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Getting Smart About PRTARGET THE CORRECT MEDIA: If you don't have time to thumb through Bacon's Media Directory--the industry bible that lists every news organ as well as editors and their beats--Bacon's will sell you a tailor-made list (800 621-0561). They'll even send out press releases for an additional fee.
DISTRIBUTE YOUR NEWS BROADLY: PR wire services such as Business Wire (800 221-2462) and PR Newswire (800 321-8169) can send your press release places you can't reach on your own. For a fee, your release is filed electronically to the major news services such as Dow Jones, Reuters, and the Associated Press, as well as put in the business news areas of CompuServe, America Online, and Lexis-Nexis.
WRITE THE ARTICLE YOURSELF: Trade magazines regularly accept bylined pieces. If you have a provocative angle, you can write an op-ed piece for your local paper. Or hire a service. North American Precis Syndicate (212 867-9000) will issue a camera-ready version of your press-release-cum-news-article to 10,000 newspapers, 1,000 TV stations, and 6,500 radio stations.
GET TO KNOW REPORTERS: Reporters are not necessarily out to get you. But expect tough questions and be ready to talk about your company's numbers. And remember, you'll never control the story.
HIRE A PROFESSIONAL: A fresh eye may be able to spot a news angle. But a large PR firm generally won't give a little fish enough attention. Your best bet: Hire someone in-house who'll spend every working moment focused on getting your company better press.
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Updated June 20, 1997 by bwwebmaster
Copyright 1996, by The McGraw-Hill Companies Inc. All rights reserved.
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