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.