RETAILERS FORUM MAGAZINE | AUGUST 2018 Page 85
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Before you leave, give the editor your telephone
index card that has a subject heading
(e.g., Stockbroker, Jeweler, Dietician) so that
you can be found when your name has faded
from memory but your subject area is remembered.
Once you are in the editor's office, chances are
you'll have an opportunity to discuss other
ideas that you haven't fleshed out. Running
these by the editor will give you an inkling as
to whether the idea has merit for a national
story and if it is something you should pursue
once you're back in the office.
Succeeding in Planned
We have described how to write a news release,
but here are a few more tips that will keep those
precious relationships with your media contacts intact.
1. Don't send out mass mailings unless you
have breaking news. Offering exclusives is a
good way to build relationships with editors
and reporters. Don't send the same idea to
morning and evening papers if they are archrivals.
Instead, choose one. If you really feel
pressed, give them a deadline, "I'm offering
this to you exclusively through 'X' date (a week
is long enough) and will not propose it to another publication before
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