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Suggest You - Write a Media Release that Gets Results
Change, make that constant change, is the way of the world. A double edged sword, change provides opportunity on one edge and creates outdated services, products, processes, marketing and manufacturing methods with the other. Companies slow to embrace change and adapt as conditions shift ultimately face a crises of financial viability and survival.Whenever a company is in decline/distress, among the usual suspects one can find: declining profits, trouble complying with loan covenants, customer complaints on the rise, customer defections, talent loss- high turnover, absence of short and long term planning, supplier problems, failure to adapt to new technologies, reduced working capital, and changing accounting principles; just to name a few. The number and mix of problems will vary from company to company.So, several of the more common trouble signs have emerged and your business is in trouble. Surely as summer follows spring the killer B’s are not far behind.Who are these killer B’s? They are yet another scourge affecting good companies when things turn bad. Their names are: bureaucracy, backstabbers and bookkeepers*. (*Accountants would have spoiled the alliteration and killer B’s theme.)Once a successful business reaches eighty to one hundred employees a bureaucracy evolves. Slowly at first, usually the first outbreak is in H.R. Under the guise of managing growth it extends it’s tendrils into accounting, operations, sales and finally the whole organization.So long as the enterprise is growing a
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our silly cat-dog story, we’ll outline a five-point formula and illustrate it with the cat-dog details, building a press release as we go. Let’s assume the release is being sent by the fictitious National Canine Institute, which has a simple agenda of gaining media exposure.
Put all the details in the first sentence or two
That is, what is happening / happened, when and where, who is involved, and why it is interesting or important. This is quite different to the start of an actual article, because it is heavy in information that general readers migh
All too often I have heard clients say “Advertising doesn’t work for us” after a single appearance of their ad - sometimes even after trying only one media.There are a number of things you can do if you want to know for sure whether advertising works or not for you. The first of them is to give your ad a fair chance.Follow these basic rules and enjoy learning what the best way is for you to advertise. If your advertising doesn’t work, it is probable that one of these rules has not been followed.If you have followed these rules and your results are still disappointing, then please get in touch: enquiries@advertsuccess.com and we will be pleased to look into your case individually absolutely FREE.Rules for making your print advertising work1. Give yourself a fair sample to evaluate. As a rule of thumb, you should take no fewer than 3 insertions in a weekly or monthly magazine and 5 insertions in a daily title. Only the fanatical reader will read front to back of every issue. You need to allow for readers going on vacation, or just those who might miss an issue. You also want to give them a fair chance to have a need for your product. You can only make a decision about whether a publication’s readership provides a viable source of leads once you have given them all a fair chance to respond.2. Ensure your ad is given prominence. Why do the bad boys sit at the back of the class? So the teacher pays them less attention. In advertising you want to be right at th
By following a simple formula, and sticking to a handful of rules, you can write a clear and effective media release that has the best opportunity possible of being picked up and published, and ensures the long-term integrity and media interest of the organisation you represent.
1. A MEDIA RELEASE IS NOT AN ARTICLE
One of the first mistakes when preparing a media release is to write as though it will be printed as an actual article. Almost nobody will print your media release as it stands, unless they are a seriously understaffed small publication, like a local newspaper, or else, frankly, extremely unprofessional.
When you are writing a media release you need to bear in mind that you must cater for two very different, often complementary but sometimes competing, needs. On one side, you have a great product or you’ve done a great deed, and you want to get the news out. On the other, the journalist wants a fresh, new story to tell, one that will have a broad appeal to their audience.
Essentially what this means is that you should not write a media release for the public, you should write it for one person: the journalist on whose desk it will land.
Your aim with a media release is to try to step into the shoes of the journalist; figure out what they want, then give it to them. This, in turn, will maximise your chances of that journalist using your media release as the basis for their story, and of them giving it the spin that you want to see.
If you don’t know where to start, don’t worry: I used to be a journalist and read scores of media releases before lunch every day, so I’ll lend you my shoes for the duration of this article.
