Insider Tips - 27

For a lot of people starting out in publicity, debates arise over the most effective ways of delivering the news. Here are a few basic hints:

1. Check with the newsroom to see if E-mail attachments are acceptable. A lot of newsrooms are equipped with computers able to receive E-mail messages only, to protect the internal network from any nasty virus that might be able to get past their scanning measures through attachments.

2. Most newsrooms no longer have "copyboys", or anyone, in fact, with enough time to collect and distribute the piles of faxes that accumulate from all the people vying for space and attention. If faxing is your first choice, do follow-up phone calls or e-mails to your key people to make sure they've received them. Of course, you'll want to "pitch" them anyway so you can at least use the opportunity to pique their interest with some extra information or story angle.

3. If you're on the receiving end of a media phone call, don't simply direct the journalist to your client's Web site, even if the call is for basic information. Unfortunately, this automatic type of response from communications people seems to be a rising trend, from the various reports (usually accompanied by the sound of gnashing teeth) we've heard from journalists. Remember, if this is the only help you're going to give, you too can be replaced by a voice mail message or a page on the company's Web site. Second, if you don't regard the call as an opportunity, then perhaps you better re-check your priorities.

Contact Davidson Communications for any help you may need in writing and releasing news or statements, and for appropriate follow-up.