Today we will be continuing with tips from last Monday's post on press releases.
Research the intended recipient of your press release:
Before sending a release to the media, research the reporter or editor you are targeting. Make sure that he or she is the correct person to receive the release. You can go to the outlet’s Web site, use a paid media database source (see page 24) or pick up the phone and call the publication to ask. Also, it cannot hurt to find out how the reporter or editor prefers to receive press releases—via fax, e-mail or snail mail.
In many cases, including a photo or two with a press release can add greater impact and news value to your story, not only for the readers of the publication (if it gets picked up), but also for the editor when deciding which stories to cover. If you have a good photo of a person or event that you can attach to a release, you should do so. It will not hurt your chances of getting coverage—it can only help. There are many reasons to include photos that illustrate the news in your press release. A press release with a photo attached is four times more likely to be read.
For more important tips on press releases and their uses, read Chapter 8 in Everyday Public Relations for Lawyers. Excerpt from Everyday Public Relations for Lawyers, Copyright 2007. Furia Rubel Communications, Inc. To purchase the book, please click here.
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