Thursday, April 02, 2015

PR 101: Calling out an "expert"

Great content, great links, and one heck of a great angle, mean SQUAT if reporters can't reach officials and other people connected to a product, service or idea portrayed in a press release.

Even "experts" forget!
An article by the usually savvy PR Newswire falls short when it comes to perhaps the most critical point. If you want the press to take interest in your news release, you gotta provide "contact!"

After you read the article, read my comment (copied below in case they find it "objectionable.")

You didn't mention the most important aspect. At the top of the press release, PROVIDE A CONTACT(S) THAT CAN BE REACHED 24/7 - If I as a reporter need to get in touch with someone regarding the press release, a living body should be there to immediately respond by email or answer the damn phone LIVE. I recently received a news release with no less than FIVE contacts, with phone numbers and emails. Every phone call was answered by a voicemail, and two people didn't return my call for a WEEK! Every email I sent went unanswered for DAYS. So if you're wondering why no one covered your event, promoted your product or told your story, it's because YOU or your colleagues or spokespeople didn't bother to make anyone available.

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