As a nationally recognized TV producer/reporter, Todd knows first hand what it takes to get media’s attention. He also knows what will turn them off faster than you can blink your eye. Since turning from television to public relations, Todd has successfully built Spread The New Public Relations (http://www.spreadthenewspr.com). He’s taken a few minutes out of his busy schedule to help us out by answering some questions.

KARON: There seems to be a misconception about press releases these days. Most business owners have been led to believe that they can write a press release about anything and have media running to their doorstep. You and I know that's simply not true. Can you give us an outline of what media might find "newsworthy”.

TODD: A media release does not a PR/publicity campaign make. A media release is indeed an integral part of a campaign, but without a number of other elements it isn't worth much more than paper it is printed upon. The biggest mistake most entrepreneurs make is using a media release aimed toward end user/consumer, not to media. Keep in mind media is target of a release. If a release doesn't sway media into thinking that their readers or viewers would be interested in topic of release then they won't use it and end user/consumer won't even hear about it.

KARON: So how do we change our focus from consumer to editor?

TODD: The media needs a "newspeg" to be interested in your release. Overcommercialized, advertising copy calling your product/business "best" is fruitless -- because editor likely just got off phone with a person who claimed HIS product was best too! Knowing what media is interested in covering is key to generating good exposure from your release. The media likes releases that provide unique information for their readers/viewers -- information that isn't just a re-hash of a tired old story. If your message details something that is unique, unprecedented or solves a consumer's problem you then have a better chance of creating media interest.

KARON: Good points! Let’s talk about format for a minute. I have seen a LOT of information lately about formatting of press releases. Some say stick with tried and true format. Others say - in age of Internet when reporters receive tons of email per day - we have to make them extremely short (about 3 paragraphs) and include facts only. What have you found to be most effective?

TODD: When it comes to releases my favorite adjective is "concise". That doesn't mean short or small, it means that information provided in release is pertinent, factual and direct. I have been handed draft media releases written by clients that were over 1000 words that could have been completed in 300 words. There is no magic number of words to use but a good rule of thumb is to write an amount that can be seen on one screen of an email program -- about 300 words. Keep quotes from company executives to a minimum, don't include testimonials and state "facts not fireworks".