From the office of Shannon Cherry of Cherry Communications/Be Heard Solutions

	January 8, 2008 Good news! My girls are almost 2 years old. Bad news. Their 2-year molars are coming in. So we've had some sleeplessness and crankiness (with both kids & parents) this past week. But during those nights where I needed to comfort a little one, I got thinking about how much I learned about business success. So once again, I've created some new business lessons learned from my twin daughters. Check it out over at my blog Startup Spark. And if you have any advice you learned from a child in your life, why not share it there? Also, I want to thank you for taking the time to fill out my survey. (If you haven't had a chance to do so, please take a couple of minutes and fill it out. I'll be closing the survey soon.) I've been reviewing the results so far and one thing I've read resonates with many of you: finding media contacts is tough. So I hope this issue's feature article will help. You will be heard! Shannon PS: I always welcome feedback. Let me know what you think about the ezine by emailing me at assist@beheardsolutions.com
Feature Article
	Finding the right media contacts After you create a press release, you need to know where to send it. The biggest mistake most people make is to blanket every available media outlet with your release. This wastes your time and actually angers editors and reporters because it wastes their's too. Follow these basics steps to help create a media list that really works for your - and journalists' - needs: Step 1: Determine the media outlets right for this specific press release. Include media outlets that are specific to your target audience. Step 2: Once you have determined which media you're sending your news releases to, dig a bit deeper. Relevant information should include phone numbers, e-mails, addresses and fax numbers. Use the internet, phone book and references to find the information. Who should you contact from different media outlets? Use these tips as a guideline: TV Stations- assignment editors should be your first choice Radio station- contact the news director and talk show producers. Magazine- contact the editor or managing editor. Send to the calendar editor if it is about an event. Daily newspapers- depending on what you're sending out, contact: Section editors (metro, lifestyle, business) Community/nonprofit reporters Photo editor Editorial page editor (for advocacy and issues) Calendar editors (for events) Society columnists (if planning a fundraiser or VIP event) Education reporters Online content editors weekly newspaper- contact the editor Step 3: Ask each contact if they would like the press release sent by e-mail, fax or mail. Step 4: Organize all contacts by media outlet and alphabetically within outlet category. Create it in a way that will make it easiest for you to find the contact you need. Step 5: Remember that turnover in media is high and you should update your list at least every 6 months. Have your publicity tactics left you out in the cold? Not sure where to start with your small business PR and publicity program? Get a laser-focused, one-on-one publicity coaching session with PR and marketing expert Shannon Cherry. In less than an hour, you will have enough ideas to create a 6-12 month publicity campaign for your business. Sign up for Publicity Breakthrough Coaching today. Make 2008 your year to attract the media's attention - and the attention of your potential clients and customers. Let Shannon Cherry help you create your DIY publicity campaign for a fraction of the cost of hiring a traditional PR firm. But Shannon only has 2 slots for these sessions available in January & February, so you need to act fast. Get your Publicity Breakthrough Coaching Session today.

Media Profile
	WIRED 520 3rd St, Ste 305 San Francisco, CA 94107 (415) 276-5000 FAX: (415) 276-5150 www.wired.com Here's the scoop: Established in 1993 and designed for business leaders and entrepreneurs, as well as general consumers interested in what's next in the digital revolution. Coverage focuses on science, lifestyle, businesses, politics and personalities that surround innovative technologies and push them forward. Some Key People and What They Need: Chris Baker, senior editor- chris_baker@wiredmag.com Chris is a Senior Editor and covers Video Games. Send press information and contact him by e-mail. Ted Greenwald, senior editor - ted_greenwald@wiredmag.com Ted is a Senior Editor and covers all topics related to Business, Biotechnology and Energy. He also helps edit the V section and features. All pitches must be computer-related. He prefers to be contacted and receive press releases by e-mail. Editor's note: I've done my best to make sure these contacts and their details are accurate. But remember, it's best to check to make sure!

In This Issue:

Feature Article:

Finding the right media contacts

Media Profile:

Wired

Where's Shannon?: Appearances and interviews

Shannon's recommended resource:

Be Heard with News Releases

Do your

own publicity:

Products to make it easy

Where's Shannon?

Parents Magazine
Surviving the Holidays
December Issue

Wahm Talk Radio

www.wahmtalkradio.com

The Online Empire Coaching Program
Using PR to Develop Your Online Empire
January 8
The Esther Experience
www.estherexperience.com/

Building Buzz for Your Business

eWomenNetwork Live Event in Albany

January 30, 1-4 PM EST

www.eWomennetwork.com

The Inside Scoop for Getting Publicity for Your Business
Ultimate Success and Wealth Circle
January 30, 4 PM PST
Success Connections

Shannon's recommended resource:

Stop struggling to get the media's attention and learn the real strategies that will
get your press release noticed.

Tell your story to reporters who want to hear it with Be Heard with News Releases

And the best part is there's no mystery about how to do it when you've got Shannon Cherry on your side.

Go to:

Be Heard with News Releases

Do your own publicity:

Check these items out to help you get your own publicity:

About Shannon Cherry:

Shannon Cherry

Shannon Cherry, APR, MA is the founder and president of Cherry Communications, which includes the subsidiary Be Heard Solutions. She works with small business owners, nonprofit directors and entrepreneurs to help them to be heard. For more than 15 years, she's been turning people's thoughts and ideas into clear, concise, compelling stories - the kind that stand above the rest and get noticed.

Be Heard Solutions was launched from the offices of Cherry Communications. Developed for small business owners and entrepreneurs who are struggling to get more customers, Be Heard Solutions develops personalized publicity programs to make them the recognized expert.

assist@beheardsolutions.com 518.248.6592

January 8, 2008