Q:
Last week I sent my first press release for the personal chef
business I'm starting to a small, local paper. I used a
template other personal chefs around the country have been
successful with. I sent the release by e-mail, because the paper
listed an e-mail address for news stories.
The next day the publisher of the paper responded: "Stop
sending this trash. We don't print puff." I felt like I
had been slapped in the face. Was this a normal response, or is
this guy just lacking professionalism and manners? Am I being
overly sensitive?
Name withheld
Via e-mail
A:
While we don't believe you committed any gross errors, and the
response you got was unusual, there's a lot you can do to get a
better reception.
Content Continues Below
Since this was a local paper, might you have delivered your
release in person? Your business is food, so you could have
lubricated your reception with a sample. Chances are, this
publisher, who may be a one-person shop, is under stress and could
use some TLC. If not, the impression he gave of being a lout is
true. After all, as a local entrepreneur, you're a potential
advertiser and already a reader.
In general, you should send a news release to the person
responsible for editing the section of the paper you're
targeting. To get that section editor's name, check the
paper's masthead or a directory like Bacon's
Newspaper Directory or at most public libraries). If the
articles have bylines, call or e-mail the reporter and ask whom you
should send a news release to and how that person prefers to
receive it-whether by mail, e-mail or fax.
In writing a news release, remember you're not writing an
ad-you're imparting information. Make sure the editor sees the
potential value to readers. Keep the release brief and exciting.
Omit most adjectives, use action verbs, and eliminate nonessential
descriptions. Give your story local flavor. For example, if you
prepare diabetic-safe meals, a statistic on the number of diabetics
in your community helps localize your story.
Focus on one point per release and make sure your release
answers who, what, when, where, why and how. Organize the
information from the most important to the least. Finally, develop
an attention-grabbing headline.
Even if your news release doesn't lead to a specific
feature, don't be discouraged. If you continue sending
interesting, relevant materials, chances are, you'll eventually
get attention.
Self-employment experts Paul and Sarah Edwards are the
authors of 14 books. Send them your start-up business questions at
www.workingfromhome.com or
through us at Entrepreneur.