MKTG 41- Links for Press Releases

Given the glut of advertising, marketers in mature economies such as the United States (and even Mexico) are increasingly turning to public relations and sales promotions to break through the clutter. The primary public relations tool is the press release (sometimes called a media release), a one to two page document sent to an editor or journalist in the hope that he or she will find if of enough general interest to his or her readers to write an article about it. To be successful at having your release picked up by the media, you'll need to follow several guidelines:

* Make sure your subject is newsworthy and has a "hook" of interest to readers. Tying into current events with broad awareness often works well. Here is an example of a business that used the presidential election as a "hook" in their advertising (and presumably in their press release) is Salvatores Pizzeria, which offered a free pizza in exchange for each McCain sign turned in: http://www.youtube.com/watch?v=pVR72s-XtJ8 I'm not advocating questionable practices, but pointing out the successful use of a "hook" with tremendous top of mind awareness. How else would a tiny unknown pizzeria get free airtime on Fox News!

In the early 1990s I wrote a press release for a software Spanish-English business dictionary. What was my "hook"? Yes, you guessed it NAFTA - The North American Free Trade Agreement. My headline spoke about the program as bridge to help business to take advantage of the opportunities offered by NAFTA. Because I was in Arizona, a border state, the local publications snapped it up.

Other angles might include "local boy or girl makes good." People like local success stories of folks with whom they can identify. Generally, "new" also works well. Any time you are offering a new product or starting a new business, you'll want to let the media know via a press release.

* Identify the correct media outlets and most appropriate journalists. For the aforementioned press release on the Spanish-English dictionary program, I realized it would be of interest to both business publications and software publications. Consequently I sent copies of the press release (and the program) to the Arizona Business Gazette, the Arizona Daily Star, the Business Journal the Tucson Citizen, and PC Today magazine. All wrote favorable articles about the software because the topic was of interest to their readers.

* At the top of your release, put the current date, the release date, and a contact person's name, phone number and email address.

* Start with a compelling headline. The headline will determine if anyone, including the journalist or editor to whom you have sent the document, read any further.

* Write your presss release in third person as you would if you were writing a newspaper article NOT in first person as you would if you were writing an ad. For example, instead of saying "Enter our raffle for a 20 pound Thanksgving turkey," consider "Shoppers will have the opportunity to enter a raffle...." Avoid the hyperbole that appears in advertisements. Your goal is to write a piece that could actually be lifted word-for-word (if you are lucky enough to get a lazy journalist) and placed in the paper as an article.

* Write in the inverted pyramid style used by journalists. The most important information should appear in the first paragraph with progressively less important material later in the piece because editors cut from the bottom. Who, What, When, Where, Why, How should all be addressed in the beginning of your piece.

* If appropriate include quotes from important individuals associated with your issue. You may end up crafting the "quote" yourself and clearing it with the person to whom you intend to attribute it.

* End with -30-, -END-, or ### to indicate the end of the release.

* If you have a very complex product or subject, include additional information in an information sheet.

* Follow up after about two weeks. Some authors on public relations caution not to bother the journals and editors to whom you've sent material. However, I've found it extremely helpful in terms of reminding them about my piece to follow up by phone and simply inquire whether they received the material and have any questions.

Five Ways to Get Your Publicity Release Published More Often

Copywriter Mike Pavlish offers the following checklist for making Sure your press releases get published:

1. Is it important to the publication's readers? If you were the editor and you had dozens of releases but could only publish a few, would you honestly publish your release? Is the information and story in your release really important-not to your business, but to the publication's readers? If not, forget it and look for a new angle.

2. Is it really news or just an advertisement in disguise? Editors are not in the business of publishing advertising. Almost all will immediately discard publicity that is really advertising in disguise. Of course, most publicity has some advertising value or purpose, but write your publicity to give news or helpful information only.

3. Is it written so the publication's readers benefit from it? Your publicity will get published more often if there is important news in it that will benefit the publication's readers. This could be new technology the readers will be interested in, helpful information, or a new trend that is emerging.

4. Is it short and to the point? Editorial space is very limited, and busy editors don't have the time to sort through irrelevant copy and cut it down to the main points. Write clear and crisp sentences, using only the
important, relevant information.