2. GIVE THE JOURNALIST A STORY TO TELL
A journalist’s job is to tell stories, and it’s not always easy to come up with fresh, interesting stories every week or every day. So if something’s going on at your organisation that is potentially “newsworthy”, you have a valuable commodity to offer.
Remember: this is not about writing the release in such a way that you believe the story should be written; instead, it is about having something newsworthy to say in the first place. So your cat won first place in a show? Big deal: a lot of cats win prizes. Your cat won for the 10th year in a row? That’s a little more interesting, and some of the pet magazines might be interested. Your cat won first place in a dog show? Now that’s newsworthy, and you might even get a feel-good piece on one of the morning news channels.
Make sure you give the journalist the facts about your story that will make it worth telling. The golden rule? A piece of information is likely to be newsworthy if it is either:
a) New: nobody has ever heard of or done it before b) A fresh, new angle on an old story
3. PITCH TO THE RIGHT PUBLICATIONS
Think about our cat show example above. If your cat won first place in a show, it might rate a mention in the newsletter of your breeders’ club. If your cat won for the 10th year in a row, one of the nation’s pet magazines might be interested in doing a little story about your talented cat. If your cat took out top honours in a dog show, then not only the newsletters and industry magazines may be interested – you might get a piece in some of the national newspapers and television news shows.
Choosing the publications to which you send your press release is very important. Think about the type of story you have to tell, then strategically select the publications that best suit your story. You may be wanting the front page of the Herald, but let’s face it, even a prize-winning cat in a dog show is not likely to be front page news. So don’t send the release to the news editor, look for the “lifestyle” sections, and pitch your release to a journalist or editor of that section. Being smart (and realistic) about where your story could be published will greatly increase the likelihood of you receiving that all-important ‘phone call or email from a journalist.
There are many media tomes available to help you target your publications wisely. In Australia, the Australian Writers’ Marketplace is a great tool for writers and public relations professionals alike, listing every publication in Australia and New Zealand. It shouldn’t have to be said, but it is also very important that you carefully read the publications to which you send your press release, so that you are aware of their styles and the types of stories they usually publish.
4. GET YOUR FACTS STRAIGHT
This may seem obvious, but you would be surprised how many people think they can “fudge” their way through a press release, providing poorly-informed information or exaggerating the facts in an attempt to catch the journalist’s eye.
Any half-decent journalist will always check their facts. They know that you have a personal or business agenda for wanting your story published, so they’re going to do their best to make sure what they print is the truth, rather than just your version of the truth. If you have lied, exaggerated or failed to check your own facts, this will reflect very poorly on you and your organisation. Not only is this release likely to be tossed in the bin, it is extremely unlikely that the journalist will ever trust a press release sent by you again – or bother to read it.
On the other hand, clear facts that can be supported will lend integrity to your press release – and therefore to you and your organisation so future releases are likely to be viewed more favourably.
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our silly cat-dog story, we’ll outline a five-point formula and illustrate it with the cat-dog details, building a press release as we go. Let’s assume the release is being sent by the fictitious National Canine Institute, which has a simple agenda of gaining media exposure.
Put all the details in the first sentence or two
That is, what is happening / happened, when and where, who is involved, and why it is interesting or important. This is quite different to the start of an actual article, because it is heavy in information that general readers might
Layoffs in today’s business world are common and with it comes the fear and anxiety of finding another job. With this in mind, here is a list of techniques that a person can use to help manage their stresses and anxieties in finding a new job.A technique that can be used to reduce the stress of finding another job is to divide the task into a series of smaller steps and then complete each of the smaller tasks one at a time. For instance, the first thing you should do is to determine what kind of job you want. Once you know what you are looking for, the next step is to update and prepare your resume. Once that is finished, you should then concentrate on finding the companies that interest you and send your resume to them. Once you submit your resume, the next step is to prepare for the job interview by completing these smaller tasks, you will reduce your stress and anxiety and increase your chances of finding another job.Sometimes we may get depressed during our job search. Another technique that is very helpful is to have a small notebook of positive statements that make us feel good. Whenever you come across an affirmation that makes you feel good, write it down in a small notebook that you can carry around with you in your pocket. Whenever you feel depressed, open up your small notebook and read those statements.In addition, it also helps to write down a list of things you are thankful for in this world. For instance; good health, a good marriage, lots of friends, being smart and resourceful, and a good educ
If you don’t know where to start, don’t worry: I used to be a journalist and read scores of media releases before lunch every day, so I’ll lend you my shoes for the duration of this article.
