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Casual Articles - Write a Media Release that Gets Results
However, working for an employer that does not consider your welfare as a human being can outweigh the financial advantages of even the best salary package. Our needs as individuals don’t simply evaporate because we are paid a good salary.Who is the employer?The employer is the organisation for whom you work, but in reality your manager or supervisor is the visible face of your employer. Have you been in a situation where your work group is full of tension and unhappiness whilst another group within the organisation seems to thrive on co-operation, good humour and great results? If staff from both groups were asked what they thought of the “employer” they would each give a very different account. It is hard not to be envious of a work group where they enjoy a positive and constructive work environment, if you are battling along feeling undervalued, criticised and/or ignored.I was recently reading an article in a Human Resources forum where the author stated that “people don’t leave organisations, they leave managers.” This is largely true from my own observation and experiences. Sure, there are many reasons you might leave one employer other than being unhappy in the workplace, but it remains one of the big reasons for staff turnover. And if your employer (i.e. the organisation as a whole) does not have policies and procedures in place to address these kinds of difficulties your life can be made miserable."Employee friendly" workplacesEmployee welfare is a very broad area of interes
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our sill
I have always said when you buy and run a business -- a manufacturing business -- there are times when outsourcing is almost a guarantee -- as you can triple your profits without tripling your overhead. And if you are going to outsource you have to get your head on straight about how other countries do business. And after 30 years of outsourcing, my favorite country to outsource to has always been -- hands down -- Mexico, and not China.Why?Well, first of all -- and this is not a knock of the Chinese people, but an observation of their overall business culture where they play by a completely different set of rules than we do in the U.S. -- if you have a proprietary product, in China they're going to steal it within one hour and they’ll be manufacturing it themselves.Plus -- and this is just my personal opinion from having dealt with outsourcing for over 20 years -- they're very hard to work with in China. I have never had any trouble working with the businesses and managers in Mexico. But in China, you have to constantly watch what's going on until the contract is signed.In fact, when I taught seminars, Asians in my class would consider me racist because of what I was saying. I’d say it has nothing to do with race, and it's just the way the business culture is. Nothing right or wrong about it, it is what it is. And if you insist on doing business there then you'd better learn how to negotiate, because it's almost guaranteed they’re going to come up with something to get you to change the price -- n
By following a simple formula, and sticking to a handful of rules, you can write a clear and effective media release that has the best opportunity possible of being picked up and published, and ensures the long-term integrity and media interest of the organisation you represent.
1. A MEDIA RELEASE IS NOT AN ARTICLE
One of the first mistakes when preparing a media release is to write as though it will be printed as an actual article. Almost nobody will print your media release as it stands, unless they are a seriously understaffed small publication, like a local newspaper, or else, frankly, extremely unprofessional.
When you are writing a media release you need to bear in mind that you must cater for two very different, often complementary but sometimes competing, needs. On one side, you have a great product or you’ve done a great deed, and you want to get the news out. On the other, the journalist wants a fresh, new story to tell, one that will have a broad appeal to their audience.
Essentially what this means is that you should not write a media release for the public, you should write it for one person: the journalist on whose desk it will land.
Your aim with a media release is to try to step into the shoes of the journalist; figure out what they want, then give it to them. This, in turn, will maximise your chances of that journalist using your media release as the basis for their story, and of them giving it the spin that you want to see.
If you don’t know where to start, don’t worry: I used to be a journalist and read scores of media releases before lunch every day, so I’ll lend you my shoes for the duration of this article.
2. GIVE THE JOURNALIST A STORY TO TELL
A journalist’s job is to tell stories, and it’s not always easy to come up with fresh, interesting stories every week or every day. So if something’s going on at your organisation that is potentially “newsworthy”, you have a valuable commodity to offer.
Remember: this is not about writing the release in such a way that you believe the story should be written; instead, it is about having something newsworthy to say in the first place. So your cat won first place in a show? Big deal: a lot of cats win prizes. Your cat won for the 10th year in a row? That’s a little more interesting, and some of the pet magazines might be interested. Your cat won first place in a dog show? Now that’s newsworthy, and you might even get a feel-good piece on one of the morning news channels.
