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Publicity and the Anatomy of a Press Release- Part 2

Chris Heiler- Editor

In the first part of this article I talked about developing a system for seeking publicity.

The first 3 steps are:

1. Target- Identify who you want to reach with your "story". Who do you want reading about you?

2. Research- Find all of the different media opportunities available to you. Look online, in print, on radio and on television.

3. Organize- Use "Contact Management" software to organize media contacts such as writers, editors, publishers, etc. Set up a "Publicity Calendar".

Below is a link to Part 1 of this article if you missed it-

Click here for Part 1 of this article.

When to pitch your story

Remember, reporters and writers are always looking for good stories. Chances are you're sitting on a unique story right now that someone would like to write about.

Here are some potential stories:

Unique projects- It's not about size, it's all about how UNIQUE a project is. Maybe you restored the gardens of a 19th century home.
A unique design feature- Perhaps you designed an entire perennial border using heirloom perennials. Perhaps you designed a system to re-use storm water on a site.
Problem/Solution- If you've been faced with a difficult problem on a site and solved the issue in a creative way, this can make for a good story.
Awards- If you or your company has won an award or has become certified in some way, some media outlets will announce this for you. Maybe you're the first certified APLD member in your county or state?
Announcements- Many local media outlets are happy to announce special events like garden tours you may be hosting, an open house, etc.
Controversy- Everyone knows the media loves controversy. If you're doing something controversial (not unethical or illegal), you can get some serious publicity.

How to pitch your story

There are two ways that I have pitched stories in the past.

The first way that has worked really well for me is what I call the "Reluctant Hero" approach. This works best on a local and perhaps regional level because it is much less formal than a press release.

This is a simple, personalized email that goes something like this-

"Hi Janice, I'm emailing you because I see you've been writing a column in the local newspaper about (fill in the blank). Anyway, I'm working on a project that might interest you and your readers, it's (fill in the blank). I didn't really know the best way to contact the newspaper so I figured I'd just email you. I don't know if you would be interested in this or not but I figured I'd at least send the idea along to you. I can send along some pictures if you like. Just let me know."

This approach actually got me a full-color front page spread in the Home & Garden section in Michigan's second largest newspaper.

The second approach is to send a well-written press release. This is a more formal and widely accepted strategy.

Sending a press release via fax is most appropriate. If you need to include photos, then snail mail is the best way to send a release. Don't send a "broadcast email" without permission. Ask permission first, then send the email (learn from my mistakes).

Here are some guidelines for writing a good press release:

It's all about the headline-- make sure you have a "hook".
Include a 2-3 sentence "summary" paragraph.
Your headline, summary and first paragraph should clarify your news. The rest of your press release should provide the detail.
Include quotes from clients, customers, co-workers, etc.
Length should be between 300 and 800 words.
Follow all accepted rules of grammar and style.
Tell the truth and avoid hype and embellishments. Limit Jargon.
Include all of your contact information

Below is an example of a recent press release written for LandscapeLeadership. I would use this same template if I were writing a press release for my landscape design firm.