|
How to Get Free Media
Publicity for Your Business
by Sending Press Releases Online:
by Dr. Kevin Nunley
Stop languishing in obscurity! Stop spending way too much on
advertising! And most importantly, STOP PUTTING YOUR DREAMS ON
HOLD! You may be just the person who has an idea, service, or
product that will change our world for the better. Please excuse
my boosteristic tone. I'm no huckster. But I AM a BIG believer
in the power of mass media. The Internet and e-mail put the
power of mass media firmly in the hands of the small-time
operator. That' right! The Little Guy has finally gotten a
break.
Why am I so darned enthusiastic about mass media when that same
media is blasted by popular speakers?
I've seen the media work miracles in the hands of a skillful
persuader. And I can show you how to do it too for little or no
money. You can get your message to media--large and small--when
you understand the insider secrets of sending out a top-notch
press release.
We've all seen it. Somebody gets a bright idea or develops a new
product and the media jumps on it. PRESTO!---everyone wants that
person's product or idea. Does this happen because the idea or
product is a truly new and brilliant one? Hardly. More often
than not, THE PERSON SUCCEEDED BECAUSE SHE OR HE KNEW HOW TO
USE THE MEDIA. (Pardon my shouting, but THAT is the most
important message you'll ever hear, next to "Your house is on
fire!") And YOU can do it too. Read on!
We live in a mass society. Millions of people spending billions
of dollars and talking about trillions of ideas 24 hours a day.
You can reach a FEW of those people through old fashioned word
of mouth. But to reach HUGE numbers of them--which is what you
will have to do to get the big results--you must use Mass
Media.
Do News Releases Work?
That's the question which people always ask me. If I host a chat
on America On-Line, as I often do, its guaranteed several people
will want to know if sending out press releases will just be a
big waste of time.
Well..the answer is "yes." Yes, if you don't know exactly what
you're doing. But having said that, let me need, must have,
crave, can't-do-without a steady stream of usable news. YOU are
the person that can supply the news leads they need.
Preparing a Press Release
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 and 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.
What Media Managers Crave!
There are several topics that media managers almost always go
for. If you can think of a way to combine your message with one
of these topics--you're in.
1. Is your story trendy? At any given time there are certain
topics that the media seems to be beating to death. It may be
reduction of crime, or new schools, or the city's sorry streets.
Find some way to connect your message to the media's latest
trend.
2. Does your message fit with one of America's cherish
beliefs? Story lines such as "the little guy takes on
corruption" or "formerly poor single mom takes on the business
world and succeeds" or "one guy gets fed up and cleans up his
neighborhood" are stories the media always jumps for. Even if
you're selling gum, there is probably some way for you to
connect your business with one of the many stories that fit
into the cherished belief mold.
3. Does your message tie into a topic of mass interest? Media
frequently does surveys to find out the community's top five
concerns. The results are almost always the same. Crime, kids,
schools, roads, employment. The media always covers topics like
these.
4. Can you relate your message to some community scandal? The
media loves to cover things that get people worked up.
Corruption, dishonesty, cover-ups, illicit sex (their favorite),
racism, bully-ism, and any other -ism you think of. Perhaps you
can position yourself as a good guy taking on an "-ism."
5. Is your message a reporter's pet subject? Under this category
absolutely anything has a chance of getting in the media (and it
often accounts for some of the strange stuff you see in the
media). Get to know media folks whenever possible. Radio DJs are
especially approachable. Stop by the studio of your favorite
station with a box of donuts and start a friendship. Your favors
will be returned on the air.
6. Does your story relate to a specialized newsletter or e-zine's
general topic. If readers find your information adds to their
knowledge of the general topic, your in. This kind of publicity
can be the most effective and the easiest to get. Bigger
publications may be flashier, but it's often the smallest ones,
focused at a very specialized audience, that get the job done.
The bottom line is this: think like the media, shape your
message to fit their likes. Do that and your message has a good
chance of being used. Above all, don't let up. While one media
manager may not have the slightest interest in your idea,
another will welcome you with open arms. The media needs piles
of fresh stories everyday.
Hang in there and make sure your product, service, organization
or idea is one of those stories.
