The Oliver/Sorano Group, Inc.

PUBLIC RELATIONS, or . . . the trendy term: PERCEPTION MANAGEMENT. Unlike marketing, which you can do yourself, PR/PM is something you should let others do for you. Areas for you to consider: Press Releases. If you have news, tell it to the world! Well, at least tell it to the members of the news media who can inform the public, in particular those members of the public you want as your clients, customers, subscribers, donors or members. Media Kits. Your media kit, if placed in the hands of the right members of The Fourth Estate, will make your phone ring. Journalists constantly need something or somebody to write about; it might as well be you! Make sure they have your media kit. Media Lists. Your press releases sent to a reporter who moved out of town three years ago, will (1) not reach their destination and (2) place your organizational skills into question. Make sure your media list is always up-to-date. You don't have a media list? We'll be glad to build one for you! Press Conferences. About once a year, have an event for the press. When you have something important to announce, instead of sending out a press release, invite reporters to a breakfast or luncheon and talk about your important news in a friendly, relaxed atmosphere (but remain on guard!). Corporate & Other Profiles. If a news organization or journalist calls you for information about your company, or a member of your management team or board of directors, it is important to respond immediately with complete and accurate information. Crisis Management. If a disaster hits, what do you do? Who answers the phone, who speaks for you (Yourself? Your secretary? Your CEO? Your lawyer?) and what does he/she say and not say? Do you maintain background relationships with journalists? Be prepared and hope your preparedness will never be tested.

Top Ten Things to Say to an Editor: 1. Are you on deadline? I know you're busy. When would be a good time to talk? 2. I'm available for interviews any time (make sure the editor has all your phone numbers) 3. May I help you find more information or photographs, or suggest one or two other people to talk to for this story? 4. Are you working on other stories I might contribute to? 5. Thank you for thinking of me, and please keep me in mind for ohter stories. 6. Will you let me take you to lunch? 7. My story reflects a bigger trend in the industry; would you like me to elaborate? 8. I'm still pretty new in the industry; what's the best way to send you information about my product/service? Two more important facts for you to know: 1. Answer the phone! If you are away from the phone and a message is left for you, return the call ASAP, certainly within 24 hours. 2. Tell the truth! If you're asked a question and you don't know the answer, say so. This is not a "fake it till you make it" situation; editors are uncannily good at spotting hedging, untruths and fakery.   Top Ten Things NOT to Say to an Editor  1. Can you fax or e-mail me a description of your story, and a list of questions?  2. Can I read the story before it's published, to make sure it's correct?  3. When will the story run and can you send me some free copies of the magazine? 4. I bought an ad last month; when will you write a story about my business?  5. I'm looking for PR; how can I get into your magazine? 6. You should write about my business/product/service; it would be good for your magazine. 7. My product is fabulous; Oprah uses it and loves it! 8. I've already been featured in XYZ magazine; when can I get into yours? 9. Don't put that in the story; I want it to be positive, so help me out. 10. I don't want to be in this story, but can you write about me later? __________________________________________________ The Oliver/Sorano Group, Inc. P.O. Box 28613 Atlanta GA 30358 USA Tel (+1) 770-455-8088 or 770-826-4294 lyasorano@lyasorano.com