Don't say anything you can't back up with facts.

your news release will generally fit on one sheet of paper...rarely more than two. If you have more than 400 to 500 words (roughly two pages of double-spaced copy), you should probably rewrite release.

If necessary, editors will cut your release to fit available space. Your story will be cut from bottom up, so make sure you tell most important details in first paragraph or two.

The editor has no obligation to run your news release. Your release will be judged on it's own merits. If it meets standards of publication...(Who Cares?--Who Knows?), and space is available, your release will probably be published.

You should keep in mind that one of your long-term goals is good media relations. Accordingly, you should never complain to an editor if he or she does not use a particular release. Keep submitting good releases, and you'll get your share of free space.

FORMAT IS IMPORTANT...

Savvy publicity seekers make sure that their news releases look professional. The following layout formula will serve you well:

• Make a special form with heading "NEWS RELEASE" prominently printed at top, along with your company name and address.

• In upper left corner print "FOR ADDITIONAL INFORMATION:". Fill in appropriate contact information and telephone, fax, e-mail, url, etc.

• Drop down three lines and print "FOR IMMEDIATE RELEASE" next to right hand margin.

• Drop down two inches and type your story headline in all capital letters.

• Drop down three spaces and begin body copy of your release at left-hand margin as follows: "(Your Town, State--Date)"xxxxx xxxxx xxxxx xxxxx..."

• End your release by centering "(-----30-----)" or "(----end----)" three or four lines after last line of story.

The slant of your news story will dictate media selection. If you are a local retailer serving a limited goegraphical area, your media list will include all of appropriate newspapers, radio stations, television stations, magazines, community web sites, etc. serving your market area. Your release would be written to a general consumer audience.

On other hand, if you are a small manufacturer selling specialized equipment nationally, your media list would be targeted to industry trade publications, newsletters, trade associations, and other relevant trade outlets and business media. Your release would be written for a more focused audience of end users and trade press editors (in hope of a possible feature article).

In all cases, releases should be customized to target audience so that editor will quickly see news value to his or her readers or listeners.

DISTRIBUTION OF YOUR RELEASE...

There are now two means of distribution of your news release: (1) Regular Mail, and (2) Electronic Mail (e-mail).

Always mail your news releases by first class mail. Address them, whenever possible, to editor...by name. If you don't know editor's name, check publications masthead or call publication and ask. You may also want to check current media guides (see "Resources") at your local library...usually found in reference section.

A word of caution. Media people change jobs often, and media guides may not be up-to-date.

If you are unable to identify proper person, you can simply mail to "Editor", but this is least desirable alternative.

DO IT NOW...AND DO IT OFTEN...

What is key to being effective with a publicity program? Start using skills you have just learned...right NOW! Don't worry if you feel a certain lack of confidence. You'll only gain confidence by writing a few news releases an distributing them. You'll be amazed at how easy it becomes once you've written a few.

If you consistently turn out at least one good news story each and every week, you'll probably have to double your trips to bank to deposit increases in sales and profits that come your way through FREE PUBLICITY!

Managing a newsletter or ezine does not have to be expensive or very time consuming. There are several free services that will host your publication and provide an automated subscription process. I just switched one newsletter over to YahooGroups system for new subscriptions and it seems to work fine. It has eliminated all hand subscription process and automated it for me, all at no cost.

AUTOMATED E-MAIL FOLLOW-UP:

The use of autoresponders to supply immediate and comprehensive information to your prospects is a very powerful use of e-mail technology and, I believe, a good one.

But, what do you do after initial lead response? How do you continue to follow-up at regular intervals? If you deal with very few leads of high quality, it's not a problem to follow-up with custom one-on-one messages and it is imperative that you do so if you expect to convert these leads to sales.

If your lead flow runs to big numbers, however, you have a problem. You simply must automate follow-up process to insure that every prospect inquiry gets properly timed, on-going, information and reasons to buy--a minimum of 5 times. To do less is to waste your lead generation investment. You must maximize this return-on-investment if you are to succeed and only practical way to do this is with automation.

A number of e-mail services provide an autoresponder system that will send a series of pre-written, timed, follow-up messages to your leads. This is a powerful use of technology. The real power comes, however, when messages you send are professionally crafted works of benefit laden sales copy. These timed responses can be profit-enhancing selling tools, or downright intrusions. The difference will be skill with which you use tool.

The reward for building an automated follow-up system is always worth effort. The time you spend nurturing your follow-up program will result in increased sales and profits, an improved image, more sales leads, lower sales costs, shortened selling cycles, and improved cash flow.