Late last month, The Washington Post ran a half-page story about Daniel Blejer, a 52-year-old who died of Creutzfeldt-Jakob disease (a human version of mad cow disease). The article pulled at the heartstrings, and captured his personality so well that you wanted to share a beer with him.

He may have contracted the disease due to contaminated surgical devices used when he underwent a series of brain operations in the late 1970s. The article goes on to say that dozens of patients over the past five years have potentially been exposed to the very deadly brain disorder due to the infectious agent which remained on the reused medical instruments despite sterilization.

After reading about the tragedy his family and others have had to endure, the article ran a quote from a neurologist at Seattle’s Harborview Medical Center. After pointing out that reusable biopsy forceps cost $800 each, the doctor said, “That’s a lot of money. There’s a cost-benefit ratio.”

Assuming he’s right, it still sounds like a cold dismissal of a person’s life to a large portion of the public. And it was an unnecessary comment, since the hospital changed its policies and will no longer use disposable instruments more than once in cases where uncertainty exists.

Here’s what he could have said instead: “After looking at the evidence, we decided to take an additional precaution and change our hospital’s policies to provide our patients with an even safer facility.” It may not be Hemmingway, but it’s a lot better than offending a large swath of the public.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information and to sign up for free monthly media relations, media training, and presentation training e-tips, visit http://www.PhillipsMediaRelations.com.

1. Start strong: Your title and initial lines should briefly and directly convey what you want to say. Include the “who, what, where, when and why” in the lead of your press release. The remaining part of your press release should include supporting facts and examples.

2. Make it easy for the media: Some media agencies and journalists will grab your press release and carry it in their publications with slight editing or no alteration. But even if it’s not used word for word, journalists may use it as fodder for other stories or to create their own story ideas. The more information and details you include, the less work the media has to do.

3. Think like the reader: Your press release should be able to keep the reader’s interest. Put yourself in the reader’s shoes. Would you want to read your press release?

4. Make it relevant: Try to point out real examples to support the message you want to communicate. Show why your information is important and how it benefits the reader. If your release isn’t newsworthy, don’t expect anyone to read it.

5. Support your story with real facts: Facts make your point stronger and tell the journalist you’ve already done much of the research for them. If you pull facts from other sources, make sure you attribute them. Avoid fluff and add-ons. And never make anything up. If content seems too good to be true, tone it down or you could hurt your credibility.

6. Include company information: The press release should conclude with a short description of your company, including where your company is based, what products and service it provides and a brief history If you are creating a press release for more than one company, provide information for all the companies at the end of the release. Also include contact information, both phone number and e-mail, for each company’s spokesperson.

7. Be concise: Avoid using superfluous adjectives, extravagant language, or unnecessary clichés. Get to the point and tell your story as directly as possible.

8. Get permission: Companies can be defensive about their name and image. Get written permission before including information or quotes from officials or associates of other companies/organizations.

9. Avoid exclamation points: The use of exclamation points may hurt your credibility by creating unnecessary hype. However, if you have to use an exclamation point, use only one! Not several!!!

10. Avoid industry jargon: The harder your press release is to understand for journalists and laymen, the less likely it is to be picked up. A limited use of industry terminology is ok, if you’re trying to optimize the news release for internet search engines.

Paul Wilson is a freelance writer for http://www.1888PressRelease.com, the premier website to Submit Free Press Release for any announcements including launching of new product or services, new website, announcing new hires, sponsoring a special event or seminar and more. His articles can be found at http://www.1888articles.com/author-paul-wilson-7.html

1. Your press release should sound like news, not an ad.

2. You should only send your press release to the media related to the topic of your press release.

3. Keep your press release one page in length.

4. Your header, contact information and release date should be at the top of your press release.

5. Use short sentences and double space your lines.

6. Your header and first few sentences should grab the readers attention.

7. You should tell a story and mention your business, product or service in the body of the press release.

8. Proofread your press release many times. Look for grammar and spelling mistakes.

9. Write a press release about the new products or services you’re offering on your web site.

10. Create a press release about the results of an online survey or poll you have completed.

11. Submit a press release about a trade show or seminar you’re hosting.

12. Write a press release about no cost chat room classes you are teaching.

13. Create a press release about your opening of a new web site.

14. Submit a press release about an online award your business or web site has won.

15. Write a press release about a free e-zine you’re publishing.

16. Create a press release about online products or services you’re giving away.

17. Submit a press release about an online business association or club you’re starting.

18. Write a press release about a famous person that’s endorsing your business.

19. Create a press release about a joint venture you are doing with another business.

20. Submit a press release about a new book or e-book you wrote.

21. Write a press release about an expert who is speaking in your chat room.

22. Create a press release about a fundraising event you’re doing at your web site.

23. Submit a press release about a new contest or sweepstakes you’re having at your site.

24. Write a press release about major sponsorships you’re doing online.

About the author:

Rojo Sunsen is a specialized bounty hunter who prefers to work quietly/confidentially for the benefit of her clients.

