MEDIA RELEASES
Effective Media Releases
Too often writers, even successful ones, ignore their Author Media Relations. When I have been involved with organizational public relations, I have actively interacted with media professionals personally and through media releases. There are two reasons why I have been effective in that work. First, I have made sure that I have offered my media contacts coverage of newsworthy events. Second, the unique style of my Media Releases is appealing to many journalists and broadcast media commentators who are short on time.
The following sample media releases are modifications of materials I designed for a Tucson event. While most tutorials for press release composition preach providing lengthy text, I have found that when lengthy text is submitted to the media, the more likely it will be edited in a manner that may be disappointing. Of course, the media is always interested in truly newsworthy events, described in multiple paragraphs referencing multiple persons (including performers and special guests). If the copy you submit is eye catching it can demonstrate the worthiness of media coverage during the event!
I have found that unless you have established a relationship with the editor or writer of a column, the more you give the media, the less likely it is that they will publish what you have submitted. If you’ve ever been disappointed by news coverage, you know what I mean. Even when the facts are published, the verbiage often lacks the style and energy you intended. Also, I recommend that while media organizations may request email communication, sending hardcopy in addition to electronic distribution can ensure a greater number of staff at the media outlet will see your message.
Media relations for authors and other creative professionals can be particularly demanding. Unless you are a well-known person, it can be difficult to gain media attention without representation from a public relations firm. If you have a best selling book, have won noteworthy literary contests, or are a featured participant in a newsworthy event, you may already qualify for a seat at the table of a news commentator. While you may not be named in a headline, even a listing in a sub-headline and a quote as a spokesperson can provide attention that will generate sales of your work, as well as future media attention. The best thing that a an author or artist can do is to take advantage of every opportunity you have to meet and interact with members of the media, regardless of their position as a freelancer or staff member of an media organization.
In terms of submitting hardcopy of press releases, use a layout with one-and-a-half or double-spaced line format and printed on the contact person's stationery, especially if their data differs from the event's sponsor. By being sensitive to the demands placed on media outlets and providing broadcast media with releases in an industry-friendly format, you enhance your opportunities for a positive response and enthusiastic coverage for the next event you promote! To accurate in your outreach to newspapers, magazines, etc. take the time to research their specific directives. Once you have achieved success in one promotional project, you will be set to repeat the process…but don’t forget to thank anyone, especially a member of the press, who has aided you! I can testify that members of broadcast media are especially grateful if they do not have to write copy from jumbled text that is not readable as is…
General Media Release: For Immediate Release
WHAT: ASIAN ART VISITS TUCSON
A Free Exhibit of Artistic and Spiritual Artifacts from Northern China
WHO: FOR INDIVIDUALS, GROUPS, FAMILIES SEEKING A UNIQUE HOLIDAY EVENT
WHEN: OPENING CEREMONIES, FRIDAY, DEC. 1, 7:00 TO 9:00 P.M.
WHERE: ANY HALL, 123 ANY STREET, TUCSON, ARIZONA
CONTACT: For more information, or to schedule an interview with Dr. Any Man, call (520) 123-4567 or email
or email AnyGroup@anyprovider.org.
Among this year’s myriad Holiday Festivals of Light, will be a unique opportunity to share in a FREE Intercultural Exhibit of beautiful wall hangings, a 10-foot statue of Kuan Yin, and hundreds of artifacts of the Taoist tradition. The event is part of a world tour of over 100 cities across North America, Asia, Russia, and the Pacific Rim. In addition to appreciating the beauty of a distant culture, visitors of every background have noted experiencing a sense of peace, love, and harmony. Regarding a similar show in Phoenix, Dr. Any Man, Founder of Any Group, the sponsoring organization, noted, “It was a life-enhancing experience—almost like visiting an ancient Chinese monastery.” Once the world tour is over, these rare artifacts will be returned to a private collection in London. If you, your family or organization want more information or wish to serve as greeters or volunteers for this celebration of universal love, call (520) 123-4567, or write info@AnyGroup.com, and visit www.AnyGroup.com to learn of other inspiring multicultural events.
Broadcast Media Release: For Immediate Release
WHAT: ASIAN ART VISITS TUCSON
A Free Exhibit of Artistic and Spiritual Artifacts from Northern China
WHO: FOR INDIVIDUALS, GROUPS, FAMILIES SEEKING A UNIQUE HOLIDAY EVENT
WHEN: OPENING CEREMONIES, FRIDAY, DEC. 1, 7:00 TO 9:00 P.M.
WHERE: ANY HALL, 123 ANY STREET, TUCSON, ARIZONA
CONTACT: For more information, or to schedule an interview with Dr. Any Man, call (520) 123-4567
or email AnyGroup@anyprovider.org.
15-SECONDS: Seeking a unique holiday event? See a FREE Exhibit of Asian Art, Fri. to Sun., Dec. 1st to 3rd, Any Hall, 1234 Any Street, Tucson, where you'll see shimmering artifacts beneath beautiful wall hangings and a 10-foot Kuan Yin. Info? Call (520) 123-4567 or visit www.AnyGroup.com.
30-SECONDS: Among this year's holiday festivals of light will be a unique intercultural opportunity. This FREE Exhibit of artistic and spiritual art from Northern China will be Fri. through Sun, Dec. 1st through the 3rd, at Any Hall, 1234 E. Any Street, Tucson. It will include shimmering artifacts beneath beautiful wall hangings and a 10-foot statue of Kuan Yin. During its world tour, the exhibit has inspired a sense of peace, love and harmony. For info or to volunteer, call (520) 123-4567 or visit www.AnyGroup.com.
60-SECONDS: Seeking a memorable holiday event? Among this year's myriad festivals of light will be a unique intercultural opportunity. Enjoy a FREE Exhibit of Art from Northern China, Fri. through Sun., Dec. 1st through the 3rd, at Any Hall, 1234 E. Any Street, Tucson, Arizona. Included will be beautiful wall hangings, a 10-foot statue of Kuan Yin and shimmering artifacts of the Taoist tradition Regarding a similar show in Phoenix, Dr. Any Man, Founder of Any Group, the sponsoring organization, noted, "It was a life-enhancing experience--almost like visiting an ancient Chinese monastery." Once the world tour is over, these rare artifacts will return to a private collection in London. If you, your family or organization want more information, or wish to serve as greeters or volunteers for this celebration of universal love, call (520) 123-4567, email info@AnyGroup.com, or visit www.AnyGroup.com to learn of other inspiring multicultural events.
Make contact with members of the media on a regular basis…
…before you need their special talents.