These steps presuppose that one of your goals is to develop a
lasting relationship with reporters. You will be well ahead of
the game as you can become someone they regard as a solid source
of reliable news. Think about ways you can become the
newspaper's source for news in your industry.
How to Write the Release.
Begin with a heading in the upper left corner. It must contain
the name and address of your organization and the name and
phone number of a person or two to contact for more
information. Reporters almost always want to talk with you for
answers to additional questions. Since newspapers operate around
the clock, make sure that they can reach a spokesperson at any
time. Reporters are on very short deadlines and will simply drop
a story, or worse, unknowingly go with a mistake, if they can't
reach someone authoritative for more information.
The media is still a telephone intense business. Several times I
have forgotten to check my voice mail, only to days earlier. Too
bad for me. Whatever her story was, chances are she's long past
writing in my information. The media business moves fast. If it
needs to be done, it must be done now.
Follow the heading with the phrase:
FOR IMMEDIATE RELEASE.
If you are sending them the information in advance of the date
you would like it reported, write:
FOR RELEASE: Friday, July 1 (for example).
A word to the wise, don't expect them to wait if the news is
really big. In fact, giving a reporter earth shaking news in
advance, then telling them not to report it for a few days, is
likely to irritate them.
Drop down a few spaces underneath the release date and type in
all capitals a headline summarizing your message. For example:
MAYOR WILL COMMEND BOY SCOUTS FOR PLANTING TREES ALONG THE
JORDAN RIVER.
Four spaces below that, type a second sentence supporting your
headline. Example:
Kearns den plants 200 saplings in destroyed fire area.
Now follow with the information you have to offer in the body
of the release. Begin with the name of the city you are
reporting from and the date the release was written. Your first
sentence should re-tell the information in the headlines.
For the example above:
KEARNS, July 1, 1986. In a ceremony at Salt Lake City Hall,
Mayor Kathleen Wilson will commend boy scouts from Kearns for
planting over 200 sapling trees in the area of the Jordan River
park that was destroyed by fire last winter.
Write it as you would a newspaper story, in inverted pyramid
form. This means that the most important information must go at
the beginning, with the less important details coming at the
end.
Many poorly written news releases start with, "The Huge
Corporation conducted a meeting of board members on Friday July
1. In attendance were......" The outcome of the meeting was that
the directors voted to build a forty story building that will be
the biggest in the state. Unfortunately, this jolting news was
buried in the middle of the news release.
Put your newsworthy information first. Lead with whatever you
think the reporter will be most interested in. Let the less
important details bring up the rear.
Don't write your release like a feature story, beginning with
something like, "It was a dark and stormy night and Bill Higgins
woke up in a cemetery." Even though there seems to be a growing
number of papers across the country who turn all their news
into feature stories, it is bad journalism.
Keep your release to a page or two. Even a half-page release
will often do the job. Reporters want the information quickly
and with a minimum of effort. They will call you for more
details, and these will frequently be details you never thought
about including.
Conclude your release with the sign "#" or "-30-" placed in the
center of the page, immediately following your text. These are
traditional ways of signifying that the release is finished.
Uncommon terms will require a quick explanation of what they
mean. If the reporter may be unfamiliar with your point, compare
it with something they'll probably know.
You can reinforce a concept by saying the same thing again in
different words. This is valuable when talking with reporters.
Accentuate the important points of your message, saying them
slowly so that the reporter can get them down. The reporter is
often writing the story as he or she talks to you. Listen and
you will hear the clacking of computer keys as you talk.
Some reporters says they appreciate a few handwritten words of
thanks along with the news release. Others say they are much
more likely to open envelopes that have been addressed by hand.
This may be particularly appropriate if you are trying to
cultivate a personal relationship with the reporter.
When to Issue a Press Release.
Watch for those opportunities when a news release will be
appropriate and likely to get into print.
1. Official announcements. Such things as appointments, new
services, and organizational accomplishments are regarded as
newsworthy.
2. Celebrities and public figures who are doing things with you,
your organization or cause.
3. Events such as open houses, tours, award ceremonies,
accomplishments, anniversaries, rallies, and debates.
4. Statements that involve you in controversy such as stating
your organization's stance on a public issue. Offer a prediction
or pass a resolution.
