Write News Proposals, Not Press Releases

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