Getting the most out of your press release

As a journalist of more than 40 years, I'm often asked by people in the public relations and communications industry how they can reach the media effectively to have a story covered.

The connection often comes via the press release.

I get literally dozens of press releases each day and of course there are hundreds on the wire as I scroll through those different wire services.

Making a press release stand out with legitimate newsworthy content is the key. But after that there are a few things that should be in place to help facilitate a journalist's journey in getting the story published.

Here are some tips on how that can happen which will lead to a much happier relationship between journalists and PR people:

1. The first thing is timing. Whoever is the contact person on a press release should be available the moment that press release is published. Journalists are working throughout the day and in different time zones. If a press release is coming out at 6 a.m. Eastern, then the media contact on that press release better be available to field calls and emails at that time. And response to them as quickly as possible.
2. The second aspect of timing means being able to facilitate the appropriate interview in a timely fashion. If you're putting out a press release, then the people quoted in that press release better be available on that day. Not the next day or the next week. That day.
3. Have photos available. This is another aspect that drives journalists crazy these days. It should be standard practice to have on hand photos of who is being quoted in a press release and any other images that illustrate the story or the company. I can't tell you how many times I've asked for a photo of a President or CEO of a company but one hasn't been available. It boggles the mind.
4. In recent years, I've found that PR people are increasingly asking media for questions in advance of an interview. This can turn into a bit of an annoyance for the media who are strapped for time usually and don't want to waste it. There's nothing wrong in asking a media person the general gist of what the conversation is going to be about but it does get cumbersome and time consuming when PR people want a complete and specific list of questions. That's when a journalist can throw up his or her hands and say 'forget it.'

The above are only a few key points on how to deal with the media when it comes to press releases.

It's about being prepared and having your ducks in a row. It can make the difference between a press release being acted on or discarded.

(Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider and Managing Editor with Canada's Podcast in addition to working as a freelance writer for other national publications and consultant in communications and media relations/training.)