1. How to get your news out

2.  The practice of managing the communication between an organization and its public through the news media.  Public relations is NOT an advertisement. The news media controls the final outcome.

3.  Knowing your audience.  Having a relevant story.  Crafting a pitch.  Writing an effective news release.  Communicating regularly with the media.

4.  Look for the unusual. Is this a trend? What is the change beyond the ordinary?  Is it timely and relevant? Don’t‘ wait for months after your store or business opens to inform the news media. Immediacy is key.  Do your homework. Know the facts.  Ask the basic question: Why should people care about reading it?

5.  Make sure the story has real news value.  Is it a national issue that you can add some local input to? That helps to put a “face” on a national story.  Is it a human interest story that can have a wide audience appeal?

6.  Pitch the story or idea  E-mail or call the reporter or editor.  Be mindful of deadlines.  Write up a brief pitch that includes the basic key information (Who, What, When, Where, Why and How)  Don’t worry about how it is written. Give us the facts and the news – we’ll write it.

7.  Be open and available. That helps build confidence between you and the reporter.  Return phone calls. Not doing so may indicate you have something to hide.  Don’t expect a story just because you advertise. And don’t tell the reporter that.  Realize that a journalist’s duty is to report all sides of a story to make it balanced.

8. E-mail or call the appropriate editor/reporter: Business Editor: John Hoke (649-6344) Deputy Business Editor: Greg Gilligan (649-6379) Reporters: Retail: Louis Llovio (649-6348) Banking/Real Estate: Carol Hazard (775-8023) Economy: David Ress (649-6051) Manufacturing/Tobacco: John Reid Blackwell (775-8123) Technology/telecommunications: Emily Dooley (649-6016) Utilities/Tourism/Transportation: Peter Bacque (649-6813) Health care: Tammie Smith (649-6572) Consumer issues: Iris Taylor (649-6349)

9.  People & Places (promotions/new hires)  Company News  Real Estate News Send to: MetroBiz@timesdispatch.comMetroBiz@timesdispatch.com  Biz Buzz: Louis Llovio

10.  Notable Gifts column E-mail to: NotableGifts@timesdispatch.comNotableGifts@timesdispatch.com  Consumer Watch (Iris Taylor)