Wednesday, May 4, 2011

How does a charitable auction make front page news?

There are a plethora of charities and nonprofit organizations. Most of them have annual fundraisers with many of them including either a silent auction, live auction, or both. Usually the event itself will receive some media coverage, but the auction is not the part that usually attracts the media's attention. 


So why and how did the Humane Society of the Treasure Coast's auction that was part of its annual Paws & Claws event garner not just coverage — but a front page hit? By having an item so exclusive that it caught the media's eye.


This type of media attention doesn't happen automatically. First, the press release must be written in a way that captures the reporter's and editor's attention right away. In this case, when my client asked me to do a news release about its auction items, the first thing I thought was that most silent or live auctions are not newsworthy in and of themselves. However, when I was told that one of the items to be auctioned was lunch and a golf outing for four people with two-time NFL Super Bowl Coach Bill Parcells, who also served as a consultant with the Miami Dolphins, I knew this auction had a good potential to attract the media's attention.


Indeed, it did. I made sure the headline and first paragraph focused on this particular item. Within 24 hours of writing and distributing this news release to the media, The Stuart News, which is the major local daily newspaper for this area, called me for more information. The result: front page coverage. (http://bit.ly/eUdSwu) 


Garnering any kind of significant coverage for a charitable auction is an accomplishment, but front page coverage is almost unheard of. The same rules apply no matter what you're pitching. First, you must have something newsworthy to promote. Secondly, you have to recognize what you have and determine the most interesting news angle. Thirdly, write it in such a way to quickly bring the unique aspects to a reporter's or editor's attention. Put the newsworthy angle in the headline and first paragraph. Finally, target the most appropriate media and distribute and pitch accordingly, making sure to follow up.


Doreen Poreba, APR, is an accredited public relations professional with more than 25 years of experience on both sides of the media fence in both PR and journalism. She is the founder of The PR Czar® Inc., a full service PR agency serving the Treasure Coast, Palm Beaches and now with the Internet — the world!

Monday, March 14, 2011

"One Hit Wonder"

Every now and then, I get a call or an e-mail from a company inquiring about short-term PR help. Some ask if I can write a single press release for them. While it's certainly possible to do that, I don't recommend it. It could result in some major coverage, but then what?


Public Relations is about getting your organization's name out in the world on a consistent, regular basis. You've heard about "one hit wonders" — those bands that get known, at least temporarily, for a single hit and then fade away into obscurity. Or to use a baseball analogy, would you rather hit a solitary home run and then strike out for the rest of the season or would you prefer to have an ongoing series of singles, doubles, triples AND home runs?


This comes with a strategic PR plan, one that is executed over time. This does not happen with a single press release. 


Why are some companies tempted to take the one-hit wonder approach? Because they're not willing to make the investment. But PR is like anything else — you'll get out of it what you put into it. Whether you work with The PR Czar® Inc., another agency or do it yourself, keep in mind the importance of research, strategic planning, implementation, evaluation and your budget while looking to enhance your company's reputation.


Be willing to invest the time and money to advance your company's goals so your business doesn't become just another one hit wonder!


Doreen Poreba, APR
President
The PR Czar® Inc.


Doreen Poreba, APR, is an accredited public relations professional with more than 25 years of experience on both sides of the media fence in both PR and journalism. She is the founder of The PR Czar® Inc., a full service PR agency serving the Treasure Coast, Palm Beaches and now with the Internet — the world!

Thursday, March 3, 2011

Suddenly, the world is getting smaller!

Greetings! I am finally getting into the “blog spirit!” I have considered doing one for some time now, and I’m not sure how often I’ll get to this, but at least I’m finally getting started. As I often tell myself, “the only way to do it, is to do it!”

Even though the Internet has been around for a while now, it still does not cease to amaze me just how small the world really is because of this instantaneous communication.

The Web offers so many benefits, including the fact I have become a better writer because of it. Whether I’m writing a press release or an article, I rely on the Internet for a quick reference or to fact check something. How about you? Has it improved your writing?

Well, it’s time for me to pay attention to my clients now. So I’m signing off for now.

With gratitude,
Doreen


Doreen Poreba, APR, is an accredited public relations professional with more than 25 years of experience on both sides of the media fence in both PR and journalism. She is the founder of The PR Czar® Inc., a full service PR agency serving the Treasure Coast, Palm Beaches and now with the Internet — the world!