How to really help a reporter

     Rule No. 1? Be prepared to drop everything and move fast. 
     Depending on the reporter, journalists only have a couple hours to collect everything they need and create a story.

     That means finding two to three people from differing angles to talk about the issue.

     In the case of television, it also means finding 20-plus different shots.

     Some of the still shots can be culled from the library or from the “morgue” where head shots of well-known people are kept.

     Companies can help by providing background material, including b-roll, experts in the field and people who are affected by the issue.

     While finding an expert at a company is pretty easy, coming up with a “man on the street” who isn’t at work and willing to go on camera can be a challenge.

     We’ve done this many times for our clients, but even so, it’s always a scramble.

     It’s hectic and crazed—and one of the most exciting parts of the business.

     It’s also one of the best ways to make friends with the media.

     For more information, visit us at www.dellrichards.com.

Surprises when pitching a story

Working with a new editor, we called first to pitch a client before sending the release.

And ran up against an unusual situation—someone pretending to be a colleague of our nationally known client who wasn’t affiliated with him.

Even we explained our client was legit, the editor was less-than-impressed.

“Not likely” he said, when asked if they’d run a release.  

Though it seemed like a lost cause, we didn’t give up. 

Instead, we changed the game plan. 

We beefed up the client’s credentials, adding an article from a nationally known newspaper with a photo of the journalist and client together.  

By doing so, we made it easier for the editor to check out the client's credibility and satisfy serious concerns.

As a result, the release was published, giving the client the publicity he wanted.  

For more information, please visit us at www.dellrichards.com.

Articles last a long time

On April 30, 2010, we published an article for a client that manufactures hand-washing monitors about the health problems that come up in restaurants without them. 

It was short, to-the-point and had a catchy title.

We told the client they could expect people to read it for a year or so.  

Even we were surprised at the results.

Last month, views finally stopped, topping out at 1,152.

That means people viewed our client’s article not for one year, but five.

Getting an article published is not as easy as advertising, but it has enormous credibility and lasts for a long time.

Your Open Rates
Title	Date Published	Total Opens	Opens - Last 30 Days
Is your restaurant handwashing a lawsuit waiting to happen?	04/30/2010	1152	0
Total Open Counts: 1152

For more information, visit us at www.dellrichards.com.

Writing mistakes to avoid

Do you make these common mistakes when writing? If so, think twice next time. 

Mix metaphors: “It sticks out like a sore foot” doesn’t cut it.

Randomly capitalize: Since this is very common in advertising copy, people think they can capitalize any important word. Capitalize only proper names of people, places, organizations and a few things. Capitalize titles only capitalize before the name, not after.

Bury the point. Get to it ASAP. If you don’t, no one may bother reading it.

Hide why: When you explain changes up front, people are more likely to understand and appreciate them. 

Use word you can’t justify like “revolutionary, breakthrough or unique”. The product or service rarely deserves such accolades.

Rely on jargon: Use simple words, not technical and biz buzz words. “Send” is better than “disseminate”; “use” is better than “utilize”.

For more information, contact Dell Richards Publicity at www.dellrichards.com.

For more on writing, see “10 corporate writing crimes” at http://bit.ly/1CbNpL6. 

Trends and timeliness can make or break press releases

Trends and breaking news always affect the response of the media to a press release.

If you can hitch your press release to a current trend, that helps. 

Because of the drought, releases about water are relevant now.

Once the drought ends and we’re in flood mode, drought stories won’t fly.

If major news is breaking, don’t waste time sending a press release to anyone. 

When 9/11 hit, a nationwide PR campaign we were on ground to a halt. 

Every interview we had was pre-empted.

We didn’t even bother media the first week, but we did check in the next.

After three weeks, producers and editors were ready to set up interviews again.

For more information on timeliness and publicity, visit us at www.dellrichards.com.