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Great press relations

are founded on basics.

Here are ours.

Why any press release gets published:
  1. It’s really news, not just what you think is news.
  2. It’s valuable information that people can use.
  3. It’s interesting to its intended readers.
  4. You buy advertising in the publication (in spite of what the editor says, this works).

Why your press release doesn’t get published:
  1. It isn’t very important to the rest of the reading public.
  2. You want to get published, but you really don’t have anything to say.

Conclusions:
  1. Great public relations writing doesn’t insure press coverage.
  2. A well developed marketing strategy leading to an exciting story will get press coverage.

 

Where we post our press releases for maximum success:
  1. We pick top three trade publications for each specific story. We call the editor and "pitch" the newsworthy aspect of the story. We give the publication more lead time than they ask for (because there is always a deadline that can kill even the best story.
  2. We e-mail the press release to all the trade magazines in the specific trade of the story.
  3. and the local business news publication.
  4. We post on the internet at one of the following:
  • Business Wire – Cost is $100, plus $135 to $525 per release for national distribution.
  • PR Newswire – Cost is about $600 to get a release sent to over 2,200 publications.
  • Internet news Bureau – Cost is $250 per release.
The cost of each release is not unreasonable, considering the reach. However, most periodicals now receive thousands of releases each day, so the value of the story still is most important.

Where we go to identify who is carrying our stories:

  • CyberScan runs through the internet, which usually carries i-versions of print stories, for $200 per report.
  • CyberAlert charges $395 per month, per client.
  • Ewatch charges $3,600 per year, per client.
  • Burelle’s has a sliding scale for both traditional print clipping and for internet coverage.

 

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