2. GIVE THE JOURNALIST A STORY TO TELL
A journalist’s job is to tell stories, and it’s not always easy to come up with fresh, interesting stories every week or every day. So if something’s going on at your organisation that is potentially “newsworthy”, you have a valuable commodity to offer.
Remember: this is not about writing the release in such a way that you believe the story should be written; instead, it is about having something newsworthy to say in the first place. So your cat won first place in a show? Big deal: a lot of cats win prizes. Your cat won for the 10th year in a row? That’s a little more interesting, and some of the pet magazines might be interested. Your cat won first place in a dog show? Now that’s newsworthy, and you might even get a feel-good piece on one of the morning news channels.
Make sure you give the journalist the facts about your story that will make it worth telling. The golden rule? A piece of information is likely to be newsworthy if it is either:
a) New: nobody has ever heard of or done it before b) A fresh, new angle on an old story
3. PITCH TO THE RIGHT PUBLICATIONS
Think about our cat show example above. If your cat won first place in a show, it might rate a mention in the newsletter of your breeders’ club. If your cat won for the 10th year in a row, one of the nation’s pet magazines might be interested in doing a little story about your talented cat. If your cat took out top honours in a dog show, then not only the newsletters and industry magazines may be interested – you might get a piece in some of the national newspapers and television news shows.
Choosing the publications to which you send your press release is very important. Think about the type of story you have to tell, then strategically select the publications that best suit your story. You may be wanting the front page of the Herald, but let’s face it, even a prize-winning cat in a dog show is not likely to be front page news. So don’t send the release to the news editor, look for the “lifestyle” sections, and pitch your release to a journalist or editor of that section. Being smart (and realistic) about where your story could be published will greatly increase the likelihood of you receiving that all-important ‘phone call or email from a journalist.
There are many media tomes available to help you target your publications wisely. In Australia, the Australian Writers’ Marketplace is a great tool for writers and public relations professionals alike, listing every publication in Australia and New Zealand. It shouldn’t have to be said, but it is also very important that you carefully read the publications to which you send your press release, so that you are aware of their styles and the types of stories they usually publish.
4. GET YOUR FACTS STRAIGHT
This may seem obvious, but you would be surprised how many people think they can “fudge” their way through a press release, providing poorly-informed information or exaggerating the facts in an attempt to catch the journalist’s eye.
Any half-decent journalist will always check their facts. They know that you have a personal or business agenda for wanting your story published, so they’re going to do their best to make sure what they print is the truth, rather than just your version of the truth. If you have lied, exaggerated or failed to check your own facts, this will reflect very poorly on you and your organisation. Not only is this release likely to be tossed in the bin, it is extremely unlikely that the journalist will ever trust a press release sent by you again – or bother to read it.
On the other hand, clear facts that can be supported will lend integrity to your press release – and therefore to you and your organisation so future releases are likely to be viewed more favourably.
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our silly cat-dog story, we’ll outline a five-point formula and illustrate it with the cat-dog details, building a press release as we go. Let’s assume the release is being sent by the fictitious National Canine Institute, which has a simple agenda of gaining media exposure.
