As public relations is an inexact science, it is difficult to document results. However, it is commonly known that editorial information has, by far, more credibility and impact than paid-for ads. Printed matter in a periodical implies that the periodical endorses the issue being referred to in the article.

A public relations program consists of four components:

1) A Press Kit - A kit must be supplied to the media

a. Biography of the company, including objectives b. Biographies of key people, including pictures c. Product/Service information d. Copies of any articles, projects previously done. Call the local editors and hand-deliver the information. You want them to identify a face to a name, both your personal name and that of your company.

2) Editorial Information - Supply all existing information from which the editor may choose portions to print to inform his/her readers. Any insights or perspectives or new information is both usable and useful.

3) Press Releases - Include all information which will inform the public about new products, new lines taken on at a later date, personnel changes, expansion or other news.

4) Product Release - Provide photos with descriptions (not prices!) of particular products and their applications and benefits. Follow-up phone cal

ls should be made, to "confirm" that the material was received. Also, as best as possible, "get to know the cook." You are more likely to be contacted for a round-up article or specialty piece (as an expert) if you are known and have been cooperative in the past.

Don't: exaggerate, abuse the situation, offer to run ads if editorial is placed, or badmouth the competition. Since over 40% of most periodicals' copy comes from unsolicited sources, your contributions are usually welcome.

Make up a press kit. Develop newsworthy articles to offer. Do not abuse the situation. Set up a meeting with the "cook."

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