Newspapers, magazines and trade publications receive shed loads of them. That means sloppy, inaccurate, pointless releases are the first to hit the newsroom wastebasket. To make sure yours isn't one of them, avoid these 7 Deadly Sins:
1. Providing insufficient or wrong information on your news releases, particularly telephone numbers, and other contact details. Releases must be complete, accurate and specific. (Note: A news release is the same as a press release.)
2. Writing too long. They should be no longer than a page, which is about 500 words give or take depending on images and layout.
3. Sending it too late. Mail or fax it to local media at least two weeks before an event, preferably three or four. Major magazines are different again, many of them work four to six months ahead of time.
4. Sending a release with no news value. We all watch the evening news or catch up with the news on out PC, Why? Because it changes and it is current. News is what happens that is different. If it isn't different, it isn't news.
5. Blatant commercialism. Avoid hackneyed words and phrases such as spectacular, incredible, the only one of its kind, breakthrough, cutting-edge, unique and state-of-the-art. Also loose the Cliché. Never stoop to using phrases like think outside the box, or blue sky thinking, they are often seen as lazy by writing professionals and get dispatched to the waste bin quickly.
6. Forgetting a contact name and phone number. At the top of the first page in the left corner, let editors know who they can call if they have questions. Include day, evening and cell phone numbers.
7. Calling after you send a release. Questions like "Did you get my news release?" or "Do you know when it will be printed?" will brand you as a pest. Don't follow up with a phone call to see if the media got your release, unless you are absolutely sure that someone will check for you. Most reporters and editors don't have time. If you do follow up, make sure you have a reason to call. Suggest a particular angle to your story, or ask the media people if they need any other information.
Hope these help you get more recognition and ultimately more business through being seen as an expert in the press. Go to it!
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©Paul Johnstone
Some invaluable tips here - good stuff!
ReplyDeleteAlthough, when I worked on a news desk the reporters often used press releases from people who had followed up with a phone call. Alright they got used as space fillers, but it's better than nothing at all!