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Guest post by: Andy Marken Become an Author

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In this day of information explosion, the Internet and computerization,
it is comforting to hear editors and reporters say that
next to responding to their special requirements quickly and
accurately, the most important tool(s) they receive continues to be good news
releases. Unfortunately the news release is maligned because
most of those sent out by companies and agencies aren't simply
bad, they're pathetic.
Recently we surveyed a hundred and fifty business, trade
and newspaper editors across the country to see if they were
still of value and if so, what they expected from the releases.
Admittedly, writing a good news release doesn't make a PR
campaign but doing a poor one can dramatically cripple
your PR efforts.

Medium of Choice
While nearly all of the publications contacted had E-mail
and faxes, few expressed a desire to receive information using
these vehicles on a regular basis unless it was fast breaking news or had been
requested. Given a choice between snailmail, fax or e-mail, 90% would
take an e-mail every time. Their common voice was that they didn’t feel
guilty about discounting electronic 1s and 0s but discarding paper still
killed trees.
The news release remains the starting point for their
editorial endeavor, but there were a number who said they'd also
like to receive the write-up on diskette, especially if it was a
major announcement or a submitted or requested article.
In talking with the senior editors, they were quick to
point out that they were having an extremely hard time finding
good writers so they could understand why most of the releases
and backgrounders they received from publicists (internal or
agency) were such a waste of good trees.
"Fortunately, for the news media," one editor commented,
"journalism schools still seem to do a decent job of teaching
people the basics of good writing. But solid writing techniques
seem to have been dropped somewhere along the line in the PR
educational program.”
Certainly PR people have to understand geopolitics, envi-
ronmental and governmental issues as well as global marketing.
But at some point they have to write to communicate with the
outside world. Too many of these graduates are unable to meet
the challenge.

Focus on Objectives
It appears that too many people lose sight of exactly what
a news release is supposed to accomplish ... entice an editor or
reporter to write about the release's subject or call to get more
information. That means the release isn't a work of creative
art. It isn't a fluff and puff piece. It isn't designed to
stroke management's egos by having quote after quote on how great
the company and the product is.
Instead, it's a simple PR tool that is designed to commun-
icate information to your specific market(s). And if a busy
editor/reporter is forced to wade through the release to find his
or her kernel of news it probably won't be done.
Almost to a man (or woman) the editors and reporters we
surveyed said they receive an average of at least 500 releases a
week. Three-fourth of these are weak, amateurish, thinly veiled
sales presentations or so poorly written that they go directly
into the wastebasket for recycling into something useful like
more computer paper.

Qualified Person
The weakness sometimes comes about because senior manage-
ment gives the job to a secretary (manager) who has a flair with
words, a marketing/sales manager who does terrific sales letters
or the last person in the room when tasks were doled out. None
of this expertise makes an individual right for a job which
should be as important as preparing copy for a four-color ad.
After all, a well-organized, well-executed publicity
program that is integrated into the firm's total public relations
effort (op/ed pieces, user case studies, application and tech-
nical articles, speaking engagements, etc.) will produce handsome
rewards. Well executed publicity can make readers aware of the
company, its products, its services and capabilities; pave the
way for the sales force; help explore new and potential markets;
build relations with present customers; and attract qualified
personnel to the firm.
With all of these benefits, why should a firm be willing to
jeopardize its relationship with editors by giving publicity so
little attention?

Know Publications
When you're looking for a way to interest a publication in
your story, look at it from the editor's perspective, not that of
your management, marketing, engineering or yourself. Ask your-
self if anyone really cares or should care about the information.
If there is an interested group of people out there,
determine the editorial requirements of the given publication or
group of publications. Once this is done you can provide news
releases that will be published because they have the style,
content and necessary current angle to satisfy your audience's
requirements.

Basic Guidelines
In addition to the press release checklist below:
1, following are some basic guidelines our people have found
helpful in preparing press materials that get used:
* Write the release simply, clearly and factually making
certain you tell the full story as quickly as possible.
* Prepare background and biographical material that give
facts when the story dictates, not company puff and fluff.
In-depth company, product application and technical infor-
mation can often result in better coverage, especially if
the editor or reporter doesn't have to call to obtain more
information.
* Include photographs (black & white and transparency) that
are real with sharp contrasts. Editors have no desire to
use retouched ad shots, cheesecake, handshake or "mood"
photos. Make certain the cutline explains the photo and
ties into the release.
* Include in the release the name and telephone number(s) of
the people who should be contacted for additional infor-
mation. We include fax and home numbers since when an
editor or reporter needs additional information, they need
it immediately ... not in a day or two. And don’t forget the e-mail
address so the reporter can get the complete question to you for
response, even if you’re on the road.
* Write the release with a specific publication's readers in
mind. Once you've prepared your general release, write
separate leads and body copy for vertical market publi-
cations. Properly done, the results can be dramatic.

Serving Readers
Once the release(s) are well written, send them to the
appropriate editors/reporters so they can do their job ... serve
their readers need-to-know.
Don't feel you have to hand-deliver a release to make
certain the right person receives it; don't insist on reading the
release over the phone; don't blanket the publication's staff in
hopes that one or more will use the release; and don't call to:
A) make certain it's okay to send them the release or B) ask if
the received the release.
If you’re going to e-mail the release understand good netiquette.
Don’t set up a huge recipient list so that when people receive it they
have to wade through all of the names before they get to the meat of
the story. There are a number of good mail list programs available.
get one and learn how to use it. Or send each release separately.
Properly done, a sound news release program can yield
dramatic results for the organization. But publicity requires
skill and attention to win the approval first of the editor/
reporter and then of his/her readers.
Despite how simple the effort looks, news release
activities should not be relegated to a receptionist, a secretary
or a junior member of the firm who happens to write great poems
or sonnet's. This type of focused effort and activity can
contribute to the perception of the company, its products and its
success.
Of course, I could be wrong. But if I am let's cease
sending out millions of news releases every year to hundreds of
editors/reporters so we can save our environment.
# # #

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