What if you’ve written what you believe to be a killer press release, but it falls into the proverbial black hole, and the response is deep silence?

Journalists feel besieged by a constant torrent of e-mails and voicemails from companies eager to have their story told in the marketplace. Thus, it’s not surprising that many have set up voicemail greetings that ask callers to refrain from leaving pitches there, under pain of death.

Likewise, many media organizations have set up industrial-strength firewalls and spam filters which effectively block out most messages from senders of unknown origin, or those who have crossed a line of annoyance.

So how do you get around, over, or through the various roadblocks that journalists erect?

Avoid Irrelevance. As a former journalist, I know the single most annoying practice of PR types was calling to tell me about a company, product, executive, you name it, that had absolutely nothing to do with what I wrote about or cared about.

The Solution: Do your homework! Take the time to research the reporter and the publication to get a better sense of what works and what doesn’t, tendencies, interests, preferences. You’ll be amazed how much more effective you’ll be at pitching after being armed with relevant information.

Avoid lack of timeliness. Even the most well-crafted pitch in the world won’t stick to the wall of interest if it doesn’t tie in to an upcoming project a journalist has in his or her sights.

The Solution: Most magazines publish an editorial calendar, plotting out a year’s worth of coverage. Use the calendar to help match the story you’re trying to tell and what a reporter or editor is actually covering. Be creative in selling the link or relationship between your latest gizmo or process and the June roundup of hot business opportunities.

Avoid Going too high up the food chain. Sending your client’s release about the latest breakthrough in motor oil viscosity to the executive editor of a trade journal is generally not going to produce the intended result. These folks are too concerned with filling in the next month’s pages to stop and consider where or to whom to route the e-mail.

The Solution: Reporters and associate editors are your best bets in terms of getting an actual response or hearing for your pitch or story. Again, craft the pitch based on the journalist’s beat area, interests and past/recent coverage. A quick cruise through Factiva or Google News searching under the reporter’s name will help tremendously.

With a little elbow grease, a dose of common sense and a bit of research, you can help keep your name and e-mail address off those nefarious “block sender” lists, and get the attention and buzz your product, service, award or partnership deserves.

In today’s Web 2.0, you’re missing a thriving opportunity to grow your business if you’re ignoring social media tools like LinkedIn and Facebook. Tools like these have democratized and flattened the marketing process thanks to the speed, reach and immediacy they offer.

Two recent examples bring this into start relief. When the horrific Mumbai attacks were underway in late November 2008, and as a US Airways pilot was safely landed his jetliner in New York’s Hudson River, people on the scene were instantly sending “tweet” update messages and images all over the Internet via their Twitter accounts. In both instances, Twitter members got the news out in real-time, ahead of all news outlets.

Because social media tools have become so ubiquitous and so successful at spreading news and information instantly and virally, companies and executives must find ways to incorporate them into their everyday projects and campaigns.

HERE ARE 10 TOP TWITTER TIPS:

For the most part, follow those who follow you – this is one of the unwritten rules of Twitter etiquette. However, use some discretion and try to check on the legitimacy or relevance of each user. You can always follow someone and “unfollow” them later; similarly, you can block an unwanted follower.

Don’t let your Twitter account languish – update it with tweets as regularly as you can, without falling into ADD territory or sharing what you had for lunch a la Facebook. The more active you are, the more likely you’ll be to pick up followers.

Retweet regularly. This is the practice of tweeting out what someone else has posted. To do this, you simply write RT@joethetweeter, followed by what they said and/or a link they posted. It’s a useful way to draw in followers, both those who see the retweet and the one you’re retweeting.

Use hashtags. By putting a hashtag (#) in front of a series of characters, your post will show up in more Twitter searches. For instance, if you’re planning to attend the popular South By Southwest media/music festival in San Antonio, Texas, you would put #SXSW in a tweet.

Leverage your other profiles and media. If you have accounts with Facebook MySpace, AOL IM, or you’re a blogger, link to them in your tweets. Also, add your Twitter name to your e-mail signature line, your blog posts, your articles and press releases, etc. to maximize exposure.

Add value to the twitterstream. Pass on information, insights, web links and thoughts of others that you found personally useful, as well as your own input, and chances are others will find it valuable as well and respond to it.

Be conversational about the topics you think will be of interest to others. However, avoid an over-focus on yourself, as this will turn others off.

Concentrate your tweets during peak time periods, which generally tracks with business hours in the U.S. But again, don’t let it steal time from more productive or critical pursuits.

Create a custom background for your Twitter page. Use this space creatively to add information about yourself or your company, what you’re looking to get out of Twitter, and provide a list of web links.

Create a custom Twitter landing page. Instead of linking directly to your website’s home page, have Twitter users land on a page built especially for them. Things to include could be an “about/who I am” intro, with a link to a more detailed “about” page; a description of how you use Twitter, including frequency of Tweets, topics and if you use Twitter to tweet your new blog posts; and your “follow” policy with info on how others should contact you if they want you to follow them back.

Bonus Tip: Avoid an over-focus on yourself as this will turn others off.

Follow us on Twitter @WendyMarx and we’ll be sure to follow you back. And connect with us on LinkedIn @
http://www.linkedin.com/in/marxcommunications

Fact is, the media are unreliable. You can do all the right things and your story still won’t get printed. Be creative and bypass the media: Send out your own e-mail alerts about a new service or promotion. Run a special events or webinar (an interactive web-based seminar. Create or enter an awards program. Speak before relevant organizations.

Do you effectively use case studies and testimonials in your marketing materials?

Research shows that case studies and testimonials are among the most powerful marketing tools. Case studies focus on how your business solved a problem or created an opportunity for a customer. Testimonials are personal reports on how your helped a customer achieve their goals.

Do you always resolve customer complaints in a fast, friendly manner?

Studies show that nearly all dissatisfied customers will do business with a company again IF their complaint is taken care of on the spot. Here’s an example: Having just successfully returned a case of specially-ordered wine that went bad, we vouch that we will continue to trade with that business. Not only did they refund our money but they did it with a smile.

Do you know where your customers come from and how they hear about you?

Most business owners believe that they get most of their trade by word of mouth. While word of mouth is powerful, business comes in the doors in many different ways. One nationally-recognized organization believes they must hit their target audience in seven different ways to produce results. This includes newsletters, e-mails, advertising,
posters, direct mail, letters, and a Website. Are you using a combination of vehicles to reach prospects?

Do you know that advertising means repetition, repetition, repetition?

Just as in real estate where it’s location, location, location, advertising has to be repeated before it is effective. One or two ads just won’t cut it. You need to run an ad at least three times. And be sure to test different versions of your advertising message to see which is most effective.