For Immediate Release: News Releases Work
by Chris Forbes
Free tips for getting the word out about your church from the Ministry Marketing Coach
You want to get the word out about your special event or activity, but you can’t afford to purchase an advertisement in the local paper. Don’t give up.
Learn to write news releases and send them in. One of the biggest sources of free marketing is publicity. Many times, media outlets will pick up and publish these news releases. In fact, 50 to 70 percent of what’s in most newspapers is generated by a news release someone sent in. Every day, the town newspaper must fill many pages with local information. Be sure to send news releases regularly. They will use something from you.
Writing a news release isn’t difficult. Well-written news releases have a better chance of getting into the media. You don’t have to be a Pulitzer-prize winner. Write out the “who, what, where, when, why and how of your ministry event. It can be sentences, or just the very basics. Editors can use the information to write a short piece. Be sure to include contact information. Then send it off or e-mail it to the local newspaper editor. Select the name of the proper editor by checking the masthead on the inside pages of the newspaper or log onto their web site. Smaller newspapers especially, will use good photos to help illustrate your article. Though they will appear in black and white in the newspaper, good, clear, in-focus color photos can be used.
It might be a good idea to contact the respective editor as a part of your marketing plan. Find out the deadlines for particular sections or calendars, whether the paper uses photos and the best way to provide the articles and photos to them. An editor also can give you tips in photographing your event for the best look.
A few tips to help you relate with reporters:
- Reporters are people too. Pray for them and make friends.
- Always be polite, even if they get the details of your story wrong.
- Don’t ask them to contact you when your story runs.
- Be newsworthy. Send them news releases that relate to some current event of local interest.
- Don’t tell a reporter anything you wouldn’t want to read in the paper the next morning.
Action Point!
Contact the local news media channels, both print (newspapers and magazines) and electronic (TV, radio, website) and find out where and to whom you can send your press releases.
