I was recently lucky enough to be part of a brainstorming session conducted by a professional and very successful Public Relations Expert. I want to share some of the information that came out of that session – tips used by the experts themselves to get their clients’ media releases read, and published.

Spread the News

Make your press release say something. No one wants to read boring articles, so make sure your media release is actually newsworthy. Simply stating that your business is open, won’t cut it. (Unless of course the place that publishes it have no readership and nothing else to report on!) Have an event such as a grand opening. Many companies have a grand opening or a special day where they use a gimmick of some sort and invite the media to come along. Some places invite radio stations to broadcast from their place of business for a certain amount of time.

You can also sponsor a sporting event, partner with a charity or tie your media release into a particular event at the time. For example, as I write this, interest rates are about to be cut for the first time in 7 years. If you can use this to your advantage in your business, then send out a media release. Chances are, it will be picked up pretty quickly! If you have a fashion business for example, run a media release close to the Melbourne Cup talking about this year’s fashion.

Send it on up

Most media releases are sent by email these days. Be sure however, not to send your media release as an attachment. Many a reporter has been stung by a virus this way and no will not open anything with an attachment. Ensure your press release goes to the appropriate journalist as a full email.

Contact me please!

Believe it or not, many people forget to put their contact details on a press release! Ensure you have full contact details either at the top of the release or at the bottom. This includes any addresses and full contact numbers – not just a mobile phone number.

Try to keep your press release to one page and ensure that no blatant advertising is included. Follow up with each journalist that received your media release until you receive an answer from them.

Using publicity as part of your marketing strategy and your marketing mix can bring in plenty of free business – so ensure you get the basics right the first time!

To start your very own media campaign today, simply contact Diva Promotions Publicity

• After distributing a media release, make sure you are contactable at all times on the number/s you have provided on the release. Journalists will only try to contact you once or twice, and if you are not available, will run with another story instead – your opportunity will be lost!

• It is preferable you do not contact the journalist/publications yourself to follow up – leave this to the professionals. You could risk ruining your chances at publicity if handled the wrong way.

• Journalists work to tight deadlines and under a great deal of pressure. Do not come across as aggressive or demanding – always be courteous and helpful if contacted.

• Provide the information they request as quickly as possible, bearing in mind their tight deadlines.

• If you have agreed to offer a media release or story to one particular journalist or publication as an exclusive, don’t contact other publications with the same/similar story. This will just spoil the rapport you are forming.

• Remember that advertising and editorial departments are entirely separate in media outlets, and usually have little or no knowledge of what the other is doing. Therefore, it is pointless to mention to the journalist any advertising dollars you may have spent with the outlet in the past.

• If in doubt about a question/request from a journalist, rather than making something up off the top of your head that may not be accurate, ask them if you can find out and get back to them – then do so ASAP!

• Make sure you have a News Room on your website that journalists can refer to, and ensure it’s kept up to date. For further information, contact Kerry McDuling at Diva Promotions.