Page 86 AUGUST 2018 | RETAILERS FORUM MAGAZINE
continued in next issue ...
Patricia Dibsie, a reporter, says never give an
idea to more then one paper, or they will see
you as a traitor. "You owe it to yourself and the
media to read newspapers and get a handle on
various writers, so you can talk intelligently to
the reporter and propose a just-right idea for
him or her," she says. "Once you know the reporter's
beat and style, call on the telephone to
go over the idea before you send the release to
see if there is interest or (to see) how you can
streamline the idea. But if the reporter is on
deadline, be thick-skinned enough to call back.
Exclusivity also goes for interview-format
shows. They don't
want to air topics that another
has done or is planning to do.
It's better to have one major
piece of coverage than none. If
you're sending out a press kit filled with a variety
of fact sheets, bios, and backgrounders, be
sure to send different news releases with different angles to competing media.
Rarely should you use the cookie-cutter approach
for news releases. Streamline them to
the reporter or producer. For newspaper exclusives,
a query letter is probably the best bet.
This letter talks directly to the reporter, immediately
seems personal, and whispers exclusive.
For television or radio, your query or
release might read as though a TV audience
was listening for 30 seconds.
Read more about
"Taking Your Story National"
in our next article.
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