Get your message over

You have a story to tell. Your company has a revolutionary new product or an improved version of one, which is known and respected in the market developed. Most companies are media-savvy enough to take a proactive approach to public relations. But there are many companies that are waiting to sit instead on a new development on the press to come to them, because they break, how about "the message is not secure."

The vehicle for the announcement is of crucial importance. One should avoid the "Pandora"Approach to public relations. In most cases, a technique that works known as "editorial care. Determine the appropriate initial outlet - a magazine or newspaper, for example - and the approach that venue with your story. Once the story breaks on your primary media choice, other vehicles can and will follow a rule.

There is nothing wrong because with the standard press release, except that most, without first contacting the appropriate editor at the preferred publication to be written.The first hurdle is to decide on who you talk to.

Find your audience
Make your topic and audience. Once you've done this, then the job a matter of prioritizing the various major print outlets for your story. If you already know your audience preferred industry publication, put it on the top of the list. For backups can be found in a directory like Bacon's Magazine Directory, The Ayer Directory of Publications, or Ulrich's International PeriodicalsDirectory to provide names of all the leading magazines and journals within each industry listed. For each specific magazine, in addition to the circulation figures, list of sources of the primary outlet editorial contacts, including addresses, phone numbers and email addresses.

Weigh the impact, immediacy and relevance of your story. In some cases, your messages have an impact on a wider market and audience than the editorial influence of a journal.Examples include a merger, an acquisition or an IPO. Such messages must be immediately informed. The best way may be: a national newspaper like the New York Times, Wall Street Journal or USA Today, a national wire service, such as The Associated Press or Reuters, a CNW such as Dow Jones and Bloomberg, a business magazine like Business Week and Industry Week, or even a national news magazine like Time, Newsweek or U.S. News & World Report.

A numberof Internet resources that can be quickly disseminated through the news, the PR Newswire and Businesswire http://businesswire.com http://www.prnewswire.com. PR Newswire and Businesswire will carry a story about their lines and to pay over the Internet for a fee from the source. Newswires offer "insurance", a story is definitely out. Even if the article is printed in a newspaper or magazine that offers a good secondary backup date for the dissemination andThe article will appear exactly as it is to these outlets provided.

Press releases, particularly informative, well written and short ones are the sources of the majority of ideas and leads to a trade magazine editor. The press releases are to be written in the so-called "inverted pyramid" style, with the "fattest, most of the relevant facts on, and the less salient facts below. The headline should capture the essence of the story, and the subheadingsClarification of the impact.

For a technical magazine articles, details are crucial. Keep them as clear as possible, and translate technical jargon and "Tags" for a particular segment of the industry you are targeting, in terms that even a layman can understand.

Reach Out and Touch someone
For trade magazines and national news magazines alike call with the first phone call - or "cold" - must be well planned. Development of a stadium or verbal representation that the informationEditor of the importance of history and its importance to its outlet. Keep your pitch short, precise and timely. How to write a press release with the "fattest" or most of the relevant facts, organize, enter your verbal pitch to the most important and interesting information at the very beginning.

One thing I am for all of my pitching is in my head the "essence", "vision" and "overview" of history, especially in the context of the newsthe day and the aspect of history that "can be evolutionary," or "revolution" in the context of historical perspective.

Try to keep the tone conversational. Announce your story in a clear, concise, but enthusiastic fashion. Demonstrate the importance and impact of your story on the publisher's readers, as well as the new and unusual about the content. If you are the editor "bites", or at least seem interested, they are the first exclusive, if that particular mediaOutlet is a prominent one and important to your business. Be prepared in all cases, e-mail or fax information, and send photos, technical drawings or diagrams to visually describe the technical information. Receive Schedule interviews between the publisher and your speakers, if requested, or if it is important to your organization, its representatives, quoted.

Try to avoid voice mail, unless you have honed the pitch to a point where it is short, clear andconvincing. Voice mail is a notorious for playing "phone tag" and it does not allow you to ask follow-up question or reply to the editor of the gauge so that the fine-tuning your own approach. Voicemail is also by some journalists as a way to sort out 'used calls. Leaving a voicemail message, and supplemented by an e-mail message that is meaningful, and often in my experience, e-mail works, especially for a live conversation has (no matter how short) has occurred or enlightenedVoicemail message was left. After an initial release, whether by voice and / or e-mail follow-up in one or two days, if not you will hear from the editor again.

