Newsletter

Cher Merrill returns to Spokane location

(Friday, October 19 2007) Cher Merrill, who has managed CPI Computers Marketing and Operations in Port Angeles Wash., through a successful start up phase, in addition to running a successful marketing firm, MerrillCom, has announced a change of residence to Spokane, Wash. A former resident of Spokane, with family in the area, Merrill has chosen to relocate her firm to the east side of the state along with the residence switch. She will continue to have business on both sides of the state.

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How to Write a Press Release

(October 2007) There's really no trick to getting your news into the press. A tight, one page (usually) release that communicates truly newsworthy information that's of interest to a publication's readers will usually get mention. Here are some simple guide lines to follow so that your press release looks professional:

STYLE

FOR IMMEDIATE RELEASE: Place i n the upper left-hand margin, just under your letterhead. Capitalize each letter.
Contact Information: Skip a line or two and list the name, title, telephone and fax numbers, web address and email of your company spokesperson (the person you choose ahead of time who knows the most about the topic.) If your news release is about a late-breaking item, give a home phone number too (reporters often work after normal business hours.)
Headline: Skip two lines after your Contact information and use a boldface type.
Dateline: This should be the city your press release is issued from and the date you are mailing your release.
Lead Paragraph: The first paragraph needs to be an attention-getter and should contain information relevant to your message such as the five W’s (who, what, when, where, why).
Text: The main body of your press release should fully develop your message. But keep it short — one or two pages.
Recap (optional but effective): At the lower left hand corner of your last page restate a key point or fact or date.

APPEARANCE

Use 8 ½ x 11 white paper, on one side only.
Use a minimum of one-inch margins on each side of the page.
Use a bold typeface for the headlines to draw attention, but no where else. Do not use underlines for emphasis.
Capitalize the first letter of all words in the headline (with the exception of: “a”, “an”, “the”, or prepositions such as: “of”, “to”, or “from”). The combination of upper and lower case makes it easier to read.
If carrying over to a second page, use the word “more” between two dashes and center it at the bottom of the page to let reporters know that another page follows (– more –)
Use three numbers symbols (# # #) immediately following the last paragraph to indicate the end of your press release.

CONTENT

Make sure the information is newsworthy. Ask yourself, “How are people going to relate to this and will they be able to connect?”
Make it as easy as possible for media representatives to do their jobs. Tell the editor or writer why the information is intended for their readers and why they should continue to read it.
Start with a brief description of the news, then who announced it, not the other way around.
The first ten words of your release are the most important. Make sure they are effective.
Deal with the facts, not excessive use of adjectives and fancy language.

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Thinking of getting a Website for your company? Get Strategic!

(September 2007) Here are some questions you need to answer to determineif you need a website, what your website needs to communicate to your most important prospects and how you're going to say it.

THE SITUATION. An overview and the structure

What is the company’s overall vision for this website?

What are some of the assumptions we have regarding the site’s use?

What are your objectives in this project?

How well-defined is the situation?

What do you want to have happened when this site has been implemented?

SITUATIONAL ANALYSIS: Internal factors

What are your capabilities (i.e.: what can be done internally? In what areas do we need help?)

What are some of your limitations (i.e. Time? Skill? Agreement on objectives?)

What opportunities might this website open? What’s needed to make that happen?

What will happen if we don’t do this?

OVERALL PLAN OBJECTIVE: Setting the main objectives

What does success look like? (Be specific.)

What are our clearly defined, attainable and measurable goals?

In what areas can we see key results?

Can we measure those results?

THE MARKET: Defining the public

Who do you want to reach?

Is the overall objective different for each public?

Who are your “gatekeepers” – decision makers (Prioritize this List)

Who are your key clients or prospects? (Prioritize this List)

THE KEY MESSAGES: What do you want to say?

What are the key messages to these publics?

What are our products’ or services’ key benefits?

What are the factors that differentiate your products or services?

What makes your company and/or product or service unique? (your unique selling position)?

What do you want your company to be thought of as?

STRATEGIES: How are you going to say it?

What strategies can we use to meet your overall objective(s)?

How can we support those strategies with action items (tactics) to get the results you want?

BUDGET AND TIME:

Devise a prioritized time table and list any scheduling factors.

List personnel needed and their responsibilities and deadlines. Who has the authority to sign off on your website project?

List budget parameters.

EVALUATION:

How will you get feedback (i.e.: Have occasional surveys? Ask staff?) to make sure you’re meeting your goals?

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Cher Merrill Guest Speaker for Port Angeles Business Association

(Tuesday, August 21, 2007) Jim Haguewood, Executive Director of The Business Incubator @ Lincoln Center and Cher Merrill, Director of Marketing and Operations for CPI Computers and owner of MerrillCom, will address the Port Angeles Business Association this week.

Mr. Haguewood will focus on The Incubator’s past, current, and future tenants. He will also discuss ways that the PABA as well as local businesses can support The Incubator’s role in encouraging small business development.

Cher Merrill, who has managed CPI Computers through their successful start up phase in The Incubator, in addition to running a successful marketing firm, will describe some of the benefits that helped CPIC reduce their "launch time" and start costs and subsequently "graduate" from The Incubator in July.

The PABA meets every Tuesday morning at 7:30 a.m. at Joshua's Restaurant on Hwy 101 and Del Guzzi Drive. Meetings are open to the public and guests are encouraged to attend. There is a $2.16 minimum charge for those who do not order from the menu. For more information on the Port Angeles Business Association go to www.paba.org. Promoting business in beautiful Port Angeles, Washington.

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