Notes

How to Create PR That Grabs Media Attention
There is nothing magical about PR. It just seems that way. Once you know several tricks of the trade, you, too, will be able to attract the spotlight.

Create News. Journalists cannot possibly collect all the news they need to fill the space they have. They be determined by PR professionals and folks locally for up to 70% of the stories they report on a daily basis. Journalists appreciate your help as much as you appreciate the coverage they can give you.

LOOK FOR A Hook. Journalists keep their writing clear and interesting by developing fresh angles for their stories. You should learn to think just like a journalist. Look at your facts. Will there be some way to differentiate yourself from all of those other pack? What do you do that nobody else does? Once you have figured this out, develop your story.

website . Mystery writers are always stumbling upon new facts. These new fact is often offered up with an interesting twist. This piques the reader's interest. It isn't enough to know your facts. You must anticipate to present them in a fresh way that speaks to your intended audience.

Who, What When, Why, and Where. These are the questions you need to answer in your news release. Does Health Care Costs or service have news value? Is there something about it which will be helpful or entertaining to an editors' audience? Can be your angle so unique a national magazine may be interested?

Editors are always looking for a good story. Is yours of local or national interest? Once you answer this question it is possible to go to the library and consult various professional directories o determine who the right contact folks are at the publications you wish to target. I would recommend the Bacon series. You will also be able to find out how various editors want material submitted t here .

Your press release ought to be no more than three pages double spaced. Find the angle that works for the audience you want to target. Customize the release for different publications if the angle changes. Write concisely also to the point. Everything you are writing should seem to be news.

Form and Style. There are lots of good books to make reference to for form and style. Buy one for reference or consult on at your local library. Use powerful headlines and sub-headlines to provide your message. Use a reverse pyramid -- lead with your most important information. Maintain credibility and avoid puffery. Proofread to ensure correct spelling, grammar and punctuation. Be concise. The best press releases get right to the point. If editors want more info, they will contact you. So ensure you have a contact person who can be acquired to field media responses.

Reporters are FRIENDS AND FAMILY. Be their friends, too. Being a friend does not mean hounding them to do what you need them to do. It means understanding their needs and working to help them with those needs while you address your own. It means being considerate of their deadlines and the demands on their time.

Get Editorial Calendars. Ever wonder how certain issues of a magazine or newspaper cover topics of special interest? Editors develop calendars months in advance that specify what will be dealt with when. Get copies of editorial calendars. This will put you in a better position to pitch reporters with well-timed stories. You'll be delighted with their responsiveness!

Build Relationships. Journalists are people. They will have feelings. Respect theirs and they'll respect yours. Ask them for help if what you're doing is not working. They'll offer you constructive suggestions. And when they've helped you on the road to success, tell them you appreciate their interest and assistance.

PR is really a specialized field. It may take years to build up the contacts you should get the publicity you want. Unless you have years, you might like to get professional help. Don't mind waiting? Then, stick with the suggestions above. A well-written press release in the hands of the right media can deliver incredible results.

Carol Dunitz, Ph.D. is president of The Last Word LLC, a communication and creative services company. She is a specialist speaker and author of 'Louder Than Thunder,' a parable about listening and interpersonal communication. Dunitz may be the playwright, lyricist and composer of 'Bernhardt on Broadway,' a musical about Sarah Bernhardt. She could be reached at 312.523.4774, [email protected] or
Website: http://www.pearltrees.com/thuesen45wolfe