Put all the details in the first sentence or two
That is, what is happening / happened, when and where, who is involved, and why it is interesting or important. This is quite different to the start of an actual article, because it is heavy in information that general readers migh
When you consider that there may be 100 schools represented and 400 pre-screened candidates, your chances of securing a teaching position at an international school is high. Additionally, many of the top schools will only consider interviewing candidates who are pre-screened by a recruiting agency.Whether or not you decide to register with a job fair might depend on your ability to get to where one is being held. Job fairs are held at locations worldwide, with a particular concentration in North America and the United Kingdom. Some of the organisations hosting the job fairs do not charge participants to attend, they make their money from charging the recruiters.There are several organisations that hold job fairs for international teachers. International School Services (ISS), Search Associates and the Council of International Schools (COIS) are three of them that hold job fairs around the world. These organisations pre-screen the candidates and invite those candidates that meet the criteria published on their websites to attend their job fairs. You can go to their websites and check if you meet their criteria.Both ECIS and Search Associates are very professional and experienced in their approach to organising job fairs, and it shows at their events.Recruiters rely on these organisers to cut out the unqualified or undesirable candidates. They turn away many candidates each year, so you should feel proud if you are invited to attend one of these fairs; it’s the first step to getting a contract at t
3. PITCH TO THE RIGHT PUBLICATIONS
Think about our cat show example above. If your cat won first place in a show, it might rate a mention in the newsletter of your breeders’ club. If your cat won for the 10th year in a row, one of the nation’s pet magazines might be interested in doing a little story about your talented cat. If your cat took out top honours in a dog show, then not only the newsletters and industry magazines may be interested – you might get a piece in some of the national newspapers and television news shows.
Choosing the publications to which you send your press release is very important. Think about the type of story you have to tell, then strategically select the publications that best suit your story. You may be wanting the front page of the Herald, but let’s face it, even a prize-winning cat in a dog show is not likely to be front page news. So don’t send the release to the news editor, look for the “lifestyle” sections, and pitch your release to a journalist or editor of that section. Being smart (and realistic) about where your story could be published will greatly increase the likelihood of you receiving that all-important ‘phone call or email from a journalist.
There are many media tomes available to help you target your publications wisely. In Australia, the Australian Writers’ Marketplace is a great tool for writers and public relations professionals alike, listing every publication in Australia and New Zealand. It shouldn’t have to be said, but it is also very important that you carefully read the publications to which you send your press release, so that you are aware of their styles and the types of stories they usually publish.
4. GET YOUR FACTS STRAIGHT
This may seem obvious, but you would be surprised how many people think they can “fudge” their way through a press release, providing poorly-informed information or exaggerating the facts in an attempt to catch the journalist’s eye.
Any half-decent journalist will always check their facts. They know that you have a personal or business agenda for wanting your story published, so they’re going to do their best to make sure what they print is the truth, rather than just your version of the truth. If you have lied, exaggerated or failed to check your own facts, this will reflect very poorly on you and your organisation. Not only is this release likely to be tossed in the bin, it is extremely unlikely that the journalist will ever trust a press release sent by you again – or bother to read it.
On the other hand, clear facts that can be supported will lend integrity to your press release – and therefore to you and your organisation so future releases are likely to be viewed more favourably.
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our silly cat-dog story, we’ll outline a five-point formula and illustrate it with the cat-dog details, building a press release as we go. Let’s assume the release is being sent by the fictitious National Canine Institute, which has a simple agenda of gaining media exposure.
