Gaining Market and Media Exposure with Co-Branding

Co-branding is a branding strategy used to form a strategic alliance between two companies. Many companies use this strategy to expand its customer base, gain financial benefits, strengthen its competitive position, introduce a new product, and increase media exposure.

In a winning co-branding partnership, both brands have a natural synergy that can leverage the loyalty of their customers. For example, Disney has been very successful in increasing its market exposure by partnering with McDonald’s to offer Disney toys that are exclusively made for Happy Meals. Nike and Apple are two strong consumer brands that partnered to create the Nike + iPod Sport Kit, a highly popular product amongst both Apple and Nike customers.

PARTNERSHIP CONSIDERATIONS

Here are some things to think about when evaluating whether a co-branding partnership is right for your company.

• Is the brand you are considering a partnership with have a similar target audience?
• Is the mission of your company aligned with that of your prospective co-brand partner?
• Will the partnership drive adoption or sales of the co-branded product?
• Will it enhance your company’s media coverage?

PROGRAM ELEMENTS

When thinking about how the program should be executed, here are some program elements to consider.

• Media outreach: Is there newsworthy story about the partnership to share with the media?
• Advertising: Is there an advertising component to the co-brand partnership?
• In-store/retail co-branding: Is there an opportunity for displaying a co-branded label on the product or in the store?
• Program launch: Is there an opportunity for a launch event to generate media coverage?
• Online: Can the co-branded product or service be offered or spotlighted on both company websites for maximum exposure?
• Community/cause: If giving a portion of the proceeds or sales to a cause, it is recommended that the cause have relevance to both brands.
• Exclusivity: Is the partnership exclusive to the two brands?
• Partnership terms: How long with the partnership last and what are the options for renewal?
• Licensing: Are the licensing terms of the agreement reciprocal?

It goes without saying that you should perform a comprehensive evaluation of the company that you are considering a partnership with – it is equally important to understand the risks in addition to the rewards of the relationship. After your evaluation, you may decide that an alliance with another business may not be the best strategy for your company for gaining market and media exposure. But, when executed carefully and thoughtfully, a co-branding partnership can be an effective part of your company’s marketing strategy.

Acquiring Press Coverage Through Celebrity Seeding

Celebrity gossip and news are hot topics in today’s media. Consumers everywhere are fascinated with what their favorite stars are doing, wearing, driving, eating and more. As style leaders, they are powerful influencers and its no wonder that more and more companies want to integrate their products into the lives of celebrities with the goal of generating mass media exposure. This process is known as Celebrity Product Placement or Celebrity Seeding. There are several techniques that can be used to execute a Celebrity Seeding program which can help you to achieve coverage in the media at a fraction of the cost of advertising or paid endorsements.

THREE TYPES OF CELEBRITY SEEDING

• Celebrity Gifting
• Product Seeding
• Product for Promotion Relationship (a.k.a. The Barter)

Celebrity Gifting

Celebrity Gifting usually involves supplying free product for inclusion into gift bags which are handed out to celebrities at the conclusion of an event or as a thank you to celebrity presenters and nominees at various award shows. While this tactic allows you to get your product into the hands of a number of celebrities simultaneously, it doesn’t offer you the choice of matching your product with your preferred celebrity demographic. Additionally, while this opportunity can get you coverage in the entertainment publications for your participation, it can be difficult to gain celebrity permission to associate your product with them.

I used this method for a popular baby products company I had worked with. We supplied a variety of items to celebrities in an event gift bag. Tori Spelling was a recipient of one of the bags, which included the signature safety tub. A few months later her son Liam appeared on her show “Tori & Dean: Home Sweet Hollywood” in the tub. We took a screen shot of the image and sent it to media as well as included it on the company’s website.

Product Seeding

Product seeding provides you with the opportunity to identify celebrities you want associated with your product. The tactic involves sending product directly to the celebrity (or their reps) with the hope that they will begin using the product. If you do not have the necessary celebrity contacts, you can hire a firm that specializes in implementing this tactic. By sending a shipment of your product to a celebrity on a regular basis (i.e. monthly), you increase your chances that they celebrity will be photographed with your product or talk about it during an interview. In some cases, a celebrity may ask you for additional product. This is considered an “implied endorsement” that you can leverage to the entertainment press.

