No need for introductions on 10 PR Tips if you are a frequent reader, but in case you missed the other PR Tips, you can catch them here. These PR tips were originally put together in a notebook by my employer Politis Communications, but they were limited in number.
1 - If you are going to write a news release or some other PR/marketing copy for possible broadcast pickup on radio or television, consider 15-, 30, and 45- second lengths.
2- SPEECH COPY SHOULD BE WRITTEN IN ALL CAPS AND TRIPLE SPACED . . .
BETWEEN LINES.
3 - Want your firm or organization to appear larger? Quote other executives, besides the CEO, in news releases.
4- “Chief Executive Officer” or any other title, should always be spelled out in full on the first reference in PR materials. CEO is kind of a no-brainer as to what it means, but it makes it easier for the journalist. ALWAYS make it easier for the journalist.
5 - By itself, email distribution of a news release for a publicly traded company does NOT meet the full disclosure requirements of the SEC. My guess is that PR Web distribution, or any other freee newsire service like it, doesn’t meet full disclosure requirements (even though I love PR Web). * check with a securities attorney like Mark Schneider.
6- Printed press kits at trade shows help the journalist know quickly if the information is relevant. CD press kits are nice, but a writer has no way of knowing if the info matters without having to put it in a computer. Time is always of the essence, especially at a trade show.
7- Unless under legal guidance, avoid using the term “no comment” when talking to a reporter. Why?
Q: Mr. Jones. Did you steal the $100,000 from your employer?
A: No comment.
The media will tell the public what the question was and that you said no comment. Guilty or not, Mr. Jones avoided adressing it for some reason, and he now sounds guilty. Come up with a better answer, or have someone else serve as your media relations consultant if you’re in this type of a situation.
8 - Freelancers and contributing writers can be a great source for generating media coverage.
9 - Save annual membership fees by using a public relations agency to distribute news releases via BusinessWire or PR Newsire.
10 - Send evaluation products to freelancers with caution unless you’ve verified an assignment with the media outlet first.
Any questions about this second installment of 10 PR Tips, feel free to contact me.
1 comment so far ↓
[...] The funny part is, PR Newswire did recently cut like 30 percent of its workforce, and Berkshire Hathaway bought BusinessWire. These are all very telling signs of how press release distribution is changing and how PR people are adjusting their strategies. (p.s, I believe Dean is also a grad of the BYU PR program - like me!) [...]
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