Sandra J. Paluzzi
The Bead Peddler®

There are two true but conflicting facts about members of the press:  they are always on the lookout for a good story and they get flooded with so many requests they often overlook many submissions.  So how do you convince them to pay attention to your story?

First things first - you have to come up with a story idea.  If you live in a small town, the fact that you have started a new business may qualify as an idea.  But in most cases, that won't fly.  You need an angle.  The press are always looking for inspirational stories - overcoming an obstacle to start your own jewelry making business may work.  Award stories are good also - did you win a contest or have you just been admitted to a jewelry group?  Some papers look for specific angles -  Our local Catholic paper likes to do stories on people over 55.  If you don't think your business is broad enough to appeal to the press, you can combine your story with others.  The fact that you offer children's beading parties may not make the paper, but an article about low cost, fun children's parties may very well be marketable.  I sell a rosary kit - by itself this is not newsworthy.  However, I am trying to get a Catholic newspaper 'stringer' to write a review of rosary kits.  Sure, mine won't be the only kit featured, but it will be mentioned.  A stringer is a person who is not employed by the newspapers but frequently sells them stories.  Believe me, they are motivated to find story ideas they can pitch. 

One thing to keep in mind is that all papers give free press to charitable events.  Let them know if your work supports any charities.  For example, you could give  lectures/ demonstrations to public schools.   Donating a percent of your profits to a charities can be newsworthy.  Many newspapers have special space reserved  for advertising charitable events.  That space is just meant for your fundarisers. 

If you think hard enough, you can probably come up with an angle for a story.  Now you have to decide how to present it to the press.  If you are doing a fundraiser, definitely email a press release to the editor of the newspaper.  You can certainly do an event based press release yourself. 

If you want a reporter to do a story on your business, you'll have to call the editor and sell the idea.  If the editor says s/he can't spare a reporter, ask if they would consider a press release.  It can be easier to get a press release printed than to get a reporter's valuable time.  I recommend using a professional to write this type of  press release or at least to come up with the headline for you.  A professional can spin the story to an angle that will be more likely to appeal to your newspaper.   If you can't afford a professional, next month we'll give details  on how to write a press release. 

The best way to submit press releases is by email in a .pdf file format.  If you don't have adobe, embed the text in the email.  Many editors won't open .doc files because they could contain a virus.  Wait a few days after you have submitted a release and call the editor.  You are not calling to see if they received the release - editors get angry at that.  You are calling to follow up on the release and see if they have any questions.  Many editors will admit they deleted it and ask you to resend.  Many more will hang on the phone with you and read it for the first time.  If the editor says s/he will run the release, ask if they want a .doc file at that time.  The .doc file saves them typing.  If the editor says they won't be running it, thank them for their time and consideration; then ask them if there's another avenue you can try.  You will be pleasantly surprised at how nice most editors are.  After all, as I said in the first sentence, they are always looking for good stories.

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