3 Reasons Press Releases Aren't Dead

The mourning of the press release is a little premature, in my humble opinion.

Want to know why? Because every news outlet I've pitched recently has asked me to follow up with...you guessed it, a press release. And these were major outlets.

To be clear, I will say the structure of the traditional press release is a bit outdated. Much to my regret, some of the formatting of press releases that used to be functional are now defunct -- (press releases looked so official with all that stuff!) And you don't fax a press release the way you used to for many outlets.

However, it's OK to update your press release format and still use them. Here are three reasons why press releases haven't received the death knell yet:

• Their purpose is still to capture the essence of the story. It's not the whole story. It's not three pages long. It's a summary of the most interesting and important elements of your story. It's supposed to simply whet the reporters' appetite for more information. This is needed during the busy day of a reporter/editor/producer/planner.
• It's a structured format everyone can understand. Sure, you can tell people to trash the presser and just send a bunch of bullet points and that may work. But I love press releases because they are full of structured information and -- if done correctly -- get straight to the point.
• Reporters are still asking for them. Regardless of what the industry buzz is, the folks at major media outlets still asked for this information. Again, the format has changed, but the role of the press release remains relevant.

The moral of the story? If you have a good story and send the information in a press release, no reporter is going to say, "Yikes, didn't you know press releases were dead?! I'm not covering this amazing story!" Don't use your press release to ramble on or send out a million weird press releases blindly to random outlets, but when done right, press releases still win.

Related Posts: Be Your Own News Station
                        How the News Works

3 Things You Should Look for in a Publicist/PR Person

So you think you're ready to hire a public relations professional.

Of course, you have already read our previous blog post on the difference between public relations, media relations and publicity so you know what you need. And you also need to know what your goals are...do you want to just get in the news? Why?

Let's assume that you want a publicist, that is, someone whose sole job is to generate news coverage and buzz for you in the form of pitching to reporters.

Here are a few things you should be considering:

1. Is the person a good writer? - Writing press releases and putting together press kits is still a huge part of a publicist's job, although some debate if press releases are still relevant. But even if they don't write a full press release -- for whatever reason -- they still need to be able to put together a decent pitch, therefore effective writing and communication is key.
2. Do they ask questions? - If they take your story at face value, never probing about other angles or about the background of your story, they could potentially miss valuable information -- that could enhance or damage your story.
3. Do they have media contacts  experience? Let me tell you why I eliminated the word "contacts." Yes, it is awesome to have the cell number of the hottest producer on the hottest news show. But this is what I tell people when they ask me about my contacts: Yes, I have some and can always get more. But I'm MOST concerned about whether your story has the meat to stand up on its own, meaning that I can pitch it to a stranger and get coverage not because someone owes me a favor, but because it's a good story. Don't get me wrong; Having contacts is awesome. But if that's all you rely on and that one contact leaves the outlet and your person doesn't have the experience or confidence to pitch your story because it's amazing, you're in trouble.

I love getting input from others on topics like this, so I suggest you also take a look at this list of 7 Tips: What to Look For in a Publicist, which gives some great information.

The moral of the story? Research always goes a long way.

Read more: Before You Pitch: 5 Questions Reporters Will Ask
                    After You Pitch: 3 Things You Should Do

4 Things to Do After Your Arrest Record is Online

The first question anyone asks when they see an account of their arrest online is: "Can do they do that?"

Yes. They can. And they did. Police reports are public record and therefore fair game for journalists. I've reported on my share of cops columns and criminal court cases and all I can say is that people are always interested in crime...so police reports will always be news.

But I get it. It's embarrassing. And it comes up in Google searches so you want to find a way to get rid of it.

I usually give tips on this blog about pitching your story to get in the news but I wanted to address this topic because as a writer and fill-in editor, I see the question "Can you take my arrest record down?" at least three times a week.

So here are a few things you can do about it:

• Contact the editor of the website with the outcome. Were the charges dismissed? Were no charges ever filed? Did you beat the case? Have the charges been expunged? Contact the editor and let them know about it. They can't rewrite history and delete the arrest, but they may add an editor's note about the outcome of the case.
• Comment on the story with the outcome. I would only use this tactic if you can't get in touch with the editor or sometone in charge. Typically, stories online have places where you can comment. I'm not saying write a narrative about the issue that may get you in more legal trouble but posting something like "My name is () and I just want to say these charges were dropped," etc. could help.
• Consider creating your own website or blog. We also know by now that search engines will pick up your name in an online arrest report BUT if you have your own site with its tags and labels that include your name, you can combat some of the negative information with positive info about your jobs, community service, etc. It doesn't have to be an elaborate website and you can host many sites and blogs for free.
• Be prepared to explain. If nothing else, be ready to explain what happened with the incident, that it was a long time ago or that you made a mistake or whatever to potential employers or whomever may come across the information -- especially if the charges were dismissed. 

The moral of the story? It's not easy when your mistakes are visible for everyone to see because conflict can be a huge element of news, criminal proceedings will remain a hot topic. But whatever happened, own up to your mistakes and make sure you're never in the situation again.

Related blogs:
5 Things You Should Never Say to a Reporter
Beware of the Skeletons
5 Ways to Avoid Reporter Mistakes

Bridgette Outten is a journalist and publicity strategist with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

After You Pitch: 3 Things You Should Do

So you have prepared for your big pitch to a reporter and actually contacted them.

