We have four wonderful Lewis & Clark anniversary tours departing from
St. Louis, following the Missouri River as closely as possible, going
all the way to Ft. Clatsop on the Oregon coast.  I need to get
editorials/stories in big east coast newspapers.  How can I accomplish
this?  I would be willing to buy some ads....but need some publicity
in advance.  I need to get our story in all bbig, east coast papers.

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Request for Question Clarification by kriswrite-ga on 10 Mar 2004 12:16 PST

Typically, this is done via press releases. Would an acceptable Answer
instruct you how to write effective press releases and encourage such
stories?

Kriswrite

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Request for Question Clarification by easterangel-ga on 10 Mar 2004 15:55 PST

Hi!

Would PR firms, those who write the press releases for you be ok as
well? Usually they can distribute such material to the different
newspapers or magazine publications.

Finally how many firms will you accept as a legitimate answer?

Thanks!

Skoorb ?

As other researchers have suggested, a press release is a key vehicle.
 Press releases are used by all kinds of businesses to get information
to editors who are interested.

Planning for a series of press releases will extend your reach, as the
key editors might be on vacation or simply see a more interesting
angle to the story at different times.  Plan for several at least 30
days apart, keying them to new aspects of the tours ? or just to key
dates (e.g., completion of the Louisiana Purchase; Meriwether Lewis?
birthday; start of the Lewis & Clark expedition).

Like a news story, a press release relies on who/what/when/where/why
and how of an event.  There are many web pages covering how to write a
press release but this one from PRWeb is especially complete:
PRWeb
"How to Write a Press Release" (undated)
http://www.prweb.com/pressreleasetips.php

Also, consider also the distribution of a photo that you consider
interesting or newsworthy.  For example, a trivia question that I've
seen refers to there being only one place remaining having physical
evidence of the Lewis & Clark Expedition.

A press release can be less ?hard news? too.  It can treat the story
value of the trip, especially if you have someone who can tell the
tale of a past trip.  (I?d think that there?s a story in researching
and assembling this kind of tour!)


DISTRIBUTION
---------------------

Probably one of your major issues is: where do I send the release?

You can assemble your own list of newspapers and editors by consulting
with one of several published guides. Professional PR people tend to
use the Bacon?s Guides because they are detailed, with specific
editors names and even phone numbers:
Bacon?s
Bacon?s Media Directories
http://www.bacons.com/research/nwspprmagdir.htm

You may find the Bacon?s guides in a good business library; even a
good public library is likely to have Editor & Publisher?s
International Yearbook, which is usually in the reference section
(catalog # 070.025):

You can also use a service for distribution of a news release
electronically, like the PRWeb site mentioned above.  Also popular is
PRNewswire:
PRNewswire
http://www.prnewswire.com/

In the process of doing this, don?t forget to contact the wire
services, the most-widely distributed of which is the Associated
Press.  They supply stories to all of the daily and many weekly
newspapers:
Associated Press
http://www.ap.org/


FINAL NOTE
------------------

Alaska Airlines is currently running a series of radio spots that
feature two actors playing the part of Lewis & Clark.  They too are
tying into the bicentennial celebration via the radio ads and inflight
magazines.  I?d reach their promotions director and see if there are
ways to coordinate activities:
Alaska Airlines
?Inflight Magazines?
http://www.alaskaair.com/www2/magazine/Magazines.asp



Google search strategy:
?how to write a press release?
Bacon?s + editors
?Associated Press?

Best regards,

Omnivorous-GA