Media relations has gotten a lot more interesting--and a lot harder--in recent years in part as a result of the impact of the Internet and supporting technologies. readMe is an ongoing series of tips, tricks and advice aimed at helping PR and marketing professionals stay on top of the trends, understand the implications for their day-to-day needs and learn to utilize the new technologies effectively.
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Ten Commandments For The PR Professional
by Vera Nuspliger
1. Thou shalt not obfuscate, exaggerate, jargonate or speculate.
2. Thou shalt include the five W’s in thy first paragraph of any news release-who, what, where, when and why.
3. Thou shalt transmit thy news releases via readMedia.
4. Thou shalt remember that nothing is “off the record”.
5. Thou shalt keep in mind that ink and air waves rule. Restrain thy urge to engage in a spitting match with a reporter.
6. Thou shalt not go over a reporter’s head or allow thy client to pull rank. “Let me give her editor a call – we were in the same class at Yale.”
7. Thou shalt not rely on spell check lest thou wish to cause snide remarks in the newsroom. Thou shalt keep a dictionary and recent style book on thy desk.
8. Thou shalt return all calls and emails promptly even if it is to say “I don’t know yet but I will try to find out and let you know by your deadline”.
9. Thou shalt include evening contact information on all news releases, fact sheets and backgrounders.
10. Thou shalt not turn thy spokesperson loose without thorough training and an arsenal of information.
Vera Converse Nuspliger Nuspliger Associates 518-882-9816 www.nuspligerpr.com
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