Write a World - Class Press Release

Write a World - Class Press Release

Why do most press releases seem to read like this: ‘XYZ Co. Inc., a leading supplier of the world’s 123, announced today the availability of its latest product, the XYZ 4.2, version 3, which will revolutionize the software-aided micro-technology chip industry. “This will revolutionize the software-aided micro-technology chip industry,” said Joe Blow, XYZ Co. Chief Executive Officer and Founder.’”

Why do PR professionals flock to the fill-in-the-blanks model of writing press releases? Certainly not because it stands out in the crowd of all the other releases a reporter is likely to get in a day. Unless "Joe Blow" is a famous CEO known to the media or XYZ Co Inc is a company household name, such a press release may more likely than not find itself either deleted or in the trash.

Instead of conforming to the conventional approach as above which is dated, formulaic and, let’s face it, dull — choose a better model to follow. Here are some approaches that I use to spice up the press releases.

Write a feature lead. Contrary to popular opinion, reporters don’t hate feature leads. They hate crappy feature leads.

Instead of the conventional “XYZ Drugs Introduces a new 123 drug to relieve pets pain...” of a first paragraph, why not make your release stand out from the crowd with a first paragraph  like, "Imagine the first few hours in the recovery room following a major surgery. Consider what post-surgical life has been like for some pets undergoing common surgical procedures; intense hours WITHOUT pain medication. …now all that may come to end with the release of 123 drug by XYZ Drugs...". With newspapers your readers or editors have to pick it up to throw it away or if you are lucky get it filed. Not so when you’re sending a release via e-mail. Online, you’re just one click of the delete key away button. Your only chance to get the message read: the subject line and first paragraph... get it right and juicy.

Lead with the benefits to your intended market or media outlet. Present the key element … that explains how your story can benefit the newspapers readers. "Employers now have a better way to measure, monitor and manage employee absences, thanks to XYZ expanded online Comparative Reporting & Analysis (CRA) information services.

Give a great biography. Do your executive or director bios read like a resume... very boring even if you are Bill Gates? Wake your biography up with human-interest details and storytelling. Here’s a great example I recently picked about Embassy Suites hotels: It all started when Carlton Calvin was reading a brief item in the Los Angeles Times about the growing popularity of push scooters in Japan. With a spark of creative thinking, Carlton, president of Razor USA LLC, spawned the “Razor scooter,” one of the hottest trends to hit the United States within the last two years. Hint: “It all started when …” leads draw the reader in. The moment of creative inspiration is a great place to start an executive or director bio — or any story, for that matter.

Use human interest. What’s more compelling: an announcement about custom-fitted breast prostheses, or a “breast cancer survivor profile”? Let people tell your story with leads like this one: "In 1989, Wangari Wanjohi of Karatina, felt a knot in her left breast. Her physician told her that she needed a biopsy, but was 99 percent sure it would be benign. Ms Wanjohi kept putting it off — until the pain in her breast woke her up at night. …" Now you can go ahead and introduce your product and its benefits to Wangari Wanjohi.

Instead of just filling in the blanks, use any or all of these approaches when you write your next press release or pitch. Make your copy creative and compelling, not just one more cliché. 

Tune-Up: Use customer and reference sites to reinforce your messages. Ask satisfied customers to give a few sentences on the benefits they have derived from your product or service, and their return on investment. A list of testimonials, with the company they come from and ideally a contact name should be available to all journalists. Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

The 10 Commandments for Avoiding a Public Relations Disaster

The 10 Commandments for Avoiding a Public Relations Disaster:

Ever wonder why so many people have gotten into trouble because of what they have said or written that has become public on TV, radio, newpapers, or the internet? I  recently discovered an ancient scroll with ten sacred commandments that can ensure that the reader will avoid these public relations pitfalls.

1. Thou shalt think – and think clearly and carefully – before thou speaketh or writeth.

2. Thou shalt not write or say anything (that is, ANYTHING) that thou wouldst not be proud to see quoted in the newspaper, TV, radio, or Internet.

3. Thou shalt never say or write anything that is “off the record,” since thou knowest that in today’s world, NOTHING is off the record.

4. Thou shalt avoid jokes and trying to be “funny” or “cute,” since thou knowest that most humor has a hostile and sarcastic element. Thou shalt leavest the humor to the professional comedians and comedy writers.

5. In whatever thou sayest and writest, thou shalt ask, “How would someone who hates me interpret this?”

6. Thou shalt keep things positive, and avoid the negatives.

7. Thou shalt not insult any specific individual or group.

8. Thou shalt avoid the temptation to say something controversial, or to offer an “off the cuff” opinion about anything controversial.

9. Thou shalt offer opinions only within one’s own areas of knowledge, competence, and experience.

10. When in doubt about what to say or write, thou shalt consult.

I am not certain which ancient public relations firm wrote the above ten commandments and I do not in any way claim to own them. However, their relevance for today's world is unquestioned.

Tune- Up: Letters for publication are one of the most overlooked areas of opportunity for those seeking to promote their products or services. Many editors are crying out for good, entertaining, controversial letters to print. Letters to the editor offer excellent opportunities to build name and brand familiarity Joseph Reriani. - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

Importance of Strategic Fore Thought in PR

Importance of Strategic Fore Thought in PR

Do you read stories in newspapers and trade magazines about your competitors? Perhaps you know your company is as successful as they are with just as many positive stories to tell, but none of the articles you have submitted have been published.

The first thing to understand is that journalists are not in the business of providing free publicity. Their role is to produce articles of interest to their readers, so you need to provide relevant information which they genuinely want to publish. Different journalists write in different ways for different audiences and it is essential to develop an understanding of their requirements before submitting any information to them. A newspaper distributed in one city, for example, is unlikely to be interested in your new office in another city -- but it may well be if you explain that you've had to recruit specialist staff from the city the newspaper is published in, to address local skills shortages.

