Writing Press Releases, Getting
You and Your Company In the Spotlight
By Robbie Motter, Contacts
Unlimited
Have you ever thought of using publicity
to market your business? It is a very effective tool and it is FREE.
Take a moment to scan the papers you read daily and you will be able
to see for yourself just how many opportunities there are to get your
companies name in print.
The Key to Publicity
REMEMBER, THE KEY TO PUBLICITY
IS THE 5 W's - WHO, WHAT, WHERE, WHEN and WHY
Here are just a few of the
opportunities that can exist for free press to get your company, products
and/or services out there.
- Give your viewpoint on a special report/assignment
on a given topic that is being done by the newspaper or magazine.
- Write a letter to the Editor on a
topic both in magazines and newspapers.
- Has your company moved or just started
a new program? Create a press release giving the particulars and
mail it to your local newspapers.
- Have any new employees joined your
company, will they be doing something unique?
- Have you had a new promotion?
- Have you or your company recently
been awarded a big contract?
- Have you recently made a large donation
to a good cause or become a sponsor for a non/profit event?
- Are you going to be speaking at a
conference/seminar or be a guest on a Radio or TV show?
- Have you or your employees recently
received an award, etc.?
- Have you preserved an historic building
to house your business?
- Is your business so unique that it
might warrant someone writing an article about it?
- Is someone writing a book that perhaps
you could be in because of your expertise or prior knowledge?
- Did you recently patent a new item
or launch a new product?
- Has your business joined forces with
others to do a charity event?
- Is your company going to be having
a special event?
- Do you offer a service that isn't
available anywhere else in the community?
- Do you or any of your employees have
an interesting story to tell about how they learned the work at
your company?
- Is your company, celebrating an anniversary?
- Have you or your employees gone to
any special training sessions?
- Do you know of any unusual ways to
use your service and/or product that might interest the public?
If you answered "yes" to any
of the above, then you have items that can be put into publicity releases.
Start today and make those
calls to the Radio, TV and Print Media -- developing relationships
is what it's all about. The winner will be you and your company.
Publicity - How To Begin
- Start collecting all the various types
of newspapers in your area, including the ones that you can pick
up free.
- Scan these papers and see what columns
might fit the type of release that you might want to be sending.
Look at the name of the person who writes the column. For instance,
if you are sending out a release that deals with an event, you
should scan the pages and get the name of the reporter who put
together the calendar. That way you can direct the information
on the event to that individual.
- Look at who writes about Business;
they would also be the type of person who might be interested
in writing an article about you and/or your business. What makes
your business unique?
- Do the same procedure for the television
stations that touch your areas; what channels are they? Who is
your cable company? What radio stations broadcast in your area?
Once you have compiled the list, call them up, if possible, and
get the names of their Program Director to find out if they have
any interview talk shows you might become a guest on.
- Are there any local telethons that
use volunteers to man the phones for an hour or so during the
show? This is also another way to get your company name out in
front of the public. It's also a great way to Network and meet
many people who might consider using your product or/service.
- If it is possible for you to set up
an appointment in person to introduce yourself to the individuals
that you have identified, then do so. This can be done in person
or by phone. By taking the time to do this step, you start to
develop a rapport with the reporter and/or media person. It makes
it easier to get press into the paper and/or Radio/TV when you
send it if the person receiving it recognizes your name. If it
is not possible, then just direct your release to the proper individual.
- A good rule is: once you have picked
up the various newspapers, pick up the paper and read through
it carefully to identify just what columns you might fit in. If
there is not a byline name on the column, call the paper and find
out who has responsibility for that column.
- Now you are ready to begin the release,
which is really very simple. Always remember the basic 5 W's:
WHO, WHAT, WHERE, WHEN and WHY.
- When writing news releases, strive
to give a straight forward, concise description of the news event.
Don't try to write the story for the media; just touch the basic
information.
- For an event, be sure to include time,
date and place. Also, indicate whether the public is invited and
if there is an admission cost.
- For an award or presentation, indicate
who is giving the award to whom and for what reason.
- Send your news release at least two
weeks ahead of when you want the media to cover it. Keep in mind
the deadlines of the Media to which you are releasing it. This
would be a good question to ask the Media and/or Editors when
you call them to introduce yourself.
- Don't be afraid to follow-up on your
release by telephone.
- Be sure that you double space your
release and be sure it has a contact person's name and phone number
at the top in the event they have any questions.
- Another good source of getting your
name out is to prepare a Flier and/or Company Brochure and find
locations where they can be left, i.e., Beauty Shops where you
get your hair/nails done, Bulletin Boards, the Gym you belong
to, etc.
Photographs
Some neighborhood and community
newspapers will accept photos; here are a few tips to remember.
DO's
- Do use a good quality photo
- Do add relevant props
- Do arrange the subjects for good balance
- Do identify people in the photo
- Do encourage the people in the photo
to look natural and relaxed
- Do look for a human-interest angle
DONT's
- Don't choose a cluttered background
- Don't put more than five or six people
in the photo; use fewer if possible
- Don't ask the newspaper to return
your photo
Act Now
Getting Press into the Media
is really very simple. The first step is to write and the second is
to mail it.
Don't be upset if every release
does not make the papers, just keep sending it.
Be sure and thank the paper
and/or person responsible for getting the Press into the paper. When
it is placed in the paper, this will be remembered, as I have had
many tell me when I thanked them that they rarely receive a thank
you.
Saying "thank you" means a
lot and costs nothing. Taking the time to care will open many doors
for you and your company.
The best way to learn is to
begin, so start thinking about what happens around you that could
be shared with others and write that Press Release today.
*********
 Robbie Motter specializes in Speaking, Coaching, Public Relations and Marketing. She is an expert in the Government marketplace. She serves as the Western and Mid-Atlantic Regional coordinator for the National Association of Female Executives (NAFE) and Volunteer Founding Sponsor and volunteer Advisor of the For You Network, the Ultimate Women's Network with Heart, which is a 501 c3 organization. She serves as the Senior Vice President for American Seminar Leaders in Pasadena, CA (ASLA), and as a Coach Trainer for Coaching Firm International in Pasadena. Because she believes one needs to be healthy she also is into nutrition with a top nutrition company, http://www.integrisdream.com/targetyourhealth. She has raised a family, been active in community projects, and volunteered her time and talents to help others. She serves as a volunteer on the advisory board on the Inland Empire Women's Business Center in San Bernardino, CA, and as a volunteer Advisor for the annual Women in Business Conference put on by the Inland Empire Business Journal each year. She writes columns for the Inland Empire Business Journal and other business magazines across the country. She also serves as volunteer Vice President for the Omni Youth Music Awards. She is Vice President of Communications for the Career Builders in Crystal Cathedral in Orange Ca. Her company, Contacts Unlimited, works with firms to get government contracts and expand their markets into this large arena as well as the private sector.
Robbie can be contacted at 1-888-244-4420 or rmotter@aol.com her website is http://www.rmotter.com
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Robbie Motter
Contacts Unlimited
Corporate office:
27701 Murrieta Rd. #30
Sun City, CA 92586
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