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Published on: 10/1/2000
Last Visited: 5/19/2008
"A short item or article, any type of editorial, has credibility that advertising just doesn't possess," says Rhoda Eisenstadt, partner at the Communications Group Inc., in Toronto.
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Explain the product, even if it's technical, in a way that will be understood by people who are not experts in the field," Eisenstadt says.
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Adding reams of corporate history at the end of the release is another waste of time and money, says Eisenstadt.
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"It's a waste of your money and the editor's time to use the same mailing list" for every news release, says Eisenstadt.
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Don't get a reputation for sending useless releases, and don't send out too many releases, Eisenstadt says.Space out news releases -- it won't look like news or anything different if a release lands on an editor's desk every day.
When dealing with magazines, phone and ask for an editorial line up, which will tell you what topics the publication plans to cover, and when.More importantly, find out what the final dates are for material."Don't send releases so long in advance that they're going to yellow," Eisenstadt says.
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Send good quality, glossy photos that are at least 5 x 7 inches, says Eisenstadt.
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The best way to find a company is by referral, or to find a company that specializes in your industry or an associated industry, says Eisenstadt.
Either way, she says, "Remember, you're ultimately responsible for the coverage you receive.
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