Page 256 - Duct Tape Marketing

240 Part IV: Getting the Word Out without Advertising

• End the body of your release with instructions For additional infor-
mation or, if appropriate, To schedule interviews or For demonstra-
tions, or whatever other next step you think editors might be
willing to take to cover your story.

• End your release with company background information (see
“Boilerplate information” in the preceding section).

• Close your e-mail with your contact information, in this format:

CONTACT INFORMATION:

Contact Person’s Name

Company Name

Phone Number with Area Code

Contact Person’s E-mail Address

URL for Your Company Web Site

ߜ Don’t attach files unless the reporter or editor specifically instructs you
to do so. And don’t attach photos or artwork unless requested. (See the
nearby sidebar “Preparing and submitting artwork digitally.”) Instead,
include a link to your Web site where high-definition artwork is available.

ߜ Print a copy of your e-mail release so that you have a reference copy
handy when editors follow up to request additional information.

Establishing media contacts

Create a list of media contacts that serve your geographic and industry
arena, including the following outlets:

ߜ Your local daily newspaper: In making contacts, keep in mind that gen-
eral and “hot” news goes to the city or news desk. News that relates to
feature sections of the paper — sports, home, business, entertainment,
and so on — goes straight to the department editors. Study the paper or
go to the paper’s Web site to see which reporters cover which beats —
education, small business, and technology, for instance. Call the person
who covers your field to learn whether you should deliver releases to
the news desk, the section editor, or directly to the beat reporter.

ߜ Regional weekly and business publications: Study back issues and
media kits to familiarize yourself with the standing columns and upcom-
ing special focus topics. Think about angles for stories that you can dis-
cuss with the editor. Then call to introduce yourself and discuss ways
that you can assist in providing information for news stories.

ߜ The radio and television stations that broadcast in your area: Include
those in adjacent cities whose signals come in via cable.