Outside the Lines | WineAndHospitalityJobs.com news

So, What's New(s)?

Outside the Lines, Inc. and WineAndHospitalityJobs.com announces the addition of The Grapevine – our "who's who" column. This column will run in our regular e-zine and will be the place for the wine, restaurant and hotel/lodging industries to announce new hires, promotions, awards, certifications and other employee-related news.

While many industry publications have a 'news column' focusing on openings, closings, etc. The Grapevine will be the first industry specific column to focus specifically on employee related announcements. Companies will now have the opportunity to get their news-worthy announcement delivered directly to the email address of our 50,000+ industry-specific readers. The Grapevine will be a twice-monthly feature.

We are now accepting submissions. Companies can submit their press releases to PR@OTLConsulting.com.

How to Benefit from a Public Relations Campaign

When planning your company's marketing program, don't underestimate the impact of a public relations program!

Public relations is a great vehicle for telling your company's story (and touting its benefits!) in a factual, yet beneficial style. An employment PR campaign, properly implemented, will let thousands of readers (many of whom may never have heard of you) know who you are, what you do, and perhaps why they should work with you – or for you.

Some people refer to PR as "free advertising." A more accurate description is "information deemed newsworthy by our editor." Most editors and publishers (us included!) cringe at the description "free" advertising. General policy is that publications don't give away their advertising space. What we will do, however, is to print news releases regarding new hires, employee promotions, employee awards or certifications, and other staff based information presented in a straightforward, factual manner. And, unlike advertising, there is no charge for this service. The real determining factor is this: Will this benefit the readers of the publication? If the answer is "yes," there's a good chance your material will be printed - space permitting.

Put another way, your legitimate news can further your marketing goals by bringing you increased visibility and credibility.

Many businesses fail to take advantage of the opportunity to promote themselves through a public relations campaign. Here are a few legitimate examples of self-promotion:

1. You open a new business; or, your current business opens a new location.
2. You add staff members, or promote existing ones.
3. Your company – or one of your employees - wins an award - anything from a Chamber of Commerce "Company of the Year" to "Bay State Corporate Citizen"
4. You are involved in a charitable cause (for example, your employees mount a campaign to collect money for the United Way and raise a sizeable dollar figure).

If you choose to try your own hand at self-promotion (more on this later!), remember a few key points:

1. Keep it newsworthy.
2. Keep it simple and straightforward. Jack Webb, who played Sergeant Friday on the Dragnet series, used to say "Just the facts, ma'am." Bad acting but good advice!
3. Keep it brief.

Simple announcements are good springboards for publicity, and companies that are PR-savvy try to get these seen on an on-going basis, usually several times a month.

Stay Tuned! Writing your own press releases: the do-it-yourself guide (coming in a future newsletter)