Put all the details in the first sentence or two
That is, what is happening / happened, when and where, who is involved, and why it is interesting or important. This is quite different to the start of an actual article, because it is heavy in information that general readers migh
If you've been in this business for any length of time, you know what a great business this can be. If you're struggling...you need to ask yourself why?Let's be clear on one thing before we go any further...There is no one that is preventing you from succeeding. That's right...there's no one standing in your way, not rising interest rates, the fed chairman, your boss, your co-workers, your spouse, your friends...or anyone else for that matter.No one of course...except you!You have total control. Other people succeed, so can you can succeed...period...the end. The only thing stopping you is you.So, let's talk about how you can easily screw up your plans.If you spend time talking about your big plans for succeeding in your own business you're telegraphing an important message to everyone you mention it to...that you're looking for everyone to approve your plans. You're looking for approval and acceptance without realizing it.What else does it telegraph? It says that you have absolutely no confidence in yourself. You need to keep your plans to yourself and discuss them only with trusted advisers and partners who are as successful as you want to be.If other people say you can't do it...especially family members or friends...listen to their point of view, but ignore them. That's right...ignore them. Do it nicely, but ignore them.If they say you're a dreamer...you're un-realistic...it really means then that you have talked too much about your plans and already wasted a lot o
4. GET YOUR FACTS STRAIGHT
This may seem obvious, but you would be surprised how many people think they can “fudge” their way through a press release, providing poorly-informed information or exaggerating the facts in an attempt to catch the journalist’s eye.
Any half-decent journalist will always check their facts. They know that you have a personal or business agenda for wanting your story published, so they’re going to do their best to make sure what they print is the truth, rather than just your version of the truth. If you have lied, exaggerated or failed to check your own facts, this will reflect very poorly on you and your organisation. Not only is this release likely to be tossed in the bin, it is extremely unlikely that the journalist will ever trust a press release sent by you again – or bother to read it.
On the other hand, clear facts that can be supported will lend integrity to your press release – and therefore to you and your organisation so future releases are likely to be viewed more favourably.
5. PROVIDE BACKGROUND INFORMATION
It’s best to keep a press release short – go over a page, and you’ll diminish the likelihood that a journalist will read on. This shouldn’t be difficult, since the media release is merely intended to provide all the key information that will pique a journalist’s interest.
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our silly cat-dog story, we’ll outline a five-point formula and illustrate it with the cat-dog details, building a press release as we go. Let’s assume the release is being sent by the fictitious National Canine Institute, which has a simple agenda of gaining media exposure.
Put all the details in the first sentence or two
That is, what is happening / happened, when and where, who is involved, and why it is interesting or important. This is quite different to the start of an actual article, because it is heavy in information that general readers migh
If you are an executive, you may sometimes feel like a open jelly sandwich at a picnic. Every crazy critter in the world wants to bite into your budget. Here's how to protect your time and preserve your sanity.Ask questionsMany salespeople work from a script. Rather than let them read it, interrupt with, "Excuse me." Then determine the purpose of the call by asking questions such as, "What are you selling?" or "Why are you calling?" Set bounds on the call by stating that you will take one minute to hear their offer and that you have a timer. Cut through the enticement by getting the facts that you need to decide if their offer has value.Just say noIf you have no interest in the offer, tell the salesperson, "No." If you have no interest in the company, product, or service, ask to be removed from their call list. Be polite and firm. Simply say, "We have no need for your service. Please remove my name from your list." Avoid small talk, arguments, or complaints. All of these waste your time and lead to nothing. In addition, savvy sales people appreciate candor. It frees them to proceed with their business.Decline literatureIf you attempt to rid yourself of a salesperson by asking for information, you cause three bad things to happen. 1) You guarantee a return call ("Hi, did you get what I sent?"). 2) You waste the salesperson's money. 3) You add to the mail that you have to process. Thus, decline literature unless you are interested in the offer. Similarly, decline
However, sometimes it may be of value to provide background information to help the journalist support their story. This will save them a lot of research time, and may tip the scales in your favour when they are weighing up whether or not to write the story. In the case of the “cat & dog” scenario given earlier, this might be access to judging criteria in dog shows, for example.
Background information can be provided as appendices to the release itself, or published on your website and clearly marked on the release so that the journalist can easily find it.
6. STICK TO THE FORMULA
Once you have a good story to tell, got your facts straight, gathered your background information and identified the publications most likely to respond positively, writing a media release is a fairly straightforward exercise. That’s because you can pretty well follow a standard formula each time.