While working at a PR firm as its consumer products director, I initiated a seeding program for a company with a line of healthy potato chips. We shipped the product to several celebrities that we wanted associated with the brand. In the shipment, we included a note that offered the celebrity additional samples for free, as well as free product for the set of their next project. A celebrity we seeded with product called and asked for additional flavors. She commented that she loved salty snacks and that she was a huge fan of the product. We took this information and fed it to “Us Weekly” for a feature they were working on titled “What Celebrities Eat to Stay in Shape.” A photo of the product and the celebrity were included in this feature. This was a very inexpensive way to associate our product with a celebrity of our choice while generating exposure through a popular celebrity publication.

Product for Promotion Relationship (a.k.a. The Barter)

Bartering with a celebrity, or trading free product for free promotion, is probably one of the most efficient ways to guarantee that a celebrity will speak about your product publicly. This type of campaign usually works best with luxury products or other expensive items such as cars, electronics, and jewelry. Typically, an arrangement is made with the celebrity that in order to receive the free product, they will need to speak about it on their next late night talk show interview, press interview, etc. There is also an agreement with the celebrity that the company can leverage the celebrity as a fan of the product to the media. An example of this would be giving a celebrity a car for a milestone birthday and having them talk about it at their birthday party that is sure to be covered by the media.

Conclusion

A properly executed celebrity seeding program can help you achieve your media exposure goals at a fraction of the cost of a paid endorsement or advertisement. When determining which of the three strategies is best for you, think about what type of result is most important for your company and product.

Using Surveys to Generate Publicity

Surveys can be used to gather information for many purposes. The government uses statistical surveys to collect quantitative information about the population. Market researchers use opinion polls to collect data for marketing purposes. Surveys can also be a useful tool for generating publicity. The best approach for creating a successful publicity survey is to create questions that generate responses about consumer behavior. The results of the survey can provide consumer insights that can be leveraged to generate press. Press releases containing statistical information may receive more coverage than simply pitching a story.

STEPS TO A SUCCESSFUL SURVEY

• Identify the Website to Host Your Survey
• Create Consumer Behavior Response Questions
• Analyze the Information and Create a Press Release

Identify the Website to Host Your Survey

I recommend hosting the survey on your website if it receives a lot of traffic, or on a popular blog that is similar in personality to the product that you are creating publicity for. Ideally, the site hosting the survey should receive a sufficient amount of traffic in order to obtain statistically relevant results (the more respondents the better, but I typically have a goal of at least 100). Whether you host your survey on your website or on a third party site, I recommend using an online survey software tool, such as SurveyMonkey.com or Zoomerang. These online survey sites allow you to create the survey and provide you with a link to the survey. You can then place the link on the site where the survey is to be hosted. The tool can also provide you with real-time results. (Note: there is usually a minimal service charge for each survey.)

Let’s take our fictitious product that we’ve used in prior blog posts, Votre Vie Water, a zero-calorie, antioxidant, calcium, vitamin and electrolyte enhanced bottle of flavored and non-flavored water whose portion of proceeds benefit the Clean Water Association and Recycle This! (both fictitious organizations). We already identified the target consumer for this product as an individual who is active, healthy or fitness inclined, and may be image conscious, hip and trendy (see SWOT Analysis post The website that will host the survey should have visitors that fall into this target group. For example, “Healthy Bites” blog on Self.com, HungryGirl.com, and Splendora.com might be good candidates. C

Create Consumer Behavior Response Questions

It’s important to create survey questions that will elicit responses that will generate media interest and press coverage. The questions should be about consumer behavior (how they eat, think, shop, etc). Some important things to consider:

• Keep the questions brief and the number of questions to a minimum (no more than 15).
• Surveys should not take longer than 5 minutes to complete.
• Assume that respondents are busy and have short attention spans.
• If budget permits, incentivize the participants with a prize.
• Question types can include true or false, multiple choice, or open ended (more difficult to evaluate).
• Avoid answer choices that include ambiguous words such as “sometimes”, “occasionally”, and “regularly”.
• Two questions you should almost always ask: gender and age range.
  

