Pressing Matters

November 1998


Pressing Matters

Want to make the papers? Your chances go up if you follow these pointers

There's no such thing as bad publicity, some people say. That's an exaggeration, of course, but media-savvy retailers will testify to the image-enhancing power of printers' ink. Free publicity about a special event or promotion can do wonders for raising your profile in the community. Here are some tips on getting covered:

  • When contacting editors, write, don't call. Most editors (69%, according to a survey by Thomas Rankin Associates, a public relations company in East Greenwich, RI) say written press releases and story ideas are more likely than phone pitches to win you coverage. The vast majority (94%) would rather receive releases by snail mail than e-mail.
  • Don't call the editor to ask whether he or she received your release and plans to use it. Editors regard follow-up phone calls as a nuisance; these calls seldom influence editors' decisions, the study found.
  • Examine your local newspapers or magazines first so you can tailor your press release to each one's style and editorial focus.
  • Don't forget the trade press when sending releases. Your customers don't read trade magazines, but suppliers do. Retailers whose promotions are covered by the trade press often have clout with suppliers, who see them as aggressive, high-profile marketers able to move products.




Copyright © 1998 by Bond Communications.


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