How to prepare your newspaper releases

A good press agent never fires all his guns at one time. If he did, the newspapers would publish only one story.
Your first release should be given about three weeks prior to your meeting. It could be simply an announcement of a large sales meeting or convention. Specify the place, date, and number of people expected. You should also include the name of the person in charge of arrangements.

A second release should be given one week before the meeting. The date and place should be repeated. But new information should be included. For instance, you could name the principal speaker, his subject, his background.
The third release should be published one day prior to the meeting. Arrival of the principal speaker and newsworthy quotes are suitable. Theme of the meeting and other details should also be included.

Give your release a professional appearance. Make them look deserving of the news column instead of the waste basket. All releases should be typed. Handwritten copy doesn’t have a ghost of a chance! The editor must give handwritten copy to a reporter to type. Standard procedure is to put it in “File 13″ instead. Use plain white paper. Double space your copy, using only one side of the paper. Leave 3 inches of space at the top so the editor can write his headline on your copy. This makes the editor’s job easier. It spares him from reaching for shears and paste pot.

Assign a release date. This gives all newspapers an even break. It assures that every paper using your story will publish it on the same day.

When no release date is specified, you get less publicity. One editor may run the story on Tuesday, while another saves it for Wednesday. The latter is “scooped.” So he scraps your story. Something previously printed in a rival newspaper is of much less value. Put your name and telephone number on every release. The editor may want to contact you for further details. Besides, he wants a record of the source. It’s good protection for him and his paper. To submit a story without giving your name is like sending an unsigned letter.

Keywords: Sales, Marketing, Business, Sales Training

Tags: sales meeting

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