As the Lake Placid News editor, I see a lot of press releases come into my inbox every week -- the good, bad and the ugly. Needless to say, I see a definite need to train organizations about how to properly write and distribute their press releases to newspapers.
I wish I got more releases from our local school districts. Most of what I get are very basic. A few include photos. Some are just news tips. It's all appreciated; I just wish I got more of them. My guess is that teachers and school staff are not getting enough -- or any -- training on sending out effective press releases to the local media, especially to their hometown newspapers, where parents yearn to see the accomplishments of their kids.
School districts should offer this kind of training, as it will yield benefits beyond their wildest imaginations. I'm not kidding. Empowering school staff to send the media news about all the cool projects they and their students are working on will ripple through the community -- first by having the news published and then by having people talk about the neat things they saw in the newspaper.
What I've found, working with the Lake Placid Central School District, is that when teachers, staff and administrators send me press releases or columns, they re-purpose those news items -- republishing them for the school's newsletter or website. So it's not just a news release; it's free content for the school district's publications.
It's great marketing. And, once the training is over, it doesn't cost the school district any money to get this kind of priceless publicity. Want your community flooded with "good news" from your school district? Empower your staff. Hire me to train them with "Press Release Essentials: Get Media Coverage on a Shoestring Budget." It's worth the investment.
Learn more on the PR Workshop page.
Writer, Editor, Publisher, Public Radio Producer