Top 10 Tips for Approving Releases and Media Information

Press releases and media info generally can be like like football – everyone has an opinion. But that can make approving a press release a tortuous path. It’s amazing how much time can be sucked and how many deadlines missed by to-ing and fro-ing.

In-house PR, agencies and clients might all benefit from the following tips for smoother-than-smooth, rapid approval.

1. Keep the number of people invited to comment on media information to a bare minimum.

2. If you absolutely must have more than one person approving a news release (in large organisations this is unavoidable) seek amends in stages. By that I mean one person at a time if possible with the most senior person
   offering amends last.

3. If you forward a release to two or more people at once you’ll rarely get the same amends back from each person. And they can conflict leaving a decision over which amend to action. The answer? See number 2 above.

4. If you have PR support – let them handle the approval process. They should make it a priority to field opinions, chase feedback and action amendments to get approval. It’s a time sucker but this should be part of any self-respecting PR support.

5. Make sure quotes are written before the approval stage. Don’t ask for quotes to be added by the person approving the release. This way, the writer can control the flow of the copy and ensure key messages are delivered. It also
   avoids delays waiting for non-writers to supply quotes. It’s much easier for people to tell you what they don’t want to say than what they do!

6. Consider online approval using applications like Google Docs. This way everyone in the approval chain can keep track of
   how the changes are going.

7. To those amending the media information: try and remember why the media information is sent. It’s to generate editorial coverage! Will your amendments really help to generate more coverage? Would the information be less likely to generate coverage if the amendments weren’t made?

8. And try to avoid making amends based on style. Media information is written in a layered format. It doesn’t need to be stunning prose. It does, however, need to deliver a quick sharp fix of fascinating news irresistible to journalists.

9. Do amend factual innacuracies and add more facts if you can. The more newsworthy information the better.

10. Make and communicate amendments
    promptly.

Forward Features 2009

Forwarned is forearmed!

Bundle of uncategorised (strange old mix) forward features and editorial calendars from various regional, national (mostly UK), B2B and consumer titles.

http://www.esadvertising.co.uk/en/1/forwardfeatures09.html

http://www.fx-mm.com/categories/FXMMForwardFeatures2008

http://www.utilityweek.co.uk/features/forward-features.php

http://www.businesswest.co.uk/Docs/ForwardFeatures09.doc

http://www.fda.org.uk/nmsruntime/saveasdialog.aspx?lID=923&sID=1077

http://www.ebmonthly.co.uk/pdf/November2008/Forward%20Features%20List%202009.pdf

http://www.essentiallycatering.co.uk/files/EC-Forward-Features-09.pdf

http://www.iomnet.org.uk/control-and-news/Call-for-Papers.aspx

http://www.icm.org.uk/default.asp?edit_id=1075-69

http://www.brandrepublic.com/InDepth/Features/866105/Forward-Features-List-2009/

http://www.peoplemanagement.co.uk/pm/media-centre/forward-features-supplements/

http://www.prweek.com/uk/news/article/866105/Forward-Features-List-2009/

http://www.funds-europe.com/Forward-Features-2009.html

http://www.retirement-planner.co.uk/forward

http://whichlawyer.practicallaw.com/5-101-8092

http://www.ihm.org.uk/membership/benefits/journal/Forward_feature_plan_2009

http://www.tuco.org/files/UC%20Forward%20Features%20List%2009.pdf

http://www.europeanpharmaceuticalreview.com/design/pdfupload/EPRDEdCalendar09.pdf

http://www.constructionnow.co.uk/docs/forwardfeatures2009.pdf

http://www.pjbpubs.com/gcpj/forward_features.htm

http://www.cavendishgroup.co.uk/media/ff_pharma.html

http://www.mediaweek.co.uk/news/search/866105/Forward-Features-List-2009/

http://www.step.org/attach.pl/1623/4797/Forward%20features%20list%20for%20The%20STEP%20Journal%20Volume%2017%202009.pdf

http://www.ras-publishing.com/wwbforwardfeatures.htm

http://www.ras-publishing.com/mwbforwardfeatures.htm

http://www.ras-publishing.com/feforwardfeatures.htm

http://www.ras-publishing.com/cwbforwardfeatures.htm

http://www.euroslot-online.com/news/fullstory.php/aid/494/2007_Forward_Features_List.html

