1) Retain qualified help. Media relations is more complex that it looks and assistance from a PR professional, who has the contacts and knows how to package and pitch your story, is critical to successful placements.
2) Package for success. Media advisory or news release, HTML e-mail campaign, backgrounder, FAQ, photos, charts and graphs are the tools that help the media re-tell your story accurately and effectively. Remember to have testimonial interviews lined up and briefed in advance.
3) Select contacts wisely. Every news item is different and your media contact list needs to be tailored for every campaign. One list “does not fit all,” and your PR counselor will make sure your targeted list fits your objectives.
4) Put it on the wire. Don’t ignore the power of services such as Business Wire, PRNewswire and PRWeb. Newswires can’t replace personal pitching, but can greatly extend the reach of your campaign when used properly.
5) Utilize online exposure. Make sure information and visuals are easily accessible on the Internet, either with an online press kit or through posting at an online newsroom.
6) Document coverage. When stories run, you want several copies. Make arrangements for clipping and taping services in advance of your campaign.
7) Measure results. Clippings alone seldom provide enough information for evaluation. Your PR counselor will help you determine if campaign objectives were met by employing methods such as ad value equivalency and content analysis.
About the author:
Maggie Chamberlin Holben, owner of Denver-based Absolutely Public Relations, is accredited by the Public Relations Society of America and is a member of its Counselors Academy. In addition she was recently certified as an Industry Analyst Relations Practitioner. Specializing in media relations, Holben has taught both advertising and PR on the university level. She currently owns and operates PublicRelationsNewsroom.com, Online-Presskit.com, Expert411.com and DenverPRNewsroom.com. National placements include Inc., More and Entrepreneur magazines, USA Today, First For Women and Redbook. Go to www.absolutelypr.com for additional information.
© 2002 Absolutely Public Relations and Maggie Chamberlin Holben, APR. All Rights Reserved.
To learn more about this author, visit Maggie Holben's Website.
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Maggie Holben
(Visit Maggie's Website)
Maggie Chamberlin Holben, owner of
Denver-based Absolutely Public Relations,
is accredited by the Public Relations
Society of America and is a member of its
Counselors Academy. In addition she was
recently certified as an Industry Analyst
Relations Practitioner. Specializing in
media relations, Holben has taught both
advertising and PR on the university
level. She currently owns and operates
PublicRelationsNewsroom.com,
Online-Presskit.com, Expert411.com and
DenverPRNewsroom.com. National placements
include Inc., More and Entrepreneur
magazines, USA Today, First For Women and
Redbook. Go to www.absolutel
ypr.com for additional information.
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