Be Strategic
Efforts to secure publicity need to form part of a strategy which supports your broader commercial objectives. Hold a meeting with your management team -- perhaps with guidance from a PR consultant -- to explore the rationale behind the publicity drive. For example, you may have expansion plans which rely on being able to attract and retain high caliber staff. You therefore have two priorities: Firstly, to position yourself as a highly successful employer that looks after its staff, and secondly, to ensure that customers know who you are, what you do, and why you are the best.

Know your Market
It's important to develop a realistic understanding of your target audiences: Who are the decision-makers? What size companies do they work for or run? Where are these companies based? How are they influenced? What publications do they read? You can only hope to make a meaningful impact on people if you know what makes them tick.

Focus on the Message
Once you've established what you want to create 'noise' about and you've prioritized your target audiences, it's worth considering how you want to be positioned. Seeing your company's name in print can be immensely satisfying but if the article does not communicate specific aspects of your service and expertise, it's unlikely to have the required effect. By consistently describing your company in the same way and communicating three or four unique selling points you are more likely to get your message across. 

Spread the Word
Press releases are a useful means of providing journalists with information and a good proportion of business articles begin their life in this way. However, journalists are bombarded with hundreds on a daily basis so it's essential that yours stands out. A powerful headline and first paragraph clearly identifying the news angle are fundamental. Avoid jargon at all costs and remember KISS: Keep It Short and Simple.

Remember that pro-activity, and perseverance, are essential to reap the fruits of a PR campaign

Tune-Up Press releases are by no means the only way. Pick up the telephone and discuss your story with the journalists you want to target. Don't lose heart if you get an indifferent response: think of the discussion as an opportunity to gain a better understanding of the type of commentary most likely to impress. . Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

Press Release Announcement:

Press Release Announcement:

We have launched a new Press Release package which combines "preparation" and "distribution" of your Releases at only US$ 99.95. At this price, you can afford to test the media response at a fraction of the PR distribution rate and get a professionally written PR piece. Hundreds of hours have been put into categorizing and familiarizing ourselves with the editorial policies of many media houses around the world. We currently have access to over 70,000 newspapers, magazines, radio and television editors worldwide.

A professionally written and distributed Press Release can make the difference between a successful PR campaign and an utter failure. While there are many factors that help a press release become successful such as timeliness and newsworthiness among others, the write-up and distribution approach is critical.

If you don't have the time or resources to put into a well written press release, we have a professional writing staff to help make your press release a success. There are many reasons why you should choose the Prudent International Inc your PR campaign needs. The most enduring reason being a guarantee that your press release will be effective.

The new security measures on our websites at www.SkyNewswire.com and www.PrudentPressAgency.com prevent an automatic save link of your password. Most new browsers have the ability to save your passwords, some will ask you automatically if you'd like to save a password and some need to be set up through the options provided. If you would like to set up your system to save your password for our website, please refer to the instruction on your Browser.

The Following are a few quick tips that we believe will help make your experience on our sites even better

Secure 128 mode
From Tuesday 4th May 2004, PrudentPressAgency.com has been available on a 128 mode SSL encryption. This ensures that all transmissions between you and us are as secure and as current as technology allows. We have also put in place additional back up security measures to ensure absolute safety. Customer Support If there is anything that we can do to help make your transition to the site more comfortable, please don't hesitate to let us know. During the week of May 1st, we will be extending our support hours from 7:00am to 6:30pm (PST.) You can reach us on support@PrudentPressAgency.com

Tune-Up: Use the most current version of your browser for our sites. They work best with Netscape version 6.0 or higher, or Internet Explorer 5.0 or higher. You can make a free upgrade on the respective internet websites. Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

Frequently Asked Questions on our Services

Frequently Asked Questions on our Services

When was SkyNewswire.com founded? Prudent International Inc the parent company of SkyNewswire.com was incorporated in 1999 by Joseph Reriani then working as a freelance journalist for various media organizations. He was joined by Jackie Mugambi in 2003 a newly graduate broadcast student who started off on a volunteer basis and rose to direct www.SkyNewswire.com when it was started. Both websites have over 7,000 registered members and receive over 350,000 unique hits monthly generating over 1,000,000 page views. We define a page view as one person viewing one press release or classified advisement. We originate numerous news announcements each year, with a dramatic impact on perception, credibility, capital and commercial markets around the globe in virtually every industry sector. Our news has appeared in the past on such media outlets as MSNBC, CNN, PR Report, The New York Times, PR Week and many other newspapers, magazines and websites. Prudent International Inc is a privately held company registered in the USA and The Netherlands in the E.U.

What happens to my press release when I post it on your networks? After being approved by our editorial team, your press release will be posted on our website front page. This makes it accessible to the over 350,000 unique monthly visitors who access our networks as well as over 30,000 RSS and XML feed subscribers also known as syndicated news feeds.

You will also most probably find your press release in other high traffic news outlets like Google News, Google Finance and Yahoo News minutes after appearing on our front page.

Your news release will also be searchable on most search engines within a day to a week compared to the average 6 month to a year it takes most new websites contents. For more on the benefits of submitting your news release FREE on our website go to: http://SkyNewswire.com/modules/news/article.php?storyid=13

For our paid services, you get all the free services benefits plus PR crafting, consultation and/or distribution services depending on your chosen package. We maintain a database of over 85,000 media contacts in over 70 categories and have partnered with many specialist wire services around the world to better target our media reach. We have the capability of placing your press release in front of journalist computers and other places they frequent depending on the nature of your news release.

Prudent Press Agency & SkyNewswire.com Web Sites Both websites currently have a combined traffic of over 350,000 unique visitors monthly generating millions of page views. We describe a page view as one person viewing one press release. All press releases are posted on our site indefinitely and only removed from our site if the originator deletes it or it is found to compromise our editorial guidelines. Please see our Terms and Conditions.

Search Engine Submission Each press release appearing on our websites is optimized for search engine indexing. This is one reason why your press release will appear on the major search engines within a day to a week and within minutes on news sites such as Google News, Google Finance and Yahoo News among others.

