How to Get Your News Release Published
Journalists receive hundreds of press releases, "pitch" letters and phone calls from CPAs and their marketers and publicists, each of whom claims to have a great story. In fact, few stories generated by CPA firms really appeal to large audiences--instead, most of their press releases cover firm achievements, professional advice, promotions, articles by firm partners and new office space. So, how can the CPAs in a smaller firm convince magazine or newspaper editors that their story is interesting enough to result in newsstand copy rather than circular file filler? CPAs who make sure their press release is sent to the right journalist at the right time increase the odds that their story will be published. CPAs also should be familiar with the publications they are targeting and ensure their press release is professional in both appearance and content. Following are some tips that will help smaller CPA firms see their press releases in print. HITTING THE RIGHT TARGET Finding the right contact at a publication is crucial--the chances your release will be read are significantly better if you can address it to an editor who specializes in business issues. However, not all publications give their editors specific titles, such as real estate editor or business editor--many publications simply use reporter or editor as staff rifles. In that case, you need to do some investigating. Call the publication's receptionist or someone on the editorial desk and explain what your story is about; he Or she should be able to refer you to the right editor. Remember, finding the suitable editor can be as simple as checking the masthead, usually located at the front of the publication. AN EYE FOR STYLE Understanding your target publication's format and style and learning to think like its readers enables you to better tailor your pitch. Many print editors are willing to discuss openly what they are looking for and what it takes to be published. After all, it wastes everyone's time to receive materials about subjects that will never be covered. Worst of all, it damages your credibility with journalists as an information source. Bruce Goldberg, managing editor of Colorado Business Magazine, advises publicists and marketers to get to know the publication's "flavor." "Before you call me, know what types of articles I print," says Goldberg. "I trust and respect CPAs who pitch ideas and articles they know I can print in my magazine." It also is good to ask up front if the journalist is on deadline. You can contact the publication's receptionist or administrative assistants to find out whether the publication is going to press and the writers are on deadline or if it is the early part of the editorial cycle and a good time to call. If they are on deadline, ask the best time for them to hear about your idea. Also, keep your conversation short--journalists don't have time to listen to long-winded pitches when their publications are about to go on press. MAKING THEIR TIME YOUR TIME Magazines and newspapers publish a helpful tool called the editorial calendar--a listing of targeted articles or subjects broken down by month or issue date. …