Product/service publicity is the superhighway to business success everyone dreams. Then imagine having your product/service written on newspapers, trade publications, aired on radio and viewed on television absolutely for free!!! That’s going to skyrocket your profit target only if you know how to use the best method of getting free publicity.
The million-dollar question now is, what’s the best method for a free publicity? It is the PRESS or NEWS RELEASE. The knowledge about how it works is the key to your success. This knowledge depends entirely on how you understand the psychology of the editors and new directors that publish or air your press release. This article will show you how their psychology works and how best to manipulate them for your benefits.
Number one. These editors and news directors are very busy people. Don’t bother them with your trials and tribulations or your plans for the future. They are only interested in something new and profitable to their readers or viewers. So the rule here is to sell him first. Convince him that your business fills a need to his readers, viewers or listeners. Then your press release will be welcomed.
Number two. Editors and news directors move with the trend. They concern themselves more with current issues and events. So timing of your press release with current news events is an important factor. For example a story on job layoff and increased unemployment carried out on newspapers, on TV and radio should prompt you to get a publicity release out to all the media on help and opportunity offered by your product/service.
Another kind of timing to keep in mind is publication. For Articles you’d like to appear in the Sunday paper, you’ll generally have your release in at least nine days prior to the date of publication.
Number three. Media men appreciate polite gestures. When an editor uses your publicity release, always follow-up with a customized