Public Relations for Business 5

Do I send identical releases to all editors?

You could do that, but often it pays to change the headline and the first paragraph slightly to tailor the release for different audiences or markets. For instance, if news about the remote volume-controller for stereos was going out to local media, the headline might be changed to read "Hauppauge Manufacturer Develops Remote Control Device for Stereos." The copy (text) would be adjusted slightly to get the local angle in near the top of the release, too.

Is a press release the best way to get publicity?

The press release works best when used in conjunction with personal calls to editors or reporters. What often happens is that you alert the editor to the story in your phone call, and then if they are interested, they will tell you, "Send me a release," or "Send me some information." The personal contact isn't essential, but often it does help get your release and story noticed.

Do I just send the release and forget about it?

Usually it is best to follow up on the release by calling the editor or reporter a few days after you think a release should have arrived.

Don't editors get mad at all these calls?

Some editors get annoyed at phone calls. If you encounter an editor who doesn't want phone calls, be sure to make a notation on your contact list so you don't accidentally phone the next time you are sending out a release. Many, however, welcome them, provided you keep the following guidelines in mind:

• Keep the call brief. Reporters and editors very often must meet hourly deadlines. (Radio news personnel may be trying to squeeze in the conversation with you before the next broadcast goes on the air.) Your call will not be welcomed if you ramble and don't get right to the point.
• It's a good idea to outline in advance what you want to cover in your talk and to gather together any facts the reporter might ask for so you don't have to look them up or call back.
• Don't make a pest of yourself. Call only if you have news or information they may want.
• Never complain about a story the reporter did or about not getting publicity.
• If you have to call to correct an error the reporter made in a story, be polite and never make it sound like you think he or she made a mistake. No one likes to be told they did something wrong, particularly if they think they were doing you a favor by giving you publicity. Besides, the error could have occurred in production.
• If your contact seems rushed or says it is a bad time to talk to him or her, don't keep talking! Ask when a better time might be and call back then.
      

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