|
The
Press Release Recycle Bin's Always Full
By Chris Bartell
It's
mind-boggling the types of press releases reporters and editors
receive: everything from new-born giraffe announcements to black
helicopter diatribes to the latest from the sub-server individual
application management marketing back-end front-loading multi-taskable
reorganization software market. What's the first thing four out
of five reporters surveyed said upon receipt of these fax-jamming
paper airplane design materials? "Send me something I give
a rat's patootie about!"
That's
right PRSA'rs. Reporters could usually care less about that perfectly
worded, client-approved release you sent them "for immediate
release." Why? Because a) they could care less about your client,
or b) they immediately fell asleep reading it, causing a puddle
of drool to smear the fresh fax ink.
The
remedy? Read those profiles people! The folks who print those materials,
be it Bacon's, MediaMap, or PressAccess, work diligently to tell
you what the reporters and editors cover and how they like their
information. And if you can't find that stuff in those materials,
use that ancient communication tool collecting dust on your desk
and call the media organization. (Yup. That thing with the handle
that comes off but is still attached to a squiggly cord that's hooked
up to a little box with numbered buttons on it. It's called a telephone,
remember? Pick it up and dial "0" for your receptionist
if you've forgotten exactly how to use this tool.) Plus, this is
not a bad way to start a relationship off on the right foot. So
send your release to someone who cares.
Step
two: if at all possible, be creative! It's not that tough. Enjoy
talking about the product or event you want covered. Tell the person
reading about it why they should be interested. And keep them interested.
If you don't enjoy what you're promoting, why are you promoting
it?
Also,
get to the point! Don't bore them with four pages on the latest
weed killer that is going to change the world and save starving
children in Botswana. If you can't sell your point in less than
a page and a half (a single page, however, is always your best bet),
go work for Encyclopedia Britannica. Reporters/editors should have
a nose for news and know what they want. If they're interested in
finding out more about your weed killer, they'll call you. That's
what reporters are supposed to do. It's their job.
|