Here’s a quick description of such a passport: a high- impact, public relations action plan which does something meaningful about the behaviors of those important audiences that most affect your business, non-profit, government agency or association.

It does so by creating the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives; then persuades those key outside folks to your way of thinking by helping move them to take actions that allow your department, group, division or subsidiary to succeed.

When you need to move a message from here to there, communications tactics can do the job. But that’s pretty much all they can do. Caution: a preoccupation with tactics will certainly deny managers the best that public relations has to offer by diverting their primary attention from the very PR end-products discussed above.

The PR passport relies heavily on this underlying premise: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

Actually, the premise promises that good public relations planning really CAN alter individual perception and result in changed behaviors among key outside audiences. But the fact is, you’ll only get there when your PR demands more than news releases, special events and broadcast plugs. Only then will you receive the quality public relations results you deserve.

Let’s take a closer look at the sort of PR end-products you can expect. Capital givers or specifying sources begin to look your way; new prospects actually start to do business with you; politicians and legislators begin looking at you as a key member of the business, non-profit, government or association communities; welcome bounces in show room visits occur; community leaders begin to seek you out; new proposals for strategic alliances and joint ventures start showing up; customers begin to make repeat purchases; and membership applications start to rise.

A good first step is to work closely with your public relations professionals on your new opinion monitoring project since they’re already in the perception and behavior business. However, insure that the PR staff actually accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Essentially, be certain they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Reserve the time you need to review plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Try out questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

Be advised that the use of professional survey firms for the opinion gathering chore, probably will be more expensive than using your PR people in that monitoring capacity. But whether it’s your folks or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Your number one responsibility now is to establish a clearcut and realistic PR goal that calls for action on the most serious problem areas you uncovered during your key audience perception monitoring. You may decide to stop that potentially painful rumor cold. Or straighten out that dangerous misconception? Or correct that gross inaccuracy?

Goal-setting, obviously, requires an equally action-oriented strategy that shows you the path to your new goal. Here, you have just three strategic options available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. Needless to say, the wrong strategy pick will taste like peach Jello in your lentil soup. So be sure your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinforcement.

Good writing, always at the core of any public relations activity, requires that the best writer on your team prepare a persuasive message that will help move your key audience to your way of thinking. It has to be a carefully-written message targeted directly at your key external audience. Your writer must develop really corrective language that is not merely compelling, persuasive and believable, but clear and factual if it is to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

Now you must identify the communications tactics most likely to carry your message to the attention of your target audience. There are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure the tactics you select are known to reach folks just like your audience members.

Because the WAY in which you communicate makes the credibility of your message suspect, you may wish to unveil your corrective language through smaller meeting presentations rather than using higher-profile news releases.

To demonstrate results, you may elect to use periodic progress reports. Which will alert you to begin a second perception monitoring session with members of your external audience. You can use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news perception is being altered in your direction.

Because in any human activity, things can always slow down, you can always increase momentum by adding more communications tactics and/or increasing their frequencies.

Thus, any passport to public relations success will require that you move beyond tactics, and be free to use the right PR to alter the perceptions of your most important outside audiences, leading directly to achieving your managerial objectives.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1145 including guidelines and resource box. Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published over 200 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net Visit:http://www.PRCommentary.com

Look out the window! See any external audiences whose behaviors are important to you as a manager, but about whose perceptions of your organization you simply don’t have a clue?

That’s risky because the perceptions of key outside audiences invariably lead to behaviors that can help or hurt a business, a non-profit, a government agency or an association.

Instead, you might think about approaching those key outside folks this way. Try accepting the fact that what you are about to do is something meaningful about the behaviors of those important audiences that MOST affect the organization you manage; create the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives; then follow through by persuading those key outside folks to your way of thinking by helping move them to take actions that allow your department, group, division or subsidiary to succeed.

A mouthful, but a solid approach to getting the best public relations has to offer, AND measuring the success of this methodology.

Fortunately, it also recognizes that while communications tactics are usually needed to move a message from here to there, it’s not likely that tactics such as special events, press releases, broadcast plugs and brochures can, all by themselves, deliver results like those outlined above.