Syndicated News Feed XML/RSS news feeds are a popular way of distributing content on the internet. XML and RSS technology has made it possible for publishers and individuals to easily stay updated on the contents of particular website simply by placing a small code on their websites or email subscription. We are currently aware of over 30,000 XML and RSS subscribers to our websites though this number could be much much higher. XML/RSS news feeds increases exposure to your press release.

Media Distribution - Fax, Post, Telephone and Email We currently maintain a database of over 85,000 media contacts in over 70 categories. Different media personalities choose to be contacted in different ways though the most popular mode still remains email. Traditional modes of press release distribution such as fax, and post are still widely used mostly by feature writers who are less constrained by time.

How do I upload a press release? Go to our website home page at www.SkyNewswire.com and register for a free account. Check your email after a few minutes for a verification link to activate the account. Please ensure that you enter your email correctly as this is where your verification link is sent to. Activate your account and you are ready to go. Login to your account and take advantage of our free press release services benefits.

How long does my press release remain online? Your press release remains online forever, that means that it never expires. Most users leave their release online even if it becomes old news. One advantage is that it will be available under search results and result in hits to your website. Leaving older releases online is an effective way of letting the media know where you have been as an organization. In certain circumstances you may want to remove a press release but that decision is entirely up to you.

What are the advantages of a paid release? In addition to all the features you get for a free press release, you receive highly targeted distribution to the media, press release and articles crafting as well as public relations consulting depending your chosen package. You can also create your own custom package (please contact us). You may also opt to employ the services of our experienced editors and journalists in crafting and polishing your press release. We currently have over 20 customized PR packages.

What other media services do you offer? We offer numerous media services including Edgar filing services for public traded companies, long term media communication and consultation services, various press release write-up and distribution packages. Working with numerous journalists and writers puts us at an added advantage of knowing what they are looking for in terms of sources, news angles and content and we are able to create that valuable bridge between you and them. We also offer professional website analysis in relation to public relations.

Do you ever reject press releases? Yes, we do under certain circumstances. Every press release must pass a review process by our editors. We never verify any of the news or proofread any of the free press releases. Correct grammar and spelling are the submitter's responsibility. Remember the importance of submitting well-conceived and well-written press releases. A few of our general guidelines include - We will not post ads and will reject press releases that are not deemed newsworthy. Press releases that we perceive to be inflammatory or intended to cause harm to a third party will not be accepted. In addition, we will only post press releases which are in standard press release format. Please see our Terms and Conditions.

Do you accept press releases for adult content? No, we do not accept press releases for adult content.

Is Prudent International Inc a public traded company? No, Prudent International Inc the parent company of Prudent Press Agency and SkyNewswire.com is a privately held for-profit company.

Press release or News Release? For a number of reasons, including search engine optimization we use the terms press release, news release and media release interchangeably. They all mean the same thing.

Does distribution through your networks guarantee that the media will use my press release? No, no newswire service can guarantee that the media will use your news release. We do not control the media only try to get your news to them in the best way we can. For all free press release, the ultimate responsibility for success lies with you. Did you create a compelling story? Is it newsworthy? Will others find it newsworthy? See other parts of this website for our weekly "PR Tune-Up" newsletter which can help you greatly patch up your media relations".

Will my press release be used elsewhere on the Internet or in print? We cannot guarantee that your release will be picked up and used by other media outlets. The ultimate responsibility for success lies with you. Did you create a compelling story? Is it newsworthy? etc. Google News, Google Finance and Yahoo News pick up most of our stories minutes after publication.

Do you offer a clipping service? No, we do not offer a clipping service of our own but subscribe to those of other newswires. We can very easily and cheaply find out what the media is saying or has said about you for a nominal fee. Please see our services package here

How can I access my press release statistics? Every press release has an individual hit counter that displays the page impressions since publication. This information is available to the general public. It is to your advantage to direct as much traffic to your press releases as possible by placing links to it in as many websites as possible.

Why do you encourage publishers to create links to their press releases on their website? The main reason is to shorten the period search engines take to index your press release page and also to create a "search bundle" for your press release on the internet. The more links that point to your press release on the internet the higher placed and visible it will be be using relevant keyword searches.

How many employees does Prudent Press Agency and SkyNewswire.com have? Prudent International Inc currently has 7 employees working as editors, copy tasters and journalists. All have a background in journalism and media studies with a combined 80 years of experience. Joseph Reriani is the Executive Editor of Prudent Press Agency while Jackie Mugambi is the Executive Editor of SkyNewswire.com responsible for crafting and enforcing editorial policies of the websites. They are also usually the first link between the newsroom and customers. Protus Nyamwea, Geodfree Otieno and Sami Khan are copy tasters and editors all holding diplomas and/or degrees in journalism and public relations. We also work with over 50 freelance journalists and writers located in 13 countries who supply us with various news and feature articles which we market to the media on their behalf.

Do you write and edit press releases? Yes, for a nominal fee, our editors can help craft a professional press release ensuring that such vital aspects as newsworthiness, grammar and timeliness are met in your press release. We will also offer advice on news angles and best times to distribute your release. An analysis of your website will also be conducted to ensure that journalists can easily find information about you. We have a team of talented news crafters editors that are able to help you write your press release.

I am a freelance journalist/writer how can you help me? If you are interested in joining our growing team of freelance journalists, reporters feature writers, specialist writers, photographers we would very much love to have you on board. Prudent International Inc specializes in marketing the work of freelancers to the media. We have over the years helped numerous first time journalists get published. Contact either Joseph Reriani at editorial@Prudent Press Agency.com or Jackie Mugambi at editorial@SkyNewswire.com depending on the network you wish to work with. Please note that you can not register as a freelance journalist on both websites.