Make sure you give the journalist the facts about your story that will make it worth telling. The golden rule? A piece of information is likely to be newsworthy if it is either:
a) New: nobody has ever heard of or done it before b) A fresh, new angle on an old story
3. PITCH TO THE RIGHT PUBLICATIONS
Think about our cat show example above. If your cat won first place in a show, it might rate a mention in the newsletter of your breeders’ club. If your cat won for the 10th year in a row, one of the nation’s pet magazines might be interested in doing a little story about your talented cat. If your cat took out top honours in a dog show, then not only the newsletters and industry magazines may be interested – you might get a piece in some of the national newspapers and television news shows.
Choosing the publications to which you send your press release is very important. Think about the type of story you have to tell, then strategically select the publications that best suit your story. You may be wanting the front page of the Herald, but let’s face it, even a prize-winning cat in a dog show is not likely to be front page news. So don’t send the release to the news editor, look for the “lifestyle” sections, and pitch your release to a journalist or editor of that section. Being smart (and realistic) about where your story could be published will greatly increase the likelihood of you receiving that all-important ‘phone call or email from a journalist.
There are many media tomes available to help you target your publications wisely. In Australia, the Australian Writers’ Marketplace is a great tool for writers and public relations professionals alike, listing every publication in Australia and New Zealand. It shouldn’t have to be said, but it is also very important that you carefully read the publications to which you send your press release, so that you are aware of their styles and the types of stories they usually publish.
4. GET YOUR FACTS STRAIGHT
This may seem obvious, but you would be surprised how many people think they can “fudge” their way through a press release, providing poorly-informed information or exaggerating the facts in an attempt to catch the journalist’s eye.
Any half-decent journalist will always check their facts. They know that you have a personal or business agenda for wanting your story published, so they’re going to do their best to make sure what they print is the truth, rather than just your version of the truth. If you have lied, exaggerated or failed to check your own facts, this will reflect very poorly on you and your organisation. Not only is this release likely to be tossed in the bin, it is extremely unlikely that the journalist will ever trust a press release sent by you again – or bother to read it.
On the other hand, clear facts that can be supported will lend integrity to your press release – and therefore to you and your organisation so future releases are likely to be viewed more favourably.
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our sill
What exactly are we trying to accomplish by proving to others that we’re right? We might win the argument but ultimately lose the relationship. Perhaps a better, deeper-rooted question is this: Why do we lose sight of success, of our big objective, when we feel challenged or intimidated?When I prepare to negotiate, provide a service or turn my employees’ talent into performance, I know deep down that if I make people feel valuable they will see my input as having value. But in that moment when they are just hands-down, across-the-board dead wrong, I sometimes can’t stop myself from letting them know how incredibly wrong they are. When that happens, my ability to influence them vaporizes on the spot, and I’m left dealing with the response I created by making them wrong.I think this is the most consistently counterproductive thing we do in business and, I suspect, in our personal lives too. It may be the foundation of communication breakdown. Maybe this behavior is so prevalent because it’s part of human nature. Could we be natural born jerks? (Jerkdom – nature or nurture?) If so, how do we overcome the urge to prove our point at the expense of our business or relationship?Wynn Solutions studied thousands of top communicators and saw a common behavior among them: the practice of not making people wrong. We decided to find out how they did it.We discovered that these top communicators lowered their expectations of other people’s behavior before meeting with them face to face. It seemed to reduce the tenden
Your aim with a media release is to try to step into the shoes of the journalist; figure out what they want, then give it to them. This, in turn, will maximise your chances of that journalist using your media release as the basis for their story, and of them giving it the spin that you want to see.
If you don’t know where to start, don’t worry: I used to be a journalist and read scores of media releases before lunch every day, so I’ll lend you my shoes for the duration of this article.
2. GIVE THE JOURNALIST A STORY TO TELL
A journalist’s job is to tell stories, and it’s not always easy to come up with fresh, interesting stories every week or every day. So if something’s going on at your organisation that is potentially “newsworthy”, you have a valuable commodity to offer.
Remember: this is not about writing the release in such a way that you believe the story should be written; instead, it is about having something newsworthy to say in the first place. So your cat won first place in a show? Big deal: a lot of cats win prizes. Your cat won for the 10th year in a row? That’s a little more interesting, and some of the pet magazines might be interested. Your cat won first place in a dog show? Now that’s newsworthy, and you might even get a feel-good piece on one of the morning news channels.