http://www.talkingdrinks.com/home/features-list/

http://www.alliancemagazine.org/en/content/forward-features

http://www.thehrdirector.com/assets/files/HRD_Editorial_Calendar_09(1).pdf

http://www.camagonline.co.uk/pdf/CAMagazine-Forward_Features.pdf

http://www.retail-systems.com/pages/forward_features/Forward-features-09.pdf

http://www.step.org/attach.pl/1623/4797/Forward%20features%20list%20for%20The%20STEP%20Journal%20Volume%2017%202009.pdf

http://www.b2bm.biz/forwardfeatures/

http://www.thetrade.ltd.uk/ffeatures.asp

http://www.euromoney.com/ForwardFeatures

http://www.kablenet.com/kgc.nsf/WebPagesFrontPage/gcForwardFeatures

http://crossborder.practicallaw.com/5-101-8092

http://www.ebmonthly.co.uk/forward.htm

http://www.oscmagazine.com/OSC%20web%20pdf/OSC%20media%20Col%202009.pdf

http://www.firebuyer.com/assets/Fire_Media_Pk_08-lr.pdf

http://www.padmag.com/downloads/PaD_Forward_Features_2008.pdf

http://downloads.excelpublishing.co.uk/bemediapack09.pdf

http://www.carecruitment.com/news/newsDetail.asp?secID=1&newsID=98

http://www.caterersearch.com/OnlineTeam/mediacentre/forward_features.asp

http://www.retail-systems.com/pages/forward_features/Forward-features-09.pdf

http://www.alliancemagazine.org/es/content/forward-features

http://euromoney-magazine.com/ForwardFeatures

http://www.engagedinvestor.co.uk/hybrid.asp?typeCode=122&pubCode=1&navcode=385

http://www.pirnet.co.uk/synopsis_hotels.php

http://www.crainsmanchesterbusiness.co.uk/Assets/pdf/Editorial_Calendar_08.pdf

http://www.technical-textiles.net/brochures/media_pack.pdf

http://fibresystems.org/cws/Contact/Editorial-calendar.do

http://www.broadbandtvnews.com/?page_id=3555

http://www.totaltele.com/Advertise.aspx

http://www.wateractive.co.uk/materials/2009_editorial_calendar.pdf

http://www.agrow.com/mediapack/Agrow_2009_Media_Kit.pdf

http://www.innovfoodtech.com/media/data/editorial.pdf

http://www.elsevier.com/authored_subject_sections/P04/jasms/pdfs/JASMSMedia_2007.pdf

http://www.lsionline.co.uk/advertise/L&SI_MediaKit_2009.pdf

http://www.oilfieldtechnology.com/Magazine.Editorial.aspx

http://www.specialtygasreport.com/doc/mediaguide09.pdf

http://www.imveurope.com/IMVEmedia09.pdf

http://www.ukoug.org/membership/index.jsp?parent=61&id=185&gp=64

http://www.geoconnexion.com/downloads/MediaPack2009.pdf

http://www.materialstoday.com/pdfs/MTmedia09_low%20res_US.pdf

http://www.worldcoal.com/Magazine.Editorial.aspx?082009

http://images.iop.org/dl/fibers/advertising/2009/fse_mp_2009_euros.pdf

http://www.ledsmagazine.com/advertise/schedule

http://www.foodbev.com/MediaResources/files/magazines/2009%20alimentos%20media%20kit.pdf

http://www.aircraft-commerce.com/advertising/pdf_documents/AC_Media_kit_2009.pdf

http://www.totaltele.com/res/WhitePapers/TT%20Ratecard%202009.pdf

“We May Even Lose Our Mansion”

The relentless credit crunch has snared another vicitim. And it looks like cutting costs has seen Grant Bovey and Anthea reduce their PR budget.  Not the kind of statement to strike a sympathetic chord with the readership.

Surely they weren’t advised to say that?!

Our backs are against the wall — we may even lose our mansion

via Daily Express | Express Yourself :: Anthea’s lost millions.