5. Public appearances and big media coverage can interest a
reporter. If your work is being featured on "The ABC News," let
the newspaper's television editor know about it.
6. Remember to watch for things you can tie-in with. Can you
associate yourself with upcoming holidays, public-service
projects, and news happenings that are getting lots of
attention?
7. Watch for regular newspaper columns that deal with your area
of interest. They are especially likely to use your news
release, sometimes in its entirety, if your message directly
relates to the column's topic. If the paper includes a weekly
profile of what's happening on radio, be sure to send them a
release anytime you have a scheduled radio interview or when
you have recently appeared on the radio with something
interesting.
Remember Smaller Newspapers, Newsletters, and E-Zines!
Often times when the big daily paper in your town isn't
interested in your story (for example it has too much to do
with your business interests with not enough interest for a
general audience) consider a more specialized publication.
Trade or industry papers can be excellent for this. The fact
that you added a new printer to your printing business is
probably of no interest to the big daily paper. However, it
might be a good story, accompanied with a photo, for a magazine,
newspaper, or newsletter that specializes in the printing
industry.
If your business coincides with a minority group or opinion,
look for publications which target that smaller group. There's
nothing wrong with reaching a smaller audience, especially if
that audience is made up of a high percentage of your target
prospects. One of the biggest problems with big mass media
(like newspapers and TV) are that they send your message out to
just about everybody. It's rare that a business actually needs
everybody. Chances are you only sell to specific groups with
certain types of interests and needs.
Tips From a Newspaper Editor
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 above. 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.gebbie.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 their 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.
Other great services are at USANews.net and XpressPress.com.
Some PR firms will write your press release for you. The price
usually runs around $200 - $300 for a one-pager. (Don't do it!
I'll write it for you cheaper.)
Now and again somebody will say, "Common Kevin. Tell me the
absolute best way to get my press release used by the media."
There's no better way to get free media than to take the time
to find exactly the right TV, newspapers, radio (etc.) to send
your release to, and send it yourself. No send-em-in-mass
service can touch you doing it yourself.
Here's my advice. Get a copy of the Gebbie All-in-One Media
Directory. Gebbie Press publishes the All-In-One Media
Directory, listing: 23,000 USA TV/Radio stations, Daily/Weekly
newspapers, Trade/Consumer magazines, Black/Hispanic media,
syndicates, networks and more. In print, on disk or mailing
labels. They've been doing this for 40 years and are the best
around.
For the price of paying a service to send your release out just
once, you can get the famous Gebbie Guide and send releases over
and over again to just the right media you chose yourself. CLICK
HERE FOR THE GEBBIE GUIDE!
Let's Review the Important Points
While news releases are not always effective for radio or
television, they are an important part of newspaper operations.
Get the name of a reporter covering your type of story and send
your release prepared in the standard format. Conventional
appearance will tell the reporter that you are a fellow
professional.
Write clearly and make sure your facts are accurate.
Include names and numbers for contact people who can be reached
at any time. Reporters will often call back for further details
or clarification.
Increase your frequency of media exposure by striving to be a
professional and reliable source that the reporter will want to
work with again in the future. Although there is no rigid
standard for media releases, here is an example that will be
acceptable to virtually everyone (excluding the content, of
course).
Here's a simple example of what a standard press release
looks like:
USE THE MEDIA
210 State Street
Anytown, USA
phone: XXX-XXX
Contact: Kevin Nunley
FOR IMMEDIATE RELEASE
DOGS WILL BE HAPPIER THANKS TO UTAH FIRM USE THE MEDIA.
Use the Media founder Kevin Nunley donates 20 cases of dog
polish to the Midvale animal shelter.
Midvale, UT: Lost dogs will have a lot less to be worried about
this Christmas as local consultant Kevin Nunley has provided for
their well being with 20 cases of high grade Amway dog polish.
Midvale animal shelter director, Mary J. Blidge, said, "These
will give the dogs exactly what they need to get adopted by
families this holiday season."
##
See press releases Kevin has written.
Kevin Nunley provides marketing advice and copy writing for
businesses and organizations. Read all his money-saving
marketing tips at
http://DrNunley.com/
. Reach him at
kevin@drnunley.com
or (801)253-4536. |