Getting Publicity That Counts
Colette A. Weil, MBA

When an article or news fact appears in the paper or on the radio, we tend to believe it. Or when we see a news program or public service program, we view the information as beneficial or informative. Often, information we see or hear from the media has been pitched or submitted by companies and organizations such as yours. Getting media publicity for your firm is good business and good marketing. Publicity can enhance public image, increase name recognition, build sales, and build confidence.

Getting publicity or press coverage (public relations) is not advertising or promotion. It is a crucial part of your marketing plan that involves communicating newsworthy, factual information to the media. The more visible you are in the community with positive press and recognition, the better your hedge against potential negative events that may impact your industry or community. Your clients and the professional community are not your only customers. Your company image and business are also built by the recognition and word of mouth from employees, suppliers, service providers, shareholders, contracts, colleagues, competitors, and community at large.

When AmCare Medical, Newton, PA, obtained regional news coverage on their at-home asthma management program performance and new contract, there were three possible ways they could have obtained this coverage 1) they had made themselves known to the local news editors as at-home care experts 2) they submitted a press release on a new contract for the program to the local news editor 3) they worked in conjunction with the health care plan to announce the contract relationship and new program. That’s getting publicity that counts.

Communication of your company’s “news” can sometimes be more powerful than advertising or other promotional methods. Appearance in media of information on your company can lend validation and credibility to your company’s role in the community.

Newsworthy events, stories, and items about your company take thought and planning. Good writing and communication with editors are key. Remember that there is never any guarantee that a story or press release you submit to the media will be picked up. But the better you know the publications’ needs and what’s hot or appropriate for the press, the better the likelihood you’ll be considered.

What’s Newsworthy?

• New products/services
• Growth (new contract, acquisition, expansion, new employees, moves, sales/earnings, executives)
• Marketing actions (survey, expert data, seminars, fairs, fundraisers, celebrity activities, programs)
• Corporate/social (donations, non-profit participation, civic causes)
• Negative (strikes, earnings decline, regulatory)

Getting Started on Your Press Efforts

• Start with a copycat file of releases and articles that might be similar to your firm’s news from the publications you would like coverage.
• Then contact the publications and media you are interested in and ask who the editors are to receive press releases and pitch letters in health care, business, new products, etc., their deadlines, and format preference (letter, fax, e-mail, video.) Establish a contact database.
• Build a list of topics about your firm and upcoming current events.
• Also develop a fact sheet about your firm. Think through your company description and image you wish to portray and write carefully.
• A background sheet of statistics about your business, the industry, trends, outcomes, custom survey data, or benchmark financial data may prove helpful to editors, and encourage additional inquiry about your firm or industry.

The standard press release continues to be the core element in public relations. Most editors take press releases via email. Check with the editor as they may only accept the release as email text, not a word attachment, due to potential viruses. Always title the press release and your name in the email subject line.

Editors are busy people that see hundreds of press releases, articles and angles. The better you target their publication, the more you do the homework for them, and the more interesting and well written the release with good photos, the higher the likelihood you’ll be picked up.

Follow the basic format of releases. Develop a hook or angle to your release with a snappy headline. Not sales or promotional, but engaging the readers interest. Be sure to state “Press Release” at the top, use your letterhead, and list the contact person for further information. The double-spaced release should succinctly state who, when, where, why and what. Include interesting, informative quotes, and close with your company summary statement. Follow the release format on page continuation and close notation.

Clearly labeled well-shot photos with the release hold more interest to the editor and the reader/viewer. Be sure to send the visual format requested by the media – transparencies, slides, digital, electronic. Don’t expect anything back.

If needed, hire a public relations firm, free lance publicist, or PR graduate student to assist in developing your press program and assisting with professional writing and submission. Use of wire services such as PRNewswire can help submit releases to many industries including Internet distribution.

Feature stories are time insensitive articles on subjects of reader/viewer interest. These are longer, public interest articles that may cover issues, trends, or developments. Editors may consider a “feature” article through review of your succinct pitch letter that outlines why the feature is of interest, and important points. The “pitch letter” or email pitch may generate enough interest for the editor to come on site with a photographer for more story shots and angles. However, some editors wish to see the entire story rather that a summary pitch letter.

Participating in talk shows, writing a byline for a newspaper or magazine, writing a “questions to health care expert” column, placing events in the community calendar listings, submitting letters to editors, and submitting public service announcement on non-profit community events, are all excellent press program activities. Additionally, press tours for books or training programs are also excellent publicity builders.

Professional presentation of your company information is respectful to busy editors and puts your firm in its best light. Put yourself in the editor’s job. What would you want to receive and what is of interest to your reader/viewers? Well written releases, attention getting angle or hook, appropriate photo and video footage, appropriate background information and materials, along with a courteous relationship with editors will take you further in expansion of your press program. Your goal is always to try and be viewed as an expert. The best situation is to be called upon and quoted by editors for your viewpoint or opinion on developments that relate to an article they are examining.

Getting publicity that counts takes planning and preparation. Once the basic materials are prepared, you will have a format to develop press contacts and relationships. One good article about your firm in a publication or on the radio or TV can go a long way. It can further be used as an important marketing piece in your business presentation to prospects, in your newsletter, and posted on your web site. Keep track of your press and keep marketing. Good press pays back over and over.

Published in HomeCare Magazine