Your News Releases Need Work: Emailing Bad News Releases
After receiving a tweet from a friend asking for news release help last week, followed by was seemed like an entire day of emptying my email inbox of bad news releases, I figure it was time I took another shot and explaining the art of getting your release at least looked at, and hopefully used.
I want to attack the problems I dealt with yesterday:
Assume We Don’t Have The Latest & Greatest: Last Friday, I learned that according to Forrester Research, 60 percent of companies use Internet Explorer 6 as their default browser. That was the day I stopped whining to my IT folks about why we were using the old & busted browser of the past. Today I plead to all the PR folks to sent thinks out in the future. Web pages with lots of flash widget and browser optimized settings can not trump a simple webpage with a clean overall look and images set to just enough that it means something. My 5 year old office desktop running Windows 2000 would appreciate it.
Assume We Don’t Have The Latest & Greatest Part 2: As with the case in an office where I am running Windows 2000 for heavy audio editing, we’re also short on licenses for MS Office. ANY version of MS Office, let alone the latest and greatest. Assume that the person on the computer on the other end may be in the same boat, and don’t send them word docs typed on your brand new, shiny Vista computer with converting them down from .docx to .doc. Even better, try .rtf or a .pdf, both which are universal, and for the latter, you don’t have to worry about a change in font shifting the entire press release.
Images Can Ruin Everything: Our web based corporate email system allows every user in the corporation 20MB or storage space, unless you’ve been with the company over 8 years, whet they may be stuck with the old cap of 10MB. Not a serious problem for those who have machines with the MS Office suite and MS Outlook. I don’t have that luxury, and had to dump my email twice yesterday, after receiving an attached .mp3 from a new artist (5MB) and a two press releases from the same person because he forgot to attach a picture to the document (2MB for first email with large corporate logo, 8MB for email with large corporate logo and 7MB hi-res headshot in .docx press release). Sending news releases with links to download media, scaling down large images to travel reasonably through email, or just sending a .pdf would have made life much easier for me, the one you are trying to influence to cover your people and events.
How many times have you passed up a great personal opportunity, with the only reasoning being you figure you could live with the good thing you already had going? How did it make you feel in the short and long run, as you watched greatness continue and you flounder?
How many times have you watched as your bosses balked at the chance to go after a potentially great employee hire, get in on the bottom floor of a potentially great business opportunity, or expand on a potential great internal program?
There might be good reason (no sustainable capital, not enough physical resources or manpower, possible conflicts in our business model, contractual loopholes to battle out of, etc). Then again, there might not be any reason other than being able to live with the ‘good’ thing we got right now, even if that thing is more along the lines of ‘serviceable,’ or ‘adequate.’
How does that make you feel in the short and long run, as you watch greatness continue for other job sites and yours continue to flounder?
And in some cases, you will find not only opposition to the change that can take your good to great status, you will find much more effort and energy to keeping things status quo that taking your new initiative to greatest, especially if the current state of affairs is closer to the sub par than the par .range
Anytime you take a risks, despite how minimal you can make it, if there is no risk, there is no reward. Even getting out of bed has some risk involved, even if the much more pleasing alternative offers enough consequences to make the decision not to particularly silly.
If you get the opportunity to reach out and touch great, you need to take that opportunity.
Rush Limbaugh makes a lot of money to talk to people everyday. But he talks to A LOT of people. And they listen intently—whether they really want to or not.
Say what you want about his politics, opinions, and sometimes flat out non-truths. If Rush were still just a radio DJ, and could take his following with him to any local metro, someone would figure out how to pay him even more money.
As the apparent voice of ‘The True Conservative,’ Rush had the chance to speak at this year’s Conservative Political Action Conference (CPAC 2009), and based mostly on people’s idea of the talk show host coming in, he gave either an amazing or pathetic speech.
But as far as I can tell, he was the only speaker covered live by Fox News Channel and CNN last night, with plenty of other Republican superstars set to step up to the podium. And he was definitely the most analyzed (I think over analyzed) speaker of the weekend.
It has taken him twenty years on the radio in the talk format to truly develop his powerbase, a dozen years before that to get him into talk radio, and although his detractors will quickly point out the missteps and failures he’s made up to this point, they will quickly use his message as the best way to shore up their opposing message. That is power, and truly ironic, as Rush is using President Barack Obama’s messages and policy decision to produce the opposing view so popular to his listeners, whether he is truly right 99% of the time or not.
If you like him, Rush Limbaugh is an effective communicator and great for rallying his troops. If you don’t like him, Rush Limbaugh is an outstanding communicator with the ability to spin webs of words that draw in masses of people to follow in lock step with his paranoid ideology.
Ether way, you can not deny Rush’s ability to get a message across effectively.
As a person whose business is about getting the message across effectively, its easy to see the tools and techniques used by Rush Limbaugh and to attempt to emulate and teach the ones that are most effective to the others...even is the end user is far from a fan and thinks that Limbaugh’s tactics are over the top and used unfairly. They are not. They are used in the medium in which they are most effective, and they work, even when they don’t get the expected response.
What seems like an army of blowtorches and bazookas in Limbaugh’s arsenal hide the ultra effective sniper riffle. The ability to shotgun blast the mainstream message while simultaneously pinpoint target the right people to perform the desired action, sometimes in his favor, sometimes against him, is where Rush has truly mastered the medium. No other media figure gets so much coverage on other media outlets than Limbaugh, a man who effectively only has a three hour syndicated talks show, a newsletter, and a website.
Rush Limbaugh is a classic case of the messenger with guns pointed at him by his opponents and his supposed allies because of the message he has chosen to deliver. But the message gets delivered every time. It’s what the masses do with the message that gets a little weird.
When Rush talks, people hear him speaking. They may then cheer or complain, they may misinterpret unintentionally or intentionally, or the may just hear him talking and do their best to drown out the noise and not listen, but a message gets sent.
Think about what lengths you go through to ensure your message gets sent, and what the receivers do with the message from that point on. If your method isn’t working, you might consider using a few tools from the Limbaugh tool box. It’s not about liking his message, it’s about knowing that his methods work.
Welcome to my new blog. This is where I will chronicle the next phase of mis-adventures of my life. Thank you for staying on the ride, and for you newcomers to the inside of my mental mania, I will do my best to make sure the trip is both entertaining and educational.
Life In Fast Forward: The Blog is still a bit of a work in progress. Keep checking in for new posts and site updates.
About Blog
This blog supports some of the thoughts and interjections from the folks at Fast Forward Business Properties. Our ideas, things we test, and a few random thoughts will show up here.
Name: J. Cleveland Payne
Home: Little Rock, Arkansas, United States
About Me: News is my profession, so it only fits that I am a news junkie. I'm a radio show/segment producer for a news/talk radio station in Little Rock, Arkansas.
