| 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 your | | | | The PR Rainmaker knows: In most situations, it is |
| only real problem is finding a room large enough | | | | better to think in terms of proposals, not releases. |
| to hold all the reporters who want to attend your | | | | Instead 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 it | | | | specific publications. |
| warrants only the briefest mention. | | | | Forget the headline: "Restaurant Opens Second |
| The first instance is rare and is generally reserved | | | | Great Location." |
| for large-cap public companies. Microsoft | | | | Consider breaking your one large story into |
| announces that Bill Gates is stepping down as | | | | several smaller stories, then selling the pieces to |
| CEO. Coca-Cola announces a settlement in a | | | | the media one at a time. |
| yearlong racial discrimination suit. Ford announces it | | | | Does your new restaurant offer a trendy new |
| is recalling thousands of Explorers to replace their | | | | dish or an exotic cocktail? Call the local morning |
| Firestone tires. These are examples of when a | | | | show 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 is | | | | Installing 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 organization | | | | restaurant-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-quarter | | | | make your restaurant among the most profitable |
| profits. Such news is condensed into a release and | | | | in town. |
| distributed to local newspapers and trade | | | | Is 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 mainstream | | | | them to the city's gossip columnist. Better yet, |
| media and the trade press to jump on a story | | | | call 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 second | | | | Get outrageous. |
| location in a major city. The first location got | | | | But forget about mailing, faxing or e-mailing a |
| great coverage; the second should get even | | | | press 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 second | | | | Copyright 2003 by W.O. Cawley Jr. |
| location. Send that as a press release to the | | | | |