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Individual Letters: A Productive News Release Alternative

There’s little doubt that the simple news release is the single most common form of promotion. Releases are so common it’s tough to write one that stands out, but even if someone creates an interesting release, one has to ask: Is a news release the best way to reach the media? We live in an […]

19Sep2009 | | 0 comments | Continued

Got It Right? A Quickie News Release Checklist

Releases that lack energy, focus and purpose are common. They reflect the abilities of their authors, devalue their subjects, and represent a gross waste of paper, postage and time. Before sending out a release, ask five basic questions: 1. Does the release get to the main point immediately? 2. Does the release use quotes appropriately? […]

19Sep2009 | | 0 comments | Continued

Despite Money & Talent: Why Most News Releases Fail

Although the idea of a news release is to generate media attention, the huge proportion of unused releases suggests something is wrong; somehow even promoters who know the mechanical requirements for good releases (names, phone numbers, release dates, etc.) are off the track. How is it possible to create a news release that’s unusable even […]

19Sep2009 | | 0 comments | Continued

Adding The Right Foundation To Successful News Releases

To some degree the process of attracting media attention can be compared to a multi-stage rocket; each stage has a particular function, but place the stages in the wrong order and the rocket becomes unworkable. A news release can be seen as the first stage in a promoter’s effort to gain media interest, but what […]

19Sep2009 | | 0 comments | Continued

How To Write Winning New Releases

If you shuffle through 100 news releases, the probability is that they will each have an essential similarity. This likeness stems from the idea that with news releases, as with good architecture, form must follow function. The purpose of a news release is to quickly convey information in a competitive environment. Although it’s placement, positioning […]

11Sep2009 | | 0 comments | Continued

6 Myths That Can Kill Any News Release

Journalism has its five standard questions and promoters have a standard response — the basic news release. Although a news release should be seen as nothing more than a brief communication alerting reporters to a possible story, the concept has grown to the point where news releases are today shrouded in mythology, misunderstanding and mystique. […]

11Sep2009 | | 0 comments | Continued

Five Questions Every Journalist Will Ask — And You Better Answer

The most important period in the media marketing process occurs when programs and strategies are first developed. Getting in print and on the air may be both profitable and productive, but the odds of getting media coverage are limited unless journalism’s five basic questions can be answered. Media marketing programs evolve because we all have […]

11Sep2009 | | 0 comments | Continued

PR101: If You Want Copies From Reporters….

Don’t expect reporters to send copies of articles or interviews. The presumption is that you normally read, listen, or watch their work so there’s no need for them to make copies. On the other hand…. Reporters for distant publications not available locally will often mail clips as a matter of courtesy. It helps to supply […]

10Sep2009 | | 0 comments | Continued

PR101: What To Do In A Crisis

Groups and individuals in the news are often remarkably accessible until problems arise. Then, suddenly, people aren’t in, calls aren’t returned, and folks who once burned-up the phone lines looking for coverage disappear. The “take to the hills” response to bad news cedes all promotional ground to one’s adversaries and critics. There’s no possibility of […]

10Sep2009 | | 0 comments | Continued

PR: It’s Okay To Be Imperfect

If your story concept is good, if your idea is compelling, then it should be open to discussion and criticism. Not only does open debate make for a better story, it also demonstrates an essential strength, character and dimension that makes something, or someone, newsworthy and credible. As an example, in the early 1970’s a […]

10Sep2009 | | 0 comments | Continued