In a message dated 4/27/00 9:32:06 AM, dredeman@y... writes:
<< Remember that the editor should become interested in a few seconds, because that is probably all the time he will spend on your press release. >>
Lots of people have made excellent suggestions on this topic. I have to agree with Dre de Man that editors are extremely busy people, so if you want to have your release published you should also make it extremely easy for them to use it.
Working this way, I've had the good fortune to have many of my releases used verbatim!
Always write for publication. Keep it simple and direct. Include as much of the pertinent information (remember who, what, where, when, why and how) in the opening paragraph.
I usually create several versions of my press releases. First I write a full-length feature story, in which I provide background information on myself and my accompanist and/or guest artists, a summary of the program, etc.
I also try to include a "human interest" angle if possible. For example, I recently did a concert at an historic church where my family (on both sides) have been active for many generations--although I myself am not a member there. (For example, my father's great uncle provided a lot of the funds for the building, and his company created the ornamental ironwork on the interior and exterior. My mother's mother sat in the same pew every Sunday for 80 years or more, and my parents were married in the chapel.) I didn't go into great detail, but did refer to the connection in my press releases. Members of the congregation were intrigued and many attended because I was not an "outsider."
I've had luck getting this type of story printed in the smaller, hometown weekly papers as opposed to the larger daily newspapers or city magazines.
Next, I edit this version down to 2-3 paragraphs. Just the basic facts and a little bit of information about myself and my accompanist, plus all of the pertinent contact information etc.
I agree that if at all possible you should provide a photo--but make sure that it is thoroughly professional. No snapshots or fuzzy Polaroids!
After that, I create what I call a "calendar update." Many local publications, cultural organizations, etc publish calendars of upcoming events. You should look at them to get an idea of approximately how many words you should use and how you should format the information. (I do not send photos with these.)
Last but not least, I create a PSA (public service announcement) that I send to the local radio and TV/cable stations. It's a lot like the calendar release, but remember that it will be heard, not read--so you may want to repeat the phone number, date, etc.
Last but not least--spell check is not enough! Proofread your releases carefully, and then have at least two other people read them through before you print and mail them.
Also, some editors can now accept press releases via email, fax or on disk. (If nobody has to re-key the release, you eliminate the chance for typos in your date, ticket price etc.).
It really pays to build (and maintain) a list of press contacts. I try to call the really important editors (or email them) to let them know that I will be sending a release, and then follow up to make sure that they have received it.
Good luck!
Judy
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