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The Three P's of TV Success

By: LeGrande Green
Posted: July 22, 2008, from the March 2007 issue of Skin Inc. magazine.

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3. Respond immediately to requests for follow-up data, and make sure all questions are answered thoroughly. Developing a good open relationship is to your advantage.

For the media, the first paragraph of any press release is critical. It should alert and inform the audience about what you are promoting. Keep it to three or four sentences, and be sure it sets all the main points covered in the release. Avoid too much detail in the first paragraph. The most important thing to remember is to make the press release concise and keep it to just one page. Because of the aforementioned time crunch, press releases that are more than one page are likely to just hit the garbage can.

Also, make sure to have an up-to-date, engaging Web site. After your press release catches the media’s attention, the Internet is where a researcher will go to find out more about you. Make sure your information is easily accessible, your hook is readily apparent and you have contact information included. A good Web site can be the best marketing tool you have.

Follow-up is the key

Once you succeed with your initial news coverage, the feeling is out of this world. Many small-business owners have experienced this but, unfortunately, they often forget to do the little things that can keep that good thing going. Think about this: What would you do if your company was featured in a news story or TV newscast? What would you do to maximize that? You’d show that article or clip to everyone you knew. Maybe you would even call your great-aunt Martha who you haven’t seen in years to tell her about your exposure. Many of you would post it on your bulletin board at work, or scan it for e-mail distribution. Those are all good things, but go even further. Think about the following options for giving your media coverage that extra push.

1. Send local news coverage to nationally based reporters or syndicated shows. Media begets media.