How to actually get your PR published

Nine times out of 10 it will simply be deleted - generally because the journalist is too busy to wade through it all trying to determine whether in fact there is anything NEWSWORTHY in it.

Now, contrary to what many journalists feel, we do actually need public relations people and press releases can be informative and useful and occasionally lead to a good story. Some of the best stories I've ever done have come from releases.

But you say, your hands are tied - after all the client is paying a hefty retainer and wants his pound of flesh. The answer is simple - educate your client...

According to The Star Newspaper's Press Release Writing Rules, as laid out by former editor (now Independent's Ombudsman) Peter Sullivan, during his tenure as editor: "No news releases to a newspaper should ever be longer than 300 words". Well, maybe that's a little harsh, but 400 words should be tops with the five 'w's' and an 'h' in the first paragraph

But back to the 'client problem'. This could of course have come from your initial discussions before signing on your client, when in your eagerness to get the contract you perhaps promised a little more than you should in terms of media coverage. It would be better all round, especially for the name of the industry to promise less and secure more!

After promising to make their name a household word in South Africa and beyond many agencies then commit the next cardinal media sin. They draw up a press listing that could go around the Union Buildings - twice. Even though their client is a pet food company, their press releases will find themselves on the desks of such media as Men's Health, 702's Newsroom, not to mention Mother and Baby. Am I trying to add humour here? Not at all.

702 Talk Radio's newsroom literally get well over 100 releases a day on everything from new hairsprays to a visiting gourmet chef. And I ask you with tears in my eyes - when did you last hear Katy Katipodis or any of her esteemed team of hard news people announcing to their listeners that the latest bio degradable non-fattening hair spray was now available for all hair types at all respectable hair salons...?!

It makes far more sense to explain to your client that in fact there are perhaps 10 media, across print and electronic that may with the right approach, be interested in doing something on them, but that these 10 are the perfect target market for that product and that rather than hit them all at once they can perhaps 'unroll' the publicity over a period of six months or a year to sustain the impact, rather than send out 100 releases in one day - get matter a few mentions, after which the public have forgotten about the product anyway. In other words contact particular media one at a time, with an idea for a good story ideally suited to their media. And you have to convince your client that the short release is just to get the press interested in the story - the details, if they're interested, only need to be given later - not in the initial release.

Another effective way of easing client expectations is to hold an early morning breakfast session where you invite a media expert, or even an editor or producer in to talk to a group of your clients, along perhaps with some of your account executives. Believe me it works wonders and whereas they may not believe you they will have to believe what they hear from the horse's mouth.