The PR Rainmaker knows: In most situations, it is better to think in terms of proposals, not releases.

Instead of releasing a general idea to media at-large, tailor your story to specific reporters at specific publications.

Forget headline: “Restaurant Opens Second Great Location.” Consider breaking your one large story into several smaller stories, then selling pieces to media one at a time.

Does your new restaurant offer a trendy new dish or an exotic cocktail? Call local morning show producers and offer to show viewers how to make it at home.

Installing a high-tech kitchen with a flash-cook oven unlike any other in town? Call restaurant-beat writer at local business journal and offer an exclusive look at how device will make your restaurant among most profitable in town.

Is your celebrity investor dropping in to check out your site? Take high-quality photos and send them to city’s gossip columnist. Better yet, call talk radio station and offer a live interview.

If nothing else, plan a stunt. Break a world record. Get outrageous.

But forget about mailing, faxing or e-mailing a press release.

Propose your stories one at a time. That’s how PR Rainmaker works.

Copyright 2003 by W.O. Cawley Jr.

Choose a time that will work best for news media. Generally, best time for any event is between 10 a.m. and 2 p.m. on Monday, Tuesday, Wednesday and Thursday. These are times when news media have most resources available to cover events. These windows also give reporters plenty of time to meet their deadlines.

Have your own video crew on standby. Almost any city will have a company that provides video services for a variety of needs. Arrange to have a crew on standby, ready to step into situation if breaking news draws media away. Your crewmembers can shoot video and audio of event, just as if they were news media. They can then edit raw footage into what is known as a “B roll,” which is a videotape of event highlights that you can provide to local media. You must move quickly. Shoot footage, prepare B roll and get it to TV stations on deadline. You cannot wait for tomorrow.

Be prepared to move to another date. When designing a media event, be sure to compare event date with other events around city. Avoid conflicts whenever possible. Monitor news media as your event approaches. Have a back-up date in mind, in case other events threaten to eclipse your own. And if newsworthiness of your event is threatened, especially by breaking news, do not hesitate to make change.

PR Rainmakers understand and accept they are not fully in control. They know daily news is driven by immediate events, not by advanced planning.

The only insurance policy is a sound Plan B.

Copyright 2003 by W.O. Cawley Jr.