A news release is simply a
statement of facts. It is the basic tool of any public relations
program. In fact, some public relations programs can be conducted
entirely on the basis of news releases. Indeed, no matter what you
do, from developing a new product to mounting a parade down Main
Street, you ought to have at least one news release in your
campaign.
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Here are some additional tips on how to get the most from your
news releases:
Check for
potential newsworthiness.
Let’s face it: not all
news releases will see the light of day. Very few will land on the
front page of the dailies; some will be featured in the business
section; others will be squeezed with 20 other releases in the
news snippets; but a lot more will be thrown in the trash can.
Determine the likelihood that your release will be used in the
newspaper or on the air. Briefly outline to your friend your story
idea, and if the reaction is “Gee, whiz. I didn’t know that,”
or words to that effect, then chances are great the editor or
writer will have the same reaction and publish your story.
Keep the tone
objective, not promotional.
Avoid using hype, unsubstantiated superlatives, or direct sales pitches
("XYZ Body Wrap will make you stronger, sexier, and sassier") all
kill media interest. If and when you want to include an opinion, praise or
testimonial, it is best to attribute it to a person through quotes. “XYZ
Body Wrap will make you stronger, sexier, and sassier,' says Vanessa
Johnson, a customer since 1995,' is more likely to survive screening.
Proofread
rigorously. Carefully
proofread your news release. Editors have little tolerance for typos or
misspelling; spotting one or two may cause them to throw out your story.
Don't depend on your spell-check program; even the smartest ones miss some
dumb mistakes. Editors and reporters wade through a tremendous amount of
data everyday, making instantaneous decisions about whether to use or not to
use a material. The harder you make it for them to do their work, the less
likely that they will use your story.
Produce
different versions of your release for separate, distinct audiences.
Determine if your news could attract different audience. If it does, make
sure that you prepare a news release tailor made specifically to each of
your target audience. When an author in Arkansas issued a new book on
growing orchids, she sent out three releases; one for each market her book
appealed to. For gardening magazines, she used the headline, “A New Way to
Grow Orchids”; for orchid and flowering enthusiasts, she talked about the
most efficient way to keep your orchids blooming; and for her local
publications and media, she talked of the availability of local expert on
growing orchids.
Plan to be
available after you distribute your release.
Make sure that you are available for interview anytime after your press
release has been sent. Don’t head off to Bahamas for a weeklong vacation
after sending out your story. In addition, make sure that you allow enough
lead-time for the publication of your story. Media, particularly magazines
or weekly papers, require some lead-time for submission of editorial
content. Get your intended media’s submission schedules; don’t submit
today for an event tomorrow knowing fully well that the publication requires
at least a week lead-time.
If you've written a decent press release that appears complete, some
media outlets will run it word for word. They may condense it, or rewrite
it, and embellish on the information you sent them. Most media people will
call you up to get additional information, or simply to make sure that you
are legitimate, or invite you to be a guest on their program.
f all you hear is silence, this does not mean you've done anything wrong.
Take heed: even Donald Trump's redoubtable press agent can't get him
exposure everywhere, all the time.
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