How To Send Your News Items To The
Media In A Way They'll Appreciate!
When talking about media relations, and how to best reach the reporters and editors
who are most likely to write (favorably!) about you or your company, most of the
emphasis is on what to write and where to send it . But another key is how to send
your materials to the media. It’s a critical step that a lot of business owners miss
completely.
EMAIL IS KING
The three most common ways to get a media release in the hands of an editor or
reporter: regular mail, fax and email. By and large, many reporters and editors are
preferring news releases come in electronically as opposed to the “hard copy”
methods. Why?
E-mailed releases, if they are used, don’t have to be retyped. The pertinent
information can be cut and pasted right into the body of a story (quotes, dates, times,
etc.) or directly into the publication’s layout. It saves the reporter and/or editor a lot of
time and makes the job a little easier for them. When I was a reporter, I passed up
many press release announcements on paper in lieu of those emailed--simply
because I was on deadline and didn’t have time to retype the information. Treat the
media like a customer—make it easier for them, and they’ll be more receptive to your
information.
THE FASTEST WINS
Email is also beloved in the journalism world because it’s immediate. The media lives
and dies by deadlines, and the sooner you get your information to them, the better the
chances are of your news getting published. Postal mail can take days to arrive.
Faxes, even though they’re immediate, can get buried with other faxes that must be
sorted. They then could take hours, or even days to reach the right person. Email
goes to the right person in seconds. And if not the right person? The recipient can
forward it to the right person in their organization…in seconds.
CHECK WITH THEM FIRST
With all that being said, a few reporters and editors do like the hard copy methods.
Some of the smaller papers or newsletters you submit to may not have email capability
yet (it’s possible—I know of two off the top of my head that still do it the old fashioned
way). So how do you know? Pick up the phone and call. They’ll appreciate your
consideration and it’s a great first step in building a relationship. And a good
relationship with your media goes a long way in getting future publicity for your
company.
Julie Ann Waid is owner of Waidwrites Communications, a full-service writing
and editing firm specializing in marketing communications. Sign up for her
free e-zine “J’s Communique: Marketing Tips For Business” at www.
waidwrites.com and get a free, five day e-course "How To Get Better Results
From Your Business Writing (From Memos To Ads).
Copyright 2006, Waidwrites Communications
Media In A Way They'll Appreciate!
When talking about media relations, and how to best reach the reporters and editors
who are most likely to write (favorably!) about you or your company, most of the
emphasis is on what to write and where to send it . But another key is how to send
your materials to the media. It’s a critical step that a lot of business owners miss
completely.
EMAIL IS KING
The three most common ways to get a media release in the hands of an editor or
reporter: regular mail, fax and email. By and large, many reporters and editors are
preferring news releases come in electronically as opposed to the “hard copy”
methods. Why?
E-mailed releases, if they are used, don’t have to be retyped. The pertinent
information can be cut and pasted right into the body of a story (quotes, dates, times,
etc.) or directly into the publication’s layout. It saves the reporter and/or editor a lot of
time and makes the job a little easier for them. When I was a reporter, I passed up
many press release announcements on paper in lieu of those emailed--simply
because I was on deadline and didn’t have time to retype the information. Treat the
media like a customer—make it easier for them, and they’ll be more receptive to your
information.
THE FASTEST WINS
Email is also beloved in the journalism world because it’s immediate. The media lives
and dies by deadlines, and the sooner you get your information to them, the better the
chances are of your news getting published. Postal mail can take days to arrive.
Faxes, even though they’re immediate, can get buried with other faxes that must be
sorted. They then could take hours, or even days to reach the right person. Email
goes to the right person in seconds. And if not the right person? The recipient can
forward it to the right person in their organization…in seconds.
CHECK WITH THEM FIRST
With all that being said, a few reporters and editors do like the hard copy methods.
Some of the smaller papers or newsletters you submit to may not have email capability
yet (it’s possible—I know of two off the top of my head that still do it the old fashioned
way). So how do you know? Pick up the phone and call. They’ll appreciate your
consideration and it’s a great first step in building a relationship. And a good
relationship with your media goes a long way in getting future publicity for your
company.
Julie Ann Waid is owner of Waidwrites Communications, a full-service writing
and editing firm specializing in marketing communications. Sign up for her
free e-zine “J’s Communique: Marketing Tips For Business” at www.
waidwrites.com and get a free, five day e-course "How To Get Better Results
From Your Business Writing (From Memos To Ads).
Copyright 2006, Waidwrites Communications
| Sign Up For J's Communique: Free Marketing Tips For Business and get a free, 5-part mini e-course: "How To Get Better Results From Your Business Writing (From Memos To Ads)" It's absolutely free! |