Insider Tips - 28

We still like sending press releases the old-fashioned way. Besides, someone has to support snail mail. Continuing on from our last Insider Tips, on getting out the news, we've got a few more basics for beginners:

1. If you want your news to really hit a few key reporters, PERSONALIZE! One way to grab a little extra attention is to hand-address the envelope. Takes a little more time but it's funny how an envelope that sports something other than a mailing label will move to the top of the day's pile. Add a little note to the bottom of the release, or on your note paper or business card.

2. Use postcards for basic information. They don't have to be specially designed and printed with a head-and-shoulders shot of your client, or the company logo. Use something more akin to real postcards: scenes from classic movies, or unused vintage cards one can pick up at flea markets or antique malls. You can have them printed or run labels for them with the information. Human nature being what it is, your missive will get the first reading - by everyone whose hands it'll pass through.

3. Phone, phone, phone. Lunch, lunch, lunch. Get to know the journalists with whom you'll be doing business. It's all well and good to blanket the media with your releases but if you expect to generate significant coverage, you'd better make those calls first. And make them armed with a few story ideas. Don't be discouraged if your first couple of angles meet with audible yawns; you may strike lucky with number three. It's your job to create the right story.

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