PR Pointers

If you operate on a shoe string marketing budget, consider public relations to get your word out. PR is more than broadcasting your press release to every editor in town. Most editors receiver over 100 releases a week. How do you stand out from the crowd and give editors news about your company that they'll print for free?

There's no substitute for doing your reading first, especially when numerous publications cover the same industry but target readers with different job functions. Find publications with an editorial niche that reaches your target market. If your press release doesn't tell how the product directly relates to a specific group of readers, you are not making news.

Trade magazine editors look for different information than their counterparts at general interest publications. Consumer magazine editors usually focus on products, while trade magazine editors care more about business trends and case studies.

In a recent survey of trade magazine editors, 69% of respondents say written proposals and press releases are more likely to result in coverage than verbal suggestions. While 94% say they'd rather get press releases by snail mail, editors are beginning to favor E-mail submissions.

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