Good media pitches can lead to interviews, stories, articles…lots of the kind of media attention a company wants. Bad pitches lead…into the recycle bin.

Here, PR Newser examines one good pitch and one bad pitch made for the SXSW conference, a major trade conference for music, film and interactiv media. Take a look: http://www.mediabistro.com/prnewser/pitches/sxsw_pr_a_good_pitch_and_a_bad_pitch_154612.asp#more

The Deal Journal “awarded” this press release by Coca Cola with The Most Meaningless CEO Quote in Corporate Press Release Award (of course the year is till young, so it might be surpassed on some point. We’ll keep you posted).

The release was obviously picked over, obsessed on, written and rewritten by a team of attorneys, executives, writers, etc. Here is selection from this corporate masterpiece…

“Consistent with the 2020 Vision, our roadmap for winning together, we act today as an aligned system.Our new North American structure will create an unparalleled combination of businesses, which will serve as our passport to winning in the world’s largest nonalcoholic ready-to-drink profit pool.”

The mind reels.

Needs assessment research is a crucial step to complete before writing a white paper. It will enable your writer to better focus and execute exactly what you’re trying to accomplish. It can also head off many problems that can occur later on in the development of the white paper. Here are the main steps to keep in mind:

1)Identify the primary and secondary audiences.
industry niche, typical title, basic job function, age,

2)What is the objective of the white paper?
Generate leads? Educate? Introduce? Establish market position?

3) What is the main challenge, problem, issue the target audience faces?
GeSince most white white papers use a problem-solution approach this is important to agree upon before even an outline is written. 

4) How does your product/service address this problem/challenge?
While a white paper is not overtly promotional you should  integrate your solution into the main argument. 

5) Who are the key people who must be interviewed?
While company documents and research are important to development of the white paper, interviewing key people to get the company’s perspective is crucial.

6) What is the schedule and timeline?
Make sure all the players involved in the development of the white paper are aware that there is a schedule and deadlines need to be met.

Well whatever you think of Sarah Palin, this is definitely a testimony to the power of Linkedin. I seriously doubt she is looking for a job – she is looking for speaking and consulting gigs.

Stay tuned to my announcement of a Linkedin webinar course on using Linkedin to build your business, whether it’s looking for speaking or consulting gigs or promoting your services. If interested, write me at leon @ altmancommunications.com

A financial copywriter who knows the ins and outs of the web can bring in a steady supply of new clients. The secret is to create keyword targeted articles and posts and commentary that contain the keywords that attract searchers to your website.

You also need an SEO (search engine optimized) plan, where content is placed on the right websites, blogs, and forums. But put together SEO content and the right strategy and financial advisors and planners will be able to be very selective of which prospects they allow to be clients. For more information, check out financial copywriter.