More to media publicity than press releases

Many people wrongly believe that writing and sending a press release is all they need to do to get media publicity.

A press release is like a story in a newspaper, but it is sent to journalists with the aim of enticing them into writing their own story on the information contained in the release.

A press release is one vital element in the publicity process, but there are also many other that must not be overlooked.

Finding the most appropriate media outlets to send your material should be the first step. Lots of people don't send material to the best outlet, but send it to those that are unlikely to want it.

Metropolitan newspapers are often the first port of call, but these are not always the best option.

Knowing what the media is looking for is the next thing. Most press releases received by the media are advertisements dressed up as news stories.

Editors reject these because they have no news value.

When to send the press release is another important consideration. For example, the beginning of the week is a good time to send press releases as the media are fresh and enthusiastic about the week ahead.

It also pays to keep well away from media deadlines.

It's sensible to keep an eye on what else is going on in the news. If lots is going on, it can be beneficial to delay sending your release. For example, mid to late September 2001, would have been a bad time to send anything to the New York Times.

The attack on the Twin Towers would have dominated coverage.

Another thing most people ignore is how to prepare and handle media interviews. If the media is interested in your press release, they may want to interview you.

This could be for print, radio or Television. Media interviews are a wonderful opportunity to promote your business and create priceless credibility.

But the opportunity is lost forever if you are unable to get your messages across.

These factors all illustate that writing a press release is just one step in the publicity process. It can only be successful if all these other steps are followed to complete the puzzle.