PRO-TIPS

Having been a public relations officer many years ago, I'm keenly aware of some of the frustrations a new PRO encounters. One of those problems is getting a press release in a newspaper, especially if it is in a medium or big city publication.

A few years ago I attended a seminar on getting information into the newspaper. The Des Moines Register sponsored the seminar for non-profit organizations' publicity people. The Des Moines Chapter's PRO wasn't able to attend, so as bulletin editor, I attended and passed the information along to our PRO.

The editors of the Register told us that they want organizations to submit articles, that the newspaper realized the need to be user friendly to the organizations and the readers. After all, an editor said, it's the readers who make the paper possible and the people who are involved in the non-profit and other organizations are indeed among the readers.

There is only one rub to getting articles in print: You must follow the rules.

Here are the guidelines that most newspapers use:

• Head the article with the name of the editor or the department where the article is going. The reason for this is in the mailroom the envelopes are discarded and only the materials are delivered to the person addressed.
• Below the heading, list your name, address and daytime phone number. Include e-mail address if you are online.
• Article should have a heading. If more than one page, pages are to be numbered.
• Article must be typewritten, or equivalent, on 81/2x11 paper, double spaced and one inch margins all the way around.
• Timeliness is important. Do not mail or deliver your article a day or two prior to publication. It probably won't go in. Sending an article about a week in advance in best. Do not send it far in advance, such as a month. Editors don't want to keep track of materials for an extended period.
• When submitting an article, keep it as brief as possible. If it is too wordy, it will probably end up in the circular file.
• When writing an article, use the first paragraph to tell the story. Use the Who, What, When, Where, Why and How to get in and get out of the first paragraph. Subsequent paragraphs should be written so if the article is cut, starting with the last paragraph as the first to go, none of the primary story line is lost.
• A PLUS is to call the appropriate editor or department a few days before publication to ask if the article arrived. If so, thank the person for consideration of publishing your article.
• A NEGATIVE that is guaranteed to keep the article out and probably keep out anything else you may ever send: When calling the newspaper, DEMAND that they print your piece. Kiss your credibility good-by.
• If possible, deliver your first article in person to the editor or department. If you are planning to see an editor or certain reporter, call ahead and make an appointment. The last thing you want to do is walk in when they're at or near their deadline. The personal contact will make future submissions easier to get published. Be sure your copy is in the same form as it would be if mailed.

These are the hoops you have to jump through to get your article published. The rules are fairly easy and if you follow them, you should have success in your relationship with the folks at the newspaper.

[Ed. note: The PRO-TIPS column is open to anyone who wishes to share information that is beneficial to Public Relations Officers.]

previous article

index

next article