What is Prudent Press Agency? It is a newswire service for the entire business sector. Our parent company Prudent International Inc, was incorporated in 1999 originally distributing news to continental North America before branching to the rest of the world in early 2002. We have access to a strong 85,000 newspapers, magazines, websites, radio and television editors and journalists worldwide in over 70 diverse categories, the outcome of over 2,000 hours of phone calls and sending faxes. A professionally written News Release can make the difference between a successful PR campaign and an utter failure. Our in-house editors and PR department will prepare your news release in the globally accepted PR format stressing the most news worthy features of your release. We pride ourselves in serving over 7,000 registered individuals and businesses who periodically use our services either to post their media releases for FREE or buying one of our well priced PR packages. Our website at http://www.SkyNewswire.com receives over 30,000 media related visits monthly. Why do small entrepreneurs have a problem with some of the more traditional newswire services? It is a combination of brand and cost. The people who are most interested in small business news do not tend to be on the political and hard news desk, which is largely where the major newswires distribute their read. Another reason is that small entrepreneurs cannot afford to spend US$700 for each press release they want to put out nationally. We do a variety of things to keep our costs as low as we can and use technologies that allow us to pass those savings on to our customers. "We have and continue to negotiate strategic relationships with major wire services in individual countries to ensure that our services remain affordable and of the highest quality." - Joseph Reriani, founder and Executive Editor Prudent Press Agency If a company wanted to try out your service, how would it go about doing so? (The company) would place an order directly for one of our services here. The link has all the basic information and links to detailed specific contents of our services. What is PR packaging? PR Packaging involves purchasing a PR write-up and distribution packages in one. One way we drive costs down is by combining two or more services for individual releases. Over 90 percent of our clients renew their chosen packages. How much does your press release distribution cost? The price for crafting and distributing a press release of 400 words or less is only US$ 149.95. You receive a comprehensive press release distribution to more than 50,000 general editors and over 20,000 specialist magazines and websites. To view some of the media outlets we will reach with your Press Release go to our media list How soon does the press release go out? Your press release will be distributed between Monday 9hrs EST and Thursday 16hrs the following business day. This ensures that editors and journalists receive it in their email in-box or fax machines the next morning. We see stronger responses with press releases received in the morning and well before weekends. How are your press releases sent? Our press releases are sent via email with the text formatted by us for line length and presentation. We also send out electronic faxes to media outlets that choose this mode. The text of the press release is sent within the body of the fax/email message as many organizations will not accept attachments because of virus and bandwidth concerns. If you have an image, we upload them to our website and provide a link to them on our website. The subject of the email message sent to editors will include your press release title or an abbreviated version of it. Your press release is also personally issued through Reuters, Associated Press, Inter Press Service, Media General News Service Inc and others. We also post it on our website under your chosen categories. How do I post my Press Release FREE on your site? To post your Press Release on our website, first open an account them login to your account after registering and verifying your email. Go to the "Submit your Article" link and post your article. Our editors will review it to see if it meets our requirements before posting it on the website. Every day hundreds of journalists and media editors visit our website in search of new articles and fill-ups. What makes your press release services different from your competitors? - We never charge a membership fee. Unlike other press release services, we have no hidden or extra charges. Our low prices stay low and remain among the lowest in the industry but the quality of our PR services remain highest. - We don't spam journalists. Our sources have opted to receive our press releases and media communications. We also maintain a responsible remove list for those who do not wish to be contacted by us. Beware of press release services which bombard journalists with unwelcome emails: you'll run the risk of weakening your impact and alienating the very audience you want to impress. - We contact interested journalists directly. We reach more than 75 percent of our sources by name, and send press releases to their personal email addresses. Most press release services simply use a generic "editor@newspaper.com" format. - Our low price includes quality press release write-up and distribution. We dare you to find a cheaper service offering a combination of the two at the quality and guarantee offered by us. - We don't just send your press release. We send you proof of distribution! We also watch the media for new angles to pursue in future. As a client, you'll receive a customized report with links to your press release between five and ten websites where it appears. Under what circumstances does SkyNewswire.com reject Press Releases? Every press release we post on our website or to the media must pass a review process. SkyNewswire.com does not verify any of the news nor proofread any press release that was not prepared by us. Correct grammar and spelling are the submitter's responsibility. Please remember the importance of submitting well-conceived and well-written press releases. We review all releases for general content to make sure that the story falls within our guidelines which are as follows: - We will not post advertisements and will reject press releases that are not deemed newsworthy. Press releases that we perceive to be inflammatory or intended to cause harm to a third party will not be accepted. We will also reject all releases that are written in all capital letters which is perceived as screaming. In addition, we will only post press releases which are in standard press release format. Why are some of your articles free? All Press Release articles on our website are free to editors, journalists and our website visitors to read. SkyNewswire.com was originally founded as a newswire organization. Many professional journalists and reporters around the world routinely sell their articles to the media through us. Is SkyNewswire.com a not-for-profit company? No. SkyNewswire.com is a privately held for-profit company. It is a fully owned subsidiary of Prudent International Inc USA & EU. We manage to keep our prices low because we rely on volume sales, advertisement placement for clients and other media related services. Please note that our low prices never affect our ability to deliver our high quality services. Can I post my release via snail mail? Our editorial team can turn around a news story and run an editorial news flash banner on our site or post out your message to the media typically within about 30 minutes. We can only do that if the news story comes in an electronic format (email, electronic fax or web page). Sorry to say, the press releases which still come into our office daily on paper, by snail mail are just thrown straight into the bin. They usually arrive too late anyway, so they fail on two counts. How much does it cost to have your agency prepare my Press Release without distribution to the media? We are asked this question many times. A one time PR crafting costs only US$ 49.95. Among the reasons given for wanting a Press Release write-up without distribution are: 1. Acquiring quality material for organizational and company in-house magazines and journals 2. Acquiring quality material for advertisement brochures, leaflets and pamphlets 3. Acquiring quality material for Press Release/ Media sections of websites 4. Testing the agencies ability to produce quality PR write-ups at lower prices. What are the most important aspects of a Press Release? If you plan on preparing and distributing your own Press Release ensure that: 1. The first lines of your press releases includes: "FOR IMMEDIATE RELEASE" (or FOR RELEASE May 18, 2001) and "For more information, contact:" followed by your contact information. 2. Craft a compelling headline. The headline makes your release stand out. Keep it short, active, and descriptive. If you don't know how, read a number of compelling headlines till you get some idea. 3. Hook reader with the first paragraph. A first paragraph shall summarize the five W's: who, what, where, when and why. In fact, most readers will give up if you haven't "hooked" them in the first few lines. 4. Put the most important information at the beginning. This is a tried and true rule of journalism. Never hide golden points to the end. 5. Don't sell but answer questions! Making over-inflated statements is helpless to your business. Write a release that answers questions about your business, rather than piling flowery adjectives without saying why. 6. Avoid saying something is "unique" or "the best". Instead, show how people will benefit - i.e. save time, save money, make their life easier, etc. 7. A 'non- biased' source is very helpful. 8. Provide all possible contact information including mail address, telephone, fax, e-mail and web site (especially for online business). 9. Proofread & Proofread! Do remember to proofread your press release for typographical errors before you send them out. 10. End your press release with "###" (without the quotation marks) after your last lines of text. This symbol lets the editors know they have successfully received the entire release. Does Prudent Press Agency accept press releases for adult content? NO. Prudent Press Agency does not accept explicit adult content pieces and reserves the right to refuse all press releases containing or promoting adult content.

