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IT SOUNDS TOO good to be true. Martin Baird--founder of Robinson & Associates Corp., a marketing management firm, in Phoenix--was mentioned in the Arizona Republic newspaper's small-business column. "From that, I was asked to do seminars for USWest phone company," says Baird, "who then purchased close to 500 copies of my marketing book. I was also asked to speak at the Western Entrepreneur's Conference. All that is the direct result of one news release."
The moral of the story? News releases work. And, if you want your business to get media exposure--whether it's in a newspaper or magazine, on television or radio--you'll need a news release and a media kit. You can successfully prepare both of these yourself, if you follow a few simple guidelines.
News Releases
"A news release is a for-your-information memorandum to aneditor or reporter," explains Wilma Mathews, coauthor of OnDeadline: Managing Media Relations (Waveland Press). "Itgives enough information to let a reporter or editor decide whetheryour idea or event is newsworthy enough to cover."
You must make certain that your news release is newsworthy. Agrand opening, new product launch, important staff change orbusiness award are all potentially worthy of news coverage. Butremember that a community newspaper, industry trade journal andnational news magazine program will all have different perceptionsof what's news, so carefully choose your targets. Yourcompany's fifth anniversary, for example, may be of interest toyour community newspaper's editor, but not appropriate for theprogram director of a statewide radio show.
"The most difficult part of a news release is trying toidentify the appropriate media," says Baird. "We analyzeour potential market, and learn what they are reading, watching andlistening to." Baird then sends news releases only to theplaces that will reach his customer. For example, local stories aresent to the small business editor at his local newspaper, but pressreleases for his book were sent to national business magazines. Notonly does this save Baird printing and delivery costs, but itensures that any media exposure will be noticed by his targetmarket.
Although each editor has his or her own perception of news, mostlook for stories that are timely, unique and of interest to theirlocal audience or subscribers. "Number one, news is determinedby whether it's local," says Mathews. "Does it have alocal hook? Will it be of interest to local readers? Next, it mustbe something that's about to happen. Nobody wants a newsrelease about something that happened three weeks ago. Finally,editors are always looking for the unique or unusual."
Don't make the mistake of substituting a news release forpaid advertising. Although a news release may ultimately generatesales, its goal is to transmit interesting information, so makecertain you find something interesting or unique to write about.Baird generates ideas for his news releases by listening carefullyto his clients' questions and concerns. "I just did a newsrelease titled 'Internet--Riches or Ripoff?'" saysBaird, "because we kept getting calls from clients saying,'Should I be on the Internet?' or 'Should I have a Webpage?'"
Like business letters or legal documents, news releases have aspecific format. They are printed on plain white paper or companyletterhead. In the upper left corner on the first page, indicatethe contact person (probably yourself) and the telephone number. Inthe upper right corner, include the date you're writing thenews release and the date when the information should be releasedto the public, such as "For Immediate Release" or"For Release: February 15, 1996."
The next line should be the headline. "The headline shouldsummarize what's in your release," says Mathews. "Forexample, 'ABC Company Names New President.' That tells whatthe release is about and helps the editor know whether this is hotnews or something that can wait." The headline should be incapital letters, centered on the page.
Beneath the headline is the body of the news release. This isyour chance to convince the editor that your story merits mediaattention. Write carefully, making certain your news releasecompletely answers the six questions journalists will ask:"who, what, where, when, why and how." Write in a simplestyle, avoiding jargon or technical terms that are unfamiliar toyour audience. Include at least one good quote from yourself aboutthe subject.
The body of the news release should be double spaced, and nomore than two pages long. Leave margins of at least one inch so theeditor can write comments. Complete your release by centering theword "End" at the bottom of the page.
Don't try to make your news release unusual. "A lot ofnovices attempt to make the news release memorable by usingcolorful paper, bright letterhead, cutesy terminology or funnyfonts," says Mathews. "What's interesting about therelease is the content. All that cutesy stuff doesn't impresseditors; in fact, it often turns them off."
Your news release can be delivered by fax, courier, mail orelectronic mail. But, before it leaves your desk, make certain ithas been proofread. "Nothing turns an editor off faster than arelease that is filled with grammatical errors, typos or badwriting," says Mathews. "Editors expect quality. If theydon't get it, they're going to trash your newsrelease."
Media Kits
If you send out a news release, you'll also need a mediakit. "A media kit is an information package," explainsMathews. "It's usually prepared to be part of some event,like a news conference, where reporters are going to be. It canalso be used to distribute any time a customer or media personcalls."
Mathews suggests carefully choosing what you include in yourmedia kit. "More is not better," she warns."Reporters don't want to carry around five pounds ofpaper--they don't have time to read through it. They wantinformation, not information overload."
Begin your media kit with a fact sheet--a single page thatcontains all the important details about your business. Include ablack and white photograph of yourself, as well as a briefautobiography. Mathews also recommends including clips of anynewspaper or magazine articles that have been written about yourbusiness.
"Reporters like to know other publications have writtensomething about your business," explains Mathews. "Ifsomebody else thought you were important enough to write about,that reporter is more likely to write about you, too."
Also include a nontechnical description of your main products orservices. "But keep it very short and simple," warnsMathews. "A lot of businesses try to use a media kit as asales kit, and include product brochures and detailed information.You're not going to sell a reporter by giving them productspecs."
Baird is careful to ensure that his media kits contain more thanjust information about his company. "We also includeindustrywide information," he says. "We're in themarketing business, so we take articles out of marketingpublications that would be of interest to the editor. Because thenit doesn't look like you're selling your company, as muchas you're including information. But those articles give greatcredibility and also provide a resource for the editor or writer togo back to."
Assemble this information in a presentation folder, with acutout in the front pocket for your business card. Like newsreleases, Mathews recommends keeping media kits simple. Florescentcolored folders or strange fonts can make you look like an amateur,so stick to a simple, professional presentation. Inexpensivefolders and stationery can be purchased at most office supplystores.
A good media kit is one that gets results. "One newspaperwriter has solicited us for three different articles," saysBaird. "And that exposure is unbeatable."
Finally, be patient. "I look at public relations and newsreleases as a long-term commitment," explains Baird."You're trying to build a relationship with a writer,editor or publication, so they will write about you or quote you.It took us two years to get mentioned in the Arizona Republic, andwe must have sent them 20 news releases before the first one gotpicked up." But for Baird, the results from the mediaattention were worth the wait.
Sue Clayton is a writer specializing in buisnesstopics.
For More Information...
Communications Consulting & Training, 14836 S.Foxtail Ln., Phoenix, AZ 85028,
(602) 759-9295.
Robinson & Associates Corp., 12629 N. Tatum Blvd.,#237, Phoenix, AZ 85032,
(602) 990-1774.
