Guidelines for Obtaining Publicity in Your Area

Distributing a news release to the media in your area is a fast and effective way to generate publicity. Reporters need spokespeople. They rely on credible experts such as yourself to provide subject matter.

Customize your news release

• Add your name and contact numbers at the top. Make yourself readily available to the media by providing office, cell and pager numbers.
• Put today's date under the announcement “For Immediate Release.”
• Add your city and state to the dateline. This should be typed in all capital letters, bolded and italicized.
• Include your name, title and company name in the quote in the third paragraph.
• Add your name, store name and store phone number to the contact information in the last paragraph.
• Attach diagrams, photos, and any other graphics that support the points covered in the release.

Proofread the release, and have someone else read over it, too. Reporters and editors might toss your release straight into the trash over a misspelled word, so be as thorough as possible.

Distribute your release to your local media.

• News releases can be sent by e-mail, fax, U.S. mail or even hand-delivered.
• Contact names and information can generally be found on the publication or station's Web site or by calling its offices. Whom to send it to:

Daily newspaper – address it to the business and lifestyle editors.

Weekly newspaper – address it to the editor.

Television and radio news – address it to the assignment editor.

• Your ad salesperson can help you get the release in the hands of the correct editor. Mention the release when you place your next ad.

Follow up . It's okay to call your contacts and make sure they received your release.

• Ask them if they have any questions and offer to make yourself available to talk at their convenience.
• Do NOT ask when (or even if) they will run your story.

Key things to remember about working with the media:

• They work on deadline . Please be respectful of that. If you call a reporter or editor, always ask, “Is this a good time or should I call back?” If the media calls you, you should respond in a timely manner. If you have to get back to them, always ask what their deadline is.
• They will not guarantee your story. Never ask when, or even if, they will run your story.
• Television and radio reporters are looking for short answers – “sound bites” of 8 seconds or less.
• Print media interviews tend to be longer and more detailed.
• There is more emphasis on your appearance and surroundings in a television interview, so make sure you look professional and consider using a Casablanca sign or logo as your background.

Be prepared to take media calls and provide an interview.

• Focus your message.
• Know what you want to say – The reporter's questions will not be used in the story. He or she is just trying to get you to speak, so know your talking points (attached) and make sure you get them in.