To begin with, we must note that we consider the terms “press release” and “news release” as interchangeable. A little research revealed that the most commonly used term is “press release.” Therefore, that is the term used throughout this handbook.

A press release is an announcement that informs the media about upcoming special events, personnel matters (e.g., hiring, promotions, retirements, etc.), medical breakthroughs, major technological advancements, an important organizational function, a variety of causes (like the American Heart Association), or is meant to build someone's or some organization's image. They can be mailed, faxed, e-mailed or hand-delivered to the various media outlets in your area and beyond.

The purpose of a press release is to get information about your event or cause into the newspaper, on the radio and TV, and into the public's eye. Much like a public service announcement, a press release gives the newspaper/radio/TV station information for it to process and distribute to the public. Reporters often rewrite and condense information from press releases to fit into the newspaper's or radio station's calendar or upcoming events section. Often the media will call the contact person(s) included in the press release for additional information. However, sometimes it's just not appropriate to use a press release.

When A Press Release Isn't Appropriate

You should never use a press release in place of an advertisement for your product, service, or organization. A press release must be newsworthy in the eyes of the media source to which you are sending it. The newspaper editor or news director of the television station should not read your press release and simply perceive it as a glorified ad dressed up to look like a press release. Here is an example of an announcement that would be considered an advertisement by the media:

Linda, Kathy, and Sue Anderson have three things in

common: they are all sisters; they are all blind, and they are

all accomplished custom jewelry makers. They custom

design jewelry such as rings, necklaces, and earrings from

precious stones and other materials. Their elegant artistic

designs can be seen and purchased from their website:

www.blindjewelrydesigns.com.

Your press release must be considered newsworthy and of interest to a large number of the readers, listeners, or viewers. Again, look at these three basic types of press releases: 1) announcements of coming events or major personnel matters (e.g. a concert being performed by your organization that is open to the public, or personnel matters like hiring several new people, key promotions, retirement of an important person in your organization, etc.); 2) information regarding a cause (e.g. a major fundraiser to raise money for surgery to restore a blind child's eyesight), or 3) information that is meant to build or effect someone's or some organization's image (e.g. the Ajax Association of the Blind is holding a press conference Monday to respond to the charges of discrimination against its deaf-blind members). If your press release does not fall into one or more of these types, and if it is not genuinely newsworthy, then it probably is not a legitimate press release, and you should seek other avenues for coverage and distribution.

Here are some more specific examples (listed by type):

Type One: Announcements of Coming Events or Major Personnel Matters

The Arizona Council of the Blind will hold its annual

convention May 2-3 at the Phoenix International Airport

Hilton Hotel.

Dining in the Dark declared a huge success by Barbara

Ross of the Florida Council of the Blind

Dr. John Jones will retire from the Laser Eye Center at the

end of May. Taking his place will be his son, Dr. John Jones

Jr.

Type Two: Information Regarding a Cause

The Metro Lions are holding a “Walk-a-Thon Pledge Event”

Sunday afternoon to help raise money for Janet Williams, a

10-year-old girl who needs costly surgery to restore her

eyesight.

Volunteers are needed to assist with the 4th Annual Blind

Fishing Tournament to be held at Coldwater Lake on June

15 beginning at 7 a.m. All proceeds will be used to support

the SeeMore Institute.

Several members of George Washington University's Delta

Gamma sorority assisted members of the American Council

of the Blind during ACB's annual legislative seminar Feb. 13,

2008.

Type Three: Information Meant to Build or Affect Someone's or Some Organization's Image

The Christian United Blind of Mountain Top is changing its

name to the United Blind of Mountain Top, dropping the

word “Christian,” to indicate the organization is open to

people of all faiths and beliefs.

With the vast expansion of the Small Business Incubator

Center, Robert Bell, owner of Bell's Coffee Shop,

announced he is changing the name to the Dinner Bell and

he will extend his restaurant's hours and selections to

include Happy Hour from 4:00 to 5:00 and dinner from 5:00

to 8:30, beginning June 10th. Bell says, “I think this change

will better fit the new image we want to project to our

patrons.”

Mayor Jim Smith has proclaimed January 4 as Braille

Literacy Day. Local blindness organizations will have braille

books and other items on display from 10 a.m. to 4 p.m. at

the Smithtown mall. You can even get your name in braille!

In summary, is your item an announcement of a coming event, or a personnel matter? Does it try to further ACB's or your chapter's image or cause? If so, then a press release would be appropriate.

However, if it is an expression of an opinion concerning an item in the newspaper, then a letter to the editor of that paper would be the correct thing to do. If it were expressing dismay at the content of a particular television show (for example, “Extreme Makeover: Home Edition”), then a letter to the station's headquarters (in this case, ABC in New York) would be most appropriate.

But what if it concerns an ad you saw on TV or heard on the radio? This is where things become a little trickier. If it were you, personally, expressing an opinion on the ad, then no, a press release would not be appropriate. However, if it were your state or special-interest affiliate expressing its concerns and trying to educate the public as to the inappropriateness of the ad because it insinuated something negative about blind people, then yes, a press release would be appropriate.

If you ever have a question about the appropriateness of a press release versus a letter to the editor, or whether a press release is warranted at all, you can always contact the ACB national office or the chair of the PR committee for his/her recommendations and assistance.

The Impact and Power of the Press Release for ACB

Remember, we are a grass-roots organization, and our power comes from our members, our affiliates, and our chapters. As of this writing, there are over 70 active ACB affiliates (state affiliates and special-interest affiliates combined), and within those affiliates, there are over 300 chapters. Let's look quickly at the math. If 70 affiliates averaged just two press releases a year, this would be 140 press releases going out to mostly local media each year. This is nearly 12 press releases each month, and that doesn't even take into account the press releases going out to the national and local media by our national office. Think of the impact that ACB would have if those kinds of numbers were a reality! ACB would be recognized across the entire country as the largest, most powerful voice representing this nation's blind. Whenever a blindness-related issue came up, and the media needed more information, ACB and its affiliates and chapters would be the first source the media would think of as the most knowledgeable source of information! Certainly your organization has two or more events each year worthy of a press release. A fairly exhaustive list of press release opportunities appears in chapter four.

Chapter Two

Writing Press Releases the Media Will Love!

Characteristics of a Good Press Release

A good press release should focus on a single message. A poor press release will often attempt to cover two, three, or more topics, rather than staying focused on a single issue. While, in general, short press releases are preferred over long ones, the key is that the press release needs to be long enough to convey the message. Thus, some press releases can be written sufficiently in two or three paragraphs, while others may take two or three pages. There is no set length for a good press release.

No matter how short or long your press release is, it must immediately capture the reader's attention and entice him/her to continue reading for more information. The headline and the first paragraph must grab the reader's attention and spark his/her interest. It is much like the often referred to AIDA formula in advertising: attention, interest, desire, and action. Your press release must gain the reader's attention, arouse his/her interest enough to stimulate his/her desire for more information, and then cause the reader, e.g. newspaper editor, to act by calling for even more information, an interview, and/or publish the essence of the press release in the paper or give it some air time in the case of radio or TV stations.

Your press release should use easily understood words and simple, short sentences and paragraphs. A common mistake is to use too many adjectives or descriptive words.

It is crucial that your press release have significant news value. The message focused on by your press release must be of interest to the reader's audience. The newspaper editor, for instance, is only interested in publishing the information conveyed by your press release if it will be interesting to his/her readership or at least, to some fairly large portion of them.

Your press release should always follow what is referred to as the inverted pyramid format. This means that you should place the most important, attention-grabbing information first. You must have a strong lead, i.e. headline and first paragraph. You must include who, what, when, where, why, and how. Subsequent paragraphs should expand upon the main point of the press release. Whenever possible and appropriate, you should use quotes from key people of influence (such as the president of your affiliate, the president or executive director of ACB, etc.) or people affected by the main issue of the press release. It is good to incorporate opinions and ideas, even if controversial, and explain rationale for actions or reactions. You should avoid trite or overused expressions, such as “the blind leading the blind,” or “jumped out of the fire and into the frying pan,” etc.

You should always strive to use clear, easy-to-read and concise language. Ideally, your sentences should not exceed 15 words, averaging six letters each, and your paragraphs should not exceed four lines, totaling 30 words per paragraph. Again, this is an ideal. The truth is that almost no press releases follow this rule, but it is something to shoot for when writing your press release!

Always, always, always check and double-check for correct sentence structure, spelling, and clear meaning of what you are trying to say. It is a good idea to write your press release, set it aside for a day or two, if you can afford the time, and then go back and read it again. You will be amazed at what you spot that needs editing and changing that you completely missed when you first worked on the release. When you think it is perfect, give it to someone else who you know to be a good, competent writer and who has knowledge of what goes into a strong press release. Again, you will be surprised at what a second person will spot that you missed.

Press releases can be distributed either in hard copy format or by e-mail or both. All hard copies should be typewritten (printed out on a good quality printer), and double-spaced. You should, of course, print only on one side of the sheet, not front and back. If more than one page, the word “continued” should be placed at the bottom right of each sheet, unless it is the last page. The end of the press release should be indicated with three number signs (###), centered at the bottom of the last page.

Always remember to include a name and telephone number for a contact person who is very familiar with the central message of your press release in case the reader wants more information. Whenever possible, it is best to supply a toll-free telephone number for the contact person. You should indicate a release time. Often, the words "For Immediate Release" appear at the top of the press release. However, if the release date is not immediate, you need to supply the reader with the desired release date.

The Effective Press Release Formula

All press releases follow the same general format, but there is no one precise formula or format that every single press release follows. Here is the general formula, followed by some examples that demonstrate slightly varying formats.

At the top, aligned left in bold print, should be the words "For Immediate Release." The exception to this is that if the information should be released at a later date, say, in a week or a few days, and you are just giving the editor and/or news director an exclusive or "scoop" on the information being divulged by your press release. Place a blank line underneath the words “For Immediate Release,” then include the contact information on the next lines. This information is extremely vital. You need to include the name of the contact person, the name of your affiliate, chapter, or the ACB, your phone and fax numbers, including preferably a toll-free number (or ACB's numbers), an e-mail address, and your web site's URL.

Next, you should follow what is referred to as the inverted pyramid format when writing your press release. The inverted pyramid starts with and builds from a broad base. Place the most essential information at the top, in the very beginning, i.e. the short, attention-grabbing headline followed by the interest -arousing first paragraph.

The initial paragraph normally begins with the city, state, and date (e.g. LOUISVILLE, Ky., July 12, 2008 --). You should regard the first paragraph as the base of the inverted pyramid that tells the who, what, when, where, why, and how of your press release. You need to include the attention-grabbing hook or most salient points, followed by the related facts.

Your subsequent paragraphs will include additional information such as quotes from key people, the impact the issue will have on your members and/or the editor's/news director's target audience, especially any benefits to be gained from the issue. For instance, a press release about the importance of making web sites accessible should include how such accessibility can be helpful to everyone who uses them, not just blind people.

The final paragraph(s) of your press release should be a summary of the salient points you made in your earlier sections, stating it a little differently.

Wrap up your press release with a paragraph describing your affiliate or chapter, followed, again, with the full contact information, such as: “For more information, call, write or visit: telephone number, fax, e-mail or web site.” Then, you should go down three or four lines and place three number signs (# # #) indicating the end of your press release. If your press release is longer than a single page, you should place "-- continued --" at the bottom right of each page, except for the last page. Then indicate the end of your press release with # # #. Here is the general formula, but remember, this may vary slightly from press release to press release, depending upon the situation, the nature of the information, etc.

***

For Immediate Release

Contact person

Name of affiliate or chapter

Address

Telephone numbers

E-mail address

Web site URL

Headline

CITY, State, Date -- Summary of what the release is about, two to three lines long.

Photo Here (optional)

Lead paragraph - Answer who, what, where, when, how and why

Subsequent paragraphs: text -The main body where your message should fully develop with most important facts first.

Affiliate or chapter summary - Information about your organization, e.g. services and information to help establish your knowledge and credibility.

Contact:

Contact person

Affiliate or chapter name

Telephone numbers

E-mail address

Web site URL

###

***

Sample press releases that got results

Below is an example of a press release that was used by a local ACB chapter that resulted in coverage by most all of the local media, TV, newspaper, several radio stations, and even several local "calendar of events" listings.

For Immediate Release

For more information, contact:

Dr. Ronald E. Milliman

South Central Kentucky Council of the Blind

Telephone: (270) 782-9325, 1-800-996-7356

E-mail: ron.milliman@wku.edu

Web site: http://www.sckcb.org

Free Showing of the Audio-Described Movie ‘Ray’

BOWLING GREEN, Ky., Oct. 2, 2007 -- There will be a free showing of the movie "Ray" at Western Kentucky University on October 8, beginning at 7 p.m. in the Mass Media & Technology Hall Auditorium, Room 166.

Ronald E. Milliman, Professor of Marketing, and the South Central Kentucky Council of the Blind (SCKCB) are inviting all WKU students, faculty, staff, and the general public to attend a FREE showing of the audio-described movie “Ray” in celebration of Disability Month and to inform people about blindness. Audio description is an additional narration that describes all significant visual information, such as body language, facial expressions, scenery, action, costumes -- anything that is important to conveying the plot of the story, event or image.

The celebrated film about the blind rhythm-and-blues singer Ray Charles traces his career from his early days as a poor musician in the segregated South to his rise to fame as one of the most influential musicians of his time. Jamie Foxx plays the title role in this biopic about Ray Charles (1930-2004). Ray Charles' singing voice is heard on the musical numbers, which include: "What'd I Say," "Unchain My Heart," "Hit the Road, Jack," and "Georgia on My Mind." The movie concentrates on Charles' life from the late 1940s to the mid-1960s, showing his experiences with discrimination, his marriage to Della Bea, his womanizing, his drug usage, recovery from his drug addiction, and his experiences in the music business. Nominated for six Academy Awards, including Best Picture, and winner for Best Actor (Jamie Foxx), “Ray” has been a hit both with critics and at the box office.

Dr. Ronald E. Milliman is a blind professor of marketing at WKU and an officer in the South Central Kentucky Council of the Blind, a locally based organization of the blind that promotes public education about blindness and is a major resource for blind and low-vision people for obtaining assistance in coping with their blindness or low-vision challenges, parents of blind or low-vision children, and people of all ages who are losing or anticipate losing their eyesight. The SCKCB is affiliated with the American Council of the Blind, based in Washington, D.C.

For more information about blindness, the South Central Kentucky Council of the Blind or the American Council of the Blind, contact Dr. Ronald E. Milliman, (270) 782-9325, 1-800-996-7356, e-mail ron.milliman@wku.edu, or visit http://www.sckcb.org.

# # #

Here is another example. This press release follows a slightly different format, but basically, the same general formula:

For Immediate Release

January 29, 2008

For more information, contact:

American Council of the Blind (ACB)

1-800-424-8666

Blind Voters from Nearly Every State to Meet with Their Legislators in Washington

Over 125 people from all over the United States are expected to attend the American Council of the Blind's (ACB) Legislative Seminar in Washington, D.C., February 10-13. The purpose is to establish a relationship with our lawmakers and to make them more aware of important issues faced by blind and low-vision people. For instance, the United States is the only developed country in the world that does not have paper currency that can be used independently by blind people by touch. Blind people are concerned about the increasing number of electric cars that are so quiet they cannot be heard by a blind person. "These, among others, are important issues we need to take up with our legislators in Washington," says Dr. Ron Milliman, chair of the ACB public relations committee. ACB members will meet with representatives on the Hill Tuesday, Feb. 12.

The Legislative Seminar will be preceded by an ACB Affiliate Presidents' meeting February 9-10.

The American Council of the Blind is the largest consumer-based organization of blind and visually impaired Americans advocating for the rights of blind Americans. Comprised of more than 70 affiliates across the entire United States, the organization is dedicated to making it possible for blind and visually impaired Americans to participate fully in every aspect of American society.

For more information about the American Council of the Blind, and the issues it supports, visit www.acb.org or contact Melanie Brunson, Executive Director, American Council of the Blind, 1155 15th St. NW, Suite 1004, Washington, DC 20005 or phone (202) 467-5081 or toll-free, 1-800-424-8666.

###

For Immediate Release

January 17, 2008

For more information, contact:

American Council of the Blind

1-800-424-8666

ACB Finds Success with Structured Negotiations

WASHINGTON -- In 2007, the American Council of the Blind (ACB) collaborated with other disability organizations in signing three important new agreements using structured negotiations instead of litigation. Structured negotiation is a collaborative process of resolving disputes that encourages cooperation between and among the affected parties, without requiring formal, time-consuming, and costly litigation. It focuses upon peaceful settlements, rather than confrontation.

1) A landmark agreement with San Francisco required the city to spend at least $1.6 million over two and a half years equipping all crosswalks of at least 80 intersections with accessible pedestrian signals (APS).

