5 Tests Every Columnist Absolution Haveto Canyon
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31 December 18:00
Five Tests Every Columnist Absolution Haveto Pass
You ' ve heard "them" say it, haven ' t you?
By "them" I beggarly the experts. The teachers. Even some humans from commercial & PR agencies.
They ' ll acquaint you there ' s alone one way to do a columnist absolution "right."
Single page, bifold spaced, 12 point type.
Bull...
I ' ve been alive in radio and TV abounding time or allotment time back 1972, and that agency I ' ve apparent bags of columnist releases.
I never threw one abroad because it didn ' t fit the "classic" or "standard" architecture you apprehend about so often.
A announcer -- abnormally a announcer alive on borderline -- doesn ' t affliction about that stuff...
There are, however, 5 things that *are* important, and if your columnist absolution doesn ' t accept them, it will apparently wind up in the debris in seconds.
In my Burning Columnist Absolution Toolkit program at http://www.pressreleasetoolkit.com, I alarm them "The 5 Tests Every Columnist Absolution Haveto Pass."
1) The Burning Eyeball Analysis
The being account the absolution takes a quick glance at the all-embracing appearance.
Does it accept a addictive headline, or is the top of the page awash with accidental advice or big cartoon (like PR agency/company logos)?
Is it readable? Does it attending cramped, with block paragraphs that blot up alotof of the white space? Will the screener accept to seek through a lot of book on the page to amount out what’s newsworthy?
Is there any adventurous book emphasizing important points?
And maybe the better agency of all: can he/she amount out in 5 abnormal or beneath what this absolution is about, and what activity the biographer would like the account operation to yield in response?
Flunking the Burning Eyeball Analysis doesn’t beggarly the absolution will anon bead into the debris can. But if your absolution is ailing formatted and visually unappealing, it’s absolutely a bang adjoin you.
2) The Banderole Analysis
Even if you’ve just flunked the Burning Eyeball Test, you’ll apparently still get a adventitious to redeem yourself by alms a abundant headline.
In my opinion, this is the alotof important allotment of the release.
Give the clairvoyant a catchy, attention-grabbing, interest- afflictive headline, and the action is bisected won.
For a quick album on account that actuate journalists to "bite," see http://www.publicity-pro.com/articles/headlines-publicity.htm
3) The Hot Button Analysis
The next catechism in the screener’s apperception relates to the accountable of the release. Actually, there are apparently several questions active through the screener’s apperception simultaneously:
* Is it advice humans charge to know, or would like to know?
* How abundant of a abeyant admirers is there for this information?
In additional words, how contemporary is it?
There are assertive accepted themes, adventure lines, and angles that create something newsworthy. I alarm them account "Hot Buttons," and they ' re the accountable of a Appropriate Address I ' ve written, accessible chargeless at http://www.publicity-pro.com/hotbuttons.htm
4) The "Medium Matching" Analysis
The first catechism you should ask yourself is "Who’s traveling to be account this, and what do they charge to understand from me?"
Very few humans yield the time to clothier a absolution to the average they’re pitching, but those who do tend to be added successful.
The decision-maker looks for opportunities that are appropriate of their medium.
TV account wants visuals of humans accomplishing something.
TV/radio allocution or "magazine" shows attending for agreeable guests to account or capacity to altercate at some length.
Newspapers and magazines attending for depth.
5) The "Perspective" Analysis
"Perspective" answers the catechism "What is this account absolution *really* all about?"
Sometimes it’s acutely accounting from the angle of anyone who wants to advertise a product. They allocution mainly about that artefact or their company, and they action little or no "news value." (see the "Hot Button Test" for added on the acceptation of "news value")
Remember, a account absolution is declared to be about n-e-w-s. It reads like an advertisement or a bi-weekly article, not a promotional flyer or sales copy.
Sometimes a account absolution is accounting from the angle of anyone who wants to pat themselves on the back. It’s the affectionate of blowing that you see in anniversary reports.
These account releases appear off as arrogant and self-serving, and usually action little of absorption to journalists.
The best account releases are those accounting with the media’s admirers in mind.
They say to the decision-maker, "Here’s something you can action your admirers that will accumulate them from extensive for the remote..." or
"Here ' s something you can accord your admirers to accumulate their fingers abroad from the pushbuttons on their radio..." or
"Here ' s something that will bulldoze your readers to attending at the page continued abundant to apprehension the abrasive ad to the larboard of the column."
In additional words, account organizations don ' t wish you to "touch that dial" and about-face your absorption elsewhere.
Give them advice that keeps their audiences acquainted in, and you ' ve got a winner.
News releases accounting from that angle are the ones that get absorption -- and coverage.
To see a line-by-line appraisal of two columnist releases I anticipate are excellent, go to http://www.publicity-pro.com/pressrelease1.htm
Both these absolution advertise artefact rollouts, and both canyon the "5 Analytical Tests" with an A+ grade.
About The Author
George McKenzie
Award acceptable TV ballast George McKenzie offers a
free 7-part email "Publicity Blast Course," which
shows you how to about-face the accumulation media into your
personal publicity machine. Annals now
at http://www.publicity-pro.com.
george@publicitygoldmine.com
This commodity was acquaint on September 02, 2005
Five Tests Every Columnist Absolution Haveto Pass
You ' ve heard "them" say it, haven ' t you?
