As a journalist with 25 years' experience writing for newspapers, newsletters, magazines, blogs, web sites, and other media, Kirk Richardson has learned a few things along the way. Sometimes, the hard way. Here are a few helpful hints from our journalism and PR expert for those interested in landing a story in their industry trade journal, local newspaper, or non-profit newsletter. By no means does this list provide you with all of the answers, but it's a good place to start.

1. This is truly rule number one. Make sure that your story is newsworthy. Study the publication(s) you would like your news release or article placed in and attempt to understand its guidelines as well as its audience. Tailor your input accordingly. Puff pieces often end up in the round file.

2. Writers are people too (I know this firsthand). Make an attempt to get to know an editor or writer. This can be accomplished on networking sites, such as LinkedIn.com, over the phone, or in person. I had coffee with a magazine editor and assistant publisher recently, which will result in several article assignments. Not every writer is open to a get-together (even in cyberspace), but many are, and it can pay big dividends. Who knows, you might even develop a friendship in the process.

3. Check out PR Newswire or a related service. I've found this service to work well when targeting a press release to an entire region. IMO, the cost wasn't a barrier, but check it out for yourself at www.prnewswire.com.

4. If you are not much of a writer, hire someone to do it for you. I'm not much of an artist, so I've hired graphics professionals and photographers on my project teams. I learned a long time ago not to waste my valuable time trying to be something that I'm not.

Of course, the other option is for you to zip over to Borders (find the nearest store at www.bordersstores.com) and buy a good dictionary and thesaurus, a style manual (Strunk & White is handy); then brush up on your grammar, punctuation, transitions, and other writing skills. In this case, it's back to school time. Heck, you may even opt to take it a step further and sign up for a journalism/english class online or at a brick and mortar JC or university. More than anything else, I recommend a dose of regular reading and a whole lot of practice.

5. Attend Business Journal  (http://www.bizjournals.com/) or similar events (such as Portland, Oregon's Power Breakfasts). Networking with writers and editors at these events often pays dividends.

6. If you make a commitment to a writer or editor, make sure that you keep it. These people depend on stories. When someone bails out at the last minute, the publications staff is left in a lurch. The day before a magazine is scheduled to print, I've had editors call me in a mad panic, literally begging for a story. I've also been on the other end and have had to delay an issue of a publication due to someone not being able to make a deadline. It's very disappointing, and in most cases, I won't work with that potential contributor again.

7. Create a PR Plan or make it part of your Marketing/Business Plan. Select target publications to get your message out. Carefully consider your stories and pitches to writers, editors, and publishers. Think about their customers, the readership, and how your message will benefit them. Finally, all the planning in the world won't amount to much if you don't execute. As the folks at Nike like to say "Just Do It!"

Bonus Advice: There are many books on the subject of publicity, including The New Rules of Marketing & PR (David Meerman Scott) Guerrilla Publicity (Jay Conrad Levinson, Rick Frishman, and Jill Lublin), and Feeding the Media Beast (Mark Mathis), a personal favorite. Visit your favorite book store (one of my favorite online haunts is www.amazon.com) and pick up a little expertise.

For those of you hungry for information about electronic media, stay tuned. We'll be posting information about blogs, social media sites, and the web in the near future. Don't be a stranger!

Thank you for visiting RMC-strategic.com. This will be the first of many posts offering helpful information to our customers and potential clients. RMC provides marketing and consulting services to a variety of businesses and non-profits, ranging from the Materials Technology Institute (MTI) to the Oregon Association of Nurseries (OAN) as well as other organizations worldwide. 

The RMC team (which includes designers, researchers, and other resources) offers more than 50 years' combined experience in marketing and business development. Owner Kirk Richardson has published 1000-plus articles in newspapers, newsletters, magazines, as well as other media and has developed Competitive Intelligence, Corrosion Solutions, and Lean Manufacturing conferences and seminars.

RMC's current menu of services includes:

• Advertisement Writing/Design
• Annual Reports Development
• Competitive Intelligence Gathering/Reporting
• Conference and Trade Show Development/Support
• Direct Marketing and eMail Writing/Design
• Marketing Communications Support (Brochures, Sell Sheets, and Company Literature)
• Market Research
• Newsletters and eZine Writing/Design/Publishing
• PowerPoint Presentation Development
• PR and Media Relations
• Speechwriting
• Survey and Report Development
• Web Site and Blog Building/Maintenance
• White Papers

Please contact us at kirk@rmc-strategic.com or by phone at 541-936-2389 if you would like to explore potential solutions for your marketing, report, or research challenges. In the meantime, please visit the RMC-strategic blog from time to time as we will be posting thoughts, tips, and other information on everything from Trade Show Tactics to eMail Marketing Tips. Thanks again for stopping by!