PR Pointers About two dozen press releases come to WDFM daily. They come via fax, email, messenger, postal mail, and phone calls. Perhaps one in forty is considered for review in WDFM. That sounds pretty merciless, right? Well, there's a reason. The key word is relevance. Very few people who contact us take the time to make sure their press release is something our readers want to see. Most people who call don't read WDFM, and therefore don't realize that long interviews with their client/boss is something neither the editors nor the readers want. Meetings, deadlines, lunch, and business calls are constantly interrupted for people who cold call us out of the blue, expecting coverage. Good PR requires cultivating a relationship with the press. I often send people in the press bits of info I think they'll find interesting, even if it doesn't pertain to my agenda. Why? Because I don't want to create a profile in journalists' minds that they only hear from me when I want something from them. It's a two-way street. Help them, and they may, one day, help you. It seems obvious, but worth saying: read the pub before pitching them. Give them an angle that includes your client/boss, or product. When I get a call I ask that caller if they have even read WDFM. The answer nine times out of ten is, "Me, personally, no, I don't." As opposed to their impersonal selves who read WDFM religiously? People who beat around the bush and don't get to the point are also time-wasters, tipping off the editor that they're not so confident or comfortable doing what they're attempting to do. Ironically, as I write this, I was interrupted with a phone call from one of these folks. I much prefer people who tell me who they are (many try not to which is usually cause for immediate rejection) and tell me what they're after. At least they're clear, focused, direct, and not out to sponge up precious time. Naked honesty goes a long way in building trust. As for PR copy, any press release beginning with "FOR IMMEDIATE RELEASE" is a candidate for immediate deletion. Any note that begin "Dear Larry, I want tell you about a revolutionary..." is also headed for oblivion. Attaching press releases to email: don't. OK, I've ranted enough:). Suffice it to say there are some quick tips I have for those seeking press: 1. Be brief. 2. Be relevant. 3. Be honest (if you're from a PR firm, not the client, say so) 4. Read the pub and make a 30 second case as to why you should be covered. 5. Build relationships with editors/journalists. Help them, or offer to help them. Done well, PR can be more effective than paid-for advertising. Good luck. |
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