I don't get it. Whats new about this, Klaus?
That Kenmore article is a sponsored (paid) piece and it was expensive. Had they send it to us on Seaplanemagazine.com it would have been free.
Of course you would not have reached the amazingly flying friendly community & social justice warriors and liberals in that area, but instead shared their news with people who at least give a flying rats ass about seaplanes. But Kenmore can't do that, because if they do, I will ask who's in charge of their sponsorship department again. That's a big NO NO.
Not a single piece of content on my site has ever been paid for (job ads excluded) and we did more to bring and keep some companies present than any
BTW: Kenmore Air used to send us news releases. When we submissively asked to consider Seaplanemagazine.com for sponsorship, communication ceased instantly.
95% of press releases these days follow about the cheapest writing style you can find. Walmart has better writers and obviously smarter consumers.
Pushing product, push push push, blah blah blah, buy this, buy that, Joe Blow said, gosh it's flying, typing, sounding nice, quick, excellent, don't forget to buy!
Sensational! Airplane Brokers ought to be members of NARA. That makes them ETHICAL. Only THAT! Join. Buy Now! Nara says if you don't buy from a member broker or authorized aircraft reseller, your puppy will die, the atmosphere will explode and your child will be born with 9 heads and no ass.
I consult companies on getting news coverage. 75% are complaining that their news don't get covered anywhere.
Step one: Don't hire a Copywriter
as your Press & PR Person
Step two: Read the news release/ information and ask yourself:
- If I was an editor/ publisher; would I run this as news or offer an advertorial instead?
- If I was a reader, would I smell the dead fish lurking in the text?
- If I was a sponsor/ advertiser - would I be upset for paying a news outlet to cover this shit?
- If the aviation news site is good enough for your advertorial style news release...
Further tips: Consulting Contract. NDA. Contact: firstname.lastname@example.org
I used to just take the news releases and share them with my readers, leaving links, plugs and every bit of crap some idiot decided was of importance in there.
Then I realized that I have to actually be much much more selective in what I cover and now often rewrite things or just ignore them.
Sad, isn't it?!
If you're nice, people will send you stuff for coverage, expect you to cover it quickly and completely and when its time to travel to report from any aviation event or invest in the future of your website and the people who make it tick, you get kicked in the nuts so hard, you wouldn't believe it.
Try me. Send me some real good news
from company XYZ and see how long it takes me to share it.