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Show The Salt Lake Tribune tions program, do your home. work,” advised Pat Schultz, presi. dent of Pat Schultz & Associates, a San Franciso marketing communi cations firm. “You must get to know the reporters and editors who cover your issue. Read or watch what they cover and tailor your information to meet their needs.” Schultz and I developed the fol lowingtips to help get your compa: ny’s message out Tips on Getting Your Message To the Media Entrepreneurs knowthevalueof a large audience but the media brings credibility ny, any one story, to stand out | Nevertheless, reporters are hungry | sources. With careful planning { you can dramatically increase your publicity chances. Thefirst rule, however, is you must actually have something an audience will find interesting. While you may considerit “news that you've promoted Ann Bush to president, why wouldothers care? What makes your information a press release. U)180, Palo Ali Put a different spin onyour story The computer consultant might be better advised to make their list, BeCreative: Thea g, en attention. Don't be afraid to have some fun. One San F store holds an Annual Eas Parade, with prizesfor the best pet bonnets. @ Bevisual: Television, of course, needsvisually stimulating stories, but newspapers want good photos. Avoid stories that onlylead to “BOPSA” — a Bunchof People Sitting Around. @ Becomethe “expert”: Report- Computer Network Systems ‘Technology is now beingoffered at ers need reliable sources they can turn to quickly. If you canregular- ly provide trustworthy, objective ifT Technical institute Bi Provide all the necessary back ground: stories traditionally re 263-3313 right hands. There's no use sending a release about yourcatering busi- quirethe basic Who, What, Where, When, Why. Makeit easy for re- 920 West LeVow Drive Murray, UP 84123 Favates Hob Bl Shop Pech ptember An Associateof Applied Science Degree Program in information, preferably with statis. ties, you'll stay in their Rolodex. “When starting a public-rela- their complaint wou d seek price-boost es on imports, as soon a ne.comor write to @ Usee-mail carefully: E-mail is a great way to send your story to a “story.” Did she work her way up fromdelivery person? Is sheonly 17 years old? Next, get your messageinto the ness to the automotiveeditor. rite bites man” that makes the news. tertaining, and extraordinary get | for good stories and need reliable ries on the phone — first send a tion Software programs of 1999 news or in the morning paper. With all those stacks of press releases, it's hard for any one compa Abrams coverage. Don't “pitch” wholesto- ting coverageif he frames thestory you'vearrived! But getting coverage isn’t easy the evening Smarting ed arkwave of low-1 than afternoons for most jo ists. instance, has a better chance ofget. ‘The 10 Worst Tax Preparation Software Programs.” When you're on Steel Industry Starting Fight Against Imports lots of people clamoring Makealist: The media loves lists. The computer consultant, for @ Be Different: The unusual is more interesting, and more newsworthy, than the usual. Remember it's the “manbites dog” not “dog material e are for attention. If you becomeapest. in early April (tax season). tion gets deluged with publicity onlydoyouget your messageoutto tice. Respect reporters’ demands: phone, always begin by asking if the reporter is en deadline. a they are, ask if there’s a better tocall. Mornings are usually better er consultant, for instance, could evaluate tax-preparation software as “The Top 10 Best Tax Prepara being covered in the media; not @Be consistent: It takes a long time for reporters to get to know tered out BW Respect deadlines: If youtele relate? A comput Each week, I receive stacks of press releases from companies wanting me to write a story about them. I'mnot alone. Every newspa- per, magazine, TV and radio sta- go onvacation you. Don't expect yourfirst or second press releases to get much no- reporter; it’s fast and timely. But uf you send too much, you'll get fil no reporter will want to give you Look for a “hook”: Focus on what makesyourstory interesting. amusing, or particularly timely The media always needs stories holid events, or newleg islation Can you find a way to makeyour send out a press release and then porters to make a story out of your information. The real reason a visit to the OCT e Re ete Teta eng Peetml) Couple (two people) Pieka asir) eee Xyge entemeeiterireMea caelsweLN (801). 495-3000 or-1-800-999-9789 relereece ieneead iuaitteherria:eincs Home Teemenage Businesses advertising on The Salt Lake Tribune and DreaOecd Legeretig Livia call Paul at 237-2761 ~s eer) ider@nacorp.com BUT GEORGE, ASTRO,I'M GETTING REAL TIRED OF WIPING OFF THIS PHONE! ASTRO LOVES OUR DIGITAL PCS PHONE. HIS SUPERIOR HEARING REALLY APPRECIATES For the best deals on Jayco RVs aut SOUNDS! CLICK HERE gone a ie reo win a FREE TVI! Click, Call, COMPARE! BEI oA Last Day! Digital Sprint PCSI *hone™ Plus your choice: 250 BONUS minutes or $50 Prepaid wireless card” x Two for $149% oe Digital Sprint PCS Phone by See hts & Week Binancial Solutions }Sprint. Sprint PCS Full Protection and Full Access! The Sprint Store At PA a) | aay so eat Rieltey * Includes. Pre-existing Cond ions * Dedicated Customer Service & more! RHONDA ABRAMS @ Beavailable: They can't quote youif they can't reach you. Don't * No Deductibles «No Waiting Periods * No. Annual Maximums + No Age Limits SMALL BUSINESS ES BUSINESS Sunday August 30, 1998 (R.) RadioShack |