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5. Does it include what the editor wants? That is, facts to back up your statements, plus who, what, when, where, how, and why details?

"UNICEF" example

August 6, 2002 Contact: xxxname
For Immediate Release 562-xxx-xxxx; info@xxxx.org

Fundraiser Dinner to Educate Children in the Slums of India

The California chapter of xxx USA will host a fundraiser dinner at 6:30 p.m. on September 8, 2002 at the Bombay Club at 1125 N. Magnolia in Anaheim, California. Funds raised will provide basic education to desperately poor children in India, who would not otherwise receive an education. This is a critical opportunity to make a difference as one-third of the world's poor children are in India, says Dxxx Sxxx, chairman of the fundraiser.
Waheeda Rahman, an actress adored by several generations of Indian movie-goers and winner of the International Indian Film Academy lifetime achievement award, will start the festivities with a lighthearted look at her years in Bollywood, as the Indian film industry is known. A sumptuous dinner of traditional Indian dishes will follow. Individual tickets are $100, which is tax deductible. According to Dr. Jxxx Pxxx, one of the volunteer organizers, however, Most of the reservations received thus far have been for corporate tables of twenty or more, which entitle the sponsoring company to complimentary advertising during the evening. The xxxx Foundation will match checks of $1000 or more.

Xxxx, a grassroots literacy movement, was created in 1994 as an initiative of UNICEF India. The organization now serves over 220,000 children in 20 cities and 10 rural areas across India.

To purchase tickets for the fundraiser or to find out more about Xxxx's literacy campaign, contact Xxxx at info@xxxx.org or 714-xxxx-xxxx or visit the Los Angeles chapter website at www.xxxcalifornia.org or the national site at www.xxx.org.

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"New Software" example

FOR IMMEDIATE RELEASE Contact: Amit Schitai
March 7, 2002 E-mail: samits@lbcc.edu

NEW SOFTWARE PROGRAM BRIDGES THE CULTURE
AND LANGUAGE GAP FOR HISPANIC PATIENTS

Health care providers in California have a new tool for navigating the challenges of cross-cultural communication when treating Hispanic patients. E-Learning Environment CHISPA, which stands for Caring for the Hispanic patient Interactively: Simulations and Practices for Allied Health professionals, is a software-based training program that provides solutions to both cultural and linguistic barriers to care. The dynamic multi-media program is funded by the Center for the Health Professions, University of California, San Francisco, through grants from The California Endowment and the California HealthCare Foundation and created by the Instructional Technology Development Center (ITDC) and the School of Nursing and Health Science at Long Beach City College (LBCC).

According to Census Bureau data, the Hispanic population in California experienced a 42.6% increase from 1990 to 2000 and is now 10,966,556, which is 32% of the total population. This growth is due to a combination of high fertility rates among Latinas and to immigration from Latin America.

"The recent immigrants may be the most challenging to health care providers as they are often monolingual Spanish-speakers, and many of their cultural practices, such as the use of herbal remedies and bundling feverish infants in layers of blankets, often conflict with health care procedures in this country" says Dr. Geri-Ann Galanti, a noted medical anthropologist and author of Caring for Patients From Different Cultures. Dr. Galanti consulted on the CHISPA software and wrote the companion training manual.

The interactive CD includes dynamic simulations that allow users to select the appropriate response to realistic patient-care scenarios and received feedback on their choices, along with a wealth of information on cultural variables, advice on overcoming communication barriers, and language exercises to facilitate learning medical terms and expressions in Spanish. It also includes a web portal with links to related resources, basic Internet training modules and a printed 'Train the Trainer' manual with additional exercises and follow up activities for integrating the material into nursing and continuing education curricula.

"The entire program is designed so that Allied Health professionals can access it any time and any place they have a computer to learn at their own pace with immediate personalized feedback," explains Amit Schitai, CHISPA Project Director. It is being piloted by students enrolled in the Nursing and Health Science school at LBCC and will be available to other academic programs, local hospitals and clinics beginning in Fall 2002. Health care providers and instructors interested in CHISPA training or ordering a complimentary copy of the program should contact Mr. Schitai at samits@lbcc.edu or (562) 938-4626.

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