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A lesson in PR for fools

We often talk about what gets journalists going. What is it that they are interested
in? What turns them on – and off?
What is it that makes them throw a press release in the garbage or decide to
keep it? Today we will focus on everything you can do wrong!

Welcome to PR school for fools!
If you want to make it easy for a journalist to toss your press release into
the trash, do the following:

1. Promote yourself shamelessly. Assume that all journalists are really interested
in marketing you and your business in their newspapers, radio and TV channels.
They yearn to tell the world that you are THE BEST. THE BEST IN THE WORLD!

2. Journalists love to get news as bits and pieces and without any kind of
background. It makes their job much more fun.

3. They'd love to get extremely long press releases. Ideally, more than ten
pages, because they have plenty of time. Time is actually journalists' main

4. Journalists are very interested in your new internet store, or internet service,
which looks exactly like 3 000 others, and that opens tomorrow. It's as
exciting for them as for you and your business partners. Don't bother to find
an angle, something special about the event, because it's not needed. YOU'RE
involved in this – that's all that matters!

5. Journalists love that you give them exclusivity. That you write something
like; “This is big news and you will now be the very first newspaper to write
about it - but I need to know that you will print this story before I move on
to your competitors”. These types of press releases never end up in the trash.

Good luck!

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.