Trylon Communications  - Volume I Issue 3
       

How do you listen to music?

The reason manufacturers place bass and treble controls on radios is because every person likes to hear music a certain way.  We are individuals, after all, and we each have our unique preferences.  It is important to recognize this when corresponding with the media.

Every journalist and editor has a preference for how he or she receives information from companies.  Some prefer a fax, some like snail mail, more and more are turning to e-mail.  When a company relies on only one medium, it is limiting the scope of its target audience.

The problem comes when a company sends out a press release using only one method.  It may be over a news service or through in-house efforts.  You can rely on a media guide that will provide general information and may tell you how journalists prefer to receive information, but in many cases there are mistakes, missing or outdated information, or simply blank spaces.

What you don’t want to do is take a “shotgun” approach and e-mail, mail, fax and telephone a reporter!  This is overload and the kiss of death.  Just like music, your news sounds sweeter when it is presented in the most appealing way – tailored to each listener.

One of the benefits of being full-time public relation professionals is that we have the time and the resources to build relationships with media members.  We can ask them how they prefer to hear from us and tailor our correspondence accordingly.  We also begin to understand the tone and balance that each journalist likes to hear in a news story.

Yes, it takes more time and effort to tune a story to individual preferences, but the results can be worth the price.  As the Mastercard saying goes, sending a press release out may cost $299, but having your story published…priceless.