| Alex Rodriguez, Diversity Consulting Group | | | | close a few weeks later because it was a hobby, and |
| (805) As a marketer I am often asked by clients if | | | | nothing else. |
| press releases really work. My response to them is | | | | What if you are not a good writer? Or do not have |
| "yes, and no." The reason for the vagueness of my | | | | the time to draft and send out press releases? You |
| answer is that in today's fast-paced business world | | | | can hire someone, either internally or externally, to |
| many times we try to take shortcuts in order to get | | | | handle this for your business. Keep in mind that you will |
| something done, and this means trying to save a dollar | | | | have to make certain decisions that will impact your |
| as well. I remind my clients that when they hire | | | | business. First, consider this an investment, not an |
| someone they do not typically hire them after only | | | | expense. I tell my clients that if they are looking at their |
| seeing their resume, and that said resume is there only | | | | attorney or CPA as an expense they need to take a |
| to open the door. The same is true with a press | | | | step back and look at this differently. These people |
| release. | | | | provide a very valuable service, and yes, it can be |
| A press release, if written properly, may open a door | | | | expensive, but it is an investment into the future |
| with your local media. Many people, me included, have | | | | financial and legal health of the business. Publicity |
| sent news releases to the press thinking that what we | | | | should be looked at the same way. |
| are announcing is the greatest thing since sliced bread, | | | | If you hire someone internally, unless you are a |
| only to not receive a call and much less a story. This | | | | largerbusiness, you may not want to spend a lot of |
| does not have to be the case, and I will tell you how to | | | | money. However, this is an important function within a |
| be an effective source of news to the media, on your | | | | growing business if money is an issue. Consider hiring a |
| business as well as your industry. Today's media | | | | consultant or small agency. Certainly on an hourly basis |
| outlets are in the business of reporting news. They | | | | you will pay more, probably much more, but there are |
| need press releases and constant interaction to | | | | no employment tax implications as the firm or |
| identify what is newsworthy to their audience. | | | | consultant is a vendor. Also, there is no overhead |
| Businesses like yours and mine should be supplying the | | | | because you do not need to purchaser a computer, |
| news they need. Coverage in the media is free | | | | provide telephone line or office space; nor do you |
| publicity for your business and you are providing a | | | | have to deal with sick days or vacation days. A |
| needed service to the media. Coverage in the press is | | | | professional, whether hired in-house or externally, also |
| far different from paid advertising because your | | | | brings with him or her a list of media contacts. This can |
| audience knows that you paid for the commercial on | | | | be worth its weight in gold! |
| television, and they also know that when the same | | | | So you've drafted a press release and sent it to the |
| television station has a news story about you they are | | | | media. What next? Follow up. If you wait for the press |
| providing independent third party verification that you | | | | to write about your business you may be waiting a |
| service or product is good. | | | | long time. It is important to follow up with the media as |
| There are various methods of press release | | | | you would with a client. Once you send a prospect a |
| distribution. It can be done via email, postal mail or fax. | | | | proposal do you wait to hear back from them? I would |
| Unless you are sending additional press materials like | | | | certainly hope not. The same is true with the media. |
| product photographs or head shots of key executives | | | | Many times calling beforehand to see what they are |
| avoid using the mail. Depending on the media outlet you | | | | looking to cover is important. |
| are communicating with you can send high resolution | | | | Establishing a relationship is also important. Why? |
| digital photos via email, but many media companies | | | | Because if you have a relationship with a reporter and |
| have policies restricting attachments because of | | | | he is covering something and needs an "expert" to |
| serious security and virus threats. Email is a great | | | | quote for his story he may chose to reach out to you. |
| method to distribute a press release because you can | | | | For example, if you own a construction company that |
| reach a larger number of press contacts by drafting | | | | specializes in the installation of solar panels and there is |
| and sending only one release. One tip: do not put all of | | | | a new tax credit being discussed in congress a |
| your media contacts' email addresses in the "To" line | | | | reporter may need to speak with someone on the |
| of the message when addressing it; instead address | | | | frontline. That someone can be you. Because of this |
| the message to yourself and blind copy your contacts. | | | | relationship it is easy for said reporter to reach out to |
| Always spell check, proof, spell check again, and proof | | | | you instead of a competitor he finds in the yellow |
| one more time, then have another set of eyes look at | | | | pages. Reporters are busy, and many times because |
| your release. You are sending it to journalists that write | | | | they are on deadlines are not able to spend a lot of |
| for a living. You do not want typos! I have seen some | | | | time researching certain things, so they rely on their |
| poorly written and edited releases distributed to the | | | | contacts. |
| press, and it usually winds up in the recycle bin. | | | | One last piece of advice: be accessible. Reporters |
| The press release is a way of getting your news to | | | | should have your office number, mobile number and |
| assignment desk editors, news directors and editors at | | | | home number. Become an expert, and be accessible. |
| the press. A press release is typically one to two | | | | Tell reporters to feel free to call you at all of your |
| pages, double spaced, and carrying your message. It is | | | | numbers. This serves two purposes. The first is that |
| critical that your release be concise and on point in the | | | | you are easily accessible and easy to reach when |
| smallest space possible. | | | | they are one deadline. Be sure to let your receptionist |
| Are You Newsworthy? | | | | or assistant know to put calls through from the press. |
| Whatever you send out has to be newsworthy and | | | | The second purpose it serves is that you will receive |
| something that a reporter will see as important to his | | | | the benefit of the doubt should something less than |
| or her readers. Your press release cannot be an ad | | | | positive happen regarding you, your company or your |
| for your business. It will not be covered. The only | | | | industry. Prior to something that can be perceived as |
| response that you will receive, if you are lucky, is a | | | | negative appearing in the paper you are likely to |
| phone call from the ad sales department. Your | | | | receive a call and an opportunity to explain yourself if |
| message has to be newsworthy. | | | | you have a solid relationship with the press. We do not |
| Once you review your message and if you feel that it | | | | want to control the press, but we do want to have the |
| sounds too much like a commercial send it off to trade | | | | opportunity to share our point of view. |
| publications. These are the magazines you receive at | | | | In closing, there is nothing wrong with seeking publicity |
| the office, many time free of charge, from various | | | | for yourself or your company. If people do not know |
| business groups or associations that you may belong | | | | who you are they cannot find you. I tell friends that I |
| to. They, like traditional media, are always in need of | | | | am not afraid to take on controversial projects on |
| stories and news to cover. | | | | behalf of a client, at times going against the beliefs of |
| If you want to gain media attention you have to think | | | | friends. The reason is that I feel that the service that I |
| like the media. It is that simple. If you have a great new | | | | provide is similar to that of an attorney in that I have a |
| technology that you are going to bring into the market | | | | client to represent. An attorney represents her clients |
| to assist people with disabilities you probably do not | | | | in court; I represent my clients in the court of public |
| want to send a press release to a fashion magazine. | | | | opinion. I do this because I understand the media, and |
| Be one with the media, and you are one with their | | | | can strategically work to increase, or decrease, a |
| audience. Do not be disappointed if your release gets | | | | client's profile. Publicity, used properly, can help raise the |
| no attention. It may take a couple, or more, for the | | | | perception of a product. In a recent survey three out |
| media to recognize that you are indeed a viable | | | | of four Fortune 500 CEOs agreed that a brand is |
| business and may want to cover you then. The last | | | | established through public relations, then maintained |
| thing that a reporter wants to do is cover the launch | | | | through advertising. Brand yourself; brand your |
| of a new business that happens to be more of an | | | | company. |
| idea in someone's kitchen only to have the business | | | | |