By "them" I beggarly the experts. The teachers. Even some humans from commercial & PR agencies.
They ' ll acquaint you there ' s alone one way to do a columnist absolution "right."
Single page, bifold spaced, 12 point type.
Bull...
I ' ve been alive in radio and TV abounding time or allotment time back 1972, and that agency I ' ve apparent bags of columnist releases.
I never threw one abroad because it didn ' t fit the "classic" or "standard" architecture you apprehend about so often.
A announcer -- abnormally a announcer alive on borderline -- doesn ' t affliction about that stuff...
There are, however, 5 things that *are* important, and if your columnist absolution doesn ' t accept them, it will apparently wind up in the debris in seconds.
In my Burning Columnist Absolution Toolkit program at http://www.pressreleasetoolkit.com, I alarm them "The 5 Tests Every Columnist Absolution Haveto Pass."
1) The Burning Eyeball Analysis
The being account the absolution takes a quick glance at the all-embracing appearance.
Does it accept a addictive headline, or is the top of the page awash with accidental advice or big cartoon (like PR agency/company logos)?
Is it readable? Does it attending cramped, with block paragraphs that blot up alotof of the white space? Will the screener accept to seek through a lot of book on the page to amount out what’s newsworthy?
Is there any adventurous book emphasizing important points?
And maybe the better agency of all: can he/she amount out in 5 abnormal or beneath what this absolution is about, and what activity the biographer would like the account operation to yield in response?
Flunking the Burning Eyeball Analysis doesn’t beggarly the absolution will anon bead into the debris can. But if your absolution is ailing formatted and visually unappealing, it’s absolutely a bang adjoin you.
2) The Banderole Analysis
Even if you’ve just flunked the Burning Eyeball Test, you’ll apparently still get a adventitious to redeem yourself by alms a abundant headline.
In my opinion, this is the alotof important allotment of the release.
Give the clairvoyant a catchy, attention-grabbing, interest- afflictive headline, and the action is bisected won.
For a quick album on account that actuate journalists to "bite," see http://www.publicity-pro.com/articles/headlines-publicity.htm
3) The Hot Button Analysis
The next catechism in the screener’s apperception relates to the accountable of the release. Actually, there are apparently several questions active through the screener’s apperception simultaneously:
* Is it advice humans charge to know, or would like to know?
* How abundant of a abeyant admirers is there for this information?
In additional words, how contemporary is it?
There are assertive accepted themes, adventure lines, and angles that create something newsworthy. I alarm them account "Hot Buttons," and they ' re the accountable of a Appropriate Address I ' ve written, accessible chargeless at http://www.publicity-pro.com/hotbuttons.htm
4) The "Medium Matching" Analysis
The first catechism you should ask yourself is "Who’s traveling to be account this, and what do they charge to understand from me?"
Very few humans yield the time to clothier a absolution to the average they’re pitching, but those who do tend to be added successful.
The decision-maker looks for opportunities that are appropriate of their medium.
TV account wants visuals of humans accomplishing something.
TV/radio allocution or "magazine" shows attending for agreeable guests to account or capacity to altercate at some length.
Newspapers and magazines attending for depth.
5) The "Perspective" Analysis
"Perspective" answers the catechism "What is this account absolution *really* all about?"
Sometimes it’s acutely accounting from the angle of anyone who wants to advertise a product. They allocution mainly about that artefact or their company, and they action little or no "news value." (see the "Hot Button Test" for added on the acceptation of "news value")
Remember, a account absolution is declared to be about n-e-w-s. It reads like an advertisement or a bi-weekly article, not a promotional flyer or sales copy.
Sometimes a account absolution is accounting from the angle of anyone who wants to pat themselves on the back. It’s the affectionate of blowing that you see in anniversary reports.
These account releases appear off as arrogant and self-serving, and usually action little of absorption to journalists.
The best account releases are those accounting with the media’s admirers in mind.
They say to the decision-maker, "Here’s something you can action your admirers that will accumulate them from extensive for the remote..." or
"Here ' s something you can accord your admirers to accumulate their fingers abroad from the pushbuttons on their radio..." or
"Here ' s something that will bulldoze your readers to attending at the page continued abundant to apprehension the abrasive ad to the larboard of the column."
In additional words, account organizations don ' t wish you to "touch that dial" and about-face your absorption elsewhere.
Give them advice that keeps their audiences acquainted in, and you ' ve got a winner.
News releases accounting from that angle are the ones that get absorption -- and coverage.
To see a line-by-line appraisal of two columnist releases I anticipate are excellent, go to http://www.publicity-pro.com/pressrelease1.htm
Both these absolution advertise artefact rollouts, and both canyon the "5 Analytical Tests" with an A+ grade.
About The Author
George McKenzie
Award acceptable TV ballast George McKenzie offers a
free 7-part email "Publicity Blast Course," which
shows you how to about-face the accumulation media into your
personal publicity machine. Annals now
at http://www.publicity-pro.com.
george@publicitygoldmine.com
This commodity was acquaint on September 02, 2005
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Tags: accept, abundant, account, advice, humans, action, important, analysis, attending, absorption, agency, angle, columnist, accounting, admirers, apparently, absolution, burning, radio, catechism
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