PR 101: A four-part series

PR 101: A four-part series
By Lori Randall

The Press Release

So you want your business to receive some media coverage. Ask yourself, why?
Do you want people to come to your event? Are you trying to raise money for a local charity? Do you need more business? These may be good goals, but are they newsworthy or have a news angle?

Things that are new, timely or have an unusual twist are generally newsworthy. An angle is the "hook" that makes a topic or event interesting. Information that is useful to readers or consumers and has an interesting angle is more likely to be picked up by the media.

For example, kid’s milk on a restaurant menu is not so newsworthy – kid’s milk in “flights” of strawberry, chocolate and caramel is. (As Purple Café and Wine Bar found out –the Wall Street Journal was just one of many publications that wrote about these clever flights.)

Ask yourself, "If I didn't know anything about this event or issue, would I care and if not, what would make me care?”

The fact that Great Harvest Bread Co. can make honey wheat loaves in the shape of a bear is not newsworthy. The fact that in September they give the monies from the sale of these bears to Children’s Hospital is.

Keep in mind that sometimes the best story is going on behind the scenes. You may be hosting a fund-raising event to benefit a charity. The dinner itself may not garner coverage beyond a calendar listing, but maybe one of the beneficiaries of the dinner or a volunteer at the event has an interesting story. That could be your angle.

Next, decide which news outlets to approach. Do your homework. Read, watch, and listen before you send out your release. You’ll find that some stories are of interest only to your industry, some to your neighborhood and some to the greater community. Then compile your target media list accordingly.

It would be great to see your story splashed on the front page of The Seattle Times or leading the evening news on KOMO-4 but you might have a better chance of coverage, and reach more of your demographic, through smaller community media.

To get the word out to the selected media, a simple, one-page press release is generally the best tool because you can send them to several news outlets at once, increasing your chance of getting coverage. Remember, sending out a press release doesn't necessarily mean it will result in a story. The reporters you send it to may think other stories are more important to cover.

When writing press releases there are some basic rules to follow:
- Use a standard letter-size paper (8.5" x 11").
- Use one side and use letterhead if you have it. (It is acceptable to write the release in word and e-mail it).
- At the top, include your organization's name, a contact name, and all possible contact numbers and e-mails.
- Also at the top, include the release date and state that it is either "For Immediate Release" or specify a specific date that the information can be released.
- Write a headline for your news release that clearly communicates the main message and grabs the editor or reporter’s attention.
- Leave some space between the headline and the first paragraph of the release.
- The first paragraph should begin with a dateline, such as “SEATTLE, Wash., December 1, 2006.”
- The text of the release should include the answers to the basic who, what, when, where and why questions. It should also convey your angle.
- Include a brief description on what your company does at the end or the beginning of the release
- List out photo opportunities, available photos or other visually interesting items.
- Put a "###" symbol at the end of the release to signify when readers have reached the end of the release.

Tips
- Be accurate and double-check for errors. Have several people proofread your release before you send it.
- Keep it simple. Your release should be concise and as short as possible, only relaying the necessary information.
- Avoid superlatives. Let the facts speak for themselves.
- If you are sending your release by e-mail, avoid attachments.
- Identify any mentioned people by job title and occupation.
- Be cognizant of lead times so that you don’t send a Christmas story to a monthly magazine in December when they are working on their spring issue.