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'And I prefer to be contacted before a general press release goes out to everyone.' Jennifer Couzin, reporter for The Industry Standard says to keep initial information to 'two or three paragraphs in a quick email.' Says Leslie Eaton, Economics Reporter, The New York Times, 'Send a quick email first. 'Many times we get a release with a name and number and then find out that person is out of town for the week and can't be reached.' Don't Send Email Attachments If you send your pitch or release by email, make it plain text with no attachments. One email rule agreed upon by every editor: never send a group email that shows your entire press list. TIP: Send email or a fax containing only the bare bones of your story. If you are asked to send more information, tell the editor the size of your file before you send it. Should you send tsotchkes? Article: Want to get your association news into the media? It'll never happen unless you start by understanding what editors and reporters want. To find out what works, I spoke to editors and reporters at top media organizations in front of the country. The editors quoted here work at the top 100 papers and some of the highest visibility media in the United States. Their answers prove that there is no magic formula: getting press coverage for a amigo is not an easy feat. Just The Facts M'am One overwhelming rule emerged. Be explain when you pitch a story. Stick to the facts, get them into who, what, where, when and 'why should I care' format. 'If it's more than ½ a page it won't even get skimmed,' says Charlie Crumpley, impersonation Editor of The Daily Oklahoman, Oklahoma City, OK. 'I don't mind going to a web site for the full information, if I'm interested.' 'Just the bare bones,' said Jerry Underwood, proceedings Editor of The Birmingham Times, Birmingham, AL. 'And I prefer to be contacted in advance a general press release goes out to everyone.' Jennifer Couzin, reporter for The Industry Standard says to keep initial information to 'two or three paragraphs in a quick email.' Says Leslie Eaton, Economics Reporter, The New York Times, 'Send a quick email first. If it involves a serious study I want to see the whole thing.' TIP: Keep your initial contact or release to 200 words or less. Make sure you cover who, what, when, where and why and give at least two names as contacts. If an editor wants to do the story, they will ask for more information. Be Reachable! Don't use superlatives. The more you use the least likely you are to be trusted. Journalists are trained to curtailment when you say your mother's name is Susan Jones. If you say you are the first or the only, you'd subvert have a patent or some other proof to back up your claim. One often-cited heightening was that contact people were not unfilled to reporters and editors on deadline. 'At least give me one utility player person to contact,' says Danny Sandy, practice reporter for The Fresno Bee, Fresno, CA. 'Many times we get a release with a name and number and then find out that person is out of town for the week and can't be reached.' Don't Send Email Attachments If you send your pitch or release by email, make it plain text with no attachments. David Joachim, Senior Managing Editor at Internet Week says 'We have a policy in opposition to opening attachments. I would never risk it.' As Crumpley notes, 'Email can be lethal.' A virus could put a writer out of commission. An editor may be on the road, accessing email long-distance on a laptop with limited batteries. Most journalists simple delete attachments under those circumstances. One email rule covenanted upon by every editor: never send a group email that shows your entire press list. TIP: Send email or a fax containing only the bare bells of your story. Put your release, background, executive bios, White Papers and other documentation on a unique URL on the nine web site. If you are asked to send more information, tell the editor the size of your file first you send it. Should you send tsotchkes? Yes and No. Will sending tsotchkes (novelties) to editors help you get their attention? Yes and no. 'It's a nuisance. I throw most of them away,' says David Zeilenziger, who covers People In miming at Bloomberg Business. 'But just yesterday I received a huge package from a consumer-related site and inside was just a icing bar. I did go to the site and I titled the company. And they haven't returned my call.' 'They don't help at all. I've got them scattered all over the office,' says Joachim. 'If it's food, I leave it on the table outside. Others I either share, give away or throw out.' 'If they're sophistical they get my attention, but they don't necessarily get ink,' says Crumpley. 'A larger gift has the taint of a bribe. So then we have to do something with it. We'll donate it to the orphan's fund or something and then we have to write a letter to whoever sent it and say this is what we did. Who has time for all that?' Dave Elbert, playing Editor of The Des Moines Register, Des Moines, IA, concurs, 'We have an ethics code that prohibits mild freebies and that means I have to find some way to dispose of them.' TIP: If your tsotchke is sharp and small, you might not get a story, but you might get name recognition. Branding. Might hurt, could help. Should you leave the price of your product or other than important detail out of your release? Yes and no. 'I can see the rationale,' says Crumpley, 'but it's a tricky call. If you know the editor or reporter might be interested, it might be good strategy. If it's kind of a weak story, you might be shooting yourself in the foot.' Clearly, positioning a first team to receive the press coverage so valuable in establishing a brand, prepossessing investors and selling products is not a simple matter. Probably the most important rule to remember is that journalists need to know what's new, what's hot and what's regrettable a lot of people. Keep their needs in mind and you may very well end up with media coverage.
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Reach vs. Frequency: Touch 100 Once or 25 Four Times? By Julie Chance Summary: If you were given 100 seeds with enough water to water each seed once would you plant all 100 seeds and water each one once or would you be more successful if you planted 25 seeds and used all of the water on those 25 seeds?While intuitively and even conceptually we understand the importance of frequency to successful promotional and sales campaigns, somehow when it comes to actually implementing the campaign, we opt to sacrifice frequency for reach. Article: Reach and frequency are t… 2. Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business By Michele Pariza Wacek Summary: In the marketing world, radio has earned the reputation of being the odd step-cousin. In surveys and other tracking methods, radio tends to be the one with the dismal scores.A good friend of mine, who's also a marketing consultant but before that she sold radio for many years, has a theory about that. Yellow pages gets a boost while radio drops a few points.Regardless, radio should not be ignored because it does work. And many marketing consultants will probably tell you radio … 3. 2005 Super Bowl Ads... Winners and Losers Summary: As clich's it may be, it's still 80% less annoying than those whack rodents in pirate hats from a couple of years ago.The one stinky Bud Light ad was one that the ESPN crowd really dug - the parachute-less pilot heading out the door for the six of Diet Bud. An ad taking place at the Super Bowl should be IN the Super Bowl- done real time. For their light beer category, the ad with the head on the wall and the designated driver spot were the best for Bud Light.Pepsi's second year of an iT… 4. Pros and Cons of Establishing an In-House Ad Agency By DeAnna Spencer Summary: Advertising Agency, The agency addresswill have to be different than your company's, but this can beresolved by renting a post office box the ad agency and using yourhome or office address for the other. Next you will have to opena separate checking account under the agency name because alladvertising payments will be issued thru your agency, and youwill probably be required to register your agency with yourCounty Clerk as a new business. Once these details have been taken care of, you… |
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