You thought of it, you researched it, you wrote it. So you own your story. At least you do until you send it to the media.
At that point, they are free to do whatever they want with the information you gave them.
Your job from then on: control and communicate it to the maximum. Offer new information if you find it. Steer them to resources that may help them flesh out the story. Assure them that you will be available for follow-ups, day or night.
But they own the media outlet. Their job: creating the story as it will appear in their newspaper, magazine or over the airwaves.
Unless you are authoring an article to appear under your own byline, don't expect ? or request ? approval rights, an advance peek, or any changes. They may never call again if you do.
Occasionally, a reporter will offer to show you the story before it runs. That's different. It's usually because they want to check facts, or ensure that they have quoted you correctly.
Always say yes if they initiate this offer. Even if you have 12 meetings tomorrow morning, and are undergoing surgery after lunch. This is a chance to make yourself sound as knowledgeable and intelligent as possible to the thousands of potential clients that will read the article.
ned steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of ned steele To learn more visit ned steele or call 212-243-8383.
When most people think about marketing, they think advertising. While... Read More
This is the ending to my previous article, How to... Read More
Ain't a gonna happen unless business, non-profit and association managers,... Read More
Press reviews are a common and basic feature for surveying... Read More
They know they had better do something positive about those... Read More
True, because department, division or subsidiary managers for a business,... Read More
If you manage a department, division or subsidiary for a... Read More
If you have had any experience in public relations or... Read More
"I want a pony, a tree house and the fastest... Read More
Publicity is an important and often overlooked tool of creative... Read More
When you should send samples with your press release:1) When... Read More
There is something newsworthy happening at your organization right now.... Read More
Last month, we told you about "pay for play," a... Read More
Have you ever heard of the saying, "One person's trash... Read More
During my career as the head of media relations for... Read More
Managers ? the business, non-profit and association sort ? really... Read More
Media relations is a great profession.On good days, I earn... Read More
What is bad PR?Well, if you're a business, non-profit or... Read More
You do if you're a business, non-profit or association manager... Read More
Reporters, by nature, are curious people.If you can get them... Read More
Should it be measured in "publicity by the pound," or... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
For those business, non-profit and association managers committed to PR... Read More
How you answer questions depends on many factors. Example what... Read More
Commit this to memory, please: To get in the media,... Read More
When do you use the newspaper for publishing announcements for... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
And hurt bad if you are a business, non-profit or... Read More
Although it seems less common these days, there are still... Read More
Use journalistic styleReporters are busy. Just like you.So when you... Read More
1. Your press release should sound like news, not an... Read More
It's not unusual for clients of service providers to insist... Read More
For many of us, the word quality is closely related... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
As a business, non-profit and association manager, how satisfied are... Read More
If you manage a department, division or subsidiary for a... Read More
Publicity seekers know that Christmas can provide a bonanza of... Read More
What else, for goodness sake, could you as a business,... Read More
For some, public relations works well when their news release... Read More
I say public relations can be a matter of survival... Read More
Imagine that you are a radio producer. You have to... Read More
From time to time, people ask me how public relations... Read More
Media relations is a great profession.On good days, I earn... Read More
Ain't a gonna happen unless business, non-profit and association managers,... Read More
Think of a triangle. On the left, imagine the story... Read More
Sure, any publicity is good. But don't invest time and... Read More
Dear New York Times:I'd like to be quoted in one... Read More
Recently I had a craving for... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
I heard a speaker recently who was talking about how... Read More
Public Relations |