Press Releases Trade Secrets

I just had to giggle when I attended a recent “Meet the Press” meeting in my large metropolitan city. There were lots of “do this, but don’t do thats" floating around the room. If anything came out loud and clear it was that reporters are busy. I know that’s not news to you or me – after all we are busy too – but reporters are living in a warp-speed world. They are living in the Internet world where time goes seven times faster than for those of us on the ground. I guess it’s kind of like dog years.

The primary thing you want to remember as you try to get your firm or company in front of the press or media is to keep the publication’s and the reporter’s needs in mind. In short, make sure your press release is newsworthy. Sure, you think it’s the greatest thing since sliced bread, but will the readers of that publication think so? Your job in your press release is to spell out why people want to know about your story. Don’t worry about telling all about your company and your partners – that will come later. A press release is simply a tool to use to see if the press is interested in picking up the story. Kirk Hallahan’s Publicity Primer offers tips for you to know if your story is newsworthy and other PR savvy items.

Next, you want to avoid all the things that reporters hate. If you ever get the chance to go to a “Meet the Press,” I would highly advise it. From publication to publication, the requirements change, but the pet peeves generally stay the same. If you send a press release, make sure you provide several contact outlets. For example, include two phone numbers and an email. Remember reporters are living in Internet Time Land. If you call, get to the point quickly. They need the punchline first – they’ll ask about you later. Tell them how this story is going to fold out – paint them a picture. In short, help them do their job by thinking like a reporter.

The next best thing to actually meeting with reporters is reading about reporters’ pet peeves. Avoid these pet peeves and you should be a-ok with your press releases!

You may like these other stories...

There is a huge competition in the accounting field to get more clients. Large firms have in-house marketing and PR teams to take care of business development. Small firms, however, need to be strategic in their marketing...
From May 20-23, the Association for Accounting Marketing (AAM) held its annual conference. Frequent contributor Sally Glick picked up some ideas that she will be sharing with us in the coming days, as she has done in...
Read more from Scott Cytron here and in the "PR Matters" archive.When you throw around the word “marketing,” sales and solicitation come to mind…but when it comes to “accounting marketing,...

Upcoming CPE Webinars

Jul 31
In this session Excel expert David Ringstrom helps beginners get up to speed in Microsoft Excel. However, even experienced Excel users will learn some new tricks, particularly when David discusses under-utilized aspects of Excel.
Aug 5
This webcast will focus on accounting and disclosure policies for various types of consolidations and business combinations.
Aug 20
In this session we'll review best practices for how to generate interest in your firm’s services.