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Write News Proposals, Not Press Releases

There are only two times to write a news location. Send that as a press release to
release. the media, and your story will line
The first is when your story is so big garbage cans throughout your town.
that your only real problem is finding a The PR Rainmaker knows: In most
room large enough to hold all the situations, it is better to think in
reporters who want to attend your press terms of proposals, not releases.
conference. Instead of releasing a general idea to
The other is when your news is so small the media at-large, tailor your story to
that it warrants only the briefest specific reporters at specific
mention. publications.
The first instance is rare and is Forget the headline: "Restaurant Opens
generally reserved for large-cap public Second Great Location."
companies. Microsoft announces that Bill Consider breaking your one large story
Gates is stepping down as CEO. Coca-Cola into several smaller stories, then
announces a settlement in a yearlong selling the pieces to the media one at a
racial discrimination suit. Ford time.
announces it is recalling thousands of Does your new restaurant offer a trendy
Explorers to replace their Firestone new dish or an exotic cocktail? Call the
tires. These are examples of when a press local morning show producers and offer to
release is the right choice. show viewers how to make it at home.
The second instance is fairly common and Installing a high-tech kitchen with a
is found in organizations of all kinds: flash-cook oven unlike any other in town?
public, private, governmental and Call the restaurant-beat writer at the
not-for-profit. Your organization names a local business journal and offer an
new vice president. exclusive look at how the device will
Your company announces its second-quarter make your restaurant among the most
profits. Such news is condensed into a profitable in town.
release and distributed to local Is your celebrity investor dropping in to
newspapers and trade magazines, usually check out your site? Take high-quality
with solid results. photos and send them to the city's gossip
But all too often a CEO expects the columnist. Better yet, call the talk
mainstream media and the trade press to radio station and offer a live interview.
jump on a story that simply has no If nothing else, plan a stunt. Break a
obvious news value. world record. Get outrageous.
A prominent restaurant chain opens its But forget about mailing, faxing or
second location in a major city. The e-mailing a press release.
first location got great coverage; the Propose your stories one at a time.
second should get even more, right? That's how the PR Rainmaker works.
Wrong. Copyright 2003 by W.O. Cawley Jr.
There's no obvious news value to a second




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