Make sure you give the journalist the facts about your story that will make it worth telling. The golden rule? A piece of information is likely to be newsworthy if it is either:
a) New: nobody has ever heard of or done it before b) A fresh, new angle on an old story
3. PITCH TO THE RIGHT PUBLICATIONS
Think about our cat show example above. If your cat won first place in a show, it might rate a mention in the newsletter of your breeders’ club. If your cat won for the 10th year in a row, one of the nation’s pet magazines might be interested in doing a little story about your talented cat. If your cat took out top honours in a dog show, then not only the newsletters and industry magazines may be interested – you might get a piece in some of the national newspapers and television news shows.
Choosing the publications to which you send your press release is very important. Think about the type of story you have to tell, then strategically select the publications that best suit your story. You may be wanting the front page of the Herald, but let’s face it, even a prize-winning cat in a dog show is not likely to be front page news. So don’t send the release to the news editor, look for the “lifestyle” sections, and pitch your release to a journalist or editor of that section. Being smart (and realistic) about where your story could be published will greatly increase the likelihood of you receiving that all-important ‘phone call or email from a journalist.
There are many media tomes available to help you target your publications wisely. In Australia, the Australian Writers’ Marketplace is a great tool for writers and public relations professionals alike, listing every publication in Australia and New Zealand. It shouldn’t have to be said, but it is also very important that you carefully read the publications to which you send your press release, so that you are aware of their styles and the types of stories they usually publish.
4. GET YOUR FACTS STRAIGHT
This may seem obvious, but you would be surprised how many people think they can “fudge” their way through a press release, providing poorly-informed information or exaggerating the facts in an attempt to catch the journalist’s eye.
Any half-decent journalist will always check their facts. They know that you have a personal or business agenda for wanting your story published, so they’re going to do their best to make sure what they print is the truth, rather than just your version of the truth. If you have lied, exaggerated or failed to check your own facts, this will reflect very poorly on you and your organisation. Not only is this release likely to be tossed in the bin, it is extremely unlikely that the journalist will ever trust a press release sent by you again – or bother to read it.
On the other hand, clear facts that can be supported will lend integrity to your press release – and therefore to you and your organisation so future releases are likely to be viewed more favourably.
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our sill
It is essential for any enterprise to be sufficiently staffed. An organized and methodical approach must be adopted to make certain that the right people are selected. This is referred to as recruiting, and it requires a lot of time and careful attention to locate individuals who have a strong work ethic and are right for the vacancy. The recruiting procedure is not simple and involves a number of obstacles created by both internal and external factors that influence an organization.Management recruiting or searching for potential managers is affected by the organization?s policy concerning filling up a percentage of the existing vacancies, with internal applicants or local candidates. The influence of trade unions and government rules regarding the reservation of a certain number of vacancies on the basis of community, region, and sex cannot be ruled out.Management recruitment is affected by the working environment and promotional prospects. It is also influenced, by the salary and scope of benefits, the image of the organization, and the capability and the skills of the organization. These factors help to motivate candidates to be a part of the organization. Recruitment is also affected by external factors such as policies and practices of the various organizations, existing circumstances, earnings, benefits, promotion opportunities, and job opportunities that exist with other organizations. Yet, devising sound policies can curtail the degree of complexity involved in management recruitment.The management re
a) New: nobody has ever heard of or done it before b) A fresh, new angle on an old story
3. PITCH TO THE RIGHT PUBLICATIONS
Think about our cat show example above. If your cat won first place in a show, it might rate a mention in the newsletter of your breeders’ club. If your cat won for the 10th year in a row, one of the nation’s pet magazines might be interested in doing a little story about your talented cat. If your cat took out top honours in a dog show, then not only the newsletters and industry magazines may be interested – you might get a piece in some of the national newspapers and television news shows.
Choosing the publications to which you send your press release is very important. Think about the type of story you have to tell, then strategically select the publications that best suit your story. You may be wanting the front page of the Herald, but let’s face it, even a prize-winning cat in a dog show is not likely to be front page news. So don’t send the release to the news editor, look for the “lifestyle” sections, and pitch your release to a journalist or editor of that section. Being smart (and realistic) about where your story could be published will greatly increase the likelihood of you receiving that all-important ‘phone call or email from a journalist.
