How to get your news release published.

Journalists receive hundreds of press releases, "pitch" letters and phone calls from CPAs and their marketers and publicists, each of whom claims to have a great story. In fact, few stories generated by CPA firms really appeal to large audiences--instead, most of their press releases cover firm achievements, professional advice, promotions, articles by firm partners and new office space. So, how can the CPAs in a smaller firm convince magazine or newspaper editors that their story is interesting enough to result in newsstand copy rather than circular file filler?

CPAs who make sure their press release is sent to the right journalist at the right time increase the odds that their story will be published. CPAs also should be familiar with the publications they are targeting and ensure their press release is professional in both appearance and content. Following are some tips that will help smaller CPA firms see their press releases in print.

HITTING THE RIGHT TARGET

Finding the right contact at a publication is crucial--the chances your release will be read are significantly better if you can address it to an editor who specializes in business issues. However, not all publications give their editors specific titles, such as real estate editor or business editor--many publications simply use reporter or editor as staff rifles. In that case, you need to do some investigating. Call the publication's receptionist or someone on the editorial desk and explain what your story is about; he Or she should be able to refer you to the right editor. Remember, finding the suitable editor can be as simple as checking the masthead, usually located at the front of the publication.

AN EYE FOR STYLE

Understanding your target publication's format and style and learning to think like its readers enables you to better tailor your pitch. Many print editors are willing to discuss openly what they are looking for and what it takes to be published. After all, it wastes everyone's time to receive materials about subjects that will never be covered. Worst of all, it damages your credibility with journalists as an information source.

Bruce Goldberg, managing editor of Colorado Business Magazine, advises publicists and marketers to get to know the publication's "flavor." "Before you call me, know what types of articles I print," says Goldberg. "I trust and respect CPAs who pitch ideas and articles they know I can print in my magazine."

It also is good to ask up front if the journalist is on deadline. You can contact the publication's receptionist or administrative assistants to find out whether the publication is going to press and the writers are on deadline or if it is the early part of the editorial cycle and a good time to call. If they are on deadline, ask the best time for them to hear about your idea. Also, keep your conversation short--journalists don't have time to listen to long-winded pitches when their publications are about to go on press.

MAKING THEIR TIME YOUR TIME

Magazines and newspapers publish a helpful tool called the editorial calendar--a listing of targeted articles or subjects broken down by month or issue date. You normally get this information from the advertising department, but you also can ask a journalist or the editorial department to send you a copy of the latest version. Editorial calendars are helpful in determining the issue best suited for the content of your news release or article. Keep in mind that editorial calendars frequently change, so keep your copy up-to-date.

THE BODY OF THE RELEASE

Make certain your press release appeals to a large audience. Henry Dubroff, editor of the Denver Business Journal, acknowledges that many of the releases he sees have no news value outside the particular firm and its clients. "Know what news gets printed where," said Dubroff. "Know what makes a page-one (event) story and what makes an item for the people page." It is a good idea to read a couple of back issues of the publication you are targeting to familiarize yourself with its various sections and departments. This will help you customize your story to meet the magazine's particular style.

Journalists avoid releases that look like advertising or self-promotion such as "XYZ Corp. gave all its hard-working employees significant raises because the company grew over 50% in profitability." However, if you change the tone of the pitch to read, "XYZ Corp. knows that employee rewards will help it retain its most talented employees," your story will appeal to a larger audience, appear more provacative and perhaps be considered more newsworthy. Again, it is important to think like the editor by trying to ensure the story will be of interest to the publication's audience.

BE SURE THE RELEASE IS POLISHED

When writing the press release, double check that it contains all the pertinent information the journalist will need to write the article and accurately answer the questions "who, what, when, why and where." Also make sure you include a contact name and telephone number (usually at the top of the release) for the reporter to call for more information.

Even with all of the electronic spelling and grammar checking programs available, journalists continue to receive press releases that contain errors. Sometimes the names are misspelled or the numbers do not add up. Whatever the case, journalists admit that errors in a release affect the credibility of the entire story.

BE ARMED WITH INFORMATION

Even if you are not your firm's expert on every subject you pitch to the media, be sure you know enough about each topic to discuss it intelligently with a reporter who calls for more information. After you establish a reputation for credibility and integrity with journalists, they usually will appreciate your calls. When you can provide them with information and articles that interest their readers, you are helping the journalist do his or her job and are more likely to see your release published.

LIDA CITROEN SALTZ is the marketing director of Gelfond Hochstadt Pangburn & Co., a Denver-based CPA and business consulting firm.