| If you're seeking to promote yourself or your new | | | | directly to a reporter's personal voice mail instead of |
| business on a limited budget, you probably cannot | | | | the editors' general mailbox. |
| afford the benefit of hiring a public relations agency to | | | | 4 - If you don't know the names of any reporters, ask |
| work on your behalf - at least not in the beginning. | | | | to speak to the "business" writer or the "features" |
| You've probably spent considerable money to get to | | | | copy-editor, based upon the type of product, service |
| the point of your grand opening or new product | | | | or event you're promoting. |
| release, which could easily fail if nobody cares that you | | | | 5 - Think of any contacts or friends of friends whose |
| exist. | | | | name you could repeat to an editor or reporter as a |
| The cost of hiring a marketing professional is usually | | | | familiar reference that may help to establish your |
| worth your money as what you're ultimately | | | | credibility. It can make a difference in some cases. |
| purchasing is results. In theory if they don't deliver, you | | | | 6 - Try to remember any previous events you |
| don't pay. | | | | attended where a reporter was present. Even if you |
| However, there are no guarantees. It is probably | | | | had a very brief encounter with him or her, it's worth |
| easier, less time consuming and less stressful, to pay a | | | | mentioning. Generally speaking, reporters see so many |
| professional to perform this work for you. But if you | | | | faces and meet so many people every week that |
| don't have a lot of cash as you start out in business, | | | | they probably will not be able to recall whether they |
| you can still get people and publications to notice you | | | | were ever introduced to you or not. |
| without spending a fortune to hire a public relations | | | | 7 - Compliment the reporter on his outstanding |
| agency. | | | | coverage of the latest celebration or in-depth series of |
| If you've been down the solo road of self-promotion in | | | | articles about the best businesses of the year. Or |
| the past and were not satisified with the final results of | | | | schmooze the editor with similar praise of his writers, |
| your "PR" efforts, you are not alone. | | | | front page design or choice of featured content. |
| Does the following scenario sound familiar to you? | | | | The bottom line is simple. If you write a killer press |
| You developed an innovative service or produced an | | | | release, slip it in the mail to a slew of publications and |
| incredible product. You did your homework on how to | | | | wait for your phone to ring, you may wait forever. |
| write an effective press release. (And it sounded so | | | | An Inside Line To Editors? |
| easy...) | | | | Regardless of how well your press release is written |
| You followed the standard directions to compile your | | | | (although spelling and grammatical errors certainly |
| targetted media list and distribute your announcement | | | | detract from its effectiveness), there's a few facts |
| according to their preferred guidelines. | | | | about editors and press releases... |
| (And it seemed simple enough...) | | | | Most editors get hundreds of press releases every |
| You invested in some stamps, paid to use a public fax | | | | week. |
| machine or formatted your release for email | | | | Seldom do they have the time to read every single |
| submission. You finally got to the point of sending it off | | | | announcement. |
| to dozens of online and offline publications. | | | | Some press releases don't stand a chance of being |
| You relaxed for a few days, figuring you'd better store | | | | read depending on the editor. |
| up some energy,to field your anticipated flood of calls | | | | If they do not immediately recognize the contact name |
| from editors anxious to interview you to get more | | | | or if they're just having a bad day, your announcement |
| details about the exciting offer outlined in your press | | | | may be tossed before they get to the second graph. |
| release. | | | | Sometimes your press release never even makes it |
| A week, maybe two weeks, passed and you were | | | | to the correct editor. |
| still staring at your phone waiting for it to ring... | | | | It may get stuck in the fax machine or the mail room |
| You could wait another month or two for the sweet | | | | may accidentally deliver it to the circulation department. |
| sound of some unknown editor's voice to surprise you | | | | It may be at the bottom of a stack of unrelated faxes |
| on the other end of the phone. | | | | or letters and not see the editor's desk for weeks, if at |
| Chances are you'll continue to hear your mother or | | | | all. |
| ex-husband talking when you pick up the phone and | | | | The following ideas are designed to ensure that your |
