Gray Skies Clear Up. Matt Thurber, editor of Aviation Maintenance magazine (a PR NEWS sister pub), recaps a presentation he made recently to the Women in Aviation
International Association on "How to Get Your Name in the Paper":
On the issue of wining and dining, I made it clear that while we do love a good, free meal, we don't trade coverage for food. A meal simply helps establish a relationship, so
that when [PR people] call, I know who they are. I also explained some basic information on how to write an effective press release. I showed the audience a one-paragraph
release that got just as much attention as the $30 DC-3 plastic model kit sent to everyone in our office by one of those new ecommerce companies.
My big secret: The best way to get my attention is to pester me. I divulged this not because I want to be pelted with phone calls, faxes and emails - but because I wanted to
affirm to media relations representatives that they shoulder the burden for getting the word out about their companies. I wanted them to know that they can't just wait for a
phone call from an editor.
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