Re: What is the media REALLY looking for?

From: Marcia Yudkin <yudkin_at_mediaone.net>
Date: Tue 24 Apr 2001 12:45:05 -0500

DAVID DECANTILLON <ddpromotions_at_eudoramail.com> WROTE:

> I have been receiving information on everyside about
> sending press releases. One media person wants this,
> while another wants this. Both contradicting views.

Unfortunately, David, that's life. People buy cars
differently from one another - some select their car
online, others at the car lot. People look for a mate
differently - some use a matchmaker, some join a
wine-and-cheese club. Likewise, some media people
prefer to be called, some prefer to be faxed and others
want to be e-mailed. Others want only to consult a news
wire for releases. Two years ago I studied the
preferences for method of contact indicated in Bacon's
media directory. There were no patterns. It's a totally
individual thing. If you are distributing 500 media
releases, there is no way you can please everyone.
But that's true for a lot of other things in life, too.

It's great that you are trying to do it the "right" way.
The only right way, however, is to contact people the way
they prefer to be contacted, and give them exactly the
kind of story or tips they want, and you said that was
"obviously" not possible.

Marcia Yudkin
Author, Six Steps to Free Publicity (Plume Books)
Publisher, The Marketing Minute
http://www.yudkin.com/marketing.htm



Received on Tue Apr 24 2001 - 12:45:05 CDT