The press release isn’t dead

As someone who works in both print journalism and public relations, I truly believe the press release isn’t dead. However, I also have to say that I pitch about 99 out of 100 press releases in the trash can.

Confused?

With odds like that, I can understand why many small business owners and organizations are hesitant to hire a PR pro, let alone try to go the DIY route. But in actuality, reporters and editors do appreciate a well-crafted and specifically-targeted pitch and press release, and there are ways to keep them from dying on the email vine:

• Pitch your story idea in 100 words or less or get to the point of your press release in the first 100 words.
• If your story idea is timely, pitch it at least two weeks in advance. Even if the publication, blog or TV or radio show publishes daily or on a 24/7, non-breaking stories are planned 1-2 weeks in advance.
• If you’re pitching an event, don’t pitch something that took place in the past. Even if the event you pitched just took place an hour ago, old news is not news.
• Make sure your story idea is relevant to topics and beats a reporter or media outlet covers. Don’t count on an editor or reporter forwarding your misdirected email to someone likely to cover such a story. That’s your job, not theirs.
• Make sure the product, event or client you’re trying to pitch is within the geographical range of publication. Expanding your reach to the next city or county over is futile. These publications have plenty of stories to cover in the communities they serve.
• Make sure your pitch has news relevance — a grand opening, an anniversary, a massive hiring binge, or services, products or business practices that aren’t offered or practiced anywhere else. If you can’t find a story angle, then consider running ads.

I wish I could say that it pays to hire a pro to handle your “free press,” but in actuality, hired pros are the biggest offenders of the recommendations listed above. If you’re thinking about hiring a PR pro or agency, ask to see previous press releases and results – a list of published articles, audio and video clips, and ROI measurements – as well as a quote.

Bonnie Caprara is a Detroit-based freelance writer and media media relations and social media consultant. She can be reached at bcaprara@wowway.com and at MsQuote on Twitter.

Congratulations! A newspaper wants to do a story on your business

Congratulations! A newspaper (or blog, magazine, TV show or radio show) wants to do a story on your business.

As a reporter, I’ll tell you that these types of stories don’t get assigned very often, but when they are, it’s because an editor has identified something newsworthy about your business. Perhaps it’s because your business is doing something groundbreaking that no one else is doing or you’re succeeding despite the odds of the economy or your business model . Sometimes, it’s because you’re the new kid on the block and/or you’re doing something no one else is doing . Of course, if you’re bringing in a bunch of well-paying jobs, you can count on a reporter (or several reporters) calling you, too.

As a reporter, I’d also like to share what news stories are not.

• News stories are not advertisements or advertorials (paid ads that look like news stories). Although they lend a certain amount of credibility that people remember much more than an ad, this is not the place for a reporter to write about your products, services or pat your loyal staff on the back.
• News stories are written by reporters, not by you. Final approval of news copy is not dependent upon your OK. If you would like to double-check quotes, facts and figures, ask the reporter to give you a call before deadline. If there’s a tight deadline, this may not be possible, but most reporters are amenable.

In some cases, I’ve seen business news stories get killed because the owner, manager or spokesperson:

• Did not return calls in a timely manner because they were certain they were being Shanghaied into buying advertising. For every publication for which I have ever written, this has never been the case. Editorial and advertising departments work independently of each other. In the case an ad rep calls you after a story has run, consider the benefits of continuing paid exposure. You can always say “no.”
• Did not return calls in fear of being misquoted.
• Never heard of the publication, TV/radio show or blogger and didn’t think returning a phone call was worth their time. This is especially true for local “advertiser” papers. Ironically, you can get more targeted coverage out of these kinds of publications than you can out of a daily paper or glossy magazine. Don’t discount them.
• Was too coy about revealing numbers. If you run a private company, at least provide percentages of growth or loss. The same goes for refusing to name client companies. It’s impossible to write a business story if a reporter can’t demonstrate the tangibility of what you’re doing.
• Wanted too much control over content and photos. Let the reporter do his or her job. I’m sure you don’t appreciate when others tell you how to do your job.

As a social media specialist, I’d be remiss in not recommending how to get the most out of your free press.

• Link the story on a prominent spot on your website.
• Share the story on Facebook and Twitter. (What? You don’t use social media? Read this blog post.)
• Copy and frame the story in your reception or point-of-sale area.
• Make copies of the story for your collateral for pursuing bids and loans. Companies you’d like to do business with like to see that you’re a strong and vibrant company, and a news story definitely demonstrates that.

Bonnie Caprara is a Detroit-based freelance writer and media media relations and social media consultant. She can be reached at bcaprara@wowway.com and at MsQuote on Twitter.