Follow Up!

I've been working with a marketing class at a local college. They're putting together a class project revolving around a large community event. It's a really excellent concept - the class is operating like a full service marketing agency with a budget and separate departments responsible for advertising, public relation, financial management and day of event responsibilities. Each department has a student leader with several student team members.

In their final presentation two weeks before the event, the students offered the materials that they had put together. All of the elements were in place and were done well. They had creative posters, banners, radio ads, and news releases. They even had put together a wonderful press kit.

When asked if they garnered any coverage from their initial press release - they told me no. I asked if they had many any follow-up calls. Once again, the answer was a resounding no!

The news release is only one small piece in the entire media relations puzzle. It would sure save all of us a lot of work if the media simply printed or broadcasted what we wrote in the news release. However, these reporters are journalists - not PR people.

Every news release you send out needs to be followed up by a personal phone call from someone in your organization. Every reporter receives hundreds, if not thousands of news releases every day. Don't let yours get lost in the shuffle!