The initial step to take when you want to publicize your business and its people, products, or ideas in the media is through issuing a news release. A news release is a brief, easy-to-understand document which lists the facts you're trying to impart to the media. It does not necessarily tell the "whole" story; in many if not most cases the news release is designed to "tease" the news editor into contacting you, or sending a reporter to get more detailed information about the issue you want the media to pay attention to.
The main thing you need to keep in mind is that the media editor you are sending your news release to is someone who's flooded with news releases every day. If your news release is going to survive long enough to even be considered... let alone developed into a story that's printed or put on the air... it has to stand out. It has to capture the editor's interest and somehow fulfill a need he or she has--either today, or at some future point. It has to be dramatic and different, but applicable to the audience that the editor serves.
Of course, news releases don't always turn into stories right away. Depending on the situation, your release could end up being made into a story two weeks, six weeks, or several months after it's received.
Here are some simple guidelines to keep in mind if you're considering writing a news release:
When writing your news release, draft it in such a way that the most important information is put up front- -right off the bat. Present an immediate summary of what the text of the release is all about. This is critical for the busy editor, who has only a few seconds of time to scan the release and see whether it is applicable to his or her news operation. This information needs to be in the first paragraph of the news release, detailing who is holding the event or activity is being publicized, what is involved, why the event is important to the community, when the event or activity is happening, where it is or will be located, and how the event or events will transpire. If this information is not right up front--if the editor perceives that he or she will have to hunt for it--your news release will be making a fast dash for the trash.
The remainder of the news release should feature details on the who, what, why, when, where, and how. This information (and all the copy of the news release) should be typed, double-spaced in large print for easy reading. The detail information should work down through the release like an inverted triangle--general, broad information comes first and gives way to the specifics and fine details toward the end of the news release. Don't forget something else that may be relevant: the 'what happens next' angle.
Make sure the name of the contact person--the person who has all the answers to every conceivable question about the news item of interest--appears at the top of the news release, with his or her address and phone number(s). This person should be readily available to answer questions from the media upon receipt of the news release. If this person is not going to be available, or cannot answer questions--get someone else who can! Many a potential news story has died on the assignment manager's desk because the contact person on the press release wasn't available or did not have the answers needed to elaborate on the facts given in the release.
Make sure any quotes you use are used appropriately. Never quote an un-named source, and make sure any source you do quote is cited correctly.
Read, read, and re-read the news release to verify every fact and claim. Then, have someone else read it. Never, never, never send out a news release with a factual error, a misspelled name, or missing information. Not only will it kill chances for a news story, but it will show the editor that you are an unreliable source for future information or story leads.
If you are including a photo with your news release, make sure the photo is clear and can be reproduced without losing its integrity in the process. Identify all people who appear in the photo by writing on the reverse of the picture with a marker their names and titles. Any graphics you include should be "photo ready"--that is, they are ready to be reproduced without any handiwork on the part of the newspaper editor or his staff.
Remember, each news release has to be tailored to the media you're sending it to. If the purpose of your release is to publicize the 125 students who have made the Dean's Honor Roll at City College, don't send the TV station assignments manager a list of 125 names. The station cannot and will not read the names on the air--so don't waste their time and your energy sending the list of names. Don't send it to the radio stations, either. Instead, send them a general release touting the fact that 125 students have made the Dean's Honor Roll, that it's the largest honor roll in history, or whatever. Make it relevant to them but don't bowl them over with information they do not want and cannot use. The local newspaper, of course, may well print all 125 names--so send them the list! (But identify the local folks who are on the list.)
Remember, too, that your news release doesn't have to look "fancy"... it's more important to be clear and legible. Type it out on your company letterhead in such a way that it looks interesting and readable. Make sure the name of the news editor or assignments manager is clearly typed on the envelope, and that the news release has the correct postage.
Finally, ask yourself whether the news release provides a good "springboard" for other stories. That is, does the potential exist for the news release to generate other stories of interest about your business (other than the story or subject matter specifically addressed in the news release)? The best news releases are the ones that tell one particular story... and sow the seeds of other, future stories.
What newspapers want to know
It's likely you'll have more interaction with your local newspaper editor and reporters than any other media--given the fact that the newspaper reporter is more inclined to show interest in your day-to-day business than radio or television journalists. As we've already discussed, newspapers have room for stories about personnel changes, awards, recognition, and other small news items... whereas radio and television journalists are interested mostly in big stories of great interest to the community at large.
Fact of the matter is, there's a virtually unlimited number of story ideas that need to be sent to your local newspaper city editor. You should be drafting news releases when you go into business, when you expand your business, when you hire specialists, when you land big accounts, when you go back to school for training, when you lecture to the Rotary or the PTA, when long-term employees get promoted or retire, when you win industry or community awards or honors, etc., etc. And this is just the routine stuff!--the list doesn't even including the news releases you send out when something really dramatic happens!
In most cases, these routine news releases will be repeated verbatim (or nearly so) in the columns of text that are used as filler in business and community sections of your local paper. So, most of the time you'll never get a call-back from a reporter... you'll just open the paper and find your company mentioned (perhaps with a photo if you included one).
When it comes to the "really dramatic" things I just spoke of... this is where you're likely to be contacted by an editor or reporter, if there's interest in developing a story. You see these kinds of stories in the paper every day. Often, they appear in the business section as business "profile" stories, or stories of particular business executive accomplishments. These kinds of stories focus in on one particular business or business leader.
You'll be able to think up an endless list of ways that you can make use of your local newspaper to publicize your business and your ideas. The main thing you need to remember where newspapers are concerned is: nothing is too small or to trivial to warrant at least consideration for the newspaper (after all, have you glanced through the pap that makes it into the gossip columns--?!). The key is repetition. You need to get to know your local newspaper editor, and get going on news releases that will not flood his/ her desk... but show up there consistently. Once you get into this groove, you can get yourself prepared to be in the newspaper on a regular basis.