Again fortunately, in this approach you have the opportunity to base your public relations planning on a high-potential underlying premise: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

What that really says is, good public relations planning really CAN alter individual perception and result in changed behaviors among key outside audiences. However, you’ll only get there when your PR demands more than news releases, special events and broadcast plugs. Only then will you receive the quality public relations results you deserve.

No doubt, you wonder just what kind of PR end-products you can expect? A sampling would include welcome bounces in show room visits; community leaders beginning to seek you out; politicians and legislators looking at you as a key member of the business, non-profit or association communities; new prospects actually starting to do business with you; capital givers or specifying sources beginning to look your way; new proposals for strategic alliances and joint ventures showing up; customers starting to make repeat purchases; and membership applications starting to rise.

Obviously, your PR people are already in the perception and behavior business and primed to handle your new opinion monitoring project. Double check, however, that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Be really certain they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Invest some time in reviewing with your PR staff plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Consider asking questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

The danger in using professional survey firms to do the opinion gathering work, could be the expense. Which might exceed the cost of using those PR folks of yours in that monitoring capacity. But whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Now you should consider establishing a realistic PR goal calling for action on the most serious problem areas you uncovered during your key audience perception monitoring. During this drill, you probably will decide to stop that potentially painful rumor fast. Or straighten out that dangerous misconception. Or correct that gross inaccuracy.

Coincident with setting your goal, will be an equally action-oriented strategy that illustrates how to reach that goal. For better or worse, you have just three strategic options available to you when it comes to doing something about perception and opinion. And they are, change existing perception, create perception where there may be none, or reinforce it. Of course, the wrong strategy pick will taste like cranberry sauce on your bratwurst. So be sure your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinforcement.

The best writer on your team must come up with a persuasive message that will help move your key audience to your way of thinking. It has to be a carefully-written message targeted directly at your key external audience. Your writer must use really corrective language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

You’re still not done. You must decide on those communications tactics most likely to carry your message to the attention of your target audience. There are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

Caution: the means by which you communicate, that is HOW you communicate, will bear upon the credibility of your fragile and always suspect message. Which is why you may wish to unveil such corrective language before smaller meeting presentations, rather than using higher-profile news releases.

As a measure of PR success, periodic progress reports show how things are going.. Such reports also can demonstrate how resources applied to public relations pay off, while providing a timely alert to begin a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news perception is being altered in your direction.

This, and most other programs can suffer slowdowns. But you’ll have the option of speeding things up by adding more communications tactics and/or increasing their frequencies.

As it turns out, when managers take control of the public relations being performed on their behalf, the more perceptive tend to move away from dependence on communications tactics and on to a plan for doing something about the behaviors of those important external audiences of theirs that MOST affect their operation.

That’s when they follow through by taking steps to persuade those key outside folks to their way of thinking, then help move them to take actions that allow their department, division, group or subsidiary to succeed.

Clearly, an excellent way to measure PR success.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1305 including guidelines and resource box.
Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published over 200 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net Visit:http://www.PRCommentary.com

If you don’t, it could be that those who do are actually preoccupied with moving messages from one point to another using simple tactics like broadcast plugs, brochures and press releases.

What’s missing from that picture, of course, is you as a manager doing something meaningful about the behaviors of those important audiences who most affect the business, non-profit, government agency or association sub-unit you manage.

For example, the creation of the kind of external stakeholder behavior CHANGE that leads directly to achieving your managerial objectives. As well as your follow-through in persuading those key outside folks to your way of thinking by helping move them to take actions that allow your department, group, division or subsidiary to succeed.

If true, there’s a lot missing from your control and oversight.

Fortunately, the underlying premise on which public relations is based, is really proactive: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to- desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

The good news emanating from that premise is that the right public relations planning really CAN alter individual perception and lead to changed behaviors among your key outside audiences. But your PR effort must demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you believe you deserve. That way, you really will stand a good chance of getting the best public relations has to offer.

Employ that approach and the results you seek should soon come your way. For example, community leaders begin to seek you out; and prospects actually start to do business with you; new proposals for strategic alliances and joint ventures begin showing up; customers starting to make repeat purchases; capital givers or specifying sources beginning to look your way; welcome bounces in show room visits occur; membership applications start to rise; politicians and legislators start looking at you as a key member of the business, non-profit or association communities.

