| Here are seven steps for a do-it-yourself PR program: | | | | and get the appropriate issue to confirm publication. |
| 1. Create a media list. | | | | Generally, graphic support for your release will increase |
| A media list consists of publications to submit press | | | | the likelihood of publication. Also, you need to find ways |
| releases and bylined articles. It will include local | | | | to avoid voicemail, perhaps just through sheer |
| newspapers, regional business journals and national | | | | persistence. The idea is to build a relationship with the |
| trade publications related to both your industry and | | | | editor through a series of phone calls. |
| target markets. Go to your local public library and find | | | | 4. Write a bylined article. |
| the Bacon's PR directories. There are three separate | | | | Bylined articles are different from press releases. First |
| directories for magazines, newspapers and e-zines. | | | | of all, they must be exclusive to just one publication. |
| By looking in the alphabetical index of the magazine | | | | They are written more in an essay format with an |
| directory, you will find the proper section with | | | | introduction, subheads and a conclusion. Bylined articles |
| magazines titled according to your interest. However, | | | | should be vendor-neutral; they should not directly |
| you still need to read the profile of the magazine; for | | | | mention your company. However, it's okay to |
| example, a magazine starting with the word "security" | | | | recommend general features, especially if those |
| could refer to personal safety or economics. | | | | features happen to be provided by your firm. |
| Then, note the circulation of the selected magazines, | | | | Bylined articles are generally about 750 to 2,000 words |
| generally between 10,000 and 100,000 are the best for | | | | long (a few pages) and discuss an issue of interest to |
| a new PR program. For smaller publications (about | | | | the readers, positioning the writer as an expert on that |
| 10,000 to 50,000), record the contact information for | | | | issue. |
| the editor-in-chief. For larger ones, try to find the beat | | | | 5. Pitch your bylined article. |
| reporter for your industry. | | | | The best way to pitch a bylined article starts even |
| For the Bacon newspaper directory, you need to look | | | | before you write it. You should first review the editorial |
| for publications in your geographical area, most likely | | | | calendars of the magazines on your media list. These |
| the County where you work. All local daily and regional | | | | calendars list the topics the magazine will focus on for |
| business publications should be included. | | | | each monthly issue and can generally be found on the |
| The e-zine Bacon's directory probably overlaps with | | | | magazine's website. When you find an appropriate |
| the print publications, but if you find new independent | | | | topic in the editorial calendar, contact the editor and |
| websites, you should include them, too. | | | | ask if you can write an outline of the article for review. |
| Your final media list should contain around 40-to-50 | | | | By requesting to write an outline first, you determine |
| publications and include circulation, mailing address, | | | | whether editors are interested in your topic, and you |
| editorial contacts and their corresponding phone | | | | eliminate inappropriate subjects. And if editors are |
| numbers and emails. | | | | interested in the topic of your outline, they are generally |
| 2. Create a press release. | | | | more likely to publish the final piece. Generally, you |
| First, you need to brainstorm with your staff to find a | | | | need to pitch your article at least two months in |
| newsworthy angle. This may consist of a local news | | | | advance of the issue date provided in the editorial |
| hook (e.g., Greenwich Church Sends Delegation to | | | | calendar. |
| Rebuild Home on the Gulf Coast) or a reframing of | | | | The follow-up process for the bylined article is similar |
| your company services (e.g., Yacht Company Offers | | | | to the one for a press release as mentioned above. |
| Deluxe Package for Corporate Clients.) | | | | For graphic support, a headshot of the writer is |
| Once you have a topic, write a short headline, and | | | | generally appropriate. |
| reiterate the headline in the first paragraph. The | | | | Also, the publication of the bylined article is not the end |
| second paragraph should provide the most | | | | of the story. Published bylined articles should be |
| newsworthy material, and the third paragraph should | | | | transformed into reprints. Reprints are not copies; they |
| contain a quote from your CEO. | | | | are a special PR format with the published article |
| When writing a press release, remember the inverted | | | | presented in a pleasing layout without any ads, and a |
| pyramid structure. The most newsworthy material | | | | banner of the publication going across the top of the |
| goes up front with background and supporting | | | | page. They should be on glossy paper to create a |
| materials at the end. All writing should be succinct and | | | | pleasing effect. Generally, you need copyright |
| factual except for the quotation, where it's okay to | | | | permission from the publication to create reprints. |
| include a bit of enthusiasm. However, the quote should | | | | Often, they will have an internal department devoted |
| not contain new information but react to previously | | | | solely to that function. |
| stated facts. | | | | Some PR experts believe the reprint is even more |
| The end of the press release should contain a | | | | valuable for marketing purposes than publication of the |
| "boilerplate." This is a one- or two-paragraph | | | | article in the first place. |
| description of your company and is headlined, "About | | | | 6. Repeat the process. |
| [Your Company]." The same boilerplate should be used | | | | Press releases can be submitted about every eight |
| in every press release. | | | | weeks. Magazines don't like to publish a lot of articles |
| The length of the press release should be two pages | | | | all from the same company, so you need to rest your |
| at the most. | | | | editorial relationships. Bylined articles can be repeated |
| 3. Pitch your press release. | | | | once every couple of months, but you should try to |
| Using the information provided in your media list, | | | | diversify the magazines selected. |
| contact the editors and ask for permission to send | | | | 7. Future steps |
| your press release. This will avoid cold emails or mass | | | | As you accumulate press releases and bylined articles, |
| distribution, a near certainty for rejection. Remember | | | | you will want to create a press kit. This will also include |
| editors can receive around 300 press releases per | | | | other items such as company brochures, tri-folds and |
| day. At least if you speak to them first, they will be | | | | marketing documents. Ideally, the kit cover should be |
| expecting your press release. | | | | customized and glossy with two internal pockets and |
| Then, you need to follow up about every week asking | | | | a slit for your business card. |
| if they have read your release. Generally, the answer | | | | Other more advanced PR programs include |
| will be no because they are so busy; thus, after two or | | | | researching conferences for a speaking engagement, |
| three follow-up calls, ask to review the press release | | | | pursuing online public relations, creation of quarterly |
| on the phone. Give editors the exact time of | | | | newsletters, etc. But a media list, press releases and |
| transmission so they can easily find the release. Then, | | | | bylined articles represent the heart of any PR program. |
| if they accept your release, make sure to follow up | | | | |