Go you.

And now you wait -- and wait.

Let me say that every reporter isn't going to get back to you. I like to think that I responded to every query and pitch with a "no, thank you" if I didn't need it, but I can't be sure. With that said, sometimes reporters are interested in your story and no news is not good news.

But still, here are a few things you can do to follow up and none of them involve making a pest of yourself.

1. Call or email. If your sent your pitch via email and haven't heard anything back, call the reporter and leave a message as well. Vice versa if you called first; make sure that you email as a follow-up.
2. Peruse the news to see if anything related to your story was aired or published. What this means is that you follow news trends to see if something in your industry has been covered. That could be why reporters don't want to cover it again OR you can use it as as fresh leverage to show your pitch or topic is still relevant.
3. Take a look at your pitch again. See if there is anything you can do to improve for next time. Perhaps you can freshen up some statistics or throw in a new angle so that ultimately, you can pitch it again.

The moral of the story? Sometimes reporters don't respond. Every pitch doesn't necessarily get a "yes." But the great thing about that "yes" is that you only need one to get started. So don't give up.

Bridgette Outten is a journalist and publicity strategist with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Before You Pitch: 5 Questions Reporters Will Ask

Reporters ask questions.

A lot of questions. I mean, it's their job -- to ask questions.

So, before you pitch to a reporter, understand that there will probably be lots of follow-up questions. But don't worry...questions means that they're interested so questions are good.

However, here are five things you should have ready for a reporter's inevitable questions:

1. Are you sure this is true? Make sure your claims are accurate. You say that your organization is the only one of its kind to do whatever it is that you do. Do your research to make sure that tidbit -- and anything else you come up with as part of your pitch -- is true.
2. Do you have any proof? Be ready to offer records, statistics or other verification. Reporters always want to know if and how you can back up your claims, so be ready with that information.
3. Is there someone we can talk to? Have a person who can be interviewed. Reporters want actual stories to cover, which means they will usually ask you if you have a person they can talk with further about your story. For example, if your organization provides wonderful service for kids, they're going to want to interview one of the kids about it.
4. Can we take photos/shoot video?  Good photos can make the difference between a brief or a blurb in a newspaper and a front page story OR a 15-second mention vs. a 1:50 package. Be sure you have options for some activity for the photog or videog to shoot.
5. Do you have a comment? Make sure you know what you're going to say. Have a few bullet points that essentially capture the essence of your story so that you can rattle it off to a reporter without flinching.

The moral of the story? Preparation is key.

Bridgette Outten is a journalist and publicity strategist with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Three More Ways to Get in the News

In my teleclasses, on the blog, on webinars and just about everywhere I am, period, I'm always discussing ways to get your stories in the news.

We talk a lot about events and even being your own news station but there are also a few ways you may want to share your story that may only be directly involved with your organization.

Here are a few areas that can net you news coverage, too, if you can offer your own experience or expertise and if you believe you have knowledge that can help people:

• Health and wellness. I'm plugged into several reporter query databases and it seems someone always wants to know about work and your health. Do you have a story about how you overcame work-related stress or an unwanted weight gain? Did you beat some disease against the odds and want to share how you did it? You may have some information to contribute for a story.
• Mommyhood and family dynamics. Flexible schedules, momtrepreneurs and even stay-at-home dads are trends that can easily be plugged into for a media outlet. Do you have some unique family arrangement that supports your career? Recover from a nasty divorce and want to warn others about do's and don'ts? You may have a story.
• Gadgets, technology and helpful doodads. Everyone wants to know what the next big thing is in apps, social media and the like. Have you found something that you just can't live or work without and want to help spread the word? Caution, though...don't promote a product that you are just trying to sell...such human interest stories are usually completely organic.

The moral of the story? If you have something to say, there's usually an outlet for it. Media is more than just the mainstream newspaper or broadcast show, and there are magazines, TV shows, books and radio shows that could feature your great story or advice.

Bridgette Outten is a journalist and publicity strategist with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Sometimes, It's Best NOT to Respond

I often get asked PR-related questions during casual conversations and though I don't specialize in crisis management PR, I think some concepts are fairly easy to understand.

One of those concepts is: you don't have to respond to everything bad "they" say about you.

"They" could be critics or the competition or just John and Joan Q. Public. We've talked about how to avoid no comment if a reporter asks you, but if nobody comes a'calling to get your take on a negative situation, sometimes it's best to just be silent -- especially if the situation is just gossip.

You have decide when a response is worth the trouble. Here are three things to keep in mind:

• Responding to a controversy extends the life of the controversy. If you come out with a statement to an issue that nobody has asked you about, you've just given a fresh perspective to that controversy. Now the story is that you responded to something that may not have grabbed many people's attention the first go-round, but they're paying attention to it now. If you don't address it, it may fade away on its own.
• If it's not libel or slander, consider letting it go. If it's not serious enough to take the issue to a court of law, ignore your first instinct to post on your blog or Tweet or write a Facebook post to give 'em the whatfor. A lot of times, that's they what "they" want anyway -- to get a rise out of you.
• Keep your poker face on. Don't let them know that you have been affected by whatever they have to say, again, if it's not libelous, slanderous or will somehow affect the life of your business or organization.

The moral of the story? In this digital age, everyone has a platform to state their opinion. Decide whether a response to a negative opinion is worth the effort of your attention.

Bridgette Outten is a journalist and publicity strategist with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.