Using the example above, we might consider the following questions:

How much water do you drink per day?
A. 1 to 2 cups
B. 3 to 5 cups
C. 6 to 7 cups
D. 8 cups or more

Do you prefer flavored or non-flavored water?
A. Flavored
B. Non-flavored

If you purchase nutrient-enhanced water, how many bottles do you purchase per week?
A. 1 to 2 bottles
B. 3 to 5 bottles
C. 6 to 8 bottles
D. 9 or more

What is the most important ingredient you look for when purchasing nutrient-enhanced water?
A. Antioxidants
B. Calcium
C. Fiber
D. Vitamins
E. Electrolytes

What do you think is the most important benefit of antioxidants?
A. Stronger immune resistance to flues, viruses and infections
B. Reduced risk of cancer
C. Prevention of glaucoma and macular degeneration
D. Reduced risk of cholesterol-oxidation and heart disease
E. Anti-aging of cells and overall body
F. I’m really not sure, I would just be guessing

In this tight economy, how has your spending habit changed on purchasing water?
A. I purchase cheaper bottles
B. I purchase fewer bottles
C. I purchase cheaper and fewer bottles
D. I still purchase the same amount
E. I don’t purchase bottled water
F. I only purchase nutrient-enhanced bottles of water

Of course, there are more questions you could consider (e.g., questions on recycling or knowledge of benefits of nutrients, etc.).

Analyze the Information and Create a Press Release

After you have gathered a sufficient number of survey responses, you can begin analyzing the results including statistics, trends or patterns in the data, and responses from the open-ended questions. Sample results you might consider for the press release:

• More than 60% of woman surveyed indicated that antioxidants are the most important nutrient they look for when purchasing enhanced water.

• More than half of survey respondents indicated that they only purchase nutrient-enhanced water due to the current state of the economy.

It is your job to determine what is most important and most relevant to include in your press release. And of course, you have to make it pertinent to your product.

Understanding a Media Perception Audit

Perceptions consumers have of a company and brand are often shaped by the media. To better understand how your company is perceived, consider performing a media perception audit. A media perception audit is a tool that a company can use to determine how its image, message or product is being perceived by the media, the gatekeepers of consumer information. Information is obtained by conducting one-on-one interviews with editors that a company can then use to better understand how it can improve, shape or refine its image, message and/or products.

The media perception audit consists of two reports:

• The first describes how a company is perceived versus its competitors. This report helps confirm, or disconfirm, that its marketing programs are working efficiently.
  

• The second defines how a company perceives itself versus how it is perceived by the media. A company’s self-perception drives many internal factors, thus a media perception audit can help a company adjust its operations to maximize profitability.

STEPS TO CONDUCTING A MEDIA PERCEPTION AUDIT

1. Identify key media to be included in the audit
2. Create survey questions and conduct phone interviews with the media
3. Develop summary of findings (your reports)
4. Incorporate your findings into your PR plan

SAMPLE MEDIA PERCEPTION AUDIT

1. Identifying Key Media

The first step is to identify key media who cover the brand or would potentially cover the brand. Let’s take our fictitious company from the last post, Votre Vie Water, a zero-calorie, antioxidant, calcium, vitamin and electrolyte enhanced bottle of flavored and non-flavored water. A portion of proceeds benefit the Clean Water Association and Recycle This! (both fictitious charities). Let’s pretend it’s a year later and distribution has gone national. Potential media might include editors from Women’s General Interest, Health and Fitness, Major Dailies, Blogs/Online, and Green Publications.

2. Creating Survey Questions/Conducting Media Interviews

Now that we have our list, we need to create sample questions. We don’t want the questions to be leading, but we want to ask questions that will deliver us with answers we want. It’s great to start out with generic questions about the brand that other similar brands might contain as well. Toward the end, it’s OK to ask about your brand. Sample questions for Votre View MPA might include:

• Are you familiar with vitamin enhanced waters? If so, what brands come to mind?
• Have you ever reporter on vitamin enhanced waters? If so, what brands?
• Have you ever written or reporter about the benefits of flavored waters?
• What do you think are the most important added vitamins or minerals a beverage should contain?
• Are you familiar with Votre Vie? Have you ever purchased Votre Vie?
• Are you familiar with Votre Vie’s charity initiatives?

3. Preparing Your Findings

After you’ve contacted each reporter and asked them the questions, it’s time to prepare a summary of your findings. What I like to do first is create a graph of each question that includes percentages from each question making it easy to view those findings. Additionally, it’s important to list feedback, including actual quotes, that might be of use. Sample feedback might include:

• Almost all reporters were not familiar with either of the charity initiatives, but were open to learning more about it.
  

• One reporter noted that she would be very interested in a taste test of Votre Vie versus other brands.

4. Incorporating Your Findings

Once you’ve compiled your media feedback, you’re ready to address any factors that may require change. If you discover that the media are not understanding the benefits of your brand, then consumers probably aren’t either. Perhaps it’s time to go back to the drawing board and conduct another SWOT Analysis (see previous post). Additionally, you may have uncovered reporters who mentioned they might be interested in covering a particular angle.

