SolveYourProblem
eMarketing Series:
How To Write A Press Release
That Blows Away
Editors & The Competition
( 30 pages )
Some
media giants won’t entertain the idea of publishing local
news items that
do not affect the country on a whole, even if it’s the New
York Times, and your soon-to-be-launched website or product
is based out of New York City. But if the information is relevant
enough to achieve national interest, then they will consider
publishing your press release.
If, however,
you are gearing your release to a local audience through a
community press market, then do all you can to develop and
maintain a rapport with the person or individuals who make
the decisions on whether or not to give your item the columns
and inches you so desire. And never, ever address your press
release to an editor who no longer works for the company.
Take a few seconds to read the latest masthead to find out
who the current editor is, and then send it to the right person
– making sure to spell the first and last name correctly.
If you’re on
friendly terms, the editor might give you inside information
or direction on why your press item was denied space in the
next issue. As a contributing reporter, which is what a press
release writer is, you’re an extension of the news department.
So learn everything you can about how to be a team player
with each organization. Request their stylebook, or ask if
they adhere to any particular news format.
If, however,
you discount the style of the paper or other media company,
then your value diminishes because you’ve actually added work
to their already hectic schedules. If you disregard the pertinent
formatting and style functions, then the paid staff has to
redo the work you’ve already sent in, whether it’s deciphering
and typing your handwritten release, or reorganizing the information
so that it can easily be edited and cut where necessary.
Many papers have
a small staff, leaving extra work for the editor, such as
sorting through the news, choosing photographs to accompany
the stories, and plenty of time-consuming administrative tasks.
The easier you make it on the editor, the more likely you’ll
see your headlines. If you’ve followed the basic rules for
the publication, you’ve made the process quicker, allowing
the editor to concentrate his or her time on other important
issues.
Alternately,
if you show little respect to the editor by writing your press
release in longhand, and demanding, or assuming that it be
in the next issue, you’ll be met with barriers, and will likely
ruin your chances that they’ll even consider your next submission.
News departments,
chained to a volley of strict deadlines, simply do not have
the time or manpower to sift through a horde of varying contributor
styles and formats. Therefore, it is in your best interest
to follow the publication’s submission guidelines when sending
in your news. If you don’t, you run the risk of having your
submission thrown away without any consideration from the
staff. Busy editors won’t waste time editing for style if
they have to rewrite your entire piece, not when another submission
might be similar in worthiness, and have the right style for
their publication.
Take the time
to investigate your target media conglomerates. Find out the
structure of who makes the decisions on what goes in, and,
just as important, what stays out of the publication. When
you get this information, use it to your advantage.
Go to the library
and research back issues of the publication. Find out what
items they’ve deemed newsworthy in the past, and see what
tone, or “voice,” the reporters used. If you can tailor your
style to something similar to what the existing decision-maker
has accepted for publication in the past, chances are you’ll
be on your way to seeing your item in print.
Some media have
their style incorporated right into their name. The Republican
Times, for example, tells you right upfront that a liberal
article on a pro-democratic issue probably doesn’t have too
good of a chance to make it into print.
Who owns your
target publication? Many mainstream media are owned by very
large, profitable, and powerful corporations. Be aware that
if you’re a competing company, you might not be accepted for
the sheer fact of who the “big” boss is.
The media will
begin judging your press release from the moment they remove
it from the envelope, lift it off the fax machine, or click
on their email. First impressions are of utmost importance,
so you’d be wise to make sure it’s aesthetically pleasing.
Follow proper
formatting standards such as typing and font color and size.
Don’t get too cute and send it in on rainbow paper to make
a splash. You’ll make a splash all right – deep into the wastebasket!
They’ve seen it all, but what it boils down to is “newsworthy”
or “not.”
Your first contact
with the media should always accomplish the following:
