‘I sent them a news release and they didn’t call me, so who needs them?’

Wow, have I heard that a thousand times. In my COTS teachings for the past two decades, frustrated PR people give that statement and decide their efforts in promoting the chapter can be reduced. Then, complain that they never receive publicity. Hmmmm, let’s ask some questions and try a different (more strategic) approach.

Q. Where did you send the release?
A. To the publisher of the newspaper and the general manager of the station because I want it to get noticed.

My guess is the publisher and general manager receive tons of misplaced mail that the administrative assistant pulls and throws away instantly. Strategically, learn "who’s the best person" to receive that release. Music editor? Social page editor? Special or popular disc jockey? Program manager for the station? It’s easiest to visit the station and/or newspapers and talk with the community relations office to determine the best person.

Q. Why aren’t you sending a release to the media?
A. It doesn’t matter, they never use my stuff.

Once-in-a-row is not a trend. Remember, the media outlets receive hundreds of releases and news tips not only from non-profits, but also from wire services, police radios and telephone calls from concerned citizens. The editor’s job is to weed out "what’s news today" and dump the rest. Keep the releases flowing because someday they will need your "good news" story.

Q. What do you send with your release?
A. Just the release. I gave them a packet of stuff months ago, they have it somewhere.

Just like you don’t save each piece of mail ever sent to you, media outlets don’t have exhaustive files of information at their fingertips. That’s why a chapter fact sheet and Society fact sheet are good companion pieces with each release. Think of it this way: the editor is deciding "what’s news today" and considers each release with a fresh pair of eyes. They don’t track how many releases you’ve sent, only "today’s pile." Let’s be sure the complete packet is delivered to them every time.

Q. How often do you update your media list?
A. They turnover so fast, I don’t bother anymore.

It’s true. Reporters and editors leave because they are advancing a career. But if you made a media friend in your hometown, and they leave for other towns or are promoted to editors, what are the chances they’ll be watching for barbershop chapters in their new location? They’re always seeking "familiar faces" and "positive news stories." You never knew when a friend comes to your town. Be sure to update your listing every six months — yes, it’s work, but you are trying to establish a relationship. And think about how you feel as "Occupant" or "Resident."

Q. Are you selective in sending your releases?
A. NO! I want the broadest possible coverage so I send to EVERYBODY.

Let’s look closely at this one. There may be some spillover on certain radio stations (that’s why you visit them), but I bet that your success would increase by sending to public radio/TV, community channels, Big Band stations, and classic ’60s versus country, hip-hop, top-40 stations. And a weekly paper may give better coverage than a daily paper, unless you look for special Sunday edition coverage. Consider targeting your articles and promotion. Your community may be different, but it’s worth the time to find your friends.

Q. Do you invite media to your show?
A. We always have tickets for them, but they never come.

Let’s tweak this approach slightly. As community reporters, they can’t show favoritism for one group over another. They could attend your final dress rehearsal, however. Or you could provide tickets for them as "giveaways" on their morning shows.

Q. How long is your release?
A. I send them four, single-spaced pages every time!

The average news release gets 5-7 seconds of consideration. The first paragraph makes/breaks the story. How many people watch CNN Headline News for six minutes, versus the hour-long news commentary? Brevity is the key. Releases should be one page, two at best, double-spaced. (Editors make notes in the margins.) The first paragraph should tell the full story (answering the questions who, what, when, where, why), with subsequent paragraphs going into more detail. And let’s be sure it’s interesting! Would you want to read "Singers have 11th annual show" or "Champion quartet coming to my town?"

Q. When was the last time you visited an editor?
A. I don’t have time to see them, and they don’t call me anyway.

Your chapter is trying to establish a relationship, a friendship, with media outlets. Relationships take time. And this relationship may go to other towns and other mediums. It could be a few minutes versus lunch, but the effort pays off over time. I’d rather meet an editor who says, "Yeah, I remember a chapter in my previous town and how nice Joe was" instead of "I’ve never heard of you guys."

So let’s B# in promoting ourselves as community-minded chapters. It always reaps benefits.