Alan Caruba
Alan Caruba, president of The Caruba Organization, a public relations firm based in South Orange, New Jersey, serving both national and international clients. He has more than 40 years of experience in public relations. www.caruba.com.
So-called “news releases” are story ideas sent to media outlets in hopes of generating press coverage. They can be a great way for small businesses, self-employed professionals and community and charity organizations to receive publicity without paying for advertising or direct mailings.
An effective news release typically doesn’t just tout an organization or a product. It provides insight into a newsworthy topic related to one’s field.
Strategy: “Piggyback” your news releases onto stories already in the headlines. Distribute a news release to the local media explaining how a national or international news story affects your community…or providing some other insight or perspective on the topic that the original reports lacked. “Piggybacked” news releases should be sent out within 24 to 48 hours of when the initial reports appeared.
Example: A doctor might issue a news release commenting on the possibility that a recent disease outbreak in Asia will reach his region.
Consult The News Media Yellow Book to find contact information for journalists, and E-mail your press release. The Yellow Book is available in libraries or by subscription ($450 for four quarterly editions, 212-627-4140, www.leadershipdirectories.com).
With so much competition for journalists’ attention, it’s vital to avoid these common errors…
Example: A New York restaurant’s rat problems make national news. The next day, an exterminator in a different city puts out a release with the headline, “Rats a Major Problem in Local Restaurants.”
Example: Replace “John Jones, Johnsonville’s best dry cleaner” with “John Jones, who has operated a dry-cleaning business in Johnsonville for 34 years.”
Example: “The US Department of Energy estimates that replacing a clogged air filter can save drivers as much as 10% on their gas bills. Larry Walters, owner of Larry’s Auto Parts in Thomaston, says that many drivers are wasting money on gas by not maintaining their cars properly.”