I often tell people I ride the tide of the daily news.
And that means I often have less than full control over where the day takes me — because you can never know exactly what’s going to come into the e-mail box, pop up on the police scanner or just… happen. (Like an ER doctor, but thankfully with a lot less blood and … stuff;-)
Some days that look to be busy as heck fizzle. Some quiet days blow up fast.
Ever since second grade and the mimeoed (remember mimeograph machines? How about ditto machines?) Room 210 Tooter, I’ve loved telling folks what’s going on.
Part and parcel of how we hear about stuff is the lowly (hey, they get little respect but are vital) news release (which of course is usually e-mailed but — we still get the occasional fax. Fax machines – long gone, so they are turned into Adobe PDFs auto-magically;-)
Ask just about any Central Oregon police officer or fire official, and odds are after we get such a release, I’ll be one of, if not the first calling or e-mailing to fill in holes, ask a follow-up question or find out something more specific than say, “vehicle.” (Bleh.)
My list of Press Release Pet Peeves has been so longstanding, there’s probably a version buried in the (ahem) bowels of this very blog.
Things like — don’t say what year something is going to happen, even near the end or beginning of the year — that’s so obvious in the vast majority of cases. But please DO put in what day of the WEEK it will be – that helps folks know whether they can attend your event or not. Don’t make them look it up on a calendar.
Titles are only capitalized immediately BEFORE a name, not after. Stuff like that. (Give up the two spaces between sentences — or heaven forbid, double-spacing the lines — those kinds of things died with the typewriter and grizzled newspaper copy editors with red pencils. And know your its and it’ses. And try not to let your organization develop it’s own quirky style, like capping the “City” of Bend (it’s not the only city!) or having to cap “County” every time in a release. Why? And ease back on the Acronyming of America (A of A). (Oh, and “Oregon’s Senator Jeff Merkley?” There are 2 senators from Oregon. Or is that a dig at your fellow Democrat?;-)
Oh, and PR folks: I know you want to make personal relationships happen, but if you send something only to one person in a 20-person newsroom, it WILL be the day they are off – or worse yet are the ancient un-updated media lists that send to people and places long gone — in some cases, dearly departed, even. That’s really worth the time and investment. Better to use the generic e-mail address, like stories@ktvz.com for our newsroom. Several people check that and will route it properly.
I’ve thought many times about a sideline business of helping folks get the basic style and grammar hurdles out of their releases, so folks can focus on the content.
But when you ride the tide of the daily news, it’s pretty much all-consuming, just to stay in the boat, not have it flip and keep it pointed downstream, ready for whatever rapids, swirls and eddies lie ahead.
And don’t forget that life jacket!
Leave it to Barney 