Exploiting the Hudson family tragedy? – Chicago Breaking News

Horrific morally-bankrupt PR.  Only in America

Officials with a company that manufactures shotgun racks sent out a news release today that asked, “Could a Bedside Shotgun Rack Have Saved Jennifer Hudson’s Family from Tragic Death?”

The rack, called The Back-Up ($39.95, plus shipping and handling), is designed to fit along the side of the gun owner’s bed, between the mattress and box spring. The release goes on to say, “Whether it is someone known or a stranger entering the home, too many people in this country are paying with their lives during these home invasions. The Hudson family is just one of far too many Americans gunned down in their own home.”

via Exploiting the Hudson family tragedy? – Chicago Breaking News.

“PR is so over”: why Dennis Howlett is right

Dennis Howlett’s PR prophecy continues to engage PR professionals with some shrewdly worded responses.  A good read.

I think there has to be a fundamental rethink of how agencies are staffed and structured in order to deliver the kind of services that clients are willing to pay for (at a profit for the agency), that meets the needs of the majority of journalists (like Dennis) and gives employees valuable and meaningful work that encourages them to do better, try harder and actually stick around in an industry that could really do with some fresh legs.

via “PR is so over”: why Dennis Howlett is right « In Front Of Your Nose: An online PR blog.

Britain’s Worst PR Agent

I’m hoping that there are at least a couple worse than me in this novel new competition?!

Worst PR Agent –The Search Is On! – – Have you been ripped off, lied to or otherwise had your time and money wasted by a scumbag masquerading as a Public Relations agent? Then send us your PR horror story now! Email: worstpr@myobpod.com

via Britain’s Worst PR Agent.

Your PR Guy: 10 Rules for Your Corporate Blogging Success

Being a wise-ass, humorous, emotional, or conversational are better styles to entertain and connect with readers

via Your PR Guy: 10 Rules for Your Corporate Blogging Success.

Good read.  Good advice.  And complete vindication of all internet wise asses.

Free Online Book on Better PR Writing

Enjoy

Get your own – Open publication

How to Generate Millions of Pounds Worth of Publicity

Imagine you’re a leisure boss.  You’re launching a new family Christmas destination and you need millions of pounds-worth of publicity to spread the word.

Here’s a blue print in how to get the publicity …

And they try to tell you there’s no such thing as bad publicity!

Is PR really over?

Bleak title for the inaugural ‘PR Guy’ post – I know.

But worthwhile I hope.

Respected journalist Dennis Howlett writes:

After 17 years, I’ve come to the end of putting up with what most PR offers. It is time to draw a line in the sand. Accordingly, any PR that emails me gets this standard response: “I’ve stopped accepting email pitches. Please follow me on Twitter and pitch in 140 characters or less.”

And adds:

In any one day I field up to 20 PR requests. I can guarantee that 90+% of them have done zero research to find out what I’m interested in. In the worst cases they won’t have done a basic Google search to find out who I am or where my interests lay. In 2008, that’s beyond unacceptable, it’s criminal. Why?

The overwhelming feedback from online and offline editorial gatekeepers is that the days of blasting out hundreds of emails in the hope that something sticks are numbered.

And the PR profession must listen.

When I began in the public relations industry more years ago than I care to remember, we photocopied journalist addresses onto labels or faxed through for that added element of urgency!  Then, overnight, email gave us the power to contact those journalists with one click of the button.

Imagine the possibilities.  We collected and voraciously stashed email addresses in Outlook.  It became a numbers game – where more emails = more coverage.

Subscription to swanky media databases then even saved us the hassle of updating our info. We were in distribution heaven.

Better still (better for journos too – go on admit it!) copy and paste enabled our skilfully crafted copy to fill column upon column of news copy.

Unsurprisingly I have a vested interest in PR being anything but over.  I think PR people do what they know.  They should know news angles.  They should know how to offer news in concise and informative fashion.

But instead of forcing our releases on hundreds of journalists at a time we need to discover and learn about the power of the blog, website news sections and the full portfolio of social media tools at our disposal.

We also need to re-educate ourselves about the power of personal communication.  Even if it doesn’t fit snuggly into our write-send-and-follow-up model.

The change won’t happen overnight – but, at the very least, we need to demonstrate that we are evolving and open to the new rules of editorial engagement.

More on Dennis’s bleak PR prophecy here