Swot Analysis and Strategic Planning

A SWOT analysis is one of many valuable business tools that public relations and marketing professionals can use as part of determining brand messaging. SWOT takes a look at a company’s Strengths, Weaknesses, Opportunities and Threats, which can be used to help define the company’s target consumers, unique selling proposition, key messages and relevant news angles.

STRENGTHS
Strengths are used to identify a company’s competitive edge over its competition. What sets the company apart from another? What are the elements that add value to the product or service?

• Sample strengths could include:
• Strong brand name recognition
• Innovative product or service
• Unique health benefits
• Cost advantages

WEAKNESSES
A weakness is defined as anything that is or can be harmful to the business. In some cases, a weakness can also be the flipside of a strength. Established companies should consider customer feedback, competitors’ remarks, or any negative press coverage. Sample weaknesses could include:

• Lack of product or service availability
• No advertising
• Lack of understanding benefits
• Poor reputation
• Price

OPPORTUNITIES
Opportunities are external factors that can influence or impact a business for profit or growth. Sample opportunities to consider:

• New technology that may affect production
• Growing trend
• Consumer education
• Co-branding or integrated marketing

THREATS
A threat is an external factor that may arise and prove harmful to the company. Sample threats might include:

• New competitors
• Shift in consumer trends
• Current competitors retail strength
• Crowded market space

SAMPLE SWOT

Let’s take a fictitious company, Votre Vie Water, a zero-calorie, antioxidant, calcium, vitamin and electrolyte enhanced bottle of flavored and non-flavored water with limited distribution in the US. A portion of proceeds benefit the Clean Water Association and Recycle This! (both fictitious charities).

STRENGTHS

• Innovation
• Health benefits
• Attractive / unique packaging
• Superior performance
• Two corporate social responsibility (CSR) components
• Middle price point
• Easy to carry

WEAKNESSES

• Lack of distribution
• Crowded market place with other enhanced waters
• No advertising budget
• Lack of awareness
• Pronunciation
  

OPPORTUNITIES

• Own the enhanced water category
• Celebrity endorsements
• New placement in grocery stores
• Communicate CSR messages
• Partnerships (Spas, Gyms)

THREATS

• Big brand competitors with bigger budgets
• Competitors with larger distribution

Now that we’ve outlined the SWOT, we can begin to define the target consumer. We can assume the consumer is active, healthy and fitness inclined, and may be image conscious, hip and trendy. The unique selling propositions include hydration, anti-aging antioxidants, zero calories, bottle portability and environmental sensitivity.

Key messages might be:

• Votre Vie Water offers an innovative line of enhanced waters that provide essential vitamins and nutrients that a healthy body needs.

• One bottle of Votre Vie Water provides the daily recommended amount of vitamins and calcium. Drink your daily dose!

• Votre Vie Water is partnering with Recycle This!, a nonprofit organization dedicated to encouraging people to recycle.

• Though our partnership with Recycle This! we hope to promote a program in which Votre Vie fans will collect and mail in their used bottles that will then be turned into a useful product.

Now that we have our key messages in place, we can begin to formulate our pitches and news angles. For Votre Vie, we might consider:

• You Are What You Drink – A comparison of bottle waters and other enhanced drinks
• New Innovations in the Beverage Aisle
• Thirst Quenching Post-Workout

Understanding how SWOT analysis works can help a company with many steps of its strategic planning process. Since this is a subjective tool, this shouldn’t be used as the only method, but can act as a jumping off point to help you start thinking about your company’s brand messaging.

Media Training and Tips for Interviews

Last week I wrote about the power of words in print ("How to Write a Press Release"). This week I want to talk about the importance of words in interviews. There are some people who are naturally gifted at speaking in front of an audience or a camera. And for others, the thought makes them ill. Whether it’s nerves or fear of saying the wrong thing that gets the best of you, media training is an effective tool that will prepare you for feeling comfortable in interviews, and, more importantly, delivering key messages.

The benefit of media training is to teach you/the interviewee how to control the interview, the message and the results. The media want a good story, not just information. Here are some tips on how to deliver a great interview and get the results you want.

MEDIA TRAINING AND TIPS FOR INTERVIEWING

1. Developing Your Key Messages
2. Preparing For Your Interview
3. Delivering Your Messages
4. On Camera Tips
5. Things Not To Do In An Interview
6. Appearance for TV

1. Developing Key Messages
When developing your key messages for an interview, think about what differentiates your company, product or service from its competitors. What are the benefits? Are there any statistics or interesting facts that you can share?

