Read All About It

By Dawn Lospaluto
In October 7, 2010

When resources are scarce, customers gravitate to vendors they can trust, and one of the best ways to establish yourself as a reliable graphic communications adviser is to make your expertise known via the news media. Ads serve an important purpose, of course, but we are conditioned to take them with a grain of salt. Authoring editorial content puts you in a different league, and issuing regular press releases can keep you top of mind among potential customers in a very positive way. What to write about? Here are some ideas:

● Added some new equipment? Write about how the investment reflects your belief in the importance of serving your customers with the very best tools and your commitment to your home town, and explain how these new resources will be beneficial to your customers.

● Added a new staff member? Tell your local audience how proud you are to make this new addition to your service staff, what talents/background he or she brings to the job, how that can have a positive effect on your customers.

● Just back from Graph Expo or some other industry/business event? Write a few paragraphs about your observations there—how what you saw reflects on where you think the industry or business is headed and what new ideas/advances may be useful to the business community in your area

● Made a donation (monetary or service) to a local charity? Publicize your contribution, your commitment to the cause and the community, and your pride in your employees for pitching in to help.

Newspapers—especially local papers and giveaway “shoppers”—are hungry for editorial copy. Providing them with knowledgeable ideas and observations will not only make you a friend of the media, but position you among readers as the “go-to” printer in your area.

Dawn Lospaluto

Epicomm Senior Director of Communications, Dawn has been the editor of Epicomm 's "Bottom Line" magazine and its predecessor publications, "NAPL Business Review," Printing Manager," and "The Journal of Graphic Communications Management," for 20 years. She also writes and edits several Epicomm member print and electronic newsletters, including [Re]View, Management Bulletin, Highlights, and Discover; press releases; and various marketing materials; and oversees Epicomm 's book publishing program. Dawn previously served as corporate managing editor for Allied (now Honeywell) Corporation and as a reporter and editor for New Jersey's largest evening newspaper. She is a graduate of Douglass College (Rutgers University) and holds an M.A. degree from Fairleigh Dickinson University, where she has served on the adjunct faculty.

Leave A Comment