Whatever it is you are involved in or need support for, there are easy ways to garner free publicity. Write either a Public Service Announcement (PSA) or a Press Release (News Release can also be used interchangeably).
Which One Do You Need?
If you are involved in a charitable event or non-profit organization, use the PSA approach. If what you want to promote is a business event, product, or book then use the Press Release method.
Whichever you choose, it’s important to properly format both. Begin with basic contact information.
Format It Properly
For a Press Release, fashion a heading similar to this:
NEWS RELEASE
For Release: Immediate (or the date)
Contact: Your Name
Email: youremail@whatever.com
Cell: (555) 555-5555
For a PSA, use a similar format:
PUBLIC SERVICE ANNOUNCEMENT
For Release: Immediate (or the date)
Contact: Your Name
Email: youremail@whatever.com
Cell: (555) 555-5555
Next, create a dynamic headline that catches one's attention. Use active and descriptive words but be succinct. Your headline should jump out at the reader!
Then, create the body of information.
It should contain:
(Geographical location or origination of the story in parentheses)-
Introductory Paragraph
Explanatory Paragraph(s)
Quote(s)
Closing Paragraph
Distribute It
Once your Press Release or PSA is complete, you can either email it to local radio station news departments, Public Service Directors, radio show hosts, and even Program Directors. An esy way to find email addresses is by visiting the station’s website and looking for “contact” information. Or simply call the station and ask directly for email addresses.
If you wish to contact national or syndicated hosts, this page is an excellent resource for hosts and networks:
http://www.radiotalk.org/hosts.html
Tips
When writing your Press Release or PSA, try and come up with a “hook” that grabs the attention of the person reading it. Or, if appropriate, you can even use humor. For instance, look at this press release I sent out when I was promoting my own book.
It's important to humanize your release. If you don't have anyone to get a compelling quote from concerning the subject of your release, you can always create a quote and credit it to yourself. I have done it many times when promoting my own radio show, books, etc. It's perfectly legitimate.
Remember: it’s important to follow up by email or by phone. Ask if the person saw your press release. if not, offer to resend it. Keep bugging them!
For more tricks see this earlier article I wrote called How To Get Anything Plugged On The Radio
