Use National Release Services
What National Release Services Do
Several services provide the nation's media with a constant stream of stories, articles, features, and cartoons of such broad interest that they can appear almost anywhere yet still be of local interest. Depending on the season, these items may include stories on gardening or snow blowers, June wedding dresses or Thanksgiving turkey stuffing, child safety seats in automobiles or new gears for seniors' bikes. The subject list is endless.
Unlike news services that employ reporters and charge media for the use of their stories and features, release services get their materials from public relations offices and get paid to distribute them for free use by the media. But don't be alarmed. The media hasn't sold out. Everyone involved knows the sources and the rules. Release services accept only materials that have wide appeal. Otherwise their primary audience, the editors looking for interesting "fillers," will stop considering what they submit. Release service customers, the companies paying to have their stories distributed, will remain customers only if the materials they distribute actually appear in print. What you, as a customer, are paying for is a combination of professional preparation, specified distribution, and a reasonably friendly reception in editorial offices. You eliminate the expense of an up-to-date mailing list and the duplication and distribution of your individual stories or features.
Where to Find a Release Service
Look in the Yellow Pages under "Publicity Services" for local and regional release services. They'll know that territory best. For national services, check the major city directories. Chicago's Associated Release Service ((312) 726—8693) is a well-established firm typical of the national group.
Who Uses Release Service Materials
Some release service materials find their way into electronic media and newspapers of major cities, especially in specific interest sections, such as gardening, home-making, automotive, and cooking. The most widespread use of these materials, however, is in smaller communities. There they are appreciated not only for their content but also because they can be used exactly as received, without new typesetting or editing—a considerable benefit in a budget-conscious office.
How to Learn Where Your Story Appears
Clipping services are in the business of reading practically every newspaper and magazine and, for specified fees, "clipping out" items that mention a specific subject. When you receive from them the stories you've ordered clipped (some 10 days to 3 weeks after they're first published), each has attached the name of the publication in which the story appeared, its circulation, and when the story ran. For organizations that wish to document the local, regional, or national success of their PR efforts, these services, listed under "Clipping Services" in major-city Yellow Pages, are about the only way of keeping track of those efforts. Analogous services also exist for radio and TV.
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