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Some General Guidelines In Doing PR

Unless you have a personal contact, you'll probably have to do everything initially by mail, using the appropriate sort of PR release. This will give the person who receives it an introduction to your event or news item; then, you or your assistant can follow up within a few days to a week to make sure the release has been received or send a replacement if it hasn't been received or has been discarded.

This mailing-first approach is usual in PR, because media people are very busy, and most don't like to get phone calls. Also, many don't like to get follow-up phone calls either, although generally, PR people do expect to follow-up on press releases soon after these are sent (usually three days to a week), and these follow-up calls are an important part of the process in the case of trying to arrange for interviews, appearances, feature stories, and news stories. However, when you are trying to get calendar listings or public service announcements, it is not usual to follow up, and most people doing these listings or announcements don't want these calls. They will either use the material you have sent as is or not use it, and your call will usually just be seen as an annoyance. Similarly, if you are going to be quoted as an expert by someone, you just need to wait until someone calls you if they are doing a relevant story after you have alerted the media to your background in this field.

 

Finding Out Whom to Contact

To do your PR outreach, you need current lists of the particular media contacts you want to make and keep your lists updated regularly if you do additional PR, because people move around frequently, especially in radio and television. Also, columns and radio/TV shows and show formats change frequently. So use lists that are no older than a few months old. If you can use the list of someone who is working in the field locally, that would be ideal, since their list may be up to date within weeks of your mailing.

You can obtain lists from several sources:

• A local PR person who makes his or her lists available for sale, though most PR people don't sell their lists. However, contact the Public Relations Society of America (try the White Pages or the Yellow Pages under Public Relations). The head of the local group might have some suggestions about where you can go to contact someone.

• A publisher who puts together lists of media people in your area. This will vary from city to city; generally, you will have better luck in finding such a publisher in a larger city, and there may be organizations of media professionals that put together such a list and sell them. (For example, in San Francisco, an organization called Media Alliance does this, and a local publisher puts together a loose-leaf binder with lists of the local media, updated every three months, which sells for about $100.) To find out if there are specialty publications like this for your city, check with the local Chamber of Commerce or Public Relations Society of America chapter, or call some of the major media sources in town.

• National publishers, available in most large local libraries, which put out media guides for major cities, usually once a year. These will be less up to date than the sources you get through working PR people or PR services in your community; however, they will at least give you the major media, and you can subsequently do some of your own calling (or have someone do this for you, perhaps a student at about $6 to $8 an hour), to find out about current changes in personnel and programming. Some of the major media guides include Bacon's Publicity
Check and Standard Rate and Data. Also, check
with your local librarian on other suggestions for local media lists.



 

 

 

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TITLE: Network Marketing

Network Marketing Category: Network Marketing

Shopping Mall: Network Marketing

Network Marketing Topics: Network Marketing