There are many media tomes available to help you target your publications wisely. In Australia, the Australian Writers’ Marketplace is a great tool for writers and public relations professionals alike, listing every publication in Australia and New Zealand. It shouldn’t have to be said, but it is also very important that you carefully read the publications to which you send your press release, so that you are aware of their styles and the types of stories they usually publish.
4. GET YOUR FACTS STRAIGHT
This may seem obvious, but you would be surprised how many people think they can “fudge” their way through a press release, providing poorly-informed information or exaggerating the facts in an attempt to catch the journalist’s eye.
Any half-decent journalist will always check their facts. They know that you have a personal or business agenda for wanting your story published, so they’re going to do their best to make sure what they print is the truth, rather than just your version of the truth. If you have lied, exaggerated or failed to check your own facts, this will reflect very poorly on you and your organisation. Not only is this release likely to be tossed in the bin, it is extremely unlikely that the journalist will ever trust a press release sent by you again – or bother to read it.
On the other hand, clear facts that can be supported will lend integrity to your press release – and therefore to you and your organisation so future releases are likely to be viewed more favourably.
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our sill
There is a single fundamental truth in branding that is true regardless of industry, company, or product: IN ORDER TO BE SUCCESSFUL, YOU MUST BE WILLING TO WIN. This may sound ridiculous to say but, there are many occasions when we come across brands where the brand managers, VP’s of Marketing, CEO’s, and even members of the Board of Directors are more attached to their own preconceived notions and ideas about what they think the brand should be than in winning. Their hidden desire often times, is to hire a strategic branding and wanting them to say that they are doing everything correct. The great Vince Lombardi once said, “Winning isn’t everything, but the will to win is everything.” Meaning, if a company, team, or individual does not have the will to win, they will never be able to win.Marketing MasturbationMarketing masturbation is the practice of companies marketing and branding their products and services on the basis of self-gratification. That is, marketing and branding from only the perspective of the company. This kind of branding and marketing is based on what the company believes to be true about the product or service often without any regard of what the consumer believes to be true. Once branded, these product and service offerings are held up as sacred cows, not to be touched in any way. Any problems with sales, margins, or awareness could never be caused by these kinds of products or services; it is always a problem with the sales force, ad agency, or market conditions - not t
There are many media tomes available to help you target your publications wisely. In Australia, the Australian Writers’ Marketplace is a great tool for writers and public relations professionals alike, listing every publication in Australia and New Zealand. It shouldn’t have to be said, but it is also very important that you carefully read the publications to which you send your press release, so that you are aware of their styles and the types of stories they usually publish.
4. GET YOUR FACTS STRAIGHT
This may seem obvious, but you would be surprised how many people think they can “fudge” their way through a press release, providing poorly-informed information or exaggerating the facts in an attempt to catch the journalist’s eye.
Any half-decent journalist will always check their facts. They know that you have a personal or business agenda for wanting your story published, so they’re going to do their best to make sure what they print is the truth, rather than just your version of the truth. If you have lied, exaggerated or failed to check your own facts, this will reflect very poorly on you and your organisation. Not only is this release likely to be tossed in the bin, it is extremely unlikely that the journalist will ever trust a press release sent by you again – or bother to read it.
On the other hand, clear facts that can be supported will lend integrity to your press release – and therefore to you and your organisation so future releases are likely to be viewed more favourably.
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our sill
IntroductionBusiness ventures need to be complemented with excellent consultation. The more sources of information a business person has, the more efficiently they can undergo the process. Being part of a franchise is a wise decision, but many hours of research are needed for the appropriate acquisition of knowledge. Even after the process has commenced, a good business-minded person will realize that they constantly need to learn more through experience and through the consultation of others.Why they are neededGetting a qualified franchise attorney is a suggested component of the franchise process. Look for an attorney that specializes in franchise law and has spent some time working with the franchise industry. Not only should they know franchising very well, but they also need to know your particular state’s franchising rules, laws, and regulations. It is also suggested that the selected attorney is not affiliated with the franchisee’s franchisor.Good law consultation is needed at every level of the franchise process. Franchisors may have a team of legal advisors and franchisees usually have at least one source of legal counsel.What they can help withFranchise attorneys will aid a person with understanding legal issues and documents and guard them from making costly mistakes. Documents (especially in the beginning of the venture) are filled with technical terms and may not be easily understood by all, so having someone to serve as an interpreter is a wise decision.Franc
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our silly cat-dog story, we’ll outline a five-point formula and illustrate it with the cat-dog details, building a press release as we go. Let’s assume the release is being sent by the fictitious National Canine Institute, which has a simple agenda of gaining media exposure.
