Want to make inroads with the media? Then listen up: They
don't want cumbersome packages, 3-D pop-up press releases and
bulky envelopes teeming with color slides and videotapes. In this
environmentally conscious era, sending a barrage of unsolicited
materials is frequently a good way to turn an editor off.
The best way to get an editor's attention: Find out how they
like to receive story ideas, and pitch them that way. Some may like
e-mail, others a brief fax, and plenty still prefer letters.
"The first rule of good PR is putting yourself in the
editor's shoes," says Bronwyn Fryer, a writer specializing
in high-tech issues. Fryer should know: She receives so many
packages, she's had to hire a professional recycler to cart the
stuff away.
What does grab the editorial eye? Fryer says she pays attention
to well-written and good-looking press materials.
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Editorial distaste of waste applies to the mode of delivery,
too. With smart companies striving to cut costs, using overnight
delivery to send a press release announcing that your vice
president is now senior vice president may brand you a
spendthrift.
The bottom line: The more excessive the packaging and delivery,
the less likely an editor will look kindly on your cause.
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