Creating a Public Relations Campaign
There are two general ways to get favorable exposure in the media:
 Advertise – buy space to deliver the message you want.
 Public relations – take advantage of the press’s need for content by becoming
the story.
Advertising allows you to control what is printed, but it can be expensive, and readers
may perceive advertisements with skepticism. Using a public relations approach
reduces your control over what is printed, but is usually free and can enable your
message to be seen as news or helpful information by the reader.
General Comments
1. The press (newspapers, magazines and trade publications) are always looking
for newsworthy information they believe their readers would find interesting,
informative or useful.
2. The reporters and writers of these publications must create content to fill their
“space” in a timely manner.
3. The key is making your message the content they can and will use.
4. The primary means of contacting those writers is a press release.
Using Press Releases
A press release is simply a document that contains summary information about a topic
or event that you want to disseminate. It is best to distribute the press release to actual
people like reporters, writers and journalists. If you don’t know a specific person at a
publication, you can send it to an editor of the publication or try to direct it to an
appropriate department.
Journalists get dozens or hundreds of press releases all the time. To make yours stand
out, here are some suggestions.
Know whom you are trying to reach. You really have two audiences – the journalist
and the readers of the publication. Journalists spend all their time creating articles that
the readers of their publication will find interesting. The nature of their work is that they
are busy and operate under deadlines. Therefore, you must create and target your
press release to appeal to both the journalist and the ultimate reader.
Have a reason for the release. There must be something of value or “newsworthy” in
your release. It may be the introduction of a new product, the launching a new website,
the landing of a new major customer or the hiring or promotion of an employee. You
can also “create” a “news item” that will be attractive for a story, such as the results of a
survey on some topic related to your customers and your business.
Write an effective release. Press releases usually conform to a standard format.
They should include enough information to enable the journalist to write a short story
and complete contact information so the journalist can contact you for more information
for a longer story. Try to include a quote and information on your company. There is a
sample at the end of this article.
Distribute the release effectively. After creating the release, you must get it to the
right people. If your ultimate audience is the general public, send it to local newspapers
and magazines. If your audience is a certain type of business, send the release to all of
the trade publications that your customers read.
If at all possible, direct the release to the specific person who is most likely to be writing
about your topic. Look at old copies of trade publications for reporters’ names. If the
release is about a new product or employee promotion, find the editor of the section of
the publication that deals with those items. If you can’t find a specific writer’s name,
send the release to the publication’s editor. As a last resort, send the release to “The
XYZ Publication, Attention – Editor.” The more personal you make it, the more likely it
will get attention.
More and more press releases are being sent via E-mail. It is faster, cheaper and
usually easier. If you choose email, incorporate the release into the body of the email
instead of sending an attachment. You can also send the releases by regular mail and
by fax.
Be available for follow up. Understand that journalists operate under the constant
pressure of meeting printing deadlines. If a journalist calls, try to take the call or return it
immediately. You should also ask what type of time constraints the person has.
Nurture a relationship with the writer. Journalists are always looking for sources of
good article ideas. Try to position yourself as an insightful and informed expert on your
market. You never know when you may get a call and have the opportunity to get
message told again.
SAMPLE PRESS RELEASE
INTRODUCTION OF A NEW PRODUCT
FOR IMMEDIATE RELEASE
Contact:
John Smith
ABC Manufacturing, Inc.
Phone: 604-922-5414
Cell phone: 604-837-9705
Fax: 604-922-2656
E-mail: jsmith@abcmfg.com
Dover, Ohio (August 1, 2007) - - ABC Manufacturing, Inc., the maker of a broad
range of decorative birdhouses, announced the launching of “The New American” line of
birdhouses for the holiday season. The new line has a patriotic theme with red, white
and blue coloring with some featuring American flags and bald eagles.
“The current wave of patriotism inspired our designers to craft a series of
birdhouses for outdoor and decorative indoor use,” said John Aldergate, President of
ABC Manufacturing. “You can show support for our country and help our feathered
friends at the same time,” said Mr. Aldergate.
The New American line of birdhouses will be featured prominently on the ABC
website, www.abcmfg.com as well as in the fall catalog. Prices range from $20 to over
$75. As the company does with all its products, they will donate 5% of all revenue from
the line to the Greater Dover Birdwatchers Society.
ABC Manufacturing, Inc. has been providing decorative and functional
birdhouses since 1954. The company employees 36 people at two manufacturing sites
in the Dover area. The company’s website at www.abcmfg.com contains additional
information.