How to get free publicity

by Kay Borden

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rFI{E SECRET to getting a free plug in the newspaper is I (l) change your thinking slightly and (2) give the editor valuable information.

With free publicity as your goal, begin thinking about information others need or want that you're willing to share. You know more about home and building products than anyone who's not in the business. You're an expert, so put that expertise to work. Jot down questions most often asked by your customers and then develop your answers into news stories.

Here are the top ten reasons business news releases wind up in the trash:

( 1) Reads Like Advertising. The media wants news not advertising. Either pay for the space or begin thinking about your business from a news perspective. Avoid the temptation to boast of the largest selection of power tools in the area; pick one unusual tool and explain why it makes completion of a task easier or faster, or how it can produce better results.

(2) Inappropriate Subject Matter. You wouldn't suggest a do-it-yourselfer paint the exterior of his home with interior paint. Don't send an article for customizing the baby's room to a newspaper serving a retirement community.

( 3 ) Poorly Written. You can write better than you think when it's about something you know well. If you have a computer, use one of the many writing improvement software packages. Make sure to buy one that includes a spelling, grarnmar and punctuation checker.

( 4 ) Not Enough Information. Let a friend whom you can trust to be honest read a release about your most unusual request, or how to install gas logs, or how to hang wallpaper. It's best to pick someone who knows little or nothing about the task. If they have questions, so will an editor. Writing software can be a big help but it can't check for completeness. Don't leave information holes.

( 5 ) Too Technical. Use the term "light dimmer" instead of "rheostat" in your piece about interior ligtrting tips. Use the word "beam" instead of "joist." Assume the reader knows nothing about the subject. If you have to use technical terms, give a brief explanation. If your home safety article suggests ground fault intemrpt outlets for kitchens, baths and outdoors, make sure you explain they are designed to prevent electrocution by automatically breaking the path of the current when there is a power surge.

( 5 ) Writing Style Unsuitable. Read several issues of the publications you want to target. Pay attention to the "mood" of the material. Slant your material appropriately. Style also refers to mechanics like capitalization and abbreviations. Your material gets a thumbs up if it doesn't need "editing for style."

(7 ) Incorrect Format At the top of the first page of news releases, editors expect to see a contact name and telephone number, a date it may be published (use "For Immediate Release" if appropriate), the words "News Release" centered, and a headline. Submit no more than two pages, typed double spaced, and repeat the contact name and phone on the second page along with "Page 2 of 2" - pages can get separated in a busy newsroom. Center the number (30) after the last sentence to signal the end of the story.

( 8 ) Poorly Timed. An editor is unlikely to run an article on leaking roofs during the driest spring on record.

Story at a Glance

Secrets to getting your company in the news ... 10 fatal errors of writing releases.

Plan early for releases that can be tied to annual activities, events and holidays. Call the publication in advance and ask about deadlines for submissions.

( 9 ) Too Long or Too Short. Ten-page news releases go from mail box to trash can with barely a glance (see Fatal Error #7). Write about one subject, or one part of a subject, and cram as much information as possible into one or two pages.

(10) Uninteresting. Say something. Rambling, pointless material to "please the boss" won't be published. All news contains at least one of the following: timeliness, proximity, conflict, prominence, economic conditions, cultural significance, sex and romance, and novelty. Combining two or more news elements bolsters news value.

Editors are busy and look for any excuse to throw away your material. By removing the 10 most common excuses, you greatly improve your odds of making it into print.

- Borden is author of the book "Bulletproof News Releases," $16.95 plus $2.50 shipping from Franklin-Sanett Publishers, j76l Vineyard Trace, Marietta, Ga. 30062; (800) 444-2524.