Do I need two accounts for both SkyNewswire.com and SkyNewswire.com? Yes, you need two separate accounts for both websites. Each website has a separate and independent editorial team responsible for creating their own editorial policies. SkyNewswire.com headed by Jackie Mugambi (Executive Editor) accepts fewer free press releases. The website mostly targets public traded and fortune 500 companies as its clientele compared to Prudent Press Agency which will accept most well crafted and angled press releases irrespective of source. Can you give us some examples of how you manage to keep your prices so low? We are currently seven strong and do not have the expense that the major corporate newswires have of releasing market-moving financial information simultaneously on three continents. We also negotiate bulk orders with many of the E.U countries newswire services and we pass these savings to our clients.

Tune-Up An important aspect of newsworthiness is universal appeal. That is, a story that has an impact on 'everyone.' Consider the outpouring of sympathy from around the world when Pope John Paul II passed away. Those that went to St. Peter's Square and tuned in on television were not all members of the Catholic faith. There was universal mourning for a man that had managed to reach out to people of many faiths during his pontificate. Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations- United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

Public Relations Simplified

Public Relations Simplified

Public Relations can be defines as the art of creating interest in you, your company, and your product/service by convincing others (namely media outlets such as print, TV, and radio) to report about who you are, what you do, and why it's important to the world at large.

Sounds pretty simple, doesn't it? PR is perhaps a little deceiving in definition. PR involves a lot of hard work and dedication. There are several things you must do (and do well) in order for the media outlets to recognize your expertise and your business.

First and foremost: You must be an expert at something. No one will want to book you for their show or write an article about you unless you've done your work and are an expert in your field. So, before you go any further, be aware that if you are not already an expert (usually, if you own a small business, you are an expert) you need to take some time and learn about everything related to your product or service. The worst publicity is the kind that says you don't know what you're talking about.

The next thing to do is to zero in on your buying audience. Take your buying audience and identify various segments - different segments of your audience will require different promotional efforts. Figure out what magazines and newspapers they read, the news and television programming they watch, and the radio stations and programming to which your audience listens.

Now you can zero in on the media audience that will be the most effective in your PR Campaign. If you're selling high-end computer servers, for example, sending a press release to Parenting magazine is not your best bet. I would suggest gathering an extensive list of all media outlets that might be interested. If you are sending your materials to several hundred media outlets, you will have a greater chance of publication (or booking) than if you send it to only 20.

The next logical step is to create a press release. Generally, TV and radio producers do not have the time to read press releases. Send it to them anyway. It may just fall through the cracks and find its way into an interested producer's hand. Newspapers and other print publications will usually pay more attention to your press releases than their radio and TV counterparts.

Press releases sent to print publications should differ than those you send to radio and TV outlets. Print outlets can publish a press release at little or no charge; so make sure that your press release is newsworthy and includes all the information (the who, what, where, when, why, and how) as concisely as possible. You should limit all your press releases to a single page. The first paragraph of your press release is vital. Many editors won't get past this first paragraph if they do not like it. Use this paragraph to inform them of what you are promoting. It should be no more than four sentences and should include all the points you are making throughout the rest of the press release. Do not go into great detail here. Most of the people to whom you are sending your press release will not care about the details unless they read the rest of the press release. If you insist on going into greater detail about you or your product or service, include the details on another page in your media kit. Make sure to include your contact information at the top and bottom of every page you send to the media.

Press releases sent to radio and TV producers should be much shorter. Generally, they don't have the time to read the press releases. When they do, they just read the headlines and sub-headlines. These headlines should only be one line. They should only take a couple seconds to read; and they should immediately show the value/benefits of what you are promoting. The media is obsessed with certain topics - sex, money, and health - so try to incorporate these ideas in your headlines. Make sure to bullet your main points. Keep the bullets in order of importance; readers probably won't get past the first three. And keep the list short, five bullets is probably best.

Make sure you record who you send your press releases to. Keep track of their names, addresses, phone number, employer, specialty area, source information, and any other information you have on this particular person. Make sure your list is always up-to-date, there is a huge turnover rate in the media. You don't want to waste your time sending your media kit/press release to people who no longer work for those outlets.

