Outtakes 33

Getting Out the News

At one time or another, we volunteer to help with an organization’s fund raiser or special event. Once the committee learns we are writers, we are appointed to serve on the publicity committee. One would think writing press releases or commercial copy would come easily to a writer.  And of course we’re naturals for appearing on TV and radio. Not necessarily so. Even the experts have problems preparing quality announcements.

One only has to watch television ads to realize good spots are scarce. I’ve watched commercials that did not sell the product or service. Sometimes I didn’t even know the point of the advertisement. If the viewer is scratching his head at the end of the spot, the copy writer has failed his client. I’ve written copy over the years, some good, some not so great. This is what I’ve learned about writing ads and press releases. Simply approach the release as a story.

That’s it. Give it a beginning, middle, and an end. Ad classes say we should create the need (beginning), provide a solution (middle), and seal the deal (end). Keep it simple. Don’t leave out the details. You’d be surprised how many times I’ve had to call a client to get event dates, location, times, or contact information. Omit this vital information, and the reader or listener is still in the dark. Proof read your copy for typo’s and transposed numbers. Phone numbers, email addresses, website information, street addresses and dates are easy targets for errors. Finally, make sure you submit the information at least 48 hours prior to the media’s deadline. Early submission gives the media reps the opportunity to verify information before the ad hits the air or newspaper.

Radio and television stations often provide slots on morning shows or talk news for non-profits and community organizations to promote events. Seize the opportunity! It’s not as frightening as you might think. Send a press release to the station so the producer has enough information to properly schedule your appearance. Make a few notes on index cards and keep them with you during the interviews. Arrive early so that the producer or interviewer can review the press release with you before going on the air. Relax. Be open and friendly. Listen to the interviewer’s questions before responding. Thank the interviewer for their time, and write a thank you note afterward.

One of the things I’m slowly learning is the value of social media. Press releases may be posted on Face Book or any of the numerous social media sites. If you send the message out to all of your friends, one of your contacts might share with their friends, who will share with their contacts. The potential is amazing. Linking to friends’ websites provides another avenue to promote the activity. Above all, it’s free publicity.

Good promotion takes time to prepare. It can make or break your event so don’t wait to the last minute to get started. Now if you will excuse me, I have a PSA and press release to write for Frontiers in Writing’s Let’s Write Weekend to be held June 29-30, 2012 at the Amarillo College Washington Street campus in Amarillo, Texas. Additional information may be found on our website, panhandleprowriters.org.

Cait Collins