2. Preparing For Your Interview
Before your interview, make sure you have done some research on the reporter, their outlet and the type of stories they have covered in the past. Not only will this provide you with some insight as to their interview style, but you can use this to establish a rapport with the reporter.

Make sure the interviewer has all the information they need about your company, product or service. If possible, provide them with a sample so they can use/interact with the product/service before the interview.

Confirm beforehand what the angle of the story will be. Don’t be afraid to ask for the questions prior to the interview. They won’t always provide it, but you’ll never know if you don’t ask.

Most importantly, know your key messages. Practice in front of a camera and review. Identify key words and give them emphasis. Don’t wing it!

3. Delivering Your Messages
Now that you’ve practiced your delivery, you’re ready for your interview.When the interviewer asks you a question, you don’t want to simply answer it. This is where your key messages come in to play. Incorporate them in to the answers. You want to not only answer their question with an answer but with your key message. Remember to package your message. The media deals in soundbites and you have to be quotable.

If it’s not easy to incorporate your key message in to the question, you can use a technique called bridging. This is used to move from one issue to another. Examples are: “Another thing to remember,” “What I really want to talk about is,” “I’d like to add,” etc.

If a reporter asks you a question that you don’t know the answer to, it is OK to say I don’t know. You don’t have to have all the answers.

Don’t assume a reporter or your audience knows what you’re talking about. Avoid industry jargon or slang.

Finally, deliver your message with conviction. You need to sound sincere and credible. If you don’t believe what you’re saying, neither will the audience.

4. On-Camera Tips
Whether you’re sitting or standing, keep your feet slightly apart for balance and don’t move them while you talk. Make sure you’re not shifting your weight from one foot to the other.

If you are comfortable gesturing with your hands while talking to emphasize a point, do it, just don’t over do it.

Maintain eye contact with the reporter.

5. Things Not To Do In An Interview
There are a number of things not to do in an interview but the most important no-no’s are:

Never say “no comment”

Never say anything that you don’t want the reporter know. Remember, nothing is ever 100% off the record.

Never repeat a negative or say anything negative about the competition.

6. Appearance for TV
You want the reporter and your audience to focus on your messages, not your appearance. It’s important to be well put together without being distracting. Some basic rules include:

Wear solids, but avoid white, black or red.

Make sure your clothes are wrinkle free and straight (men, check that your tie and collar are straight).

Makeup is good for both men and women. For men, just use a light powder to keep you from shining. Women, make sure it’s not too heavy.

Check yourself in a full length mirror before you sit down for your interview.


There are many more rules and tips for media training, but this should provide a guideline. If you know that you have an upcoming interview, make sure you are prepared. It’s easy to hire a media trainer who will help you develop your key messages and conduct practice interviews with you. I don’t have a list to share, but you can find one by searching the internet.

How to Write a Press Release

As PR professionals, one of our main responsibilities is to draft and generate press releases or media releases, a written announcement directed to the press for announcing something newsworthy. But simply announcing a product launch or service is not enough. In order for the media to take an interest, it needs to be effective. The reader, a member of the press, will be looking for relevant information that they can share with their readers. The importance of a press release should not be overlooked and here are a few tips on how to create a successful press release.

HOW TO WRITE A PRESS RELEASE

1. The first element is the headline and subhead
2. The second element is the dateline
3. The third element is the introduction paragraph
4. The fourth element is the body
5. The fifth element is the boilerplate
6. The sixth element is the media contact information

1. Headline and Subhead

What makes your news relevant? You have to think about this as it will determine what your headline will be. The headline is the first attention grabber. You have to make this part enticing, since a headline can make or break you before the reader even gets to the good stuff. This is where you communicate the most important thing about this news. Make it short, make it snappy, and make it informative. This should be bolded, centered and in all capital letters.

Your headline will likely only offer a top-line explanation of your news and that's where your subhead is important. This helps to further illustrate the significance of the news by offering additional information so try not to repeat the same words. Also, your sub-head should only be a line, if absolutely necessary, two. This is in lower case beneath the headline.

EXAMPLE:

ABCEY EVENTS FORMS STRATEGIC ALLIANCE WITH
EXCEL MEETINGS AND EVENTS
Two Leading San Francisco Based Event Companies Partner to Create
Unique Event Experience for Clients

2. Dateline

The dateline gives the location of the announcement as well as the date of the announcement. The city is in capital letters, followed by the date. This is in parentheses.