Follow up with the editors/producers to whom you send your press release/media kit. Telephone them within 3 days of receiving your press release/media kit (Note: FedEx packages are opened more frequently than any other delivered package - so if you're sending your press release/media kit out and you have the resources, send them via overnight FedEx delivery). When you get these people on the phone, ask them if they got the press release, if they have any questions about it, or if there's anything further you can do to help them. Building relationships with media outlets is essential; but it's a one-way information street. To have a successful relationship, you must be willing to give them information, to do some extra research for whatever project they're working on - YOU must help THEM in some way. Offer your expertise for whatever project on which they are currently working. Or, if you have no expertise in that area, offer to make contact with some of your associates on their behalf for their piece. These people are addicted to information. The more information you give them, the more apt they are to help you promote yourself! So don't be shy! Ask if and how you can help them!

Your media kit should highlight your press release. Without a great press release, sending a media kit is an act of futility. Media kits are no longer necessary for initial mailings; they do better as a follow up tactic. Your media kit should be presented in a nice two-pocket folder with your business card included. Keep your media kits short, no more than a few pages; and you can include any of the following in addition to your press release:

• Company history • Personal history • Suggested questions • Brochure • Articles • Your photograph • Testimonials • Quizzes, trivia, or giveaways

Visit other parts of our website at www.PrudentPressAgency.com and www.SkyNewswire.com for more detailed articles on Media Kits.

Make sure to print your logo and contact information on the cover of your folder. If you are in a money crunch, print out some labels and stick them on there - but make sure that information is there. You will also want the entirety of your contact information on every page of your media kit. If any of these elements get separated from the rest, you want them to be able to reach you!

As you can tell, this information is really only the tip of the iceberg. While PR is time consuming, it is an integral part of your marketing efforts. Take the time, plan what you need to do, and get a PR strategy working for you.

Tune-Up You must fully believe in what you're publicizing - the media has a way of sifting through the hype and seeing the product/service for what it's worth. Enthusiasm is contagious. When you promote your product, be enthusiastic and sincere. Impassioned people always find their way to the top! Believe from the heart that what you're promoting will change the world, that you promoting it makes a difference, and that YOU know more about it than anyone else. You can't fake it! Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

Commons Misconceptions About Public Relations

Commons Misconceptions About Public Relations

If you have completed your marketing plans for this year, then it is time to look at the implementation of those plans.

The full extend of how Public Relations (PR) can work for your company can be easily brushed aside at the planning stage because of the many myths that surround PR as a marketing arsenal.

Here are some common myths about the role of PR that you should re-consider.

Myth: PR is less certain than advertising. With advertising, we know what we get from the start.

Wrong. If you are viewing PR as solely media-related, that is partially true. With advertising you have guaranteed placement, you know how much it will cost and you know how many will see your message. But certainty of outputs doesn’t mean that your audience will absorb the message. If you were to use PR and it were to generate editorial coverage there is plenty of research to show it will be more believable than your advertising and have probably many times the impact with consumers. It will also come at much lower costs. Surely, these days it is more important to think about how many different ways you can reach your consumer. So can you afford not to look at whether PR might be able to create media publicity for you?

Myth: The opportunities to use PR in marketing are limited.

Wrong. PR is now used across the board. Internationally PR budgets for many companies have increased over the last years. Your competition is most probably using it. PR has evolved to be a key marketing tool in the B2B sector. It is now routine to include a PR agency along with your advertising agency – either as a permanent part of the marketing team for ongoing brand support or for special launches and new product and services introductions.

Myth: PR should be bought in when we have decided our launch strategy for 2005.

Wrong. PR is often The Launch Strategy. In fact, the most potent use of PR is before the advertising so that any news value is exploited prior to advertising. That is also the time to work with the influencers and opinion formers namely the media. There are plenty of examples showing the power of PR in launching products - including Microsoft Windows 2000 to Coca Cola’s new vanilla flavour.

Myth: PR is impossible to measure

Wrong. The measurement of PR results has been an issue for many companies over the years. PR is not like advertising and should not be measured in terms of the dollar value of the space/time gained. For most companies today, PR is far more strategic in its planning and its execution. PR therefore should be measured strategically against business or communication goals. If you’re only measuring PR for coverage, then maybe you need to think about ‘how’ and ‘why’ you are using it in the first place.

Each day, www.PrudentPressAgency.com and www.SkyNewswire.com transmits news releases directly into working newsroom computers and desktops of major media organizations. Click here to view a few of the general and specialist media we are able to reach with your release.

www.PrudentPressAgency.com and www.SkyNewswire.com also feeds the news to major news retrieval database services, online publications, developers of web sites and intranets.

From the media standpoint, Prudent Press Agency provides a unique, valuable channel filled with news from the organizations that shape today's news. News from www.PrudentPressAgency.com and www.SkyNewswire.com covers cutting-edge developments in science, medicine, the arts and humanities, law, public policy, higher education, social issues, environmental advocacy, and other important topics of public concern.

By accessing www.PrudentPressAgency.com and www.SkyNewswire.com, the media can broaden, expand and balance the voices, views and perspectives that its publications present to readers, viewers and users on a daily basis.

Tune-Up PR Commandment: Thou Shalt Not Be Promotional. If you can't get enough objective distance from your company to write a press release that's not filled with hype and puffery, hire someone to write it for you.. Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

Advertising Versus Public Relations - What's the Difference?

Advertising Versus Public Relations - What's the Difference?

Often, when the words "public" and "relations" are thrown together in a sentence, a light bulb goes off in the head shining, "Advertising". However, using advertising and public relations as synonyms is a long shot. So what is the big difference?

One of the most crucial differences between public relations and advertising is that PR is free. That is right; none of your hard-earned cash is going to be thrown down to promote your business.

For example, if you run an advertisement in your local newspaper, they charge you for the space you use as well as for the period that the ad is run. But if that same newspaper decides that your business or product is article worthy, you are getting great publicity with no out of pocket costs.

While it is great to get free recognition if someone writes an article about your product, the downfall is that you have no content control. In other words, the journalist that takes on the task is going to have all the say in the length, word choice, and format of what is being said about you and your business. Advertising, on the other hand, makes you the boss as long as you have the cash flow for it.