It’s obvious that the public relations staff itself can be of real use when you commence the new opinion monitoring project. After all, they are already in the perception and behavior business. But to be certain, determine if those PR folks really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. And this is really important: be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Let’s talk for a moment about your public relations plan. In everyone’s best interests, go over it carefully with the public relations professionals on your team. Talk over how you plan to monitor and gather perceptions by questioning members of your most important outside audiences. Try to ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

Retaining professional survey firms will be proposed as the best way to do the opinion gathering work. But have no illusions about the added cost when compared to using your own PR staff. But whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Next we set an achievable goal addressing the most serious problem areas you uncovered during your key audience perception monitoring. Will it be to straighten out a dangerous misconception? Correct a gross inaccuracy? Or, stop a potentially painful rumor before it does more damage?

Because, a matching strategy is mandatory in order to show you how to reach that goal, we address it here. For better or worse, there are only three strategic options available to you when it comes to solving perception and opinion problems. Change existing perception, create perception where there may be none, or reinforce it. But the wrong strategy pick will taste like sour orange marmalade on your Gnocchi. So be certain your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinforcement.

Every public relations professional is painfully aware of how crucial good writing is to the business. And here, it’s true once again as you face the reality that you must put together a persuasive message that will help move your key audience to your way of thinking. It should be a carefully-written message aimed directly at your key external audience. Hopefully, your best writer willingly accepts the assignment because s/he must produce language that is not merely compelling, persuasive and believable, but clear and factual if it is to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

As you consider those communications tactics most likely to carry your message to the attention of your target audience, you’ll be pleased to discover that there are many waiting for you. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

Keep in mind that the method by which you communicate your message will bear heavily on its credibility, which is always fragile. That’s why you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases.

As you measure the headway made in moving key audience perception, it will become clear that a second and comparative perception monitoring session will be needed. Those data will comprise your first progress report. Fortunately, you can use many of the same questions used in your benchmark session. But now, you will be watching for signs that the bad news perception is being altered in your direction.

First-aid may be needed if momentum slows. And that suggests speeding up matters by either adding more communications tactics and/or increasing their frequencies, or both.

Maintaining control of your unit’s public relations will confirm that, in fact, you really ARE doing something meaningful about the behaviors of those important outside audiences of yours that MOST affect the group, department, division or subsidiary you manage.

Then you’ll know for certain that public relations is working well for you. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1250 including guidelines and resource box. Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published over 200 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net Visit:http://www.PRCommentary.com

Publicity is obtaining editorial coverage or features for your business. Publicity is getting your business reported as news. Examples of publicity are newspaper and magazine articles, radio and television interviews and Internet forums and much more. These are just a few reasons you should consider letting your business tap into the power of publicity.

1. Effective – Publicity has been proven to be 10 times more effective than traditional advertising. Your customers believe what they read in the newspaper or watch on the TV news because humans by nature believe what is reported to them as news.

2. Affordable – Obtaining publicity can cost as little as $0 dollars. Business owners can substitute a little time and imagination for money or hire publicity professionals, many of which have very affordable rates when compared to advertising.

3. 3rd Party Credibility – Having reporters write about your business in a news format gives your business 3rd party credibility that’s extremely valuable. Anyone can sing their own business’ praises, but getting respected people in the media to do it provides a type of credibility that ads and money just can’t buy.

There are numerous other reasons to use publicity. Next time you are looking for a new way to get the word out about your business, consider tapping into the power of publicity.

About The Author

Jenna Roman co-owns and operates JR Publicity, an Englewood, NJ-based public relations and marketing company with her husband, Josh Roman. For additional information, visit www.jrpublicity.com.

info@jrpublicity.com

As public relations is an inexact science, it is difficult to document results. However, it is commonly known that editorial information has, by far, more credibility and impact than paid-for ads. Printed matter in a periodical implies that the periodical endorses the issue being referred to in the article.

A public relations program consists of four components:

1) A Press Kit - A kit must be supplied to the media

2) Editorial Information - Supply all existing information from which the editor may choose portions to print to inform his/her readers. Any insights or perspectives or new information is both usable and useful.

3) Press Releases - Include all information which will inform the public about new products, new lines taken on at a later date, personnel changes, expansion or other news.

4) Product Release - Provide photos with descriptions (not prices!) of particular products and their applications and benefits. Follow-up phone calls should be made, to "confirm" that the material was received. Also, as best as possible, "get to know the cook." You are more likely to be contacted for a round-up article or specialty piece (as an expert) if you are known and have been cooperative in the past.

