From funfarm@servtech.com Sun Jan 18 20:32:01 1998
Date: Fri, 16 Jan 1998 18:48:07 -0500
From: Dori Green <funfarm@servtech.com>
To: csa-l@prairienet.org
Subject: Re: press releases

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Step One:  Sit down NOW with a calendar and mark every newsworthy date in
the coming year -- events, commemorations, special harvest items coming due
(for instance, in August we hold a Basil Pasta Pigout Party).

Step Two:  Count back three weeks from each of those dates and mark "Mail
Out Press Releases for ____ (date)".

Step Three:  Count back one week from each of the Step Two dates and mark
"Write Press Releases for ____ (date)".  Meet those deadlines!  Don't try
to do the writing the day before the mailing date -- there's still labels
to print, copies to get made, envelopes to stuff.

Step Four:  Write as many of them as you can between now and April.  File
them by date.

Use the 5 Ws:  

	WHO
	WHAT
	WHY
	WHERE
	WHEN
	HOW
	(HOW MUCH)

Remember that you're making and reporting news, not advertising.  The fact
that I'm selling basil in August is best -- and most fairly -- communicated
through a classified ad.  My Basil Pasta Pigout Party is a community event,
and it's news.  What's news-worthy about what you're doing?  CSAs are
saving the planet and preserving a way of life that's fast-disappearing and
providing people with a chance to stay connected to the land even if they
live in an apartment.  That's news!  Tie your press release to those ideas.

If you have a skilled writer in your CSA group, swap them a percentage off
their share price for their expertise of either writing or editing what you
write.  They deserve recompense for their expertise just as you do for
yours at farming, and everybody can use an editor.  Don't get your knickers
in a knot if they suggest a change, but don't implement a change if you
don't agree with it.

My favorite software for creating press releases is Word 6.0's Press
Release template collection.

My favorite software for tracking contacts and press releases is Microsoft
Access's "Contacts" template.

Start with the phone book and make a list of all of the newspapers, radio
stations, tv stations, churches, non-profit organizations, and
philanthropic organizations you can find.  Add to this list constantly. 
Either set up your program to print labels or make one set of labels and
make at least 12 copies onto more labels.

Edit your list at least twice a year and weed out the "contacts" that
aren't doing you any good.

VERY IMPORTANT:  For every press release, make a flyer that just gives the
5W information.  Send that version to the "Public Service Announcement"
folks at the media, send the full press release to the Regional Editor,
Agriculture Editor, Business Editor, or News Editor.  Also post the flyers
when you mail the press releases.

VERY IMPORTANT:  Always include full contact information for more
information.

If you can send a photo along with your release, you might be far ahead of
the game.  Snapshots are just fine.  Just don't expect to get it back.

LAST STEP AND MOST IMPORTANT:  Now comes the hard work!  Call on every
contact and find the person behind the job.  Take along a little basket of
home-grown preserves or something else nice.  It isn't a bribe, it's just
an introduction.  Ask them if they'd rather receive notices one at a time
or if it would be easier for them if you provided them with a list of
events for the season or the year -- different people have different
preferences and they'll appreciate that you asked.  Then when you send your
releases and/or flyers -- and especially if you send one list -- call to
confirm that they received it without difficulty.  Be friendly and helpful
-- they're in a hectic and mostly thankless job for not a lot of money or
recognition but with lots of demands on their time and effort.  Be
rememberable in a good way.  It'll pay off.

Just a few thoughts from 30 years on both sides of the media desk.  Yes,
I'll edit your press releases.  I get $25 per hour, one hour minimum.  <as
in, don't send them to me I have enough of my own work to look to this
week>  I just gave the gist of my $100-a-person "How to Do A Great
Publicity Job For Any Business Or Organization" seminar, so please be
satisfied with that.

Oh, gosh, look at the time.  Off to my real job, time to feed the goats.

Dori Green:  Writer, Farmer, Facilitator
Ash Grove Community Farm & Center for Sustainable Living
http://www.servtech.com/public/funfarm/index.html