PROMOTING THE CLIENT - PROMOTING THE INDUSTRY

Although this page was originally entitled "news", it is actually dealing with tips for dealing with the media. The button text just hasn't been changed yet.

Dealing with the media

Know your media
Be familiar with the types of magazines/newspapers that you are targeting. Use a style and language that meet their needs. Know the publishing schedule and make contact early in the cycle, when the editor will probably have more time.

Is it really news?
Consider the types of stories your target publications print. The editor’s/journalist's first priority is the readers.

A picture speaks a thousand words
A great photo can make a big difference as it catches the recipient’s eye and improves the publication. Make sure that digital images have high enough resolution. Requirements have converged on jpegs with a resolution of 300 dpi.

Grab attention
Press releases should be short and simple, with an attention-grabbing headline and an opening news hook. End with general background information about your company and contact details for further information. Do not issue a release that is poorly written, with grammatical or spelling mistakes, or that is full of jargon, or long-winded and unfocused.

Build a relationship
A good relationship with the media will lay the foundations for a successful PR programme. If you provide interesting news and stories, the journalist will start to approach you for comments. Do not ring the journalist to check that he has received your news; this will annoy him.

On the record
If you do not want something printed, you must ask for what you say to be off the record and seek the journalist’s agreement. This may, or may not, be forthcoming.

Deadlines
Always ask what the deadline is and deliver to that deadline. If you cause the journalist problems, your news may not be printed.