BETTER BIZ WRITING TIPS - ISSUE 1 - MAY 2008
MEDIA PUBLICITY FOR YOUR BUSINESS
Getting your name out to the public through media recognition and coverage takes patience, persistence and most importantly, a good press release. If you are aggressive and in it for the long haul, media publicity isn't impossible and a flattering review on your products or services can be priceless. An effective press release, sometimes accompanied or followed with a media kit, if often the first step in gaining media attention.
Start your quest by determining the media format you are targeting. Whether you have a new innovative product, a special fundraiser to promote or if you're an expert on a particular topic, be sure that your "pitch" matches the market and target publications.
Always find the appropriate contact person at a news outlet - don't just contact the "editor." Determine if a publication or network has a certain editor that handles certain industries or topics. Take a look at the magazine's masthead (usually in the first few pages) to verify you're sending something to the appropriate editor. When in doubt, just call the publication and ask or poke around the company's website. As a former editor, I can tell you that many press releases get lost, thrown away or overlooked simply because they don't end up in the right hands.
A good press release should be timely, informative and most importantly, short. Many people make the mistake of sending editors 13-page ramblings that they just don't have the time to read. Editors and journalists are busy people who can receive hundreds of press releases a week so if you don't catch their attention in the first paragraph, your release will most likely end up in the recycling bin. At the end of the release, make sure you have included all the appropriate contact information including phone numbers, address, email, website and contact person.
Remember that a press release is neither designed to be a feature article nor give the reader every tidbit of information. Its primary mission is to grab an editor's attention and entice him or her to initiate editorial coverage on your topic.
Don't expect to send in one press release or media kit and have an editor call and say they're going to do a front page feature article on your business. Persistence is the key. Send your press release by three methods-email, fax and snail mail. Then follow up in a week with a brief phone call to verify that they have received the press release and/or media kit. Briefly reiterate your purpose and have a quick "elevator speech" on what you're trying to pitch and why it should be of interest to the editor. Editors are usually overwhelmed with work so don't tie them up on the phone unless they initiate an extended conversation. Keep everything short and simple.
Don't be disappointed if an editor says that it just isn't something of interest at the moment. Some monthly publications schedule their editorial calendars out a year in advance so if you're pitching a time-sensitive event or topic, it is important to remember that.
If a month has gone by and you haven't received any word - find a new angle or timely slant and send another press release. Repeat the process until you get a hit. Restaurants, attorneys, musicians and construction companies get media coverage not just through their work but through persistence and patience.
When a journalist or editor does respond, acknowledge and meet their needs immediately! Some publications work on tight deadlines and can not wait when they're looking for more information or to schedule an interview. Many small business owners have missed out on free publicity simply because they kept didn't respond to a reporter in a timely fashion.
Getting your business in the public eye takes persistence and hard work but the efforts can really pay off. |