Along with the benefit of knowing exactly what your ad is going to say, you also have the option of running the ad campaign over and over again if you're getting good results. The media will most likely only run your story once, unless you give them new topics, or an interesting new way of looking at the old ones.

That is not to say that there aren't great benefits that come with public relations. How many times have you looked at an ad in a magazine or on a billboard and been beyond skeptical in terms of the product's reliability? When you read an article or blurb about it in a printed media source, though, you are usually more inclined to think that the product is trustworthy.

Sending off a great press release has many advantages that you might not have taken into consideration before. Let us say that your small business is sponsoring a local charity event. It would probably sound very snobbish of you to run an ad promoting your own selflessness, but if some other media source decided to talk you up, that would be okay, right?

One important thing to remember is that no one is going to cover your story if it is not interesting to the editor that goes over it. First you have to grab their attention, and hope that the editor or journalist will want to give your business some recognition. You also have to wonder if the audience that sees the coverage will be captivated enough to remember your name when looking for products in your specific market. When you pay for an advertisement, the only audience you have to target is your prospects.

There are great benefits in both the worlds of advertising and public relations. Depending on your budget and your needs, you can figure out a combination that will suit you best.

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This Article was written by By Ana Ventura Editor/Project Manager http://www.fullservicepr.com as a guest contributor to the PR Tune-Up newsletter. You can contact Ana Ventura by visiting http://www.fullservicepr.com. You may wish to read other articles on advertising verses Public Relations on the website www.Reriani.com or reriani.blogspot.com.

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Tune-Up: Your aim should be to become the journalist's pundit of choice. You want them to call or email you every time they need a comment in your are of specialty. Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

Press Release Write-up and Distribution FAQs

Press Release Write-up and Distribution FAQs

As we mentioned in our last features announcement, Prudent International Inc introduced a new Press Release package that combines Press Release "write-up" and "distribution" for only US$149.95. This new package is intended to bring quality and affordable Press Release services within the reach of medium and small budget individuals and companies.

Our Editorial Team has prepared the following Frequently Asked Questions (FAQs) to help cement your understanding of the new Press Release package. More comprehensive FAQs can be found at: http://prudentpressagency.com/modules/news/article.php?storyid=74

How much does your press release submission service cost? The price for "preparing" and "distributing" a press release of 400 words or less is only US$149.95. You will also receive a comprehensive press release distribution to more than 60,000 general editors and access to about 20,000 specialist magazines and websites. Your press release will also reach over 20,000 freelance journalists and reporters. To view part of the media we will reach with your Press Release, visit our Media List at:  http://www.prudentpressagency.com/medialist/index.htm
We also offer press release preparation services (without distribution) for only US$49.95.

How soon does the press release go out? Your press release will be distributed between Monday 9hrs EST and Thursday 16hrs the following business day. This ensures that editors and journalists receive them on their computers emails or fax machines the next morning. We see stronger responses with press releases received in the morning and well before weekends.

How are your press releases sent? Your press release is sent via email with the text formatted by us for line length and presentation. We also send out electronic faxes. The text of the press release is sent within the body of the email message as many organizations will not accept attachments because of virus and bandwidth concerns. If you have an image, we upload them to our website and provide a link to them on our website. The subject of the email message sent to editors will include your press release title or an abbreviated version of it.

How do I post my Press Release FREE on your site? To post your Press Release free on our website, register for a free account and login to your writers account. Go to the "Submit an Article" link and post your article. Our editors will review it to see if it meets our requirements before posting it on the website. Everyday hundreds of journalists and media editors visit our website in search of new articles and fill-ups. They are also part of the 30,000 syndicated RSS/XML subscribers on our networks.

What makes your press release services different from your competitors?
- We never charge a membership fee. Unlike other press release services, we have no hidden or extra charges. Our low prices stay low and remain among the lowest in the industry but the quality of our PR services remain high.
- We don't spam journalists. Our sources have opted to receive our press releases and media communications. We also maintain a responsible remove list for those who do not wish to be contacted by us. Beware of press release services which bombard journalists with unwelcome emails: you'll run the risk of weakening your impact and alienating the very audience you want to impress.
- We contact interested journalists directly. We reach more than 75 percent of our sources by name, and send press releases to their personal email addresses. Most press release services simply use a generic "editor@newspaper.com" format.
- Our low price of US$ 149.95 includes quality press release write-up and distribution. We challenge you to find a cheaper service offering a combination of the two at the quality and guarantee offered by us.
- We don't just send your press release. We send you proof of distribution! We also watch the media for new angles to pursue in future. As a client, you'll receive a customized report with links to your press release between five and ten websites where it appears.

Under what circumstances does Prudent Press Agency reject Press Releases?
Every press release we post on our website or to the media must pass through a brief review process. We do not verify any of the news or proofread any press release that was not prepared by our PR team. Correct grammar and spelling are the submitter's responsibility. Please remember the importance of submitting well-conceived and well-written press releases. We do not review all releases for general content to make sure that the release falls within our guidelines which are as follows: We will not post advertisements and will reject press releases that are not deemed newsworthy. Press releases that we perceive to be inflammatory or intended to cause harm to a third party will not be accepted. We will reject all releases that are written in all capital letters which is perceived as screaming. In addition, we will only post press releases which are in standard press release format.

Why are some of your articles free? All Press Release articles on our website are free to editors and journalists. Prudent International Inc was originally founded as a news wire organization. Many professional journalists and reporters around the world routinely sell their writings to the media through us.

Is PrudentPressAgency.com and SkyNewswire.com a not-for-profit company? No. PrudentPressAgency.com and SkyNewswire.com are a privately held for-profit company and a fully owned subsidiary of Prudent International Inc USA & E.U. We manage to keep our prices so low because we rely on volume sales, advertisement placement for clients and other media related services. Please note that our low prices never affect our ability to maintain high quality services.

