Dr. Kevin Nunley
USE THE MEDIA--marketing help for biz.
"Do News Releases Work'"
Invariably, when I talk with business people on-line, someone asks that question. Many of us have sent out a press release only to be greeted with silent indifference from the media. But that doesn't have to be the case. The media needs, must have, craves, can't do without a steady stream of usable news. YOU are the person that can supply the news they need. And you can get free publicity for your business at the same time.
Even better, you can email your press release to the media. That makes it much cheaper to send a release to lots of media sources
The news release is the time honored method of putting nformation before the media. This is especially true for businesses and organizations. It takes the form of a page or two detailing your message, generally slanted a bit to favor your goals. In its most basic form, the news release has your name and contact number at the top, followed by some points that will interest the media outlet.
You Gotta' Be Newsworthy!
Make sure your story is something that the reporter will agree is important. Newspapers don't like it if you send in an ad for your business to be used as a news story. Their attitude is, "Hey, if you want to advertise, call the advertising department and buy and ad." You have to cloak your message in a story that is newsworthy, a story that readers will find helpful, interesting, simulating, sad, or hopeful.
If your message seems too commercial for your local daily newspaper or TV newscast, try sending your release to a trade publication in your industry. A story that is of little interest to the general pubic will often be welcomed with open arms by a more specialized industry newsletter or e-zine.
The bottom line is this: think like the media, shape your message to fit their likes. Do that and your message has a good chance of being used. Above all, don't let up. While one media manager may not have the slightest interest in your idea, another will welcome you with open arms. The media needs piles of fresh stories everyday.
Where Do You Find the Addresses for the Media'
It used to be that you had to shuck out a few hundred bucks to buy a media guide on CD-ROM. Now that just about every media entity in the world is on-line, the process of getting accurate addresses is much easier and cheaper.
Gebbie, a well-known guide, has jumped ahead of the pack and put their addresses and links on a well organized web site http://www.gebbieinc.com