2) Radio Shack signed an agreement addressing the accessibility of the company’s web site and retail stores. The agreement requires installation of at least one tactile point-of-sale (POS) device at every Radio Shack store in the United States. The devices have already been installed in over 5,000 stores.

3) 7-Eleven signed an agreement requiring installation of POS devices with tactile keypads in over 6,000 7-Eleven stores across the country.

4) Banks continue to install Talking ATMs pursuant to agreements reached as a result of structured negotiations. The banking industry is also at the forefront of on-line accessibility in the private sector. ACB continues to monitor settlement agreements providing for alternate formats, like braille, since accessible financial information is a guaranteed right under federal and state law. Such achievements using structured negotiations have the potential of impacting millions of blind people. According to the American Foundation for the Blind, roughly 75,000 Americans become blind each year, and there are an estimated total of 1.3 million blind people currently in the United States.

For more information about the American Council of the Blind, and the issues it supports, visit www.acb.org or contact Melanie Brunson, Executive Director, American Council of the Blind, 1155 15th Street NW, Suite 1004, Washington, DC 20005 or phone (202) 467-5081 or toll-free, 1-800-424-8666.

###

Here is a press release got considerable coverage by the media.

For Immediate Release

Bay State Council of the Blind President Quoted On ‘Meet the Press’

WASHINGTON, Dec. 17, 2007 -- Bob Hachey, President of the Bay State Council of the Blind (BSCB) located in Waltham, Mass., an affiliate of the American Council of the Blind, was quoted by Tim Russert on “Meet the Press” this past weekend. In an interview with Mitt Romney, Republican candidate for president, Hachey was quoted to say that Romney's name was "Fee-Fee."

Later, when asked to elaborate upon what he meant, Hachey stated that when Romney was governor of Massachusetts, he increased fees levied on blind citizens and other disadvantaged constituents, rather than increasing taxes on the more affluent citizens of the state. Hachey pointed out the regressive nature of Romney's approach to balancing the budget. He stated, at the time, “that perhaps we could send Governor Romney a French poodle in recognition of the new fees and fee increases in this budget.” Hachey jokingly suggested that the poodle could be appropriately named “Fee-Fee.” He further clarified by expressing concerns about service cuts and proposed increases in fees. He also expressed concerns about a governor who seemed more concerned with tax cuts for the wealthy than providing services to persons with disabilities.

Mitch Pomerantz, president of the American Council of the Blind, was quick to point out that ACB does not endorse, support or oppose any particular political candidate, and that they all have their individual strengths and weaknesses.

Bay State Council of the Blind is an affiliate of the American Council of the Blind (ACB). The American Council of the Blind, founded in 1961, is the nation’s leading membership organization of blind and visually impaired people. ACB has 51 state and regional affiliates and 20 national special-interest and professional affiliates. ACB and its many affiliates strive to improve the well-being of all blind and visually impaired people by: serving as a representative national organization of blind people; elevating the social, economic and cultural levels of blind people; improving educational and rehabilitation facilities and opportunities; cooperating with the public and private institutions and organizations concerned with blind services; encouraging and assisting all blind persons to develop their abilities and conducting a public education program to promote greater understanding of blindness and the capabilities of blind people.

American Council of the Blind

1155 15th St. NW

Suite 1004

Washington, DC 20005

(202) 467-5081

(800) 424-8666

Fax: (202) 467-5085

http://www.acb.org

Melanie Brunson, Executive Director: mbrunson@acb.org

###

Using Boilerplate Copy

You can use some of the same "boilerplate" copy in nearly all of your press releases. For instance, all of the ACB press releases we write and send out at the national level contain some of the same wording when describing ACB, as you can see from the examples shown in this chapter previously. Here is an example of boilerplate copy that we use:

The same, or very similar, copy is used at the bottom of all of our press releases. Here is another example of boilerplate copy that is used by the South Central Kentucky Council of the Blind, but it could be very easily edited and adapted to fit your affiliate’s or chapter’s needs and situation:

The South Central Kentucky Council of the Blind (SCKCB) is a locally based organization of the blind that promotes public education about blindness, and is a major resource for blind and low-vision people for obtaining assistance with coping with their blindness or low-vision challenges, parents of blind or low-vision children, and people of all ages who are losing or anticipate losing their eyesight. The SCKCB is affiliated with the American Council of the Blind, based in Washington, D.C.

