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Capturing a publication's
attention can be a difficult task. You are competing against a variety
of other people, causes and events. To win this competition you must do
two things. First, you must gain their interest. Second, you must present
your story in a professional manner that will make it easy for them to
give you the coverage you desire. Here are some tips:
Know
Your Target
Find out who the editor or reporter is for the section you want your release
to appear in. Include their name on the release, not just on the envelope.
Pick
One Person Per Publication
Once you've chosen the appropriate person, stick with them. If the article
needs to be passed off to another reporter, the publication will make
that decision. If you send your release to more than one person, any problems
that develop from duplicate coverage and effort will be blamed on you.
Don't
Just Send, Call
To increase your chances of getting coverage, call the intended recipient
before you send the release and call a few days later to make sure they
received it. Making first contact by phone will also help you find the
appropriate person to send your release to.
Give
it Time
Don't fax a release out the day before an event and expect it to receive
coverage. Give the maximum possible amount of time for the publication
to decide how they want to cover the story. If you feel the event is so
far in the distance that they might forget about it, then simply send
another release as the time for the item draws nearer.
Know
Your Deadlines
Magazines, even weekly ones, are often planned months in advance. Seasonal
events, such as Christmas and Easter, are great examples of this. Christmas
issues are frequently developed in the heat of summer. For calendar items,
know when the publication's submission deadline is.
Write
it in a News Style
Put the primary information (who, where, what, and when) into the lead
(first paragraph), and keep the sales pitch subtle. No exclamation points!!!
Use short words and sentences. Make sure what you're saying is very clear.
Show
and Tell
If you have good photos, send them or include the words "photos available
upon request" with your information at the top of the first page.
Only send high quality photos, however, and only when they add to your
story. Place photos between cardboard when mailing. Don't tape or paper
clip the photos or you risk damaging them.
Keep it Short and Informative
Reporters and editors
are notoriously busy. Most press releases should be kept to one page.
Two is acceptable. If they want more information, they'll ask.
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