How to get your news out

 The practice of managing the communication between an organization and its public through the news media.

 Public relations is NOT an advertisement. The news media controls the final outcome.

 Knowing your audience.

 Having a relevant story.

 Crafting a pitch.

 Writing an effective news release.

 Communicating regularly with the media.

 Look for the unusual. Is this a trend? What is the change beyond the ordinary?

 Is it timely and relevant? Don’t‘ wait for months after your store or business opens to inform the news media. Immediacy is key.

 Do your homework. Know the facts.

 Ask the basic question: Why should people care about reading it?

 Make sure the story has real news value.

 Is it a national issue that you can add some local input to? That helps to put a “face” on a national story.

 Is it a human interest story that can have a wide audience appeal?

 Pitch the story or idea  E-mail or call the reporter or editor.

 Be mindful of deadlines.  Write up a brief pitch that includes the basic key information (Who, What, When, Where, Why and How)  Don’t worry about how it is written. Give us the facts and the news – we’ll write it.

 Be open and available. That helps build confidence between you and the reporter.

 Return phone calls. Not doing so may indicate you have something to hide.

 Don’t expect a story just because you advertise. And don’t tell the reporter that.

 Realize that a journalist’s duty is to report all sides of a story to make it balanced.

E-mail or call the appropriate editor/reporter: Business Editor: John Hoke (649-6344) Deputy Business Editor: Greg Gilligan (649-6379) Reporters: Retail: Louis Llovio (649-6348) Banking/Real Estate: Carol Hazard (775-8023) Economy: David Ress (649-6051) Manufacturing/Tobacco: John Reid Blackwell (775-8123) Technology/telecommunications: Emily Dooley (649-6016) Utilities/Tourism/Transportation: Peter Bacque (649-6813) Health care: Tammie Smith (649-6572) Consumer issues: Iris Taylor (649-6349)

 People & Places (promotions/new hires)  Company News  Real Estate News Send to: [email protected]

 Biz Buzz: Louis Llovio

 Notable Gifts column E-mail to: [email protected]

 Consumer Watch (Iris Taylor)