Tips: Publicity Tips

Below are tips on how to successfully place positive news stories about your company or products in trade or consumer media.

1. Choose your media carefully. Send press releases only to those media that are likely to carry such news.
2. Send news to the right person. Editors receive hundreds of press releases a day. Your news is certain to end up in the wastebasket if it doesn’t hit the right person’s desk or e-mail box.
3. Make certain you have legitimate news to tell. For example, a new product may not be enough. It may take a new product with successful case studies to prove the value of the product.
4. Be creative with how you package stories. For instance, the launch of a new company may not spark the interest of a business editor, but it might catch the attention of the lifestyle's editor if the owners have interesting, unique backgrounds.
5. Develop relationships with the editors and reporters who cover your industry. This will help you in good times, and more importantly, when things are not going so well.
6. Prepare well-written background materials on your company and its products. You will be surprised at how much of this information will be incorporated into news stories.
7. Choose your media spokespeople carefully. The manager who knows the most about the product may not be the best person to speak to the media. Your spokespeople should receive media training.
8. Commit to an ongoing publicity program with specific objectives. Sending out a press release now and then will not net the results of a consistent program.

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