| won't that just do wonders for your hope and | | | | press release gets read by the right editor! |
| self-esteem? | | | | (They come from a freelance newspaper reporter |
| If there is a positive aspect of this experience, it may | | | | and former Public Relations writer - talking from |
| be the knowledge that you are not alone. | | | | experience on both sides of the fence...) |
| Regardless of how remarkable your new offer is or | | | | Follow up every press release submission with a |
| how perfect your press release is, the results of your | | | | phone call. |
| efforts to promote it to publications may not please | | | | Do not settle for speaking to the receptionist or leaving |
| you to say the least. | | | | a message on voice mail. |
| Why didn't your press release produce the outcome | | | | Do not be satisfied with talking to whichever reporter |
| you expected? | | | | happens to answer the phone. |
| There's a few possible reasons and facts about | | | | Keep calling until you reach the right person. |
| publications, editors and press releases. | | | | Contrary to popular belief, the editor may not be the |
| Most editors get hundreds of press releases every | | | | best person for you to talk to about your press |
| week. Seldom do they have the time to read every | | | | release. |
| single announcement. | | | | If you do not achieve the response you're seeking by |
| Some press releases don't stand a chance of being | | | | speaking to the editor, consider other contact options, |
| read depending on the editor. If they do not | | | | like reporters, interns, or an assistant editor. |
| immediately recognize the contact name or the | | | | If you're sending your press release to publications that |
| headline does not scream success at them or if | | | | you read frequently, you should be able to identify a |
| they're just having a bad day, your hard work hits the | | | | few reporters, who write articles about the service or |
| trash without a second thought. | | | | product you're promoting. |
| Sometimes your press release never even makes it | | | | Ask to speak to one of those writers by name. |
| to the correct editor. It may get stuck in the fax | | | | Request to be connected directly to a reporter's |
| machine or the mail room may accidentally deliver it to | | | | personal voice mail instead of the editors' general |
| the circulation department. It may be at the bottom of | | | | mailbox. |
| a stack of unrelated faxes or letters and not see the | | | | If you don't know the names of any reporters, ask to |
| editors desk for weeks, if at all. | | | | speak to the "business" writer or the "features" |
| What can you do to prevent this disappointing scenario | | | | copy-editor, based upon the type of product, service |
| from dampening your spirits and detracting from your | | | | or event you're promoting. |
| potential success? | | | | Think of any contacts or friends of friends whose |
| 1 - Follow up every press release submission with a | | | | name you could repeat to an editor or reporter as a |
| phone call. | | | | familiar reference that may help to establish your |
| Do not settle for speaking to the receptionist or leaving | | | | credibility. It can make a difference in some cases. |
| a message on voice mail. Do not talk to the sports | | | | Try to remember any previous events you attended |
| reporter, who happens to answer the phone, if your | | | | where a reporter was present. Even if you had a very |
| press release was intended for the features | | | | brief encounter with him or her, it's worth mentioning. |
| department. Keep calling until you reach the right | | | | Generally speaking, reporters see so many faces and |
| person. | | | | meet so many people every week that they probably |
| 2 - Contrary to popular belief, the editor may not be | | | | will not be able to recall whether they were ever |
| the best person for you to promote your press | | | | introduced to you or not. |
| release to. If you do not receive satisfaction by | | | | Compliment the reporter on his outstanding coverage |
| speaking to the editor, consider other contact options, | | | | of the latest celebration or in-depth series of articles |
| like reporters, interns, or an assistant editor. | | | | about the best businesses of the year. Or schmooze |
| 3 - If you're sending your press release to publications | | | | the editor with similar praise of his writers, front page |
| that you read frequently, you should be able to identify | | | | design or choice of featured content. |
| a few reporters, who write articles about the service | | | | Remember the goal of your press release. |
| or product you're promoting. Ask to speak to one of | | | | Be able to tell the editor and/or reporter in 20 words or |
| those writers by name. Request to be connected | | | | less why your press release is important. |