Marketing Tips - #3
 

Is Your Press Release Worth Reading?

Does your news release contain real news? Or will the producers and assignment editors who receive it discard it as PR fluff? Tom Waniewski has 30 years of news and media relations experience under his belt. He’s now the principal of Waniewski Associates. He says, “If you're doing PR or coming from an advertising agency, the media's skeptical eye is always looking for what's in it for the ‘pitcher.’ They can spot a good story from a publicity stunt a mile away.”

A few tips. Even if your objective really is to promote the launch of your new product, make sure your news release communicates how the product is important to end users or the community. In other words, show that your subject is newsworthy. Also, when soliciting TV coverage, craft your press release for the producers of specific newscasts. A 2-hour weekend morning show needs different story ideas than a 6pm weeknight newscast.