| Editor's note - A few years ago
I paid attention to the fact that most mom and pop tourism operations
do not know how to communicate with media. These can be small
and large enterprises, but one thing is the same -- media releases
defy the imagination. So for those on the learning curve, here
is our guide to composing effective media releases as a way
to communicate with media pros, including journalists, editors,
publishers and guidebook writers. All of these tips have been
reviewed with tour operators and media colleagues.
BASIC GUIDELINES
Releases should be short -- no more than a single page.
Professional releases should begin with the most newsworthy
item in the top graph.
Explain what is new in three lines or less. The following
paragraphs should explain the news. The message should conclude
with contact information, including name, email, phone number
and web address (URL).
Write in short sentences.
Edit your text! You don't need to seek out a professional
copy-editor, but at least get quality feedback from colleagues
or friends.
Recycle! Post your media releases in an archive on your website.
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