I recently spoke with a newspaper editor about what
kinds of stories they would cover. Much of what she
said is a repeat of the things you have read in my previous articles. But
she had several other interesting points that you would
do well to keep in mind.
Don't call the morning paper's office at 3p.m. It's
deadline "crunch time" and no one has time to take on a
new story. Reporters and Editors and tired and
stressed. Try calling earlier in the day when things are
more relaxed.
Be concise and be prepared to tell the reporter why this
story is important to their readers. Don't ramble on with
too many details. Get to the meat of what interests the
newspaper.
If you want the paper to publicize an event, get it in
writing and make sure the paper has it one week in
advance.
Your story has to be timely. If it happened last year, or
even last month, it may no longer be of interest to the
newspaper. News must be new.
Where Do You Find the Addresses for the Media?
It used to be that you had to shuck out a few hundred
bucks to buy a media guide on CD-ROM. Now that
just about every media entity in the world is on-line, the
process of getting accurate addresses is much easier and
cheaper.
Gebbie, a well-known guide, has jumped ahead of the
pack and put their addresses and links on a well
organized web site (http://www.gebbieinc.com). I
recently sent a press release via e-mail to over 1000 of
the radio stations Gebbie has listed and got very good
results.
Remember, bulk mailing your press release to media is
not the same as spamming individuals. Media expects to
get unsolicited promotional announcements. That's the
business they're in. No media person in their right mind
will object to getting your press release unsolicited.
There are also companies that will send your press
release out for you, although I'm not so sure it's better
than the do-it-yourself method. The top press release
agency in the corporate world is PR Newswire
(http://www.prnewswire.com or 800/832-5522).
PR News Target (http://www.newstarget.com) claims
to have cultivated a relationship with thousands of
editors covering a variety of industries. I would take
that with a grain of salt. When I worked in media we
often got calls or cards from PR firms asking if we
wanted to get their stuff. We usually said yes because
they would sometimes send free hats, shirts, and other
trinkets. The press releases often went into the trash.
It's much better if YOU cultivate your own relationship
with editors.
Also check out Automated Press Releases
(http://www.gapent.com/pr). For the nice price of
$12.50 per hundred, they'll send your release to any of
their 7,600 media sources in 37 countries. While you're
at the Automated site, read through their "Pet Peeves of
the Media" article.
Some PR firms will write your press release for you.
The price usually runs around $220 for a one-pager.
(Don't do it! I'll write it for you cheaper.)
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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