Can I post my release via snail mail? Our Press Release team can turn around a news story and run an editorial news flash banner on our site or post out your message to the media typically within about 20 minutes. We can only do that if the news story comes in an electronic format (email or web page).
So, sorry to say, the press releases which still come into our office daily on paper, by snail mail are just thrown straight into the bin. They usually arrive too late anyway, so they fail on two counts.

How much does it cost to have your agency prepare my Press Release without distribution to the media? We are asked this question many times. Among the reasons given for wanting a Press Release write-up without distribution are:
1. Acquiring quality material for organizational and company in-house magazines and journals
2. Acquiring quality material for advertisement brochures, leaflets and pamphlets
3. Acquiring quality material for Press Release section on websites
4. Testing the agencies ability to produce quality PR write-ups at lower prices.
We charge US$49.95 for a 400 word piece. All our PR team are graduates in the field of journalism and/or Public Relations with a combined experience of over 80 years.

What are the most important aspects of a Press Release? If you plan on preparing and distributing your own Press Release ensure that:
1. The first lines of your press releases includes: "FOR IMMEDIATE RELEASE" (or FOR RELEASE May 26, 2002) and "For more information, contact:" followed by your contact information.
2. Craft a compelling headline. The headline makes your release stand out. Keep it short, active, and descriptive. If you don't know how, read a number of compelling headlines till you get some idea.
3. Hook reader with the first paragraph. A first paragraph shall summarize the five W's: who, what, where, when and why. In fact, most readers will give up if you haven't "hooked" them in the first few lines.
4. Put the most important information at the beginning. This is a tried and true rule of journalism. Never hide golden points to the end.
5. Don't sell but answer questions! Making over-inflated statements is helpless to your business. Write a release that answers questions about your business, rather than piling flowery adjectives without saying why.
6. Avoid saying something is "unique" or "the best". Instead, show how people will benefit - i.e. save time, save money, make their life easier, etc.
7. A 'non- biased' source is very helpful.
8. Provide all possible contact information including mail address, telephone, fax, e-mail and web site (especially for online business).
9. Proofread & Proofread! Do remember to proofread your press release for typographical errors before you send them out.
10. End your press release with "###" (without the quotation marks) after your last lines of text. This symbol lets the editors know they have successfully received the entire release.

Does you accept press releases for adult content? NO. Prudent Press Agency does not accept explicit adult content pieces and reserves the right to refuse all press releases containing or promoting adult content.

Tune-Up Traditional PR isn't in any danger of dying out from online media; rather, it will adapt and use new channels offered by such outlets as blogs, pod casts, and RSS feeds. Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.

Media Kits Build Media Relationships

Media Kits Build Media Relationships

There are several strategies for developing media kits, but experts agree a visually appealing media kit, with professional photos and well-written press releases are an important resource for creating buzz and getting the medias attention. A good media kit will pique an editor's curiosity and gain the company free publicity.

While the appearance of the media kit can peak a reporter's interest, the buzz a company is looking to create comes from the effort put behind the kit, from the development of the content and the follow-up discussions with reporters. The biggest mistake most companies make in creating media kits is making it look or read like a company or product advertisement. The goal of distributing a media kit is to help the media generate a story, but also to provide a valuable resource. If you can demonstrate a perspective beyond your company and can tie in the relevance of your company to the broader business environment, you'll become a valued resource. If you respect their deadlines and are helpful, not pushy, you will build relationships

So what should be included in a professional media kit? Just the facts. Simple and plain. Less is more, information-wise. You should include a company biography, a professional photograph of the key players and the product or performance of a service, a fact sheet and a recent news release geared toward the target audience should all be included. Avoid including sales information in a press kit. If the information is not presented professionally, your company's image may suffer.

Without functionality, your packet is likely to end up in the circular file (read: wastepaper basket) of a busy editor's office. Press releases are often the backbone of an appealing media kit. I have written over 10 articles in the past to help my readers learn how to craft a world-class press release. Please refer to them on my blog at http://reriani.blogspot.com or www.Reriani.com. A well-written news release serves as an outline of what the story is. If the release is written like a news story, and it actually has news in it, it is more likely to interest the reporter in doing a piece on it.. If you are not a good writer, hire one. We charge as little as US$49.95 to craft one press release for you and as low as US$35 if ordered in a package of 12 lasting for one year.

Including published clips about your company is a popular tactic. Don't change the date on news releases. A news release is a snapshot in time. If you are caught changing the date on news releases to make them appear 'fresher,' reporters will not trust that anything you tell them is current.

Professional artwork is also important and should always be included in a professional media kit. It should contain graphics in a variety of formats as well as black-and-white and color pictures for scanning, A well-prepared media kit will provide an editor with everything he or she needs to run a story on your company.

Use creative media kits to break through the clutter on a reporter's desk. Themed press kits can help personify a company. They need to capture the spirit and message of the product, company, organization or event. In public relations creativity for the sake of creativity is dangerous - that is what art is for. In the marketing communications field creativity needs to contribute to the bottom line.

Creating themes can be expensive, but you can utilize technology, to equalize the cost of a theme-based promotion. Contrarily, sometimes the best press kit is no press kit at all. If you are a small one or two person company, and resort to mailing out big, fat press kit,  the incorrect impression may be left and your press kit may appear like advertising.

Mass distribution of media kits can be expensive and ineffective. The best way to distribute media kits depends on what you are trying to accomplish. Select specific mailings to targeted media outlets. For the smaller outlets, you can just send them a press release Individualized mailings are more appropriate for the larger media outlets. Follow-ups are just as important as the initial mailings. Three days is usually the standard waiting time to send follow ups, unless breaking news is involved. Read my blog on "follow ups" to avoid some of the most common mistakes.

Tune-Up: Make sure when you are pitching a reporter you actually have news or a reason why your company should be profiled. When you build a relationship with a reporter they will cover you again - ultimately, that is how you create ongoing buzz that will help your business grow.. Joseph Reriani - PR Consultant

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This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations-  United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.