Newspaper Publicity
A newspaper is an excellent source of publicity for an event, business, or promotion. Newspapers are read by millions each day, either online or via that actual paper delivered to the doorstep. The good part about it is that using the newspaper for publicity is free.
Publicity differs from advertising in that publicity contains some newsworthy piece of information in it, rather that just an announcement that a sale is going on. For example, a newspaper would be more likely to feature a story about a group of Girl Scouts who raised money for a homeless shelter instead of just an ad asking people to donate to the Girl Scouts - the first example is newsworthy and would make for a good article; the second is merely an announcement that would cost money to advertise.
Submitting a Press Release
In order to use the newspaper as a means of publicity, a press release is usually required. A press release is a short article, usually one page, that announces or summarizes an event in order to garner publicity or recognition. A press release is typically emailed, faxed, or mailed to the appropriate editor. If the editor or reporter feels the media release provides newsworthy information, he or she will turn it into a story. He or she may copy the media release directly or write his or her own article on it. All of this is done free of charge to the submitter. This is the best way to get newspaper publicity.
There is no guarantee every press release will be featured or turned into a story. Sometimes, even the best press releases will go unanswered if there is a major event occurring that needs to be covered from all angles. Similarly, a newspaper might feature a press release that is not necessarily newsworthy or well-written if it happens to be a slow news day.
However, there are several things that can be done in order to increase the chances of having a press release turned into an actual story:
There are a number of things a writer or PR director can do to increase the chances of having their media release published or turned into a story.
- Make sure the media release is well-written and covers the facts. A well-written media release will address six questions: who, what, when, where, why, and how, and generally in the first paragraph. Make sure there are no spelling or grammatical errors. There is a certain format to be followed for writing a release; be certain that the correct format is followed.
- Send the media release to just one person per media outlet. Don't send it to every editor with the hope that one publishes it.
- Make sure the editor accepts press releases. Not all editors appreciate media releases without a formal query first. A query can be as simple as an email to the editor stating your name, organization, and a brief (2-3 sentences) request to send in a media release. Some publications welcome releases, but some only accept them if the writer first sends a query. Some editors even compile lists of companies that send unsolicited media releases and mark them as spammers. Contact the publication directly via telephone or mail to find out if that information is not posted on their website.
A newspaper can be an excellent source of publicity for those who know the right contacts and can effectively write a press release.
For more information about public relations and related topics, visit the following websites:
http://101publicrelations.com
www.publicrelationsideas.com
