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By Joan Stewart
The Publicity Hound
A news release is often your only chance to
make a great first impression.
Newspapers, magazines and trade publications
receive them by the truckload. That means sloppy,
inaccurate, pointless releases are the first to hit the
newsroom wastebasket. To make sure yours isn't one of them,
avoid these 7 Deadly Sins:
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Providing insufficient or wrong information on your news
releases, particularly telephone numbers. Releases must be
complete, accurate and specific. (Note: A news release is
the same as a press release.)
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Writing too long. They should be no longer than a page.
-
Sending it too late. Mail or fax it to local media at
least two weeks before an event, preferably three or four.
Major magazines work four to six months ahead of time.
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Sending a release with no news value. News is what happens
that is different. If it isn't different, it isn't news.
-
Blatant commercialism. Avoid hackneyed words and phrases
such as spectacular, incredible, the only one of its kind,
breakthrough, cutting-edge, unique and state-of-the-art.
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Omitting a contact name and phone number. At the top of
the first page in the left corner, let editors know who
they can call if they have questions. Include day, evening
and cell phone numbers.
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Calling after you send a release. Questions like "Did you
get my news release?" or "Do you know when it will be
printed?" will brand you as a pest. Don't follow up with a
phone call to see if the media got your release, unless
you are absolutely sure that someone will check for you.
Most reporters and editors don't have time. If you do
follow up, make sure you have a reason to call. Suggest a
particular angle to your story, or ask the media people if
they need any other information.
Reprinted with permission.
Joan Stewart publishes “The Publicity Hound’s Tips of the
Week,” a free
ezine on how to generate
thousands of dollars in free publicity. Subscribe at her
website at
blog at
http://publicityhound.net. Articles |
