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