Put all the details in the first sentence or two
That is, what is happening / happened, when and where, who is involved, and why it is interesting or important. This is quite different to the start of an actual article, because it is heavy in information that general readers might not want to know. But remember: your audience in this case is just one person, the journalist, and you need to give them all the information they need to decide whether your story is worth telling.
A blue-point Burmese cat shocked crowds and enraged dog-owners by not only entering – but winning – Best of Show in the nation’s most prestigious dog show: the National Canine Institute (NCI) Awards, held in the Canberra Chamber of Commerce on Friday (March 12).
• What is happening: a cat won a dog show
• When and where: on Friday March 12, at the Canberra Chamber of Commerce
• Who is involved: the cat, the crowds, other pet owners, the Institute
• Why is it interesting: it shocked crowds and scandalised pet owners
Expand on the above introduction
Provide a little more information and, if appropriate, add details as to how the event happened or will happen.
Having entered Betty the Burmese via a legal loophole in the NCI’s charter, the cat’s owners, Margaret and Richard Dalrymple, say they are unperturbed by the scandal surrounding the award, stating simply that Betty was held up to the same scrutiny as all the dogs, and was clearly found to be superior. Their opinion is shared by the judges.
Follow up with a “quotable quote”
Ensure that any quotes in your media release are attributed to a person (ie. identify the person giving the quote), and if that person has a job title etc, include that. Only include quotes that add to either the information or value of your media release, and only quote people who are relevant to the story.
“Betty’s entry in this competition was a legal matter over which we had no say,” explained NCI President and chief judge, Peter Davies, “so we simply applied the same rigorous standards of judgement across the board. Betty was a clear winner.”
Continue with any other important facts or issues
You may also wish to back these up with another “quotable quote” if it is appropriate.
However, many of the show’s dog owners are not so philosophical, stating that it is scandalous for a cat to win a dog show, and that the entry should never have been allowed in the first place. A group appeal has been launched.
“This farce reinforces the ridiculous limits to which the legal system can be stretched,” insists Eloise Nichols, owner of two-time champion chocolate Labrador, Royal Jim. In a statement immediately following the award announcement, she said, “Dogs and cats have completely different physiological make-up and this is as insane as comparing a daisy to a rose. The Labrador, Poodle and Cavalier King Charles Spaniel breeders’ associations have each launched separate appeals to the decision, and we expect other groups to join in this action shortly.”
Davies dismisses the breeders’ objections as sour grapes. “Betty won fair and square. The fact is, she was simply the better animal,” he says. Institute leaders are also thrilled with the interest the controversy has brought to their organisation. “We are having more pet owners – of dogs and cats alike – expressing interest in joining our organisation and participating in events, than ever before. This is great news for future competitions.”
Reinforce the facts
Make sure that all important times, dates, places and contact names and details are clear.
The matter will appear before the Canberra District Court on April 21. The National Canine Institute will begin preliminary rounds of its annual awards in July, with dates and locations to be published on the official website, www.nci-awards.net [not a real address]. Interviews can be arranged with Institute President Peter Davies, Betty’s owners Margaret and Richard Dalrymple.
Media contact: Joanne Prosczech, NCI
Ph: 0402 123 456
Email jprosczech@nci.net [not a real address]
7. BE READY AND AVAILABLE
Finally, ensure you are available to take journalists’ calls. Be prepared for them to call at all kinds of odd hours, even late at night and early in the morning. If you have promised interviews with anyone else, ensure that they are thoroughly briefed on what is appropriate and inappropriate for them to say in an interview. Before you name them as potential interviewees, make sure that they also are available to take calls at odd times. You should vet calls from journalists then act as a “go-between”, setting up interview times with your interviewees and any journalists.
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