Don’t: exaggerate, abuse the situation, offer to run ads if editorial is placed, or badmouth the competition. Since over 40% of most periodicals’ copy comes from unsolicited sources, your contributions are usually welcome.

Make up a press kit. Develop newsworthy articles to offer. Do not abuse the situation. Set up a meeting with the "cook."

Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.

Go to: http://www.more-new-customers.com to get free copy of "Marketing to Men vs. Women- the 8 different responses" and a Free copy of "Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business."

It’s hard to imagine a reporter working today who doesn’t regularly visit “official” company websites. And it’s hard to imagine just how much those websites have improved reporters’ lives.

Instead of calling a company for more information and waiting days for their press pack to arrive, reporters can now get the information they need in minutes with a few clicks of a mouse.

The above two paragraphs are obvious – so obvious, you might think, that they’re barely worth mentioning. But a quick glance at corporate and nonprofit websites reveals that many companies and nonprofits are missing a golden opportunity to sell their stories.

Most websites are good about posting their latest news and press releases. Reporters come to the site, see what’s already been announced, get what they need and leave.

But a few very clever websites are also using those visits to plant seeds for future stories with reporters. They “soft pitch” them on general themes or trends – not specific stories, but unique angles – from which reporters can tell a larger story.

The Urban Land Institute, a Washington, DC based nonprofit specializing in land use issues, does this particularly well.

In their online “News” section, the group maintains a “Leads, Tips, and Ideas” file for reporters. They view each reporter’s visit as an opportunity to encourage them to write more than a single story about their group.

For example, ULI recently suggested in its “Tips” section that reporters cover land use issues from the perspective of Generation Y, that 73 million person block of Americans born between 1979 and 1994. That young generation is forcing housing and entertainment developers to change their strategies to accommodate Gen Y’s desires. As a result, developers who understand their needs are thriving; those who don’t are at risk.

“These tips are a great way to raise our visibility with the media,” said Trisha Riggs, ULI’s Director of Communications. “The Generation Y tip has resulted in some several news stories.”

Ms. Riggs hopes these tips will result in news stories, but says another purpose is to draw the media to their website regularly and remind them that they’re available to help.

In addition to posting the news tips online, Riggs says, “We send them out to reporters at least once every two months by e-mail.” Those e-mails also often result in increased coverage.

How can you develop tips? Ask your staff to notify you when they write a new paper, serve on a panel or give a speech. You’ll likely hear about an emerging trend, threat, or compelling fact that would be interesting to a reporter.

These tips have one additional benefit. Your company’s issues are often “important,” but don’t have that extra something that pushes them into the world of the “newsworthy.” But tips make a nice outlet for important stories, even those that lack an immediate newsworthy element. They may not always result in a big feature story, but they may be included as a small part of a story a reporter is already working on.

Give reporters regular tips and they’ll have a good reason to be a repeat visitor to your website. And the more they know about you, the more stories they’ll write about you.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information and to sign up for free monthly media relations and media training e-tips, visit http://www.PhillipsMediaRelations.com

The easiest way to find out what a particular reporter prefers is simply by asking. You can make a phone call and find out for sure what the best method of delivery will be. This also gives you an opportunity to give the person a "heads up" that they will be receiving a press release from you.

This isn’t the same as following up (which as mentioned earlier, you shouldn’t do), and people won’t get annoyed so long as you don’t start trying to convince them over the phone that your press release is a "must read."

Stay professional and be confident that if you have followed the steps outlined above, chances are you will get a positive response.

Quick Tip: Should you decide to send your press release in e-mail format, send it directly in the body of the e-mail. Do not send attachments! Many people won’t even bother opening them, and some e-mail programs will delete them automatically.

Should you decide that fax. or snail mail is the best choice, make sure that you use a legible font. There is absolutely no need to use fancy, ornate fonts. A clear and easy-to-read lettering will be best.

And if you are mailing your press release, don’t fold the paper like it is a letter. Make sure that the first thing the reporter will see is your heading and headline. This will let them know right away what they are dealing with.

Final Thoughts:

If you find yourself tempted to stray from these basic rules for formatting your press release, take a moment to think about the over-tired, over-worked reporter who will be reading it. Their time is limited, their patience is short, and their garbage can is close at hand.

Press releases can be an extremely powerful marketing tool if:

1) You strategically plan your angle so that it’s interesting and unique,

2) Your message is short, sweet, and to the point, and

3) Your formatting adheres to industry standards.

If you can successfully combine these three key things, then you’ll capture media attention that can easily swing your sales - and public awareness of your business - into high gear.

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