Business - How to Build it Using the Media

Have you ever noticed that when someone is interviewed on radio, television or in the newspapers about a particular subject, it tends to be the same people? You may even be saying - "Why don't they ever ask me?"

Well the reason is - they don't know about you. If they did know that you were an expert on a particular subject, then there's a good chance you'll be asked from time to time. There are various ways to make yourself known to the media. One way is to write a News Release. Send the media a news release when you want to announce:

A new product or service -

A new marketing campaign -

A new address -

New staff or someone being promoted -

Any other newsworthy information about you, your business or your people.

Editors, radio and TV producers receive tons of information from individuals and companies trying to get publicity for their business. However, they need information that is newsworthy, relevant and interesting for their audience.

There are guidelines for writing and laying out a news release - if you don't meet these guidelines then your release will probably get dumped immediately.

A News Release needs

A contact person - In the top left-hand corner of the first page put the name and telephone number of a person who can provide further information. If it's your name then okay, but an editor would expect to see someone else's name rather than the business owner. If you have an assistant, put their name or your partner's name - if they work with you.

Date - In the top right-hand corner. You also need to state when it can be released, if it's for immediate release then - put those words. You may want it to be released on a particular date - if so, give the details.

Headline - You need a headline that summarises the story and grabs the editor's attention. Write what you might expect to see in the particular publication or hear someone say.

The Body - Write your news release on one page if you can; two pages maximum. Up to 250 words double spaced and a maximum of four paragraphs. Always write in the "third person" not the first. Make your information exciting and human, think about what would grab the attention of the readers. Include a quotation from a customer if you can; for example - Fred Smith, Chief Executive of Apex Software said - "This is the most exciting new product to be introduced to our industry this year!"

Here are a few other points to consider when writing a news release:

It's not a sales document - This is news information, it is not an advertisement. You don't want words like - "Wonderful - Fantastic New Service. If an editor thinks you're just trying to get a free advertisement then it'll be dumped.

Think of questions - Be prepared for any questions you might be asked if an editor phones for more information; you don't want to blow it if you get to this stage.

Get a name - Find out the name of the person to send it to, if it's aimed at the business community send it to - John Brown, Business Editor, XYZ newspaper. If you can't get the name over the phone then, send it to the Business Editor or the Lifestyle Editor. You can usually find the name of the person you want from the latest edition of the publication you're sending it to. If it's for radio or TV, phone and ask - "Who should I send this to?"

Media services - There are media distribution services that'll send out your release to all the relevant people - for a fee

PR Company - You could employ a PR company who'll do the whole News Release for you. They know how to write it and who to send it to. They'll also have contacts - journalists, TV editors, producers. They can often get you an interview with these people.

Here are a couple of books that could be useful:

One Step Ahead: Publicity, Newspapers and Press Releases - by Alison Baverstock

Press Here! Managing the Media for Free Publicity - by Annie Gurton

Discover how you can generate more business without having to cold call! Alan Fairweather is the author of "How to get More Sales without Selling" This book is packed with practical things that you can do to ? get customers to come to you . Click here now http://www.howtogetmoresales.com

---

Some Cool P.R. Tips for These Dog Days of Summer

Yup -- it's hot and sticky and you don't feel... Read More

PR Is Just Smart Business

The name of the game is doing our part to... Read More

A PR Question For Chinese Managers

As the practice of public relations in China continues to... Read More

HELP: I Need a Press Kit!

A press kit is an essential press relations tool. While... Read More

Killing Them Softly

The world has woken up to ethical issues in corporate... Read More

8 Ways to Use Local Publicity to Drive Your Business

While scoring anice story in BusinessWeek or USA Today is... Read More

A Winning Public Relations Game Plan

You want to sell your products or services, and that... Read More

Publicity: When Calling a Reporter, Keep it Short

When you are planning to call a reporter for the... Read More

Crisis Management

The Internet may have opened worlds for businesses and consumers,... Read More

Easy to be Foolish About PR

In fact, here are three really foolish goofs made by... Read More

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce... Read More

Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in... Read More

Marketing-Minded Financial Planners: Get Free Publicity by Choosing the Right Outlets

Sure, any publicity is good. But don't invest time and... Read More

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More

Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity

In this great country of ours, there are basically three... Read More

Cross Cultural Communication & PR

The Public Relations (PR) industry is responsible for creating and... Read More

Marketing-Minded Financial Planners, Join Your Professional Organization to Get Free Publicity

Unlike some professionals like lawyers and doctors, financial planners aren't... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

PR: The Wildcard Marketing Strategy

What is the true purpose of public relations and how... Read More

How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three

HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More

Press Kit Elements That Work

Considering how fundamental they are to the publicist's trade,it's always... Read More

Hispanic Media Relations Training: What to Do When Hispanic Media Call

You are a spokesperson for your company, representing it for... Read More

P.R. Strategies for Professional Service Providers

Promotion for Professional Services Providers requires a different approach than... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

What You Dont Know About PR Can Hurt You

And hurt bad if you are a business, non-profit or... Read More

R.O.I. -- O.K., Heres The Deal!

You can SO measure return-on-investment for a public relations program!Try... Read More

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

Publicity From Thin Air

In an ideal world, your business would be overflowing withnewsworthy... Read More

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

Permanent Press: Using Press Releases to Keep Your Company in the News

When is your best advertisement not an advertisement? When it's... Read More

Public Relations Productivity

Should it be measured in "publicity by the pound," or... Read More

How to Keep PR Working for You

Managers in the non-profit, association and business worlds need to... Read More