Re: suggestions re: PR release

[Guest guest]

If you're planning on sending this news release to your local media outlets,

here's my two or three cents on pitching a story:

--Depending on the size of the outlet, editors get hundreds of news releases

every day. Most of them are not even read--they are tossed in the recycle

bin.

--You need to make the connection for them so they'll realize why this story

is news worthy for their audience. Watch the news show or read the paper

carefully more than once, so you'll know the names of the editors or

reporters who are on the health or lifestyle beat. Address the fax directly

to them with a cover letter.

--In your cover letter, tell them how you watch/read their paper/show and

why you think their audience needs to know about . Briefly tell him/her

how you have been personally affected and that you would be happy to provide

further information.

--Find out if there are other families in your area. Ask if they would

like to be listed as a contact for the story. This makes it even easier for

the media to build a story.

--If you have a local doctor who is supportive of Dr. Goldberg's protocol,

ask him/her if you can mention him/her in the letter. The media needs other

sources to make the story local and newsworthy. So now the media outlet has

both families and the doctor to make the story interesting with personal and

medical perspectives.

--Be sure that every page of your letter and news release has your phone

number, email address and name.

--If the editor/reporter does not respond to your news release, give him/her

a call to follow up. If they do not respond (THIS IS VERY IMPORTANT), do not

continue to send the news release or call. Give it a rest. In about six

months, give it another try--your child will have made additional progress

and you might have a new angle.

--Remember, all media outlets are constantly looking for content. But they

want it to be immediate, newsworthy and really easy for them.

Good luck and don't hesitate to contact me off-list if you have any

questions, Lynne

> Suggestion for you folks:

>

> Print off copies of the PR release (the official looking

> one with the blue emblem) at http://nids.net

>

> Pull out your telephone book and find the names

> and addresses and fax numbers for any newspaper,

> TV station, Doctor, and Medical Installation in your area.

>

> Mail / Fax each of them a copy of the PR.

> I have .....

>

> Don't assume the PR will reach everyone.

> MAKE it reach as many as you possibly can touch.

> Don't assume will be 'coming to a place near you soon' -

> let's use whatever means we have to get the word out

> that there is a choice. That our kids can have a life.

>

> I don't know how many times I've heard at our local ASA meeting

> " My (child's) doctor says he'll always be this way. I had hoped

> he would attend college one day .... get married and have kids ....

> guess we'll just be happy if he can lick stamps ... "

>

> Light the fire ........

>

> Doris

> sville MD