What information do you need from a client?
We like clients to tell us all about their book, product or their project and who they think their customers are. We like to hear where they are at in the development and marketing cycle and what they hope to accomplish and when.
We also like to hear what turns their customers on. We want to find out the customer hot buttons and use these in the news releases. If they know what it takes to sell their product this is also really helpful. We need to know what the products does, how it works to some extent, who benefits, how and to what extent.
It's best if the client views and considers us to be like an executive VP or senior management consultant. They need to brief us in so we can analyze, advise and make intelligence-based recommendations on strategy and tactics.
In some cases, the background and credentials of the key people are also very helpful.
You start receiving personal advice and recommendations right after I learn enough to help you and see what you want to send so I can advise you intelligently.
Can I modify the news release?
Of course. You can send us comments by phone or email, or simply make the final revisions and send us the final approved release via email. We want you to accept and take ownership of the final copy. It is yours. We create it as a work for hire.
Do you edit or revise news releases?
Yes. Many clients send us what they have, or take their best shot at providing us with content. We will use this to create a final release and this oftentimes reduces the cost of the copywriting.
Generally when can you start and how long does it take.
Usually within a day. I like having 24 to 48 hours notice of short lead time projects, so we can manage all our other projects.
I can usually send a draft back for approval within a day. I will first look at your news release, give you comments and call you to discuss the approach I think you should take. I will tell you exactly what I think we need to do and when and how much it will cost. My comments and recommendations to you are important. Success in this business speaks loud, but failure speaks very, very loud indeed. I don't like failure. I don't pull any punches. I am very frank and will tell you what I think we need to do to improve your news release and get the best media response.
How is a product delivered?
We send news releases to the client for approval using MS Word. Media lists are typically sent using a comma delimited text file, which is best viewed in a spreadsheet program. Some people need pdf files, which we will make if requested.
What sort of contact information does a client need to have?
The media wants access to the most knowledgeable person. So we need the name phone and email.
When is the best time to transmit a news release?
Tuesdays through Thursdays are the best days to transmit news releases. This takes maximum advantage of the media work week. Fridays and weekends are not the best unless it is really hard news and current events. Mondays the media is swamped and it's best to wait till they catch up and clear their desks from the weekend. We can work on copy Friday through Monday and have everything ready to go for early in the week.