The news release is the time honored method of putting
information before the media. This is especially true for
businesses and organizations. It takes the form of a
page or two detailing your message, generally slanted a
bit to favor your goals. In its most basic form, the news
release has your name and contact number at the top,
followed by some points the media outlet will be
interested in.
News releases don't work for all situations. Radio
stations get bags full of them each day, and almost all go
into the trash. Television doesn't do much better. The
real province of the news release is the newspaper.
Now the journalistic turf of the newspaper is being
shared by the on-line community--thousands of e-mail
newsletters, newsgroups, discussion groups, web sites,
and e-zines.
Unlike most other media sources, newspapers require a
very large and steady flow of new information coming in
on a daily basis. Reporters keep all options open as
sources of news. If you can dump a good message in
their laps, they will use it.
Reporters usually call their own shots. Following a few
guidelines set up by his or her editor, the reporter has
the freedom to decide which stories to pursue. Call the
newspaper and ask which reporter handles stories like yours.
If your message is fast breaking and can't wait for a
news release to arrive in the mail or for the reporter to
check her e-mail, phone the reporter and tell them about
it. Make sure you have all your facts clear and correct.
Reporters despise inaccuracy. Set them up with bad
facts and they won't come back.
Also, make sure your story is something that the
reporter will agree is important.
Newspapers don't like it if you send in an ad for your
business to be used as a news story. Their attitude is,
"Hey, if you want to advertise, call the advertising
department and buy an ad." You have to cloak your
message in a story that is newsworthy, a story that
readers will find helpful, interesting, simulating, sad, or
hopeful If you're not sure, you can often leave your
message on the reporter's voice mail, and it has the
effect of demanding less urgency. When the reporter
says your message is no big deal, as some occasionally
will, it will reflect less on you.
A recent business bulletin board session featured one
entrepreneur complaining that advertising was too
expensive and none of her many press releases to the
media had ever netted any coverage. Another
contributor guessed that only one in every 20 press
releases is ever used and the whole process might be
futile. Finally, a third entrepreneur pointed out that
maybe the failing press releases hadn't been newsworthy.
BINGO!
In order to get your product, service, organization, or
idea into the media, you have to talk the media
manager's language. You must hit what I call the Media
Manager Hot Buttons.
First, target your message to the medium that is most
interested in your type of story. Television goes for a
mass audience. Radio seeks a very tightly focused
demographically-skewed crowd. Magazines touch a
specialized regional or national readership. Your local
paper goes for a very local angle. Media is ultra-
fractionalized these days and each outlet tries to stake
out its own little corner of the audience. Think about
which media outlet in your community
addresses your target customers.
Kevin Nunley helps small and mid-sized businesses build effective
marketing. Reach him at DrNunley@aol.com or at (801)203-4536. Ask for his free marketing
report and list of Special Reports and
Tapes that make you a marketing whiz
in dozens of areas. Also ask how he can help you build your on-line
presence.
http://www.drnunley.com/
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