Frequently Asked Questions

Sarah Lee
0 minutes

…and answers!

What is PingGo?

PingGo is a place for you to focus on how you are going to tell the world your story. It has all the tools and information you need to do your own PR and get publicity for your company.

What is Public Relations?

Public Relations is word of mouth and making sure everyone has heard of you and thinks you are great.

What is a Press Release?

This is a way of writing news that quickly gets your story across to a journalist and into the public domain. It is short and punchy. It can be published just as you wrote it or it can be re-written by journalists.

What is a campaign planner?

This lists all the milestones you have coming up as your business grows. It allows you to plan your communications activity ahead of time so that you make the most of everything you do. We will send you alerts to keep you on track.

What is my PingGo?

This keeps everything in one place. Your press releases, campaign plans, contacts and photographs. This way you’ll always know where your marketing materials are and never have to hunt for a photograph or logo again.

What is Media Contacts?

Your very own little black book of bloggers and journalists. Record the names of writers as you come across them so when you are ready to go public — you’ll have a hit list of journalists ready and waiting.

What is coverage?

Every time your company is reported in the media, save the link here. This will help you to demonstrate to investors, customers and partners how brand awareness and your reputation is building. It also gives you a warm fuzzy feeling on a bad day.

How does the media work?

The media is hungry for news and content. They want your stories. They want to hear direct from the companies. They want fresh and exciting stories of innovation and success. They want facts and they want things that no-one has heard of.

What is best practice for writing press releases?

Keep it short and get straight to the point. Don’t use jargon and don’t exaggerate or use flowery language and descriptive words like fantastic, amazing, wonderful, dazzling. If your product is genuinely innovative then explain why it is different to anything that has gone before. If you are absolutely sure you can prove it — beyond a shadow of a doubt — then use words like; revolutionary, ground breaking. Does your story stand up to scrutiny? Prove it.Don’t repeat words or facts or benefits or messages. Repetition just dilutes the impact.Don’t waffle. Don’t pad. Don’t puff.

How many press releases should I write a year?

Aim to get one press release out every month. The idea is to create a regular stream of news to maintain visibility of your company and keep you front of your customers’ mind.

How do I make news?

It’s easier than you think to come up with ideas for news. Talk to your customers — what are the challenges they are facing. Talk to your staff — put PR on the agenda for your team meetings — you’ll soon pick up on snippets you can turn into news. Follow industry news. What’s happening in your sector? How about a quick survey of your customer base? Read our blog about making news.

How to write a press release

Tell the whole story — who, what, where, when, why — in the first paragraph. Then explain how. First of all, write down all the facts you know about the story. Then put those facts in order with the most important first. Keep it short — 300 words.

How to build a press campaign

Decide which media outlets are your top priority. Find the journalists who cover your sector. Find a way to establish a relationship with them — either through social media or just call them up. Introduce your company and what it does. Find out what they are interested in. Do they want news? Do they want expert articles from you? Are they interested in comment from you as industry experts to use in their articles? Nurture the relationship. Give them good stories, plenty of warning and always respond quickly to any requests for information.

How safe is PingGo?

We are meticulous about protecting your data and have rigorous processes in place to ensure the integrity of our systems. We use SSL encryption and all accounts are allocated a unique database. Credit card information is not stored.

What do you do with my news?

All news is kept confidential to you. We do not share your news and employees of PingGo cannot access your account.

What do you do with my data?

All data is kept confidential to you. We do not share your data and employees of PingGo cannot access your account.

What do you do with my contacts?

All contacts are kept confidential to you. We do not share your data and employees of PingGo cannot access your account.

Why do I need PingGo?

PingGo gives you the tools you need to build media campaigns and write press releases. It provides a hub and focus for your marketing activity and resources. Everything you need in one place.

Why do I need to tell my story?

It doesn’t matter how good your product is or how hard you work. If no one knows you exist — how will they ever buy from you? Now is not the time to be shy. You need to make a noise!

How does free trial work?

You have one month to play with PingGo — explore all its functions and get it working hard for you. You can cancel your account at any time.

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