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The real key to recognize if you are going to try to jump on a current event, is that while your news release responds to something that just happened, you must not propose something that for media is simply too late. If they already are covering it a certain way, then you can't propose something similar. You can't come in with something that is behind eight ball. You have to come in with something new.
To do this you have to get out in front of existing current media coverage. This is crucial issue -- you have to get way out in front of what media needs. You do this by anticipating what will happen and walking in with proposed story idea in nick of time. Only then will you be recognized and utilized. To make sure that you receive appropriate consideration, you can call in to a specific editor before you send a news release. Present idea. Then you send it and then you call and follow up with recipient editor.
Here's a true story.
Several years ago, cult deprogramming expert Mary Alice Chranalogar wrote a book called Twisted Scriptures. One week in March a cult group in Texas announced that God was coming on a spaceship and was going to take all followers away in two weeks time.
To Mary Alice and family members, this news was a clear signal that mass suicides were being contemplated. Mary Alice had me send out a news release to Texas and southern media. The headline: Heaven's Gate Suicides Can be Stopped.
A media circus resulted in Garland Texas that day, and leader of cult under significant media pressure caved in, came to podium and publically acknowledged he was a fraud. Many many cult members were saved and successfully reuinted and returned to their families. The psychological bondage that held victims was broken.
Remember that as with any other news release, you've got thirty seconds to communicate that a large number of people in audience will be interested in topic. With radio and TV you've also got to indicate that you will be a great guest. The body of your news release must emphasize words that create audio or visual word pictures so that producers can imagine what show would sound like or look like.
When you contact media you must quickly develop an accurate understanding of who audience is. Ask media about their audience and demographics of population. If you know who audience is you can figure out what they will be interested in and you can pitch and emphasize aspects that will interest biggest audience possible.
So every day, pay attention, think about what is happening, and then think about consequences of what is happening. If this happened today, then what will it result in two or three days from now.
Then think about what you can do to help people to problem that is coming.
If you find yourself with ability and interest in helping people like this, please contact me and I'll help you get in contact with people that matter.
Paul J. Krupin Targeted Publicity, Copywriting, Strategies & More ... Direct Contact 1-800-457-8746 509-545-2707
http://www.imediafax.com Paul@Imediafax.com IMEDIAFAX - The Internet to Media Fax Service Transmits your news releases to custom targeted media lists via fax and e-mail Author of The Magic Search Words www.MagicSearchWords.com The new search engine technology - Search Word Pro will open in January 2005
Creator of IMEDIAFAX, The Internet to Media Fax Service, Publicist and author of "Trash Proof News Releases".