February 25, 2008

Short and Sweet

Use headlines to say simply and exactly what you are announcing.  Be specific.  Journalists appreciate it when you get to the point quickly in your print, email and verbal communications.

February 25, 2008

Proof Perfectly

Always proof everything you write before sending it off to a reporter.
Misspelled words - even in an email - can offend an editor and create instant rejection.

February 25, 2008

The 'Golden Rule' of Communication

When talking to the media or analyst community, always have three key points you want to make during the course of your discussion.  Then, practice the Golden Rule of Communication:

1. Tell them what you're going to tell them;
2. Tell them:
3. Then tell them what you told them.

Repetition really does work!

February 25, 2008

Timing is Everything!

Keep media schedules in mind while preparing for a launch.  Work backwards from the expected launch date to arrange briefings and announcements.

• Industry analysts briefings - schedule one to two months ahead of announcement date
• Product previews and/or product reviews - schedule one to three months, depending on lead times
• By-lined articles, feature stores, case studies - schedule one to six months, based on lead times

And, of course, news coverage! Pitch according to the frequency and format of the publication:

- Monthly (two months out)
- Weekly (The week prior for Monday release)
- Daily (the day before or, if exclusive, a few days before)
- Online (the day before or the day of release)

February 25, 2008

Tie Your News to Trends, Current Events

Consider intertwining your own company news with legitimate industry developments, external trends or breaking news. Or tie your press release to a recently published survey, poll, or statistical report. A human-interest story, a current trend, or industry controversy - are all vehicles on which you can piggyback your company promotion.