But I didn't follow my better judgment, so I am offering the following tips in the hope that a handful of open-minded company bosses read this and learn what really makes a 'great story', thus increasing their chances of press coverage.
The first question an editor will ask when they receive a news release is 'why have they sent this to me?' Press releases have to overcome the 'so what?' barrier. If the editor reads it and thinks 'so what?' it will be filed in the wastepaper basket. To increase your chances of getting press coverage your news release, whether destined for online or print publication, needs to be newsworthy and concise.
* A contract with a well-known company to recruit a large number of employees, and worth a significant amount of money. * Consultancy/interim management contract with a blue-chip company worth a significant amount of money.
The Sunday papers have more space to fill and have the luxury, if you can call it that, of longer lead-in times. They might cover a story that the daily papers just don't have the time nor column inches to explore in depth. Having said that, the Sundays still adhere to the same principles as the dailies and only the newsworthy and concise need apply.
You might feel you have something important to say about your chosen industry, but unless you have an angle and are willing to research and give examples other than your own company's, the editor will not publish it. Editors' loathe blatant propaganda.
Another equally good and much-undervalued publisher of a newsworthy story is the local press. People often ignore local press because they view it as parochial and pandering to a limited target audience. Remember that most national journalists started out on their local paper: A contact made now might become extremely valuable in the future.
It is important that you send your story to the right person within the local paper/s within your area. Remember that papers outside the area where you operate WILL NOT be interested in your story. The Leicester press, for example, will not want to hear about a Nottingham story and vice-versa.
You will need to establish the name and email address of the business editor. By calling the switchboard, you can ask to be put through to the business editor. Some locals have a daily business page and a weekly business page. If this is the case decide which is best and speak to that editor first and ask if they think you should contact the editor of the weekly/business section? Reporters are notoriously territorial and it should ensure that you get coverage on your chosen page.
If the paper doesn't have a dedicated business editor, ask to be put through to the newsroom and get the name and email address of a reporter. It's always a good idea to give them a taster of what you're sending.
* A move to new offices. * A contract to supply a local company. * A consultancy contract with a local company. * Employing local people.
Does the news release look professional? If it doesn't, the editor will assume she/he can't trust the information and facts within it.
Is it blatant propaganda? Very few publications will allow you a plug for no reason.
Can I read it easily? A sentence that has to be read twice to be deciphered will end up in the bin.
Are they talking to me in language my readers will understand? Has it been written with my readers in mind?
A picture paints a thousand words A high-resolution JPEG (minimum 300dpi) will significantly increase your chances of publication.
And most importantly: Once you have sent your news release, monitor those publications for coverage, if it is published, keep a copy. It is gratifying to see the fruit of one's labours and the published article can be used for other marketing initiatives, such as portfolios, banners, brochures, posters, as background to photos of new team, etc.
Remember, even the best story may not get published. Everything is at the discretion of the editor. But by following these steps you will increase your chances of making it into print.