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Industry Pro Interview: Insider Secrets To Building Your PR Campaign Marketing Articles | December 17, 2001
Todd ... of Spread The News Public ... was kind enough to answer some burning ... most small business owners have about public ... press releases and gaining media ...


Todd Brabender of Spread The News Public Relations was kind enough to answer some burning questions most small business owners have about public relations Odell Beckham Jr Youth Jersey , press releases and gaining media attention.

As a nationally recognized TV producerreporter, Todd knows first hand what it takes to get the media?s attention. He also knows what will turn them off faster than you can blink your eye. Since turning from television to public relations, Todd has successfully built Spread The New Public Relations (http:www.spreadthenewspr). He?s taken a few minutes out of his busy schedule to help us out by answering some questions.

KARON: There seems to be a misconception about press releases these days. Most business owners have been led to believe that they can write a press release about anything and have the media running to their doorstep. You and I know that's simply not true. Can you give us an outline of what the media might find "newsworthy?.

TODD: A media release does not a PRpublicity campaign make. A media release is indeed an integral part of a campaign Jim Brown Youth Jersey , but without a number of other elements it isn't worth much more than the paper it is printed upon. The biggest mistake most entrepreneurs make is using a media release aimed toward the end userconsumer, not to the media. Keep in mind the media is
the target of a release. If a release doesn't sway the media into thinking that their readers or viewers would be interested in the topic of the release then they won't use it and the end userconsumer won't even hear about it.

KARON: So how do we change our focus from consumer to editor?

TODD: The media needs a "newspeg" to be interested in your release. Overcommercialized, advertising copy calling your productbusiness the "best" is fruitless -- because the editor likely just got off the phone with a person who claimed HIS product was the best too! Knowing what the media is interested in covering is the key to generating good exposure from your release. The media likes releases that provide unique information for their readersviewers -- information that isn't just a re-hash of a tired old story. If your message details something that is unique Bernie Kosar Youth Jersey , unprecedented or solves a consumer's problem you then have a better chance of creating media interest.

KARON: Good points! Let?s talk about format for a minute. I have seen a LOT of information lately about the formatting of press releases. Some say stick with the tried and true format. Others say - in the age of the Internet when reporters receive tons of email per day - we have to make them extremely short (about 3 paragraphs) and include the facts only. What have you found to be most effective?

TODD: When it comes to releases my favorite adjective is "concise". That doesn't mean short or small, it means that the information provided in the release is pertinent, factual and direct. I have been handed draft media releases written by clients that were over 1000 words that could have been completed in 300 words. There is no magic number of words to use but a good
rule of thumb is to write an amount that can be seen on one screen of an email program -- about 300 words. Keep quotes from company executives to a minimum Austin Seibert Womens Jersey , don't include testimonials and state "facts not fireworks".

KARON: Thanks, Todd. Now, I know that I?ve gotten several questions pertaining to why press releases don?t work. I?m sure you have Sheldrick Redwine Womens Jersey , too. There?s a misunderstanding that just sending a media release is enough. Can you give us a brief description of what it takes to develop a full PR strategy.

TODD: Sure, be glad to. A solid Public RelationsPublicity campaign should consist of the following elements.

1. Articulate media releasefeature pitch composition that gets the attention of editors, reporters and producers nationwide. If you can?t get their attention Sione Takitaki Womens Jersey , you?ve lost the battle before you?ve even started.

2. Meticulous media market research capabilities to find those media outlets and contacts applicable to your campaign. Just sending your release to anyone and everyone makes no sense. Some press release distribution services . Cheap Jerseys China Online Cheap NHL Jerseys Cheap NBA Jerseys Cheap Jerseys China Online Cheap College Jerseys From China Cheap Soccer Jerseys China Cheap Authentic NHL Jerseys Cheap Authentic NFL Jerseys Cheap New MLB Jerseys Wholesale Jerseys China