The truth is, writing a press release is tricky business. And getting the media to read the release is even trickier.
But blitzing the newsroom of every major newspaper across the country is a mistake. So is sending out a release addressed blindly to "The Editor."
Instead, start small and build your way up, one publication at a time. "Everyone wants to appear in The New York Times immediately," said Michael Kempner, head of MWW/Strategic Communications in East Rutherford, N.J. "But that may not necessarily be the best place for your healthcare clients. Where's your target audience?"
Kempner said that while sending out press releases normally can be hit or miss --because the healthcare media arena is extremely large --PR execs with a little ingenuity can find success.
The best jumping-off point is usually industry trade magazines such as Modern Healthcare or Hospitals & Health Networks, most of which are genuinely eager for stories. Once you've been mentioned in a few pieces, approach the local mainstream press. Then go national.
That's the traditional route. But not necessarily the fastest, said Kempner. Another way to make your story stands out: Put it in a larger context _ what editors often refer to as a "trend" or "roundup" story.
For example, three years ago, no one was writing about Estee Foods, a line of sugar-free diabetic products. Then the Uniondale (N.Y.) company started pitching its cutting-edge efforts in a hot marketing trend called "category management" to trade magazines such as Supermarket News and Progressive Grocer, which were eager to tell the story.
And if you weren't mentioned in that large trend piece that ran in yesterday's paper, call up the reporter immediately. Explain that you'd be happy to offer your expertise for any relevant articles she writes in the future.
"Position your clients as a source," said Carolyn Ashe, healthcare manager at Porter Novelli Inc./Countrywide Communications, a PR firm. "Being included in these kinds of articles makes them seem like players."
And if you can't find any real news at your client's company or within the industry, you may have to create some. Tap into your own market research and conduct an exclusive survey.
(Porter/Novelli, 212/872-8000; MWW, 201/507-9500)