Watch for those opportunities when a news release will
be appropriate and likely to get into print.
- Official announcements. Such things as
appointments, new services, and organizational
accomplishments are regarded as newsworthy.
- Celebrities and public figures who are doing things
with you, your organization or cause.
- Events such as open houses, tours, award
ceremonies, accomplishments, anniversaries, rallies, and
debates.
- Statements that involve you in controversy such as
stating your organization's stance on a public issue.
Offer a prediction or pass a resolution.
- Public appearances and big media coverage can
interest a reporter. If your work is being featured on
"The ABC News," let the newspaper's television editor
know about it.
- Remember to watch for things you can tie-in with.
Can you associate yourself with upcoming holidays,
public-service projects, and news happenings that are
getting lots of attention?
- Watch for regular newspaper columns that deal
with your area of interest. They are especially likely to
use your news release, sometimes in its entirety, if your
message directly relates to the column's topic. If the
paper includes a weekly profile of what's happening on
radio, be sure to send them a release anytime you have a
scheduled radio interview or when you have recently
appeared on the radio with something interesting.
Remember Smaller Newspapers, Newsletters, and
E-Zines!
Often times when the big daily paper in your town isn't
interested in your story (for example it has too much to
do with your business interests with not enough interest
for a general audience) consider a more specialized
publication.
Trade or industry papers can be excellent for this. The
fact that you added a new printer to your printing
business is probably of no interest to the big daily paper.
However, it might be a good story, accompanied with a
photo, for a magazine, newspaper, or newsletter that
specializes in the printing industry.
If your business coincides with a minority group or
opinion, look for publications which target that smaller
group. There's nothing wrong with reaching a smaller
audience, especially if that audience is made up of a high
percentage of your target prospects. One of the biggest
problems with big mass media (like newspapers and TV)
are that they send your message out to just about
everybody. It's rare that a business actually needs
everybody. Chances are you only sell to specific groups
with certain types of interests and needs.
