Newsletter produced by
Getting Publicity Means Delivering What
the Media Really Wants By Paul J. Krupin
Specifically, you need to locate
the articles that clearly are
motivating people to take action. You decide which one you are aiming at.
These are your models for
success. Here’s what to do at each step:
Next, realize that if you want to be Step 1: Identify a successful story
there, you need to produce or model.
something that fits within this
defined realm of publishability. Select your top media or publication and
Now ask yourself – “What can find an article you wish could be about
you offer to match the readership you. Study it carefully. What you are
and editorial interests you have looking for is an article that is just like
identified?” what you wish would be written about
What you place in your news The answers to these questions establish you. Look at and analyze a few articles.
release can make a real difference to the information about your business that Then settle on one.
whether you get publicity or not. you need to have ready.
Content is king. Copy is everything. Evaluate this article’s writing
structure and glean ideas about what
Use the 3 I technique the editors want and publish for their
To get noticed, you have to create a
news release that will meet the media’s audience. From now on, analyze how
The 3 I Technique is actually quite each article you read is written. Look
needs. Ask any editor! Most news simple. It is a mechanical process that
releases end up in the trashcan or carefully. Identify and review the number
allows you to use the very media you of words in each article. Identify the
recycling bin because they simply lack want to be in, mimic what you see, and
the essential elements for publication. number of words per paragraph. Identify
create the content using your own data the number of sentences per paragraph.
So, how do you prepare and transmit and information.
an effective news release so that it will Identify the number of paragraphs.
You select the facts you need about These are your writing metrics.
actually achieve the publicity results yourself based on what you see published
you want? You can minimize the hassle about others in the articles you find.
and help yourself to a great news release Step 2: Imitate the structure and content
The 3 I’s in the 3 I Technique stand for: of the success model.
by using the “3 I Technique.”
1. Identify a successful story or model. Study the article and develop a real
Strategic Preparation 2. Imitate the structure and content of the understanding of the structure and
success model. purpose of each sentence and paragraph
First, start by asking yourself a few 3. Innovate with your own information. in your chosen success model. Do this so
crucial questions: that your own article will parallel the
You do this line by line, start to finish. outline of the successfully published
1. Who are my customers? Your goal is to develop news release article. Then start at the headline. If they
2. What do they read, watch or listen to, copy that you can present to the media have a five word headline, you now write
particularly when they get information you want to be in, whether it is your a five word headline. Then go on to the
that motivates them to buy the product local newspaper or The Japan Times. first sentence, then the second, then the
or service that you offer? Of course, you can use this technique to third, and so on.
write news releases for any individual
What you need to do now is go and find publication or a target group of
and study these media. publications. PTO
“They see that it is really close or even Why News
absolutely ready for publication.” Releases Fail
This may seem very First, you will come close to Incorporate human
mechanical, but you are matching the editorial interest and 1. You wrote an
learning what editors want. interest, the readership emotion advertisement. It’s not a news
You are getting as close as interest and the style of the release at all. It fails to offer
you can to what they To capture the editor’s
publication you are using as
attention, you need to push solid news, real live human
publish so that when you a model whether it is your interest, value-added
select and then present your the media’s hot buttons.
local newspaper or The information, education or
information, it is designed to Japan Times, or whatever entertainment.
match what you see and find publication you are aiming Here’s how:
in the media you are using as at. Tell me a story, give me a 2. You wrote for a minority of
a guide. local news angle, hit me in people in the media
Second, you create an article the pocket book, teach me audience. You simply lose out
Seek to achieve a real that the editor knows has something I didn’t know to other news releases that
understanding as to what the been written just for them. before, amaze me or astound interest far more people in the
editor or writer has done. They see and realize that you me, make my stomach churn, media subscriber base.
Understand what each or turn me on.
have done your homework.
What media people really 3. You focus on yourself, not
sentence is all about and what They see that it is really close the media audience. You
the editor is writing, and how want turns out to be what
or even absolutely ready for
most people wants – focus on your business and
he or she is communicating publication. This makes it marketing, instead of the
with his or her audience. Stimulation!
very easy for an editor to use needs of the editor and his or
Now you can write each as is, with very little revision. her audience.
sentence of your news release You make a very good This should come as no
and know it is as close to impression when this surprise. People want an 4. You didn’t clearly say why it
what the editors like and want happens. emotional experience that is important and of interest to
you to produce. takes them out of their the audience. You don’t
Localize it boring, humdrum lives and explain the real significant
temporarily takes them away impacts your story has on
Step 3: Innovate with your The real clincher for getting – transcends their reality. people.
own information. in to most publications is to You can boil it all down to
one simple formula: 5. You fail to present a local
give the editor a local news
Now, using the success news angle.
model as a guide, write the angle. More than anything
sentences in your news else, what most editors look DPAA+H 6. You include too much hype,
release, one at a time. for is that tangible physical self-laudatory praise, pithy
and human tie-in to their These letters stand for quotes, useless testimonials,
Match the length, tone and “Dramatic Personal
function of the sentences and local area. jargon or gobbledygook.
