How To Get Your Press Release Noticed
Top Local Editors Provide Valuable Tips
By All Write Resources
Today’s lean marketing budgets make getting ‘free press’ more important than ever. Newspaper editors offer these tips on getting your message into their spotlight.
Like most business today, the newspaper industry operates with limited resources. That means that localities may no longer have the benefit of dedicated reporters, but every newspaper editor is still faced with a daily landslide of information from which they must attempt to mine the newsworthy nuggets for their publication. Your news is more likely to ‘sift to the top’ of the pile when you follow these suggestions offered by local newspaper editors during a recent media roundtable event.
The item must be newsworthy.
If you want your item to make it into print, be sure that it is timely and that it is of value or interest to the publication’s readers. It is wise to remember that the editor’s job is to consistently provide newsworthy content that speaks to the audience, an audience that statistically gives him five seconds or less to grab their interest. When your item helps to accomplish that for him, it can be a winning situation for both of you.
Be sure the news is relevant.
Even if your item is newsworthy, it must also be relevant to the purpose of the publication. Therefore, it is wise to become familiar with the content, format and tone of the publications you are targeting. The best way to do that of course is to buy them and then read them! Then when writing, try to mirror the presentation of the content as you see it. Know the audience, and slant the item to their interest.
Be aware that in most cases the editor needs news items that have some connection to the locale they serve, so when you submit your item it is important to establish exactly what that local connection is. If possible mention it in the beginning of the information so that it will capture the editor’s attention, and subsequently the readers’ attention when the piece is published.
Speak to the level of the reader.
When writing for a news audience, it is important to state things simply. Be succinct and stay away from industry jargon or technical terms. Use language that can be easily understood by a general audience. This will also help the editor in placing the piece, and it makes it easier for a reporter to gather additional information, or to conduct interviews. A good rule of thumb is to remember that newspapers are written for an eighth grade education level.
Make the most of your submission.
Local newspaper editors agree that their first choice is to receive information via e-mail. They say that e-mail is the easiest to way to receive, categorize and forward communication. When you submit content via e-mail, the format of your message is the key. The subject line is of the greatest importance. It should be a one-line summary of the news item, and it should mention the all-important relevant or local connection. At times that subject line may be your one solid opportunity to get noticed, so make it an attention grabber.
All text information should be inserted directly into the body of the e-mail. Refrain from sending your text as an attachment. By putting your written content directly into the body of the message, you make it easy for the editor to review the information quickly without having to wait for an attachment to open. This also eliminates software compatibility problems. Sending photos or logos as attachments is acceptable provided that the files are in JPEG format, are of high resolution, and are compressed for quick downloading.
If you are unable to use e-mail to submit your news, the next best method is facsimile. Remember though that once received, faxes do require additional manual effort to route. Traditional mail is also acceptable, but it is of course a less timely method. If you do use fax or regular mail, it is still very important to use your headline or subject line to your best advantage.
All editors unanimously agree that a telephone call is the least desirable method of submission.
Deadlines and lead times are important.
Timing can be absolutely everything. Great news quickly becomes old news when it misses the print deadline. If your news is time sensitive, be sure to know publication’s deadlines and lead times. If they aren’t listed in the publication or on its website, it is acceptable to call the appropriate editor.
Calendar items probably require the greatest amount of lead time, so send them in as soon as they are scheduled. Most publications will accept calendar items up to three months in advance of the event date.
Include important contact information.
Don’t forget to include all of your contact information: name, company, street address, phone number and e-mail address. Contact information should always appear on top, which makes it easier for the editor or reporter should they need to contact you.
When submitting calendar items, be sure to include important details such as: date, time, contact information, registration information, admission charges and be sure to mention whether or not the event is open to the public.
Understand how it all comes together.
These other general tips from the editors may help you to understand and navigate the submission process.
Don’t call to see if the editor received your submission. Due to the volume of submissions they receive they probably won’t remember, and will rarely have time to check.
Don’t ask to be notified if and when your item will appear, or don’t ask for a clipping when it does. The editor expects that you are a reader of the publication, so naturally you will see and clip it yourself.
Even though news is unpredictable, editors do say that there are slow or off-season periods. These periods are usually during August, during the December holiday season, and during January and February. These could be the optimum times to get exposure for those less time sensitive announcements.
Finally, remember that the news media always has a need for informed and reliable sources. If you are so inclined, providing the press with relevant newsworthy information can establish you or company as an industry source. What could be better than getting the media spotlight to come to you!
copyright 2004 All Write Resources all rights reserved
contact Tanya Detrik All Write Resources 203-881-9008 www.allwriteresources.com
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