Robert Vitelli's Blog: January 2015

Thursday, January 22, 2015

Getting Private With Public Relations - New Releases - Part 8 of 12

New releases, also called press releases, are the most important selling tool of publicity. The release must capture the editors attention, be precise and easy to read.

A news release can go to just one newspaper or many publications at once. It can be a community notice about an organization's library sale or an international insight into inflation.

The same standard form is used for every type of news, whether an executive promotion in the trade magazines, or a local event such as an author signing books at a neighborhood bookstore.

If you want your notice to get into a special edition of a publication, be aware of deadlines. Sunday news editions generally have more readers than daily editions. Find out when your release must be received at the editor's desk.

Never mix publicity with advertising. If your newspaper features specific business in special industry supplements, you may be chosen because you advertise. But otherwise, editors frown on any releases that merely imitate advertising and are not newsworthy.

Don't embarrass yourself by sending anything that is not worthy of being printed in the publication as news. Not only will your release be thrown away, but you will destroy any chance you had for subsequent releases with that editor.

Writing the Release

Keep the news release to one page. Type it clearly, double spaced, and never send it with typographical errors. Since the release might be published exactly as it is received, be sure the copy is professional and worthy of the publication.

At the top left, put your name, address, phone number and email address where you can be reached at during business hours. In full capital letters at the right, type ‘FOR IMMEDIATE RELEASE, PLEASE’ or for release on or after a certain date.

Use a headline appropriate to the event or topic, and keep it short - just like the newspaper headings. Capitalize the letters and under-line the headline.

Start the copy with a dateline, which is the city and date. Then write the rest within a few paragraphs. Include the important information in the standard who, what, when, where. Use good English, but don't run on with unimportant adjectives or boring information. You can capitalize the first letters of the important events such as Public Auction or the name of your new product.

Include a personal letter to the editor. Be cordial, but keep it short. If your product is convenient to mail, you may send a sample, if the editor is amenable.

Watch the publications and clip the printed publicity yourself. Never ask the publication to send you a copy.

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Getting Private With Public Relations - Making Contact - Part 7 of 12

Whether you are sending products, press kits, or new releases, the most important element in getting them publicized is to send it to the right person. If it doesn't reach that person's desk, it may well end up in the wastebasket.

When you decide on the media market you want to publicize in, contact the people who will make it happen. On a local level, a small town newspaper will have features on the editor, or a specific person who takes care of the notice you want to place. Call up the publication and get that person's name. Speak briefly and say you'll send in a notice.

A large metropolitan newspaper is a busy place. Consider the section you'll want your story to appear in. Many newspapers have entertainment, travel, business, sports, and food sections. Contact the editor.

Editors rarely have time to talk to strangers soliciting publicity, so you might try talking to the assistant. Speak briefly, introduce yourself, and say you'll send in a release.

For radio messages, contact the program director or assistant. Make as many telephone calls as needed to be sure you have the correct name of the person to send your releases to.

Television programming directors may be more difficult to reach, so use perseverance. With active pursuit you can get a message through to anyone.

The easiest connection for promoting a new product is with the editors of trade magazines or with national magazines that have a new product selection. You may want to send a sample, or at least a photograph or a drawing of the product. And, you need to include all pertinent facts and features.

Magazine editors can also be difficult to reach, but try. If you can speak directly to the person who handles new products, try it. If not, be sure to contact the person who does handle the feature angle that you have chosen.

As soon as you have contacted the right person to use your material, send it out immediately. If you have arranged a personal appointment, follow up with a short note that confirms date and time. A few days after you send out your materials, call that person again. Simply ask if the information was received; don't push for a comment to run the release. By pointing attention to the materials, you have a better chance.

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Monday, January 19, 2015

Getting Private With Public Relations - Your Best Angle - Part 6 of 12

What is unusual about your product or service that can become newsworthy? Even if nothing stands out at first, you'll find you can think of several angles that are worthwhile from a publicity point of view.

What about anecdotes? Failure stories can be as entertaining as success tales. How people have trouble getting their business off the ground can be newsworthy.

And don't forget simple endurance. A business that's been profitable for twenty-five years is a sure bet for the local papers.

If you want to publicize an event, consider the radius of the participants. A national trade convention should receive national interest in magazines and publications geared towards that particular industry. More local events can be publicized in metropolitan newspapers. The most local neighborhood events can be publicized by flyers and notices, or through the schools.

Look for common trends in your product or service. Think often about what makes it different from other thousands of products and services. Make lists. List the features of what you want to publicize; list the people who use the product or service; list why people use it.

What do you come up with? Do more young people use it? Do more women, or members of special groups? You may use an angle of publicizing a person not in your typical consumer group purchasing or using your product or service.

The most important consideration in choosing an angle is to make your item newsworthy so that the editor of the publication will print it.

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Getting Private With Public Relations - Make it Newsworthy - Part 5 of 12

In order to qualify for the publicity, your information must be news-worthy. Anything published in the newspapers, magazines or trade journals must be important for an event, or interesting insights in the industry.

You may have a new product or product line that can be publicized in magazines. If not, you need to come up with unique angles to get the publicity you seek.

An unusual background for the inventor of the product or owner of the manufacturing plant may make good news for the new product.

Or you may need to come up with fresh ideas for your service. For example, a short item about famous people using the service is noteworthy, or an unusual combination in the owner's biography may make a good story.

Some businesses produce literature that points out facts of the particular industry - either historical or contemporary. For example, a television news feature was done on a group of companies that check the quality of houses for interested buyers. Or, a pamphlet on cutting costs on building an addition to your house is a natural for a construction company.

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