| There are two vehicles for having your company's | | | | Eight contains several good resources)oFocus on |
| information show up in a newspaper or magazine... pay | | | | content versus form... Yes, there is a proper format, |
| to advertise or let the press do it for you. The latter | | | | but it is far less important than what you say. |
| occurs as a direct result of public relations (PR) efforts | | | | Remember, newspapers need information as much as |
| - actively seeking publicity as a form of marketing | | | | you need publicity. They are looking for timely, |
| communications. | | | | educational and informative information... so provide it. |
| While each of these is valuable, a solid news story can | | | | Conversely, local radio stations may be interested in |
| give you with a higher ranking on the credibility ladder. | | | | airing stories that are funnier, quirkier or more |
| Why? Because people understand that an ad is | | | | controversial.oHuman interest stories are popular |
| placed by you so are far more suspicious of its | | | | across all media types... one reason talk shows are so |
| veracity. (Recent consumer studies confirm that most | | | | popular. So, if you have a compelling personal story, |
| consumers think that all advertisements include outright | | | | one that others will find interesting, tell it.oMake sure |
| lies and/or misleading information.) | | | | that your story is timely and not late. If your store |
| However, articles written by others are viewed as | | | | opened three months ago, it's old news. Also, |
| more objective (especially if the author has no stake in | | | | understand that journalists work on very tight |
| your company's success or failure) and thus, more | | | | deadlines, so it makes more sense to fax or e-mail, |
| believable. | | | | rather than mail, your release.oEdit, Edit, Edit... If an |
| PR Tips | | | | editor sees typos and other errors, it may cause them |
| It's important to understand how this process works so | | | | to question the accuracy of your content... a real |
| you'll be able to take advantage of newsworthy | | | | killer.oMake sure that you include accurate contact |
| opportunities that may come your way. | | | | information... Provide precise and complete information |
| Most newspapers (and other media such as TV and | | | | so you're easy to find - phone (including cell) and fax |
| radio) have a designated employee (usually called an | | | | numbers and e-mail, website and mailing addresses. |
| assignment editor) who has responsibility for decide | | | | The last thing you want is to miss an interview |
| what's news and what isn't. They are tasked with | | | | because you couldn't be reached!oThe more back-up |
| reading and evaluating press releases. The ones that | | | | information you provide the better... The easier you |
| make the cut are sent to another editor for follow-up | | | | make it for a journalist to cover your story, the more |
| and inclusions, the others are usually trashed. The vast | | | | likely they'll be to include it. Include photos, samples, |
| majority, up to 90%, end up in the rubbish. | | | | interview availability times, research backup, and the |
| This is why it's so important to get it right if you expect | | | | like.oMake sure to send press releases to all media in |
| to compete with the hundreds of others vying for the | | | | your area, no matter how small.... It's much easier to get |
| same space. Here are some handy tips:oLet a | | | | local, rather than regional or national, |
| professional public relations expert write your press | | | | coverage.oContact journalists and offer yourself as an |
| release and put together a press package for you. | | | | expert in a particular field... One they can count on to |
| There are many freelance experts around who won't | | | | provide them with accurate and objective information |
| charge you an arm and a leg. Additionally, and perhaps | | | | on the subject |
| more importantly, good public relations professionals | | | | These are just a few tips to get you moving in the |
| network well and have media contacts the rest of us | | | | right direction. However, as I've said before, best cost |
| don't! Also, keep in mind there are few boring stories, | | | | is not always least cost... so get a professional to help |
| but many boring ways of telling them...another reason | | | | you with your public relations efforts. It will save you |
| to seek wise counsel from a professional. (Chapter | | | | time, money and aggravation in the end. |