In the News!
Building an Effective PR Campaign
By: Sally Pfeffer

An effective media campaign establishes your credibility and visibility, allows you to reach a greater share of your target market, educates the public, and introduces your institution and programs to a larger audience.

Benefits of a Media Campaign:

1. Gains exposure for your business or service
2. Establishes a high profile in the media
3. Informs and educates the public regarding issues that you can address
4. Offers significant, validating media exposure for a relatively small investment
5. Introduces you and your business or service to a broader-based regional audience
6. Creates a profile for you and your business, and separates you from the competition
7. Positions you as a media resource, an expert that the media can turn to for expert answers
8. Reaches a greater share of your target audience and establishes new markets
9. Confirms you as a leader in your field and increases your client base

How Does Media Relations Differ From Advertising?
Advertising is a paid endorsement and, as such, you are guaranteed the media exposure for which you paid and you create the message you want your prospects to hear. With an effective Public Relations campaign, you receive editorial coverage (a news story). You are not guaranteed coverage and your promotional message---if it runs in the media---is written by news editors. By appearing as part of a news story, you may begin to be perceived in the marketplace as the expert in your field, “one of the best.” Follow the steps below to build your own Public Relations campaign.

Separate Your Media List into Categories
Do your homework and find the names of the appropriate news contact for each media company and the correct spelling of their name. Your list should include:

1. Local Print (includes newspapers, weeklies, and magazines)--Depending upon the nature of your story, get the names of the news editor, assignment editor, city desk, and/or neighborhood news editors.
2. Local TV---Contact the assignment or weekend editor.
3. Local Radio---Ask for the news director.
4. Wire Services (such as The Associated Press)--Press releases may be submitted online.

Writing a Press Release
The release needs to include the five “W’s” including: “Who you are”, “What you are doing”, “Where”, “When”, and “Why”.

Remember that news editors receive several press releases a day. Be sure to make the headline and first paragraph catchy. Come up with an angle you think is appealing to the masses and try to sell yourself and your idea.

A release should be newsworthy so remember to include the timeliness. Also, if celebrities or well-known people are involved then state that along with anything that might strike a cord with the public. All releases should be double-spaced and no longer than one and a half pages. Title it “Press Release” and include important contact information. If it is a weekend event, remember to include an alternate phone number so the media representative will be able to find you.

Another tip is to let another person proof your release for spelling, grammar, and content. You must make sure everything is correct. If the media makes a mistake they will generally run a correction, but they must be notified.

Send the Release
Press releases may be e-mailed, faxed, or delivered in person, especially if there is a picture involved. Be sure to follow up to make sure the correct person receives the release; newsrooms are chaotic, and there is a lot of activity, especially around deadline time. Remember to not call to talk to editors then. More often than not, you will be contacted within a short period of time if the release is going to run.

Sally Pfeffer is a public relations executive with more than 25 years media experience. She can be reached at 913.383.9757.