EXAMPLE: SAN FRANCISCO (April 7, 2009)

3. Introduction Paragraph

The introduction paragraph is where you answer the basic questions. Who are you, what are you talking about, when will it be, where will it be, and why is it important, etc. It’s important to remember the following.

A) What is your point of this release? Are you announcing a new product? A strategic partnership? Scientific study results? An event? Make sure that information is included here.

B) You’re writing to the press, but, ultimately, your message is for readers, the general public. With this in mind, think about your audience and create language that targets them.

C) You need to include timing of your announcement. For example, when is your event taking place or product launching.

D) If the company or product has a web address, Twitter page, Myspace or other social media space, you should hyperlink to it here.

EXAMPLE:

ABCEY Events, a boutique event planning and management firm exclusively serving the San Francisco Bay Area, announced today that it has formed a strategic alliance with Excel Meetings and Events, a leading San Francisco based meeting management and event marketing firm. In addition to managing private and corporate events and conference after-parties, the partnership will extend services to include annual meetings and conferences, sales meetings, customer events, incentive programs and non-for-profit meetings. Their combined services will also include marketing consulting, graphic design, and interactive conference technology strategy and implementation.

4. Body

Once you’ve addressed the above, it’s time to elaborate and offer secondary info. Consider the following:

A) Beyond your key message, what are additional messages you would like to have communicated in this release?

B) Remember to not only list your product or event features, but include the benefits and value, why would the consumer find this interest, or important? They want to know how it will make a difference in their life.

C) Is there justification for a quote from a spokesperson? - This can provide an opportunity for an executive to address why this announcement is better or how it differs, if it will affect trends or the industry, etc.

D) Third Party Quotes - If your news involves any partners, it is appropriate to include quotes from each party. Why did they decide to partner together, what are the benefits they are bringing to the table.

E) The company's web address(es) should close the body.

EXAMPLE:

"By combining ABCey's expertise of planning private and corporate events with Excel Meeting's extensive knowledge of managing large scale meetings and conferences, we become a one stop shop for clients looking to hold an event or meeting of any scope or size," said Amanda Cey, president of ABCey Events.

ABCey Events has a hands-on event planning approach that sets it apart as a leader in the San Francisco event planning community. For more than ten years, it has been part of the dynamic local scene cultivating relationships with the top nightclubs, lounges and hotels in the city. Excel Meetings and Events works with clients nationwide on important conferences and meetings that require marketing expertise as well as flawless logistics for large-scale productions.

"We are thrilled to join forces with ABCey Events," said Donna Valentine, president of Excel Meetings and Events. "Amanda has her hand on the pulse of the "Gen Y" demographic and on the latest trends in culture, music and fashion. She brings impressive talents and creativity to the production of social and lifestyle events."

For more information visit www.ABCey.com or www.excelmeetings.com

5. Boilerplate

A company boilerplate closes every release. If one does not exist then you will need to write it. This typically includes basic background information or history about your company or client, etc. and the goals, mission or philosophy of your company or organization. It can also include a list of products that have been released, awards, studies and results, etc

EXAMPLE:

About ABCey Events:

ABCey Events is a premier event planning and management firm exclusively serving the San Francisco Bay Area. It is dedicated to setting the standard for the event industry with style, creativity and an unparalleled commitment to quality in every aspect of its work. Previous clientele include Adobe, Admiral Insurance Group, The Study Group, Macy's, Belkin and Nextaid.

ABCey Events has just moved to the exciting South Beach area, just a few blocks from AT&T Park and the Embarcadero. Its new address is 300 Beale St., Suite 403 in San Francisco, CA 94105. Website: www.abcey.com

About Excel Meetings:

Founded in 2001, Excel Meetings and Events is a San Francisco-based company that works with clients worldwide. Excel Meetings provides meeting management, conference planning, event marketing, graphic design and marketing consulting services to clients in healthcare, financial services, energy, pharmaceutical, technology, government and not-for-profit organizations.Website: www.excelmeetings.com

6. Contact Information

Your media contact information consists of things like your name, your company, your phone number, and your email address. Make sure that everything is correct as this is how the media will contact you! It is generally acceptable for your contact information to be on the top right, top left, or bottom.

EXAMPLE:
Contact: Kimberly Stirdivant
Tel: XXX.XXX.XXXX
Email: stirdivantkd@yahoo.com

And that’s the basics of constructing a press release. Please feel free to email with questions or add comments. Thanks for reading.