Corporate advertising offices treat this issue similarly club attendees treat gaming machines. The opening player is persuaded he realizes what machine to play, on what day and at what hour. He additionally accepts he can figure out whether a machine is hot in light of the action of the past player. PR types each have their own can’t-miss system with regards to sending news deliveries to the media. Some think sending it well ahead of the occasion works best. Others accept a few days notice is best. Then, at that point, there are the people who say send it on Tuesday, hold it for the end of the week or send it as a pressing fax the day of the occasion.
Let’s be real, I in all actuality do know which of the PR-types has the best strategy. They all do on the grounds that it has no effect when you send and when the media accept your news discharge. One proviso here – it’s likely not a smart thought to send your news discharge upon the arrival of or as a pressing fax as the news faculty may currently be focused on different stories and can’t get to yours without prior warning.
Allow me to give you an inside see what befalls your news discharge once you put it via the post office or send it by email. In each newsroom I’ve at any point worked in, there is a huge office bureau cabinet alluded to as ‘the record’. The document contains 31 manila envelopes – one for every day of the month. Whenever you news discharge shows up, the task director gives it a fast look just to ensure it has some similarity to news worth and afterward he checks the date of your occasion out. Assuming your occasion is on the seventh, your news discharge is promptly saved into manila envelope number 7. It is then basically overlooked until the evening of the sixth of the month when the task chief and different individuals from the board hold a short gathering to play out the following day’s inclusion. It is at this gathering that your news delivery will get painstakingly perused interestingly.
In a perfect world, you ought to send your news discharge fourteen days early. Then, at that point, stand by multi week and call the task chief to inquire as to whether the individual in question got it. This call does various things for you. It advises the task director that you minded to the point of giving us adequate notification ahead of time. It likewise lets him know you care enough with regards to your occasion that you needed to ensure the news discharge was gotten. What’s more third, it gives the task supervisor a genuine individual and voice to interface with the occasion instead of only a piece of paper or email.
Now that you’ve ensured the media has accepted your delivery, reward yourself and go play a few spaces!
Tom Zalaski is a TV news telecaster who has spent almost 35 years behind the anchor work area. He’s there as the day by day choices are made with respect to what will and what won’t make it onto that evening’s broadcasts. Tom’s most recent book, ‘How To Manipulate The Media For Fun And Profit’ is an inside take a gander at how to manage the media in the midst of emergency and how to inspire them to cover your positive news.