For more information about blindness or the South Central Kentucky Council of the Blind or the American Council of the Blind, contact:

Dr. Ronald E. Milliman

(270) 782-9325

1-800-996-7356

E-mail: ron.milliman@wku.edu

Web site: http://www.sckcb.org

Such boilerplate copy will save you time and make your writing of a press release much quicker and easier.

If you have questions concerning what is appropriate for a press release, or if you need assistance in writing a press release, you can contact our Washington office or the chair of the PR committee.

Chapter Three

Getting Your Press Release Distributed

Up until this point, we have focused on the need for and creation of a press or news release. This chapter focuses on the distribution of a release and any other pertinent information to the media. It’s estimated that 70 percent of news comes from sources outside of the traditional media sources. The majority comes to media channels in the form of press releases. These press releases are then picked up, reported on, and delivered to the public as news.

Distribution of a press release can vary depending on the subject of your release. Is the news national, regional or local? What is the most appropriate channel of distribution: e-mail, mail, fax, or telephone? Effective press release distribution does not require an in-depth knowledge of press release distribution channels, techniques or experience in handling the syndication process, but it does require organization, consistency, open and regular communication and the ability to plan in the long term.

Your Team

A press release may be written by a single individual or by a small group. For effective ongoing distribution of news about your affiliate or chapter, having a team of individuals, led by a state-level organizer, can make a significant difference as opposed to a single PR person. For instance, you could have a key person responsible for creating press releases in each of your chapters. You could also have a key person responsible for writing and distributing press releases in your affiliate. Together, they would form your affiliate’s press release team.

One of the most critical elements in the effective distribution of a press release is networking and building relationships with various media outlets. A team approach can significantly ease the burden; this is especially important when attempting to publicize wide-reaching events such as a state convention.

Building a Media Distribution List

One of the first steps for successful placement of press releases is building a targeted media list or database. This is a critical tool, and if it is updated regularly, it can be invaluable to your affiliate for years to come. The best way to build your list or database is to carefully track media publications and shows (both radio and television), and to identify reporters and media outlets who would be interested in your story.

Some points to remember in creating the initial list is to keep in mind the different available media outlets and also the specific format they tend to follow. This list should be as broad as possible and contain as much information as would be pertinent for future press release opportunities. That means that this is not just a list of names, e-mails and contact numbers, but also should include notations of their specific area of interest, e.g. technology, disability-related, or even just general community interest material. We have provided a possible list of media outlets to help jog your thought process when considering potential sources to distribute your press release to at the end of this chapter. It includes suggestions for a variety of media outlets to include on your media list or database. In addition, having the information organized by the type of media, by region and/or interest area may be useful for more targeted distribution efforts.

Your database should include not only outlets such as print newspapers and magazines, or television channels and radio stations, but also the particular contacts within those outlets and journalists and reporters who have an interest in issues that parallel your organization’s interests. You can call the media outlets to get the phone, e-mail and fax number of the journalists you would like to add to your list, or do a little online research to find the information. We have also included a sample of information that might be included in your media list or database at the end of this chapter.

The goal is that over time you will create a network of contacts and relationships for distribution of your press releases that are interested in what you have to say. Keep in mind, outlets like “The Los Angeles Times” receive over 3,000 press releases a week. So a personal relationship with the media, especially your key media contacts, can make the difference between a press release languishing or attracting attention and being printed or aired. Even though some so-called experts advise against calling your key media contacts before sending out your press release, our experience has shown the opposite to be true. Especially in smaller cities and towns, a personal phone call to the editor of the prime newspaper in your area or news director of the local TV and radio stations will usually produce much better results than if you just send them your press release without any prior communications on your part.

For example, recently, when the federal court decision came down favoring the ACB’s position against the U.S. Treasury concerning the need to make our paper currency accessible, our personal contacts with the networks, the news wire services, and contacts directly with newspapers, TV, and radio stations across the country achieved nearly a 90 percent coverage from the sources we contacted. This resulted in numerous personal interviews by the media with our Washington staff; our president, Mitch Pomerantz; the chair of the public relations committee, and other ACB members. Without those initial personal contacts, it is very doubtful that we would have achieved nearly as much coverage. What is even more amazing is that we received this level of results when we were competing with major news stories like the Kentucky and Oregon Democratic primaries, and the tragic news that Ted Kennedy was found to have a malignant brain tumor. The personal contact definitely helps you get results.

