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