Page 68 - PR COMMUNICATION AGE July - December 2020

specialist journal might focus on Give the editors and journalists held over, which may have nothing
technical details of a new product. what they need to do with your release.

Y Think about the image you are Y Send them interesting stories they Y Put journalists on your mailing list
promoting. Beware of providing will want to publish. for background information they
stories which can lead to bad may find interesting (e.g. your
Y Make sure your press releases
publicity. Your first priority is to reach publications before their company newsletter).
provide a story which will be deadlines.
published. Journalists are unlikely 5. Writing a press release
Y Submit your press release well in
to respond to a press release
advance. Send your press release to the
which reads like an advertisement
for your business. Y Invite trade journalists to any right people
event you are holding. Y Contact media organisations to
Bad publicity Y Use a standard format and the find out the names of journalists
who are most likely to cover the
Disgruntled employees, complaints right style when writing a press
from customers, crises and accidents release. story.
all make strong news stories. Be
Adopt a simple press release
prepared for bad publicity. Always send press releases by
format to make it easier for the
email; get the email addresses of
Put your side of the story journalist
key media contacts.
Y If a journalist contacts you, check Y Title the subject of your email
Y Journalists and editors are often
what the deadline is, carefully Press release.
happy to discuss ideas over the
construct a written statement, Y Use double spaced lines, with wide
telephone. It can save time, and
and respond in good time. margins, to make the text easier
ensures you hit their deadlines to read.
Y An article saying that you refused
Y Include the date at the top of the
to comment always looks bad. Build relationships with
press release.
Y Avoid "off the record" comments. individual journalists
In a serious situation, there is no Y Find out the names of the Focus on a strong opening
such thing. journalists and make personal
Y Write a relevant and attention-
contact.
Do not let journalists speak grabbing headline.
Y Invite them to your events or give
directly to your employees Y The opening paragraph must
them a call to find out what kind
Y Let all employees know who to summarise the story and highlight
of stories they're interested in.
refer journalists' enquiries to. the key points of interest.
Y Be helpful. Tip them off on Add extra paragraphs giving more
Take action breaking industry news; become a Y detail, in order of importance.
Y The most effective way of dealing useful source of comment on key
with bad publicity is to show that issues. Write in the style of the
you have done everything you
reasonably could to correct any Do not be put off publication, website or
problems. Y Send press releases whenever you programme
have a worthwhile story, even if Y Use short sentences and short
4. Handling the media your last release received no paragraphs (no more than 60
With PR you have to sell yourself to the coverage. There are many reasons words per paragraph).
media to get good publicity. why a story may be rejected or Y Avoid unnecessary jargon.

"You don't choose who you fall in love with, but you do choose who you marry."

68 PR COMMUNICATION AGE July - December 2020