MC² Market & Competitive Convergence

1. The most basic form of publicity is a press or news releases. Generally, a press release is a one-page story about your business, product, service or a related event that has recently occurred or is soon to happen. The greatest challenge is getting the people to whom you've sent these publicity stories to actually publish them.

2. This leads to the next step: Establish a relationship with the writers and editors. Go out of your way to meet them at trade shows. Find out where their offices are and schedule a lunch meeting when you are in the area. Certainly invite them for a plant tour if their travels bring them to your neck of the woods. Call and chat, exchange industry gossip.

3. When writing a press release, be succinct. Truth is, most editors will only read the headline and the first line or two of your release, so all the time you put into those quotes and product descriptions on page two is probably wasted. If you can't tell you story in three sentences, find someone who can.

4. Include pictures or, if possible, a sample. No, don't send your entire new machine or something via UPS, but a sample of the product will get their attention.

5. Follow up is not only recommended, it is vital. But don't call every other day asking if your news release will run. Call once to see if there is any interest, but don't nag.

6. Finally, if your release runs, write a short note to the editor thanking them for the attention.

From the July 2000 (fifth) issue of the Small Business e-Report by INDA (www.inda.org), Association of the Nonwoven Fabrics Industry.