Effective Press Relations
CHANGE


Most people run into roadblocks with press coverage because of a few
simple things that they can easily adjust. If you've hit a roadblock, try
these tips and you'll be well on your way to effective press relations...

  • Contacting only one or two news outlets with your story. If those
    outlets aren't interested, you won't get any coverage. Contact as
    many news outlets as is appropriate for the type and importance of
    the story you're pitching. Use the FLMS Advertising Philosophy.

  • Telling a reluctant reporter or editor your story is getting coverage
    elsewhere in an effort to entice them. News outlets don't make
    decisions based on what other outlets are reporting. They have
    their own priorities. Doing this usually backfires. Better to offer
    other story ideas about your organization, event, etc. or ask what
    other angles they might be interested in and pursue those.

  • Not following up on a press release. Following up on a press
    release is fine, as long as you don't make a pest of yourself. Wait a
    day or two, then follow up with polite e-mails or calls. Note: avoid
    calling broadcast news outlets during the times of day when they're
    on the air or about to be. Call between 9:15 a.m. - 11:15 a.m. and
    12:45 p.m. and  4:00 p.m.

  • Saying too much during an interview. Consider yourself on the
    record from the moment you say hello to a reporter until after
    you've said good-bye. Everything you say is fair game, including off-
    the-cuff comments. Saying too much can dilute your main message
    so it doesn't come out in the story, trigger questions that put you
    into crisis control mode and increases the chance of inaccuracies
    in the reporter's final story. Stay focused on the topic and give
    short, complete answers. Very simply: think before you speak.   

  • Sending out the same press release again and again. If it didn't get
    picked up the first time, even after you followed up, don't send it
    again. The news outlet isn't interested and you'll devalue yourself
    in its eyes, making it harder for you to get coverage the next time,
    when you have something they might otherwise be interested in.

  • Holding a long, drawn-out press conference. Reporters cover
    several stories every day. Respect their time. Keep your press
    conference short and to the point. Use printed hand-outs to cover
    the finer details and background information. Keep that information
    to a minimum, as well. Bullet-point it and use short paragraphs.

  • Calling a press conference for a minor matter. A press conference
    never increases the importance of a story in the media's mind. The
    church bake sale is still less important than the Governor's
    resignation, even if the Governor only sends out a press release
    and the church is holding a press conference. The Governor will
    get the coverage and the church won't. Press conferences should
    only be called for truly important matters.

  • Not returning a reporter's call quickly. News people work on quick
    turn around times. They also typically work on several stories at
    once. Call back as quickly as you can and definitely on the same
    day. Otherwise, you run the risk of an inaccurate story, your side
    not being told, or a lost opportunity to be quoted as an expert. You
    also run the risk of a smaller story buried on page 20, versus a
    larger one on the front page of the section.  

  • Trying to advertise in a press release or news interview. Avoid this.
    A legitimate business expansion that means more hiring or the
    introduction of a new product can be news. Keep your press
    release and interview answers informative and explanatory... Stay
    away from selling statements or you'll run the risk of blacklisting
    yourself with the press and not getting future coverage.

  • Sending out a press release and not being available to take press
    calls afterward. Amazingly, people do this. They send out a
    release, then immediately take the next day off or even go on
    vacation. To a reporter, this is like putting screen doors on a
    submarine. Be available in the few days after you send a release
    out. A call for an interview or clarification means a bigger, more
    prominent story with less chance of mistakes. Be available. This is
    common sense.

If you're still running into roadblocks with your attempts to get press
coverage, contact us and we'll help you find solutions to the situation.
Using The Advertising Philosophy
to generate  news coverage...

Gadabout Transportation Services
used them to  garner  t.v., radio and
newspaper coverage on two
different occasions for two different
stories.   read more...
Courtesy: Ithaca Journal
Courtesy: News10Now
Want to know more?

Contact Us today to discuss how
our experience and proactive
approach can provide solutions for
you and your organization.
159 Snyder Hill Road
Ithaca, NY  14850
607-280-3840
info@flmsmedia.com
Copyright 2008  Finger Lakes Media Strategies  All Rights Reserved
Press Releases...

Effective press releases do more
than just generate news coverage,
they can help shape your public
image.    read more...
Your press kit...

Jay Conrad Levinson, The Father of
Guerrilla Marketing,  has some
great ideas about press kits.   
read more...
Shattering P.R. myths...

Marc Jampole of Jampole
Communications in Pittsburgh hits
the nail on the head.    read more...
The Insider
Effective Press Relations
Finger Lakes Media Strategies
You need Java to see this applet.