Give the media what they want

"I don't understand," said the harried chapter PR chairman, "I sent the newspaper four pages of information and they printed three paragraphs!" It's probably fair to say that the overwhelming majority of PR-types who have tried to get an article published have had that sort of experience. The frustration level is often exacerbated when that same person notices an article on the same page of the newspaper, which seems to be printed in its entirety (you can often tell by the flow of the article), about another group.

The first reaction is to blame the paper or the reporter citing favoritism, bias, somebody's cousin in the group-anything except the real reason: the PR-type didn't send the paper what was wanted.

The first thing you have to accept is the fact that your chapter or event is not the most important thing the newspaper will write about that day, and the editorial staff is not sitting around the office waiting for you to call. If you want the type of publicity the event deserves, you must give the media what they want-not what you think they need.

Go back and reread the article about "that other" group. What does it contain? How is it presented? Chances are you'll find the article to be precise, to the point, and full of key information. The author, usually not a staffer at the newspaper, has done his homework.

If you're uncertain what such an article or news release should contain, call the paper and talk to the individual reporter or editor who handles such items. Ask about specific requirements -- including length -- as well as the general type of information the paper wants for that page or section.

Editors and reporters are no different from anyone else: they want to do as little work as possible to get the job done. A well-written article that conforms to the newspaper's requirements only has to be typeset and checked for style, and is very likely to run in its entirety. On the other hand, that four-page dissertation is going to frustrate the editor because of all the work that will be required to extract the information the newspaper wants. It will probably end up in a pile marked "When I Get Around To It."

You may discover that phone call -- because of the consideration and courtesy it shows to the newspaper staff -- will lead to a bigger article than you anticipated and might even include a photo. That possibility leads to another critical topic: photos. Remember, give the media what they want.

At some point during the phone call to the newspaper, ask also about photo requirements. A bunch of people standing in a line is so boring it is the least likely to be printed. Next is what newspapers call a "grip and grin." That's someone handing another someone a check/ trophy/ plaque/ proclamation while shaking hands with the individual as the two of them "smile" at the camera. It's another sleeper.

The first rule is to have your photo taken by someone who knows something about photocomposition, i.e. what makes a good photograph. Don't ask, "Who has a camera?"

If necessary, stage your photo to insure the quality (no one has his eyes closed and the bald spot on the back of some guy's head isn't in the foreground of the photo). If the photo is going to be shot "live," the person shooting it should be bold enough to position himself to properly take a decent photo.

Action shots -- people doing something -- are the most desirable to newspapers, and the most interesting to readers. Be certain you have the names (correctly spelled) of everyone in the photo.

If you are taking a photo of a chorus, it is not necessary to include the entire chorus in the photo (and probably better not to) to convey the action or emotion. Check the ads that appear in the Harmonizer and see how that concept can be used effectively. [Also see PR Basics, The Harmonizer, November/December 1997, page 20, and the covers of the March/April and May/June 1997 issues.] In such a photo it would not be necessary to list individual names. Simply call them "members of the (name) barbershop chorus."

Now let's talk about timing. You've all heard the saying that if you have to ask how much something costs you probably can't afford it. It is also true that if you have to ask if it is too late to get something in a particular issue of a newspaper, it is.

As soon as you learn of an event your chapter is putting on or participating in, start planning the publicity. After all, that is your job. When you call the newspaper, inquire about lead times. The editor or reporter will appreciate your consideration and also your understanding of their process. It is good insurance for getting your story published. Also, ask that person for his opinion about when it would be most effective to publish the article in order to meet your chapter's needs.

Finally, if you do have a feature story or article published, write a quick thank you note to the editor or reporter responsible. It will help when you come back to them with another article. But do be careful not to wear out your welcome. Some events require only a public service announcement. But even when it is just a PSA, observe the format and lead times of the newspaper.

Never lose sight of the fact that your objective is to get the information before the public. That objective is most easily met when you give the media what they want.