As part of the monthly, ongoing series on marketing plans, this week’s Monday Media Marketing Minute shares some low-cost ideas that should be included in your marketing plan this year.

Listen in by downloading the file on the link provided. or just click the play button on the player.

Image credit: Shannon Cherry of BeHeardSolutions.com

PR has changed. Why? Because journalists are doing their job differently than they ever did before. Yet one thing remains the same.  Find out all about it by listening to this week’s Monday Media Marketing Minute.

And if you want to know more about the new face of PR, check out Common Sense PR and The Power Publicist.

Image credit: Shannon Cherry of Be Heard Solutions

In this week’s Monday Media Marketing Minute, I share what journalists can’t really do for your business.

And don’t forget to check out other media tips at The Power Publicist.

Yesterday, I talked about a new survey that showed that cause-related marketing works very well.

But how can a small business or startup leverage cause marketing. After all, you can’t donate thousands of dollars, right?

You don’t need to have a national presence or big bucks to make a difference - and boost consumer confidence in you and your product or service. You just need to find a cause that hits home with your target market. And the easiest way to do that is to ask you customers which charities they support.

Then, tie in a sale or other promotion with the cause, donating a percentage of your proceeds to the  charity.

But here’s the key to make the most of this opportunity. Give LOCALLY. Then you can promote your charity marketing, and your donation, to the local media, who love these kind of stories.

Don’t have money to give? How about some time? Some products you have? Anything that will show that you are giving back will work.

With all the broo-ha-ha going on right now with McCain’s VP pick and her ‘family’ situation, you may think this has nothing to do with small business.

But it does.

This ‘leaked” due to social media. Bloggers were speculating that Bristol Palin, the17-year old daughter of vice presidential candidate Sarah Palin, with the real mother of Sarah’s infant son. But in order to quell the rumors, the Plain camp issued a statement denying the rumor, and announcing that Bristol was 5 months pregnant.

(I’m discussing what a PR fiasco this is over at The Be Heard Blog.)

But there’s more. The media used social media (MySpace, in  particular) to find pictures and derogatory statements from father of Bristol’s child.

So what does this mean to you, the entrepreneur?

1) The social media is becoming a powerful news source on it’s own. And you need to be more than aware of it. You need to monitor it and what it means to you and your brand. I use Google News Alerts to get information about me and topics related to me, as well as for all my clients. That way I know pretty quickly what’s being said.

2) Be careful on what you put on your own site as you never know who’s looking. Better left things unsaid rather than let the world know you are a ” f - - -in’ redneck” and you “don’t want kids.”

Even though it’s summer, if you want get ready for a fourth-quarter boost (the time when people are more eager to buy) you need to start NOW!

Most magazines are already thinking of stories with a winter or holiday angle. So you should be thinking that way, too – if you want to beat the competition and get some coveted coverage.

Why so early? Because of many media outlets’ production schedules – most notably magazines – reporters often start working on seasonal stories 4-6 months in advance.

Many late November and December magazines are chock full of holiday gift guides and product reviews. So early October is too late if you’re seeking coverage in magazines. In fact, a trip to the newsstand in November will provide all the evidence you need: all the November issues of monthly magazines will be stocked and ready for purchase — some have been there for a week or two.

One way to find out when the media is working on holiday stories is to contact the advertising department of the outlet and request a media kit. This kit tells advertisers what stories or topics will be highlighted in each issue so that advertisers can submit their ads by the proper date. Many media kits are also offered online, so if you have a particular publication with a web presence, you may find what you need at their site.

Follow these tips now to gain more exposure when the cooler weather returns:

1. Create ways that your product or service can tie into the holidays or winter. For example, an organizer can show how to properly store summer clothes - or even your holiday decorations. A fitness coach can provide ways to get fit  to really make that New Years’ resolution work.

2. Find reasons for gift-giving all year-round. Is your product or service something that would be a great gift for someone? Find out which media outlets are doing gift guides and how you can get your product or service featured.

I offer more tips on this over at the Be Heard Blog.

It’s important to make your business visible, in your community and beyond. After all, when people are looking to buy products or services, they usually opt for the business they remember seeing or hearing about.

Use the following ideas to market your business, create visibility, and drive more customers to your doors.

1.) Launch an event – An event can be as small as a dinner party or as large as a banquet. Events create publicity and give the news a reason to mention your business.

2.) Business gifts – Business gifts are a constant reminder to people long after a campaign has ended or an event has been held. Give out useful items as small as pencils and pens, mouse pads or coffee mugs. This will allow your company’s name to be seen all the time – by the person who received the gift and others around them.

3.) Charities – Even if you do not hold or launch a charity event, it is enough to just be involved. Donate money or be involved in collecting donations. This will help increase visibility in your community as well as show the community that you care. (PS - Don’t forget The Great Blog Off benefit Accion International. Make your tax-deductible donation at (http://www.accion.org/b5media.)

4.) Get online – Online is a great place to increase visibility. Community visibility is important, but being online can help build your consumer base beyond your hometown. Create a webpage that is very informative to your customers. Get your business name into every forum and blog that applies to your business. Create your own blog if you have the time. If you write articles about your service or product, post these on your website and allow other websites to use them. All these things will make it more viable for potential consumers to come across your business name through a web search.

5.) Newsletter – Send out an online newsletter to your customers. If you give customers something to talk about, they may relay the information you are giving them to friends. So, in a networking fashion, your name can be spread and become better known to the community.

6.) Local newspapers – What better place to receive visibility in your community than your local newspapers. You can get your company name into a newspaper buy writing an article, being mentioned in a story, or writing a letter to the editor.

7.) Give speeches – You’d be surprised how many other businesses, organizations and clubs need people of expertise to share information. This establishes your expertise and credibility while at the same time promotes your own business. Research clubs, groups, the local chamber of commerce and organizations often look for speakers with expertise in interesting and informative topics.

In less time than it takes to grab a chia tea latte, you can get a real buzz by listening to the Monday Media Marketing Minute.

This week’s episode:  Reporters have a special file of experts - and you need to be in it, if you want media coverage.  Find out exactly what it is - and how to become part of a reporter’s little black book.

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Happy Holidays: Using Holidays & Seasons for Publicity
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In less time than it takes to get your intern to fetch you a cup of coffee, you can learn a new marketing technique that really gives you a buzz.

This week: why writing a pitch letter is the best way to get the media’s attention.

And if you need more information about working with the media, check out The Inside Scoop.

In the time it takes you to get a cup of java, you can learn the secrets to getting a real buzz inexpensively.

This week, I’m talking about how to develop relationships with reporters.