Tips on Getting Media Coverage
It’s easy to get a media program started even if you’ve never done it before!
Presented by Amelia Painter
Amelia Painter is the managing partner of TotalWebDesigner.com, a web design firm specializing in the lodging industry. She is the Webmaster and Marketing Director for both the Iowa and Minnesota Bed & Breakfast Associations and has been creating web sites since 1995. Amelia is a mid-west transplant from San Diego, California and is always eager to share her expertise on the topic of Marketing. She can be reached her at 712-260-5372 or 712-264-0627 or by e-mail at: Amelia@TotalWebDesigner.com.
Why Bother to Create a Media Program? Why take time away from taking care of clients to communicate with the public? Why can’t an innkeeper just go about their business of pampering guests and ignore the public? The true is you can. And many innkeepers do. Hundreds of bankrupt or struggling owners can attest to this possibility.
Creating a Media Program is Easy
It is NEWS if:
Soft News and Golden Rule
Golden rule when dealing with Media: Always tell the truth
Writing Press Releases
I know I mentioned earlier that a pen and paper would get you started – and it will. But in today’s world, a release to any media department must be typed, double-spaced on 81/2-by-11-inch white paper with wide margins on both sides (editors need plenty of room for their notes). Do not forget to include your contact information at the top of the 1st page along with the date.
4 “triggers” of good copy:
o Attention
o Interest
o Desire
l Action
Copy Hints
5 W’s and an H
Essentials of Good Copy
Writing Copy for the Web
Reading from computer screens is about 25% slower than reading from paper. Even users who don't know this human factors research usually say that they feel unpleasant when reading online text. As a result, people don't want to read a lot of text from computer screens: you should write 50% less text and not just 25% less since it's not only a matter of reading speed but also a matter of feeling good. We also know that users don't like to scroll: one more reason to keep pages short.
l Avoid text that repeats photo content
l Fast access is vital ~ site should load in 20 seconds or you loose
l People don’t like to read from monitor screens ~ its 25% slower than reading from print
l Write 50% less text than in print
E-mail Your Release
E-mail can serve as an inexpensive way to get your news out into the world. Here are a few guidelines:
1.
Use a Signature Line.
Along with your typical contact information include your website address, if you
have one. You can also include one or two lines that either identify you with a
State Association or an International professional organization like PAII – just
don't make your signature a mini-brochure.
2.
Craft the Subject Line Carefully
With spam filling our inboxes with more junk daily, you want to be sure the
editor knows what you are sending them. Example: Press Release: Local Inn
Donates $5,000 to Cancer Research
3.
Stay basic.
Fancy fonts and strange colors are annoying. Use an easy to read font like
Courier, Arial or Times Roman. Use the color black and do not add cute images.
Text only.
Include Photographs
l Photos convey message of page
l High quality photos are a MUST
l Use JPEG format on photos sent by e-mail at 300dpi
l Hard copy photos should be 4”x6”
· Give a duplicate
· You may not get photo back