If you don’t have a list of appropriate newspapers, magazines, online journals,
and organizations updated and ready for immediate use, shame on you! Drag
out the phone books and professional directories or do some online research to
put one together.
Sure, we can all dream about seeing our news releases appear in The New
York Times or HOW Magazine; however, chances are far greater that the smaller
venues will yield better results. Think local newspapers, regional publications,
business journals, trade magazines. If your client is located in another city or
state, send a release to that locale as well.
With the advent of digital cameras and computer technology, taking and editing
quality photos is easier than ever. Savvy promoters tell us that you increase your
news release’s chance of getting published if it’s accompanied by a clear, relevant
photo. For instance, maybe it’s a shot of you delivering the new logo to the client
(with their banner or signage in the background, of course).
If you do send a photo, don’t forget to include a possible photo caption at the
bottom of your release. Double-check that all names are spelled correctly and
that you’ve used the right titles.
Snail Mail Versus E-Mail
There are opposing view points on this topic. Yes, it’s cheaper and easier to circulate
your news releases via e-mail; however, with spam a growing pain, realize
your message might not reach its destination. If you do opt for e-mail, you can
increase the chances that it will get through by pasting instead of attaching, but
be sure to limit the size of your release to avoid clogging or shutting down your
recipient’s e-mail system.
Some designers prefer to stand out from the pack by sending a news release
the old-fashioned way, by snail mail. That way you can use your own letterhead,
include your logo, and jazz it up with color to catch the editor’s eye.
When the publicity gods smile on you and you make it into print, by all means
optimize your exposure. Secure several hard copies for future use as press packet
pieces. Of course, you’ll want to send one of them to your client, along with a
brief personal note. (Refer to “Rewarding Client Loyalty” on page 237.)
You can scan the article into your computer and send out an e-mail to your
preferred mailing list . . . make mom or dad proud while at the same time
reminding your current and previous clients of your presence.
Don’t forget to post the article on your Web site either.
If you already have a Wall of Fame in your studio, add this enlarged and
framed article to it. Both regular and prospective clients like to see that you share
the glory. If you don’t have a Wall of Fame, think about instituting one in your
reception area or work space. Where else will you display all those awards for