right.tools.(such.as.a.Web.
analytics.application),.and.can.provide.valuable.information.on.which.
campaigns.or.story.subjects.are.working.best.for.you.
As.the.evaluation.process.continues,.make.sure.you.return.to.your.MEDIA.
RESOURCE.GUIDE.and.update.it.as.necessary..Expect.some.of.your.
contacts.to.change..Compare.closely.the.relative.costs.of.one.media.over.
another..If.your.new.customers.were.referred,.or.didn’t.seem.to.encounter.
your.firm.through.your.communications.efforts,.do.a.little.off-the-cuff.
market.research.and.find.out.where.they.go.for.technology.information..If.
you.don’t.have.a.mailing.list.of.customers,.create.one.and.keep.it.current.
Finally,.don’t.hesitate.to.ask.your.own.customers.for.advice..Ask.them.what.
they.are.reading.or.watching..Have.their.habits.changed?.This.is.also.a.
great.excuse,.in.case.you.need.one,.to.keep.in.constant.contact.with.your.
established.customers..Remember,.just.as.your.customers.depend.on.you.
for.technology.solutions,.you.can.depend.on.them.for.marketing.solutions!.
That’s.a.partnership.in.every.sense.of.the.word.
evaluating the effectiveness of your campaign
ADVANCING THE GLOBAL IT INDUSTRY
www.comptia.org
©2010 The Computing Technology Industry Association, Inc. All rights reserved. Reproduction or dissemination prohibited without written consent of CompTIA.01-1816-Sep10
CompTIA Worldwide Headquarters1815 S. Meyers RoadSuite 300Oakbrook Terrace, IL 60181-5228