Media release + fax machine = trash can!

6 tips to avoid the inevitable

by Wendi McNeill

Is it a secret? No, it’s not and most of us know that when we send a media release that the station has conveniently positioned their trash can under the fax machine. Who can blame them when they receive 1,000’s of releases every single day! The media has created a monster that is continuously fed mass amounts. Your job as an expert is to keep your release from reaching the trash can or your email from being deleted.
Here are some quick tips to help position yourself better within the media realm, if you can learn these and implement them into your media marketing strategies then your going to stay on top of the pack and override the monster media feed.

1. Don’t scatter blast releases: Don’t blindly submit and make sure you target your reporter or producer you want to contact. Most PR agents  or companies will promise to give you exposure and then blast out your release to 20-30 media outlets that have absolutely nothing to do with your topic area and then send you an email saying okay we did our job! Scatter blasting your releases is like taking a shot in the dark… it’s a waste of time, energy and money and a little tip, if you’re going to use PR agencies make sure you read the fine print before you pay oodles of money.

2. Media Release: If you’re targeting radio/TV outlets use the words Media Release instead of Press Release, this is the new term and believe it or not some media professionals get offended by getting releases that say Press Release. This is an old term and was targeted to print outlets.

3. Make sure you don’t pitch yourself, pitch a story. You want to become known as a resource, if a producer feels your pitching yourself, services and products you can expect to not get a call back. Once you become known as a great radio quest and you have become a valuable resource to them you will have them calling you. Provide helpful content to their listeners.

4. Send to correct person. When sending an email, fax or phone call always make sure you find out to whom you’re sending it, don’t blindly submit to the attention of just anyone. You want to use the name of the reporter or producer and “warm” up to them first before pitching yourself or your story. Build personal relationships!

5. Come up with a killer headline! Try and stay in season and with current issues.

6. Send during holiday season. Send your releases during the holiday seasons, the time that most government offices are closed…why? Because most of your traditional PR agencies do not send out releases at this time.

Start your media marketing today! Using the radio is one of the best and FREE ways to gain more exposure and build your credibility!

If you need more help setting up your media marketing plan send an email to Wendi at wendi@CharliJane.com.