| There are only two times to write a | | | | release to the media, and your story |
| press release. | | | | will line garbage cans throughout your |
| The first is when your story is so big | | | | 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 | | | | local morning show producers and offer |
| press release is the right choice. | | | | to 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 |
| public, private, governmental and | | | | town? Call the restaurant-beat writer at |
| not-for-profit. Your organization names | | | | the local business journal and offer an |
| a new vice president. | | | | exclusive look at how the device will |
| Your company announces its | | | | make your restaurant among the most |
| second-quarter profits. Such news is | | | | profitable in town. |
| condensed into a release and distributed | | | | Is your celebrity investor dropping in |
| to local newspapers and trade magazines, | | | | to check out your site? Take |
| usually with solid results. | | | | high-quality photos and send them to the |
| But all too often a CEO expects the | | | | city's gossip columnist. Better yet, |
| mainstream media and the trade press to | | | | call the talk radio station and offer a |
| jump on a story that simply has no | | | | live interview. |
| obvious news value. | | | | If nothing else, plan a stunt. Break a |
| A prominent restaurant chain opens its | | | | world record. Get outrageous. |
| second location in a major city. The | | | | But forget about mailing, faxing or |
| first location got great coverage; the | | | | e-mailing a press release. |
| second should get even more, right? | | | | Propose your stories one at a time. |
| Wrong. | | | | That's how the PR Rainmaker works. |
| There's no obvious news value to a | | | | Copyright 2003 by W.O. Cawley Jr. |
| second location. Send that as a press | | | | |