Comment good PR vs. good PRESS (Score 1) 130
{removethis)inkywretch@cox-internet.com
As a journalist, I think the first thing you should do is realize the sheer volume of press releases that most publications receive every day. At the newspaper I work for the fax machine never stops. There are, however, some pretty simple things you can do to separate your company's release from the pile.
The best way, I think, is pretty simple: Make sure there's something newsworthy in your release. For some reason, PR schools seem to teach that the way to get a particular press release noticed is to be cute, obnoxious, or some combination of each. It doesn't work. As a rule, we (reporters) snort and throw such releases away. Whatever you're announcing, try to find a way to tie it into something that's genuinely interesting to even non-techies. If possible, involve the public in some way.
Follow up each submission of a press release with a SINGLE, POLITE phone call to the appropriate reporter or editor. A lot of PR types try being pushy. It doesn't work. The best method is simply to ask if your release was received and whether it will receive any coverage. Plead your case a little - explain why you think it's significant. Regardless of the answer, thank the person for his time. People in the press get a lot of abuse; sometimes all it takes to stand out is a decent press release and good manners.
Hope that helps.
