The Communications Knowledge Factor

I strongly believe that my clients should have a good understanding of communications, public relations practice and issues management.

PLANNING YOUR OWN MEDIA RELATIONS

Many small and medium size businesses will benefit from a media relations program. Editorial coverage in publications is considered to be most influential. It may seem easy to obtain such media coverage; however this is usually not the case. There is no substitute for a well thought out and planned media contact program supported by appropriate written resources. A 'media release' is used to present information to journalists and editors to consider for publication.

--------The following Checklist should get you started.

--------Your reason for wanting to send a media release

* Make potential customers/clients/members aware of your business.
* Influence them to use your product/service/organization.
* Build reputation in the market place.
* Gain exposure for an issue or new product.

--------Your audience

* Who are the people you are trying to inform or influence?
* What forms of media do they look at?
* Which media and individual 'programs' are most likely to influence them?
* Who decides and prepares the content for these programs?
* What information is this audience likely to be interested in or influenced by?

--------Your message

* What information are you trying to present?
* Can you present it in terms of what your audience is most likely to listen to?
* Who will speak on your behalf and be your spokesperson?
* Could you back this up with further information?
* What visuals could be used to support your story?

--------The media

* Who are the journalists/ producers you are aiming to reach?
* How do they like to receive information?
* What types of things are they interested in?
* Would they think your information in 'newsworthy'?
* Does it add something new to existing knowledge?
* Does it create discussion or debate?
* Is it timely relative to other things currently happening?
* Does it potentially affect large numbers of people?
* Does it create human interest, entertainment or humor?

How are you going to distribute your information?

Now that you have established your purpose, audience, message & target media, it is time to carefully prepare and write the actual release. At this time you might seek professional advice & assistance from me, Allen Elfman to draft, distribute & follow up your release for you.

WRITING YOUR MEDIA RELEASE

Now that you've prepared, it's time to draft your media release..
Always keep in mind your primary purpose, audience and relevant media. You need to consider your targeted media and might need to write a number of slightly different versions.

Here are some points to help you through the media release writing process

• Before you start, list all your points & prioritize
• Divide your list into no more than three main points & supporting information.
• Start with a short catchy heading to gain the journalist's attention, highlight the release news.
• Open with a clear strong statement of your key news, i.e. you first main point.
• Next paragraph follows with your second point.
• Third paragraph should feature a quote from your spokesperson. This should summarize, consolidate & add perspective or depth to the importance of your story.
• This will lead to your next paragraph i.e. your third point.
• Follow on with the rest of the story in descending order of importance.
• You may incorporate another quote if required.
• Include critical supporting information.
• Ideally the release should be a single page, but never more than two.
• If you take more than two pages look at your content. It is likely that this is supporting background or evidence.
• Keep you 'news' short and present any additional information in a Fact Sheet or Backgrounder. The actual release should focus on your 'news'.
• Finish with a clear space (as in a paragraph break) then write the word 'ends'. This tells the journalist/editor that you have finished.
• Always follow with your contact information & phone numbers. This should be for whoever will be handling media enquires. Always give an after hours or mobile number. Ensure that this person and your spokesperson will be available.
• Finish with any additional information regarding available photographs or other visual materials.
• Always re-read your release for grammatical and spelling mistakes

Now that you have a draft release you will need to make sure it is edited and presented to maximize the opportunity that it will be actually used. This is where professional advice or review of your draft by a PR practitioner such as myself will be useful