Keep it Relevant
在我們面向編輯、記者所作的一次調查活動中，我們提出了這樣的問題：在您選擇新聞稿的時候，哪一項因素最重要？
我們收到的答案中，絕大多數結論都是“關聯(Keep it relevant)。紐約時報的Barnaby Feder的原話是“新聞稿是否與我所關注和報導的領域中某些事務相關，這是最重要的因素。我寧願去看一篇文筆糟糕但是與我的報導相關聯的新聞稿，也不願去看一篇文筆漂亮但卻毫無關係的稿子。”
Feder顯然不是在提倡充滿錯別字和語法錯誤的新聞稿，而是在強調公關人員應該把正確的新聞稿提交給正確的編輯、記者。
你必須特別小心把你的新聞稿傳送給正確的媒體、編輯、記者，這也是聘請專業公關公司的重要原因之一。把治療暈車藥品上市的新聞稿發給IT媒體記者，顯然是浪費時間。既浪費你自己的時間，也浪費編輯、記者的時間。這樣的新聞稿發給旅行雜誌編輯、記者、或者專欄作家就比較適合，因為乘坐輪船、飛機、火車、汽車與旅行有很強的關聯性。
You could send the "Gettysburg Address" to a history columnist and it might get used. But send it to a food editor and it'll hit the trashcan faster than you can say Abe Lincoln. Send a new investor tool kit announcement to a business editor, it may or may not get used depending upon how it's written, chances are, though, it will at least get read. Send the same press release to a medical editor, and unless it involves some new innovative medication or tool, it will also end up in the circular file, in a heartbeat.
The bottom line is that all press releases should be well written to have a fair chance at getting media attention. But as Mr. Feder says, unless it's something he is covering, he's not interested, no matter how well written it is.
Remember to write your press releases to a specific market and then send it only to that market. This will increase your chances of getting it read. The next time you write a press release, post a sticky note on your monitor that reads, "Keep it relevant."
