Public Relations for Business 6
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How far ahead of time should I send a release?
The date you should send out the release varies with the type of media. Announcements of dated events should go out to newspapers, websites, radio, and local TV stations about 2 to 4 weeks before an event. (It is a good idea to call the individual newspaper or broadcast station and ask how far ahead they want to get the releases.)
The lead time (time to allow) on magazines is 4 to 6 months for editorial copy. (Seasonal and some specialty magazines may be longer.)
If you are sending a release about a new product launch, the product should be ready for review (and fully operational) if editors ask to try it.
Will the editor publish the press release as I wrote it?
In some small publications and in some trade publications, press releases are used as written. Usually, however, editors or reporters will select facts from the release and rewrite the information to suit their needs.
How often should I send out press releases?
Send out press releases as often as you have something newsworthy to publicize. The more frequently editors read your name, the more likely they are to remember having seen it before and to give credibility to what you have to say.
Should I send a photograph?
Sending a photograph is a good idea for all media, except radio, of course. The reason a photo can be useful to newspapers and magazines is that they need "art" (to an editor, anything other than text) to break up the text and make the paper appear more readable. If there is a toss-up between two equally acceptable stories, and the editor is looking for some art to break up the page the story will be on, the story that came with the photo may get chosen over the one that didn't.
One problem, however, is that any photos you send out need to be good quality and should be 5-by-7-inch, or larger, black-and-white prints or color slides. Since there is no guarantee your photo or your release will be used, you will need to decide whether the extra cost of sending a photograph is practical, especially if you are only sending an individual release.
What kind of photo should I send? Should it be a picture of me or the building my shop is in?
A "head shot" (picture of you from the shoulders up) might be appropriate to send out if you have won an award, are writing a column, trying to get seminar or speech engagements, or are sending information about your business to TV stations. But usually what you should send out is a human interest picture showing how people benefit or enjoy what you sell.
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