‘Glory is fleeting, but obscurity is forever.’
Have you ever tried to eat at a restaurant the day after it’s been well reviewed in the local newspaper? The lines can reach around the block; such is the power of free publicity.
In addition to increasing visibility in your community, press coverage can be copied and used as part of your mailing package to prospective clients. When your company appears in a magazine that is printed in four colours, have the front cover reprinted as well as the piece inside that is about you. The promotional effect of using a colour copy of the article is enormous compared to a dull black and white reprint. In this way the article about you becomes a permanent part of your promotional material and can be seen by people who missed it when it appeared in the media.
You can generate good publicity by taking the following steps:
1 Read through your local newspaper. Look at the length (number of words) of its articles and what subjects are seen to be of interest to its readers. If you live in a major metropolitan area, don’t limit yourself to the largest newspaper or the major radio or television stations. Study local suburban papers and smaller radio stations to determine if they are the right mediums for your news release.
2 Decide whether you respond more positively to printed articles when they are accompanied by a photo and, if so, plan to include a photo with the piece you hope to get published.
3 Check the newspaper’s or magazine’s address and staff listing for the person most likely to deal with an article about your business. Call up to confirm. If you haven’t chosen the right person, make sure you get the correct name and title before hanging up. If there is a gatekeeper, be sure to get this person’s name as well.
4 Phone when your piece is ready, explain what your press release is about and ask what time would be convenient to bring it in. Even if they cannot see you in person to receive your material, you will have alerted them to look for it.
5 Arrive at the newspaper office at the right time with a beautifully prepared press release and an 8″ x 10″ (postcard-sized) black-and-white glossy photo to support the story. Introduce yourself to the person whose name you have and ask whether this person feels your article could be used. Or could they perhaps advise you how to improve it?
6 Maintain contact, keep trying and turn up in person. Always hone your skills. Continue to read all relevant magazines, newspapers and trade journals in order to determine their style. Adapt yourself to their ways; clip articles you think you could also write, even about some business unlike your own; and practise, practise,practise.
A tourist was lost in New York and stopped a couple hurrying by. ‘How do I get to Carnegie Hall?’ he demanded. ‘Practise, practise, practise,’ came the reply.
What is a press/news release?
‘There are only two ways of telling the complete truth — anonymously and posthumously’
A press or news release is a short, snappy piece sent to all forms of print and electronic media in the hope that it will be published free of charge and bring your business or product to the attention of potential users.
All print media use articles (see the section on articles below) based on press releases to fill in space not taken up by paid advertising. Such articles are written by in-house or freelance writers and by organised business people who know how to have press releases expanded into articles.
Similarly, press releases can be sent to radio and television stations. If you are newsworthy, and there’s time on a particular news day, you’ll get a mention on the radio or the TV station may send a camera team to cover your event.
The broadcasters were delighted with the response as it showed that people across the nation were watching the showand remembering the content long after the programme had been screened. Where there is a talk show, doeverything you can to appear on it! Remember, you get what you focus on.
‘The trouble with life in the fast lane is that you get to the other end in anawful hurry’
Practice the five ‘Ws’ of a press release from this example:
- Who: your business
- What: a special sale offering up to 80 per cent off selected merchandise (or a free blouse with every dress bought, or a blouseand skirt ensemble for half price, etc.)
- When: during the first week of December, with extended hoursfrom 8 a.m. to 10 p.m.
- Where: your address
- Why: to introduce the community to your new antique-lookAsian silks.
Cut out an interesting, short piece about a business from your local newspaper and see if you can match up the contents to the fiveWs above. The next step is to practise yourself.
With your outline in hand, you can write your news release easily by following all five points as you progress. Be sure to include your full name, business name, address and phone number so you can be contacted if additional information is needed. Make it as easy as possible for the editor of the magazine, newspaper, radio or TV station to reach you.
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