Etiquette and other issues
Respect deadlines. If you live to reach the editor, and you discover that he or she is near term immediately announce that the call back later. Even better would be to know in advance if this magazine is taking place time and avoid reaching the office at that time. When you callbe at a good time, friendly, keep your pitch short and relevant.

Know your history. Keep your enthusiasm high (but stay centered), and make sure you understand the story thoroughly. Confidence in the importance and viability of history always communicates over the phone. Be cordial, polite, professional and clear. If the editor is in a bad mood, be smart enough to know that you are not the cause.

If the message is very important for the company, the person transferring the callshould be someone who has prior experience in journalism or public relations. It is advisable for a professional communicator, the approach to initiate and deal with the editor as the primary contact. If you need the editor, someone with technical expertise and deep understanding of technology, an expert report the name and contact information should be made for a follow-up interview. Media Relations representatives should always be the editor back to themselves as the primary contact. And,this is important: the media relations rep, reminded me very much "hot" messages with short deadlines to get out of the way the editor as soon as you "set up" and "sale" of the story. Then you will see themselves as "assistant" in helping the editor, get the facts and the interviews, end of story. Do not try to manipulate history or get in the way of the publisher in any way. You will be respected for, and will be able to get back to that person in the favor of theFuture.

In some cases, the reporter or editor may want to speak to the Chief Executive Officer (CEO). When this happens, know in advance if the CEO is available for an interview. If so, make sure that he or she is ready, as some CEOs can not be under experienced speakers. In this case, a conference call between the CEO, pr agent and the publisher could be arranged.

Listen to the editor. Whether you initiate a cold call, you speak with an editor to call, according to aE-mail message or you receive a call from the cold, an editor, the query result on a story or about the current progress, it is equally important to hear how it is to speak. Be sensitive to any verbal feedback, hints or clues, you can adjustment tuning your answer.

Respect the "no" and be prepared. After an initial refusal, ask a quick, important questions: "What is it about this story, which does not seem right for you? Is there a way this story can be adapted toTheir own needs? "Propose amendments. Best of all, prepare three to five different angles in advance, as this reduces the chances of rejection.

What can a suitable editor can not be appropriate for another. Ask before concluding a conversation, whether the message could be more appropriate for someone to beat others with another, or in another section of the magazine. When referring to a new person, place by that referral. If you have exhausted all yourAngle, thanks to a story, we the editor for his time and get carried away by this compound. Sour the contact, and it is difficult if not impossible, a credible relationship in the future to maintain.

Maintain your contacts. Whenever possible, try to editors and reporters who are important to meet you. Offer to eat her out to lunch, but not be offended if they decline. The better you get to the journalists on a one-to-know-one basis, the better the chances of yourgain a sympathetic ear.

Let yourself be discouraged by the rejection of the idea of a story. If there is much more important to keep open the channels of communication. Write down the essential information about your journalistic contact in a Rolodex or software, address book, such as Shark product. In addition, provide your most important contacts with your home phone number and / or phone number that tells them that you are accessible after business hours. This practice conveys professionalism and strengthen theReputation as someone who goes "beyond the call of duty to meet an" editorial needs.

Packing the punch. If your company is printed one of the lucky few, their messages in a national publication, the story is automatically a prime candidate for the leading magazines in your industry and for general print and broadcast media. Also, remember that broadcast often print (in particular, follows that if you put a big wire service story or put a story in a USA Today orTime Magazine).

When working with the media, remember to do your homework, draw your pitch and sustain a positive attitude.

PRESS RELEASE CHECKLIST

* Press releases should be double-spaced. Close contact for the media's name, phone number and e-mail, and the date and the place from which the story.

* If a new product have been announced to all operating parameters. Clearly describe how the product works and how it differs from whatThere is currently on the market. Do this by quantifying the benefits and advantages of this product and comparison with competing technologies. Stress of the user or benefits for the customer and explain tangible results.

* Avoid using terms such as cheaper, more efficient, fastest, most unique and revolutionary, without parameters by which these benefits can be measured.

* Products or other message leads to cover themselves with current trends, or larger scale news stories.

* Do not useAbbreviations without spelling it out to explain, or slogans without knowing it for the layman.

* For financial press to focus more on how the takeover, merger or acquisition, the reader or the market, as the details about money and market share against impact.

* Providing quotes from executives to take on both technical and market information position. And always at the bottom of the line in question.

* Use photos, graphics, charts and tables with captions andInformation to clarify your story, especially if this is a new trend.

* Ask the journalist what he or she do the interview is successfully requires.

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