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orted news (a scoop), you will have a friend for a long time.”(John P. David)

At this point however we need to delve deeper in how to deliver our stories to the media to get our placement, better known as ‘pitching stories'. As Marketing officer CR Ransom (Co-founder and Chief Marketing Officer of Mosnar Communications, Inc. in metro Atlanta, Georgia) explains[5] that,

“A mass explosion of free publicity is the best reward to launching a successfulPR campaign. The ultimate goal of a PR campaign is to receive loads of free publicity about your book, product, service, or cause.” (CR Ransom)

Ransom states that thanks to this free publicity, sales increase as much as brand awareness does. She says that being in the news in a positive way is the best and fastest way to make consumers wanting to try your product or services out. Ransom continues by saying that this entails a lot of research and hard work, however it is all worth the while once results start showing. Since advertising is pretty expensive, especially to issue a packed feature article in a popular newspaper, what else would you wish for than to get loads of free publicity? Ransom gives some guidelines on how to “pitch” to get as much media placement as possible. She first mentions the announcement's ‘press release' and emphasizes how important it is that a press release contains news value, such as,“New additions, breakthroughs, mergers, acquisitions, research findings, etc. A media or press release will tell the story that you are trying to pitch.”(CR Ransom)

Next he speaks about finding the media publications which are the most related to the story you wish to deliver. The media runs on news, so if you supply news will give you free publicity. Knowing how to plan to get the best media publicity engages matching the release to the best publications. Using the wrong media sources can lead to a story not being picked up at all; hence one must search publications which match the topics you focus on.

Ransom then states that you usually get just one chance to make a good first impression, so you have to be good to clearly state why your story is good for the journalist and how the viewers or readers will benefit from it. You are also recommended to ‘promote' your release so that journalists will find it easier to find you. Nowadays this is much easier thanks to the internet, hence using wire services. A number of wire services for press releases are available for free[6]. Ransom, like David explains above, emphasizes on building good relationships with media persons so as to “become a lead source for media publications. Give them what they want: a great story!”

It is also good to prepare press kits for journalists. A press kit usually consists of a number of information for the journalists to use. It is also very useful to have a press section on the company's web-site, if this is available. This can be use for journalists to obtain accurate information instantaneously from their work desk, and they would need to add only little to no information to it.

So we have seen how good public relations are crucial when dealing with the media. Hence, whilst training is always helpful as explained above, one has to admit that to be in public relations and media relations, one has to be an innately good communicator first and foremost.

Bibliography 参考文献