Carrying forward with our silly cat-dog story, we’ll outline a five-point formula and illustrate it with the cat-dog details, building a press release as we go. Let’s assume the release is being sent by the fictitious National Canine Institute, which has a simple agenda of gaining media exposure.
Put all the details in the first sentence or two
That is, what is happening / happened, when and where, who is involved, and why it is interesting or important. This is quite different to the start of an actual article, because it is heavy in information that general readers might not want to know. But remember: your audience in this case is just one person, the journalist, and you need to give them all the information they need to decide whether your story is worth telling.
A blue-point Burmese cat shocked crowds and enraged dog-owners by not only entering – but winning – Best of Show in the nation’s most prestigious dog show: the National Canine Institute (NCI) Awards, held in the Canberra Chamber of Commerce on Friday (March 12).
• What is happening: a cat won a dog show
• When and where: on Friday March 12, at the Canberra Chamber of Commerce
• Who is involved: the cat, the crowds, other pet owners, the Institute
• Why is it interesting: it shocked crowds and scandalised pet owners
Expand on the above introduction
Provide a little more information and, if appropriate, add details as to how the event happened or will happen.
Having entered Betty the Burmese via a legal loophole in the NCI’s charter, the cat’s owners, Margaret and Richard Dalrymple, say they are unperturbed by the scandal surrounding the award, stating simply that Betty was held up to the same scrutiny as all the dogs, and was clearly found to be superior. Their opinion is shared by the judges.
Follow up with a “quotable quote”
Ensure that any quotes in your media release are attributed to a person (ie. identify the person giving the quote), and if that person has a job title etc, include that. Only include quotes that add to either the information or value of your media release, and only quote people who are relevant to the story.
“Betty’s entry in this competition was a legal matter over which we had no say,” explained NCI President and chief judge, Peter Davies, “so we simply applied the same rigorous standards of judgement across the board. Betty was a clear winner.”
Continue with any other important facts or issues
You may also wish to back these up with another “quotable quote” if it is appropriate.
However, many of the show’s dog owners are not so philosophical, stating that it is scandalous for a cat to win a dog show, and that the entry should never have been allowed in the first place. A group appeal has been launched.
“This farce reinforces the ridiculous limits to which the legal system can be stretched,” insists Eloise Nichols, owner of two-time champion chocolate Labrador, Royal Jim. In a statement immediately following the award announcement, she said, “Dogs and cats have completely different physiological make-up and this is as insane as comparing a daisy to a rose. The Labrador, Poodle and Cavalier King Charles Spaniel breeders’ associations have each launched separate appeals to the decision, and we expect other groups to join in this action shortly.”
Davies dismisses the breeders’ objections as sour grapes. “Betty won fair and square. The fact is, she was simply the better animal,” he says. Institute leaders are also thrilled with the interest the controversy has brought to their organisation. “We are having more pet owners – of dogs and cats alike – expressing interest in joining our organisation and participating in events, than ever before. This is great news for future competitions.”
Reinforce the facts
Make sure that all important times, dates, places and contact names and details are clear.
The matter will appear before the Canberra District Court on April 21. The National Canine Institute will begin preliminary rounds of its annual awards in July, with dates and locations to be published on the official website, www.nci-awards.net [not a real address]. Interviews can be arranged with Institute President Peter Davies, Betty’s owners Margaret and Richard Dalrymple.
Media contact: Joanne Prosczech, NCI
Ph: 0402 123 456
Email jprosczech@nci.net [not a real address]
7. BE READY AND AVAILABLE
Finally, ensure you are available to take journalists’ calls. Be prepared for them to call at all kinds of odd hours, even late at night and early in the morning. If you have promised interviews with anyone else, ensure that they are thoroughly briefed on what is appropriate and inappropriate for them to say in an interview. Before you name them as potential interviewees, make sure that they also are available to take calls at odd times. You should vet calls from journalists then act as a “go-between”, setting up interview times with your interviewees and any journalists.
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