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The 24.Karat Mark.eter New.sletter
Bringing you a w.ealth of o.pportunity
and kn.owledge to help you su.cceed!
September 29, 2005
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In this Issue
$$  Top Sponsor Ad
$$  Table of Contents
$$  Publishers' Notes
$$  Quote of The Week
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$$  Feature Article - Do's and Don'ts of Emailing Press
                             Releases From a Media Veteran
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$$  2nd Feature Article - PUBLIC RELATIONS VERSUS “
                                  CONSUMER GENERATED MEDIA”
$$  Ezine Gallery
$$  Contact Us
 ** Publisher's Notes:
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 ** Feature Article
Do's and Don'ts of Emailing Press Releases From a Media Veteran
by Kevin Nunley
I'm a big believer in EMAILING press releases.  Not only is
dirt cheap, email can often get you in front of editors a lot
faster than regular mail or fax.
Here's why.  Media outlets like radio stations, TV stations, and
newspapers get a TON of press releases.  During my 20 years
working in radio and TV, we got bag loads of mailed press
releases every day.
Probably 90 percent of them came from politicians and local
college athletic programs.  Their publicity people are told to
send out a release several times a week--whether they have any
real news to tell or not.  Consequently, media get a release
every time a congress person helps someone or an athletic field
house gets a new folding chair.
Are these mailed press releases ignored?  You bet they are.
Most go straight from the mail bag to the trash.  Who has time
open 150 envelopes when most of them are pushing some story you
will never be able to use?  I know I'll get some notes from a
media workers who will say "WE don't do it that way at our
place."  And you can be sure a few news rooms are very organized
about opening, reading, filing, and using releases.
Faxed releases work better, but not that much better given the
expense.  I worked at one station where the manager got tired of
the fax machine burning up cartridges printing releases.  Faxed
releases were routed to the receptionist's computer where she
deleted them.
At another media outlet, faxes, ads, and all the other things
that get faxed spilled out on the floor.  Some were read, others
were used for scratch paper, and most were trampled on until
somebody bundled them into the trash.
But wait a minute!  If nobody is reading press releases, why do
studies claim that 75% of the stories you read in newspapers
originate from press releases?
The answer lies in email.  Email makes it easy to receive a
release, forward it to the staff person who covers that
particular topic, then store the release in an email "futures"
file where it can be pulled up as needed.
It's incredibly easy for newspaper people to import the email
release into their writing program, change the headline, tweak a
few things, and run it as a story.  Editors don't like to admit
they do this, but we've seen big city newspapers run our
as articles with very few changes.
You can't blame journalists for doing this.  Media outlets
have cut staffs over and over again during the past 15 years.
One person now does the work of three staffers.
Here are some tips for making your emailed release the starting
point for a media report:
1.  Start your subject line with RELEASE.  Then follow with the
most newsworthy/titillating part of your story.
2.  Make your headline the first thing in the body of your
I like to use two headlines, the second adding more information
the first didn't have room to mention.  The media person should
be able to tell what your release is about just by reading the
3.  Include your contact information after the body of the
release.  This is becoming the standard way to do things on the
Net.  Journalists are now used to looking at the bottom for
contact info.
4.  Keep your release under 400 words.  Make sure you have good
information the media audience wants, otherwise you don't stand
chance of getting coverage.
5.  Take time to send your release to your local media. They are
more likely to use your story than out-of-town media.  You
can find their email addresses by searching for their sites on
search engines.
6.  Send your release to trade publications covering your field.
Even small developments can be of big interest to others in your
line of work.  One photographer client sent her release to
photographic magazines and got coverage in almost every one.
7.  Go national.  Get the Gebbie Media Guide at 
affordable and reliable.
Kevin Nunley writes and distributes press releases from  He'll write and send your
nationwide for just $299. It's the best PR deal on the Net.
Reach Kevin at or 603-249-9519.
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 ** 2nd Feature Article
With the rise of Blogs across the U.S., a new type of
information dissemination has grown to mammoth
proportions—consumer generated media produced by blogs. Pew
Internet & American Life study reports that 7% of the 120
million U.S. adults who use the internet say they have
created a blog or web-based diary. That represents
approximately 8 million Americans. Twenty-seven percent of
internet users say they read blogs, totaling 32 million
people. What most people don’t know is that search engine
spidering technology is attracted to web sites whose
content “changes” constantly. This means that blog content
has a higher likelihood to find its way to the top of
search engine results as compared with static web site
content. This is the primary reason for the POWER behind
the growth of the blog as a media outlet.
The birth of blog related consumer generated media has
played havoc with the fundamental goals of public relations
firms. As late as ten years ago, all a good PR firm had to
do to control the image of its clients was to maintain good
relations with the three major TV networks, the fifteen
major hub newspapers that feed content to hundreds of other
daily newspapers, and the 3 or 4 major radio networks.
Currently, a PR firm has to contend not only with the
mainstream media, cable and radio networks, but also a
tidal wave of information flooding onto the internet from
This new wave of internet related content may not have been
a problem if the role of the World Wide Web had remained in
the hands of the universities library system and DARPA
(Defense Advanced Research Project Agency) where the
internet was spawned. Unfortunately for those companies
recently targeted by negative commentary via the blog
network, the following chilling internet user statistics
are quite relevant. On a typical day at the end of 2004,
some 70 million American adults logged onto the Internet to
use email, get news, access government information, check
out health and medical information, participate in
auctions, book travel reservations, research their
genealogy, gamble, seek out romantic partners, and engage
in countless other activities. That represents a 37 percent
increase from the 51 million Americans who were online on
an average day in 2000 when the Pew Internet & American
Life Project began its study of online life. This trend is
ONLY going up.
-- Written by: Bruce Prokopets
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DL&M Marketing Services
Michelle Hoffmann
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Contact Us: 1-612-241-9304
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Contents may not be reproduced without the express written consent of Michelle Hoffmann dba D. L. & M. Publishing © 2001-2005.