By Lisa Hochgraf
I got a big surprise a few weeks back when I got a PDF press release from a credit union public relations person. Since I was interested in the content of the release, I wrote back, asking for the release in Word, which I find easier to copy and paste into my electronic ideas files. (I also find Word files more editable if I'm directly using the release in one of CUES' publications.)
The PR person granted my request, but surprised me by writing back: "Typically we release them in PDF format so they're uneditable."
Uneditable?
Oh my. Please be kind to the editors you're hoping will cover your credit union's news. Send them a very editable press release so they can easily adapt it for their publications.
I also recently talked about how CUs can work well with editors in this interview with Mike Lawson at CU Broadcast. I was nervous; but I tried to apply this good advice for on-camera interviews.
What are your best tips for dealing with being nervous during an interview? And what works for you to get press coverage of your CU? I hope you'll add "send editable files to editors" to your bag of tricks.
As a former reporter/editor and now PR practitioner, I'm still getting up off the floor from falling out of my chair after reading your post about an "uneditable" press release. What!
In today's world of cut, paste, and edit, this is a no brainer to provide an editor with a Word doc press release so the editor can simply edit the piece to match their publication's style. It saves the reporters and editors tons of time in publishing your press releases. And, yes, you want them published. If not, then why are you writing and distributing them?
Editors are swamped with releases daily. You want to make the copy as compelling and timely as possible (to grab their attention) and as editable as possible (easy transfer of info) so you can get it placed. Follow these guidelines on a consistent basis and you'll become a trusted resource for this editor.
Drop the PDFs and send a Word doc or pasted the copy in the body of your email. Don't forget to provide links to the sources within the copy, too! Do the editors a favor and make it easy for them.
BTW: Lisa did a great job having the tables turned and being interviewed. Lots of helpful info. Check it out.
Posted by: mike lawson | January 25, 2011 at 01:18 PM
I love it when publicity folks paste the release right in the e-mail so I can easily decide whether to open the attachment!! Thanks for bringing out that point, Mike.
Posted by: Lisa Hochgraf | January 25, 2011 at 01:30 PM
You're welcome, Lisa. I try to keep the attachments to a bare minimum -- unless the editor requests a graphic. Then I'll send an attachment, which is usually a photo, chart, or illustration. Don't want to give your email server a hernia with an unsolicited high resolution graphic. Then there's a virus scare, too.
Posted by: mike lawson | January 25, 2011 at 01:45 PM
If you don't allow me to cut, copy, paste and edit, you are making my job harder. I will simply have to retype the copy.
And how about RSS feeds for press releases...? I'd prefer those over emails.
The truth is that the easier you make an editor's job, the more likely you are to get (favorable) press.
Posted by: Jeffry Pilcher | TheFinancialBrand.com | January 27, 2011 at 01:50 PM
I agree, Jeffry, the harder you make an editor's job, the more likely you are to not get the piece published. In addition, I'd say the writer was either inexperienced with the ways of PR or they were afraid of the editor's pen. Any way you look at it, every day is Be Kind to Editors Day.
Posted by: PinpointDirect | January 28, 2011 at 09:39 AM
I just love the idea of every day being "Be Kind to Editors Day." Thank you all so much for commenting.
Posted by: Lisa Hochgraf | February 17, 2011 at 09:41 PM