Methods of Getting Your Press Release Distributed

Although there are now many ways that information can be distributed -- television, radio, print news, online -- there are still only a few ways to contact those media outlets. Rather than discuss the methods of distribution, this portion of the chapter will address the various alternative methods of dissemination of your press release to the media outlet.

Online

According to PRWeb, “More than 27 Million People Use Yahoo News and Google News” for one source of their daily information. Approximately 92 percent of journalists do their article research on the web. Making sure that your press release is available on your website gives you an additional opportunity for publicity. It makes it easier for media members to find the information you want them to see if you have a specific link for press releases on your web site. The press page should include both links to recent and less recent press releases.

E-mail

In today’s electronic world, many media outlets prefer that you contact them via e-mail for press releases. There are numerous web sites that promise to provide e-mail addresses and faxes for editors and publishers and many more that provide services to forward your press release to a variety of media outlets. As a cautionary note, although some of these providers may be legitimate, many of these services are sending unsolicited e-mail, which might be perceived as spam by the recipient. Be careful that you send a press release only to those with whom you have an existing relationship or whom you have confirmed is the appropriate contact. While sending a press release via e-mail seems simple and easy, here are a few very important rules you should remember:

1) Make sure your e-mail is being sent to the correct

person. Get the e-mail addresses for your key contacts and contributing editors from the media outlet’s website or by calling on the phone and asking to whom your press releases should be directed. If the number of contacts is overwhelming, find the e-mail of an editorial assistant; it's the assistant’s job to track the journalists’ beats.

2) Do not send any e-mail that is addressed to multiple individuals. Many editors and news directors will

automatically delete such a posting. Every journalist is

equally important, and it is how you handle communications

and your relationship with them that will determine your

success.

3) All e-mails should be sent as a plain text file.

4) Include a signature file with full contact information.

5) Do not send any attachments, unless the recipient requests

your press release in a particular format and expects it as an

attachment. In today’s world of Internet viruses, an

attachment is unlikely to be opened, and your entire

message will probably be deleted unread. If you need the

recipient to access an exceptionally large file, you

should point him/her to a URL or link on your web site

where it can be downloaded.

6) You should always use meaningful subject headers.

Avoid generic titles like “Press Release” or “From

ACB Media Office,” and avoid any titles that utilize

symbols such as the exclamation point, dollar sign or

“at” symbol, that can be mistaken as spam.

7) Do not use generic or free e-mail accounts such as

Gmail, Hotmail, Yahoo Mail, or AOL’s Webmail. It looks

very unprofessional.

Telephone

For initial contact with any media outlet, the telephone

is still the reliable standby. It is the most effective means to inquire as to whom is the best person to address press release information and to initiate what can be a long and productive relationship between your organization and local important media contacts. However, there are a few rules to keep in mind when contacting media outlets via telephone:

1) If you are forced to leave a voice mail message, begin your message with your name and phone number. You should not require your contact person to listen to your entire message to find your contact information.

2) When returning a phone call, identify yourself as completely as possible, e.g., “This is Brenda Dillon from the American Council of the Blind. You left me a message regarding our state convention, and were interested in including our community blood drive in an upcoming story?”

3) Voice mail is a very poor format for providing press

release information and should not be used for that

purpose. Voice mail should only be used as a support

method, but not as your main means for communicating

important press release information. If your message is

very long, it is best to send it via e-mail as opposed to a

long and potentially confusing voicemail.

Fax

Faxing is probably the simplest method for transmitting

your press release. Many, if not most, newspapers, television and radio stations have a fax number for press releases and your written release can usually be sent without difficulty. As stated earlier, it is very important to include in your press release how your announcement will impact the medium’s target audience, i.e. readers, listeners, or viewers.

News Wire Services

News wires distribute press releases directly to editors and other media outlets; many also publish the releases on their web sites. It is important to note that many of the wire services can be expensive, running approximately $300 to $600 per release. They have the advantage of immediately reaching a broad range of media outlets across the country. However, for most local and regional events, this can be an unnecessary expense and can prevent you from taking advantage of local relationships.

However, if you are interested in using some of the free

news service providers, you need to keep in mind the caut