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For example, Jane Smith has been hired as your company’s new director of sales. Not so exciting. However,
reason you hired her is because she came from a major online retailer and is planning to overhaul your sales system to compare with state- of-the-art systems used by big guys. Hmmmm...that’s a lot more interesting. So why not tell media about it?
The key ingredient is context. Your headline may still look like that of a typical Executive Appointment release (Acme Names Jane Smith New Director of Sales), but starting with subhead, you begin your journey off page 8 of business section and onto page one (Hiring of Key Figure in Online Sales Explosion Marks Important Shift in Acme’s Sales Strategy). Ah, now you’ve entered realm of news, not business as usual. And a sharp business editor will see that a local company is doing something far more significant than just making a hire.
Dateline release, fax (or even messenger), email or regular mail it over to your local business editor and follow up with a phone call. Offer Jane Smith for interview, too.
The Media Alert
The Media Alert is a deceptively simple creature. It’s essentially a memo from you to TV, radio and newspaper assignment editors, city desk editors and others who decide whether a particular news event is worth covering. They’re used to alert press about news conferences, charity events, publicity "stunts" and other events.
The point of Media Alert is to, in just a few seconds, tell a journalist about event, how to cover it and why it’s important that media outlet, in fact, covers it. Most publicists are pretty good on first two points -- almost all media alerts do a decent job of telling what event is, where it will be held and what time it starts. It’s third aspect -- "why" -- that will make real difference, though. And it’s thing most publicists do a lousy of job of conveying.
First, a word about format. Use standard press release headings (contact info, "For Immediate Release" and headline). The rest of document should be a few paragraphs, spaced at least three lines apart from one another. The first paragraph, should begin with What: and continue with a one or two line description of event (WidgetFest 2004, a celebration of young minds). Next paragraph, When:, after that Where:
Now here’s key paragraph,
Why You Should Cover WidgetFest 2004: The brightest young minds from around region will gather to present their inventions, as Acme Corp. celebrates state’s top high school science students. The event will be a visual feast, with a host of awe- inspiring inventions, many colorful, active and exotic, on display. As part of event, more than $10,000 in scholarships will be distributed to budding Einsteins by John Smith, Ohio’s Science Teacher of Year.
The key? This line: "The event will be a visual feast, with a host of awe-inspiring inventions, many colorful, active and exotic, on display." I just spoke an assignment editor’s language, telling him that this will provide lots of cool visuals, making for great video or photos. The bit about scholarships and Science Teacher of Year assures him that this won’t just be a promotional stunt. So what are we offering? A non-promotional, feel-good event with great visuals. Just what an assignment editor is looking for.
Bill Stoller, the "Publicity Insider", has spent two decades as one of America's top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp he's sharing -- for the very first time -- his secrets of scoring big publicity.
