Getting “written up” in trade journals, local and national newspapers, getting mentioned on newsy websites… can work harder for you than any paid-for advertising.

Sending out Press releases - news stories - is cheaper than most advertising.

And there’s a special cachet that not many appreciate.

Your slanted, biased story appears free and with the editor’s implied blessing!

No ad has this unspoken “seal of approval”.

Your news stories improved

If you already send out Press releases my Extra Mile Publicity service can probably improve on your efforts. With better focused, more sparkling copy.

“I try to throw away Press releases unread but occasionally something leaps out at the eye”. So wrote the London Evening Standard diary editor.

How do you make copy “leap out”? You have to start from the top. With the headline.

In my book, WRITING TO WIN (McGraw-Hill, 1987) I wrote: “The headline can make or break your Press release … If you fail to attract the attention of the kind of people you want to read your copy, the rest of your work is wasted.”

The following local council story recently landed on my desk

THE WORD TAKES ON THE EMPIRE

'THE WORD' takes centre stage at Sunderland's Empire Theatre next Tuesday … to promote anti-racism and mutual understanding through music.

Praised by the Government as leading the way nationally with its pioneering use of music to examine issues of integration and cohesion with the support of Sunderland City Council, 'THE WORD 'uses hip-hop and rap music to address issues affecting young people's lives such as bullying, discrimination and racism through promoting mutual understanding and tolerance.

Note the bland headline. And the second paragraph – one 55-word sentence! I rewrote it:

EMPIRE STRIKES BACK AT RACIST BULLIES

BULLYING, RACISM, DISCRIMINATION get a dramatic thumbs down at Sunderland’s Empire Theatre on Tuesday …

That’s when 'THE WORD' struts its stuff in a bid to promote anti-racism and mutual understanding through music.

The group known as 'THE WORD' uses hip-hop and rap to address issues affecting young people's lives and promote mutual understanding and tolerance.

How images win hearts and minds

There’s another way to make your story “leap out at the eye”. Use an image.

It’s true. A picture is worth a thousand words. A picture lifts your Press release high above run-of-the-mill Press handouts which tend to be just words.

But it doesn’t have to be a photograph. My financial services client The Porchester Group was sponsoring a Formula 1 car in the British Grand Prix at Silverstone. I needed something special to announce their association with the Renault Tyrrell – and fast.

Using a photocopier I reduced a Tyrrell design sketch of the racing car. That became my main image. I found one of my toddler son’s toy cars with wheels exactly as wide apart as those on the designer image.

Then I ran the little Corgi car through dense black printing ink. I masked the Porchester gold medallion letterhead logo and rolled the inky wheels across the letterhead up to the sketch which I’d cut out and stuck down on my master copy.

Here’s the result: a stunning piece of artwork that captured the attention of national newspaper editors and resulted in outstanding coverage for the client.

tyrrell cars

What Press releases can do for you

Nothing new to report? Talk to me. Maybe I can find something. Creative news “discovery” is another hot skill at Extra Mile Publicity.

About Extra Mile Publicity

You guessed right. It’s a one-man band, and all the better for it. Fact: the best writing is usually the work of one brain. Read Shakespeare.

It’s also a cheaper option for you. I