There is something newsworthy happening at your organization right now. Here are some tips on how to tell your story.
First, make sure your story contains all the relevant facts. Ask yourself: Who, What, When, Where, Why and How?
Next, make your story readable. Here's how:
? Use short sentences. (Best single thing you can do...and easiest.) Research shows sentences of 15-20 words or less are easiest to comprehend. If you must write a long sentence, punctuation - like colons and dashes - can help the reader.
? Use short paragraphs. Usually one or two sentences per paragraph is enough. Otherwise, the reader sees a solid, gray mass when looking at a narrow newspaper or magazine column.
? Use easy words. Avoid multi-syllable and/or technical words that are hard to understand. If you must use them, explain them with simple definitions or by using analogies.
? Use personal words. These are human interest words: e.g., "I," "you," "me," "they," names, quotes.
? Use active verbs. These are words that show action. Examples are easily found in recipes or on sports pages (mix, stir, blend, whip, hit, run).
? Get to the point...fast! Readers and editors don't have the time or inclination to wade through a bunch of words before finding out what a story is all about.
? Use an "inverted pyramid" style. Most editors usually chop stories - to make them fit available space - from the bottom. So put the most important points first, second most important next, and so on down to the least important.
Now, alert the media.
About the author: Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.
Public relations is the art, as one of my colleagues... Read More
In public relations, "junk" is more about attitude and lack... Read More
Recently, I told a friend (who's a business owner) that... Read More
And the best way to mind your own business is... Read More
As a business, non-profit or association manager, any tool that... Read More
Public relations changes minds in the process of delivering what... Read More
Publicity is an important and often overlooked tool of creative... Read More
PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
I am often asked by clients to target USA Today... Read More
Sure. What else do you call a human discipline whose... Read More
And not results you can measure only in terms of... Read More
There's the old joke about the two buzzards sitting in... Read More
The VIP databases are fun to create and can be... Read More
As eyes look forward to a new business year, many... Read More
Most people consider getting publicity the most important part of... Read More
SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
True, because department, division or subsidiary managers for a business,... Read More
In these days of every increasing demand and competition, there... Read More
UNDER FIREA friend whose organization is often in the media... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
What a shame! Potentially productive public relations people resting on... Read More
It seems difficult to believe at the dawn of the... Read More
We rely on all kinds of tools and advice to... Read More
Some folks see the word "strategic" as a needlessly tiresome... Read More
When outside audiences important to your operation do not understand... Read More
How much more fundamental can you get than this? As... Read More
And show it for what it is - a humdinger... Read More
No comment. These are probably the two most damaging words... Read More
News releases (also called press releases) are an important part... Read More
Although I still believe there is a place for advertising... Read More
In a media interview, always stick to your main points... Read More
Parties, videos, booklets and column plugs?Or public relations that does... Read More
SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More
The most sensible way for business, non-profit or association managers... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
I've worked in media and public relations for 20 years,... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
Done right, it delivers the key, target audience behaviors you... Read More
You've probably noticed, if you live on this planet, that... Read More
During my career as the head of media relations for... Read More
It can bite you and waste your public relations budget... Read More
How to write a press release is a major challenge... Read More
If you get the hang of speaking to the press... Read More
Because when it comes to public relations, non-believers can produce... Read More
A reporter's job is to get the most accurate and... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Can your PR do something positive about the behaviors of... Read More
Yes indeed! If you are a young person who has... Read More
The easiest way to meet city council members is to... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
Ain't a gonna happen unless business, non-profit and association managers,... Read More
You are getting a good deal when you accept the... Read More
Every organization has issues that could affect its operation. The... Read More
It took me a while to see just HOW crucial... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
When is your best advertisement not an advertisement? When it's... Read More
As a business, non-profit or association manager, let the tacticians... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
It doesn't matter how cruel the reality programs get, there... Read More
You are in business for yourself, but how well do... Read More
A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More
One portion of your marketing plan that you probably don't... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
When it comes to launching a new business or product,... Read More
Public Relations |