Achievement in the Face of Get rid of it.
paragraphs you see in the Adversity plus a little
article you are using as a What media decision makers
want to establish in a local Humor.”
model. Bring in information
news tie-in that will carry PTO
about yourself. Bring in your
facts and your news and the day better than anything
information. Tell your own else is this: People, people,
stories. Add in the color and people.
personal facts and human
interest. Identify the names and
locations of the people who
This is a very powerful are involved. Provide their
technique. It may seem phone numbers so that they
mechanical, but it really can be contacted for
works. As you do this, questions and interviews.
something very interesting
and magical will happen.
Paul Krupin is the President of Direct Contact PR. This article captures the lessons learned from over 25 years of doing publicity
for clients in America and around the world. There are many more articles, PR Success Stories, and news release example downloads,
even a free pdf file ebook download of Krupin’s 244-page book, Trash Proof News Releases, at his website
www.DirectContactPR.com E-mail Paul directly at Paul@DirectContactPR.com or call 509-545-2707.
Direct contact: 1-800-457-8746.
“It galvanizes our It is up to you to decide how to use
this data and information to design
attention. It rivets us to your own PR materials so that when
our seats. It captures our they are sent and received they do
not end up in the trash can.
attention and our hearts.”
Use the 3 I Technique to assess the
best way to design a news release and
adapt your approach to any publication
This is where you make it easy for you want to be in or any radio or TV
them to know exactly how to look at program you want to be on.
what you are proposing.
Use the 3 I technique to evaluate the
This is where you also give them style, editorial interest and readership
incentives that make it even more or audience interests and the nature of
attractive and easy for them to do their the information your target publication
job. Invite the media to ask for and needs. Factor what you uncover into
receive free media kits and review your news release and approach.
copies, high-resolution color This technique can help anyone create
photographs, questions and answers a really great news release.
for interviews and feature stories,
If you look at almost every media along with the statement that says very You’ll give the editors exactly what
around you, you will see this is what clearly “available for interview.” they want and they in turn will give
the public wants, desires, and craves. you what you want – free publicity.
You are now finished. Now you can
As a culture, we crave to see the transmit your news release. You can NOTE: You can use the 3 I Technique
human spirit triumph in matters of the send it to your specific target media on anything – media publications,
heart, and in trials of hardship and and every other media in the similar interview shows, advertising, sales
tragedy. and related categories of potential letters, and competitor marketing
interest. materials. The technique can be used
We ask to be uplifted right out of the to help you create all sorts of very
humdrum of our everyday reality into
the exhilaration and extreme Uncover Critical Business effective materials.
emotional of those who are living life Intelligence
on the edge. It galvanizes our Best types of news releases for
attention. It rivets us to our seats. It You can uncover some very home-based businesses:
captures our attention and our hearts. interesting and crucial data and
information once you start using the Local human interest
And this is what the media seeks to 3 I Technique frequently. Major news events
provide. This is what works. Problem solving tips, articles
Very simply, this tool and analytical New book, products or services
And this is what you need to provide if writing process helps you evaluate People announcements
you want to get publicity. how any given publication or media Letters to the editors
provides media coverage on the Radio & TV interviews requests
and show proposals
The Call to Action topics it presents to its paying
Book, product, service reviews
Small feature stories
At the top of the release, place the
You will learn HOW and WHAT the Full feature articles
words “News Release” or “For
editors or producers choose to publish Internet/website traffic generator
Immediate Release.” Below that, place
as they present their selections to their articles
the word “Contact” and add the name
and phone number and e-mail of your audience. This is crucial because this
primary point of contact. is how they make their living, since
their income is based on selling
The final thing to add to the news subscriptions or on advertising. Business Grow
release is something I refer to as “The
Call to Action.” This is a special little You get to learn what the editors want. • Corporate & publicity
add-on section that goes above the They know what they need to do to writing/editing
contact information. This is a sentence survive and thrive. The technique • Corporate & business newsletters
or two that calls out and tells the allows you to acquire this CBI – • Business promotion throughout
media exactly what you want them to “Critical Business Intelligence” and Japan’s foreign community
do with your news release. use it to your advantage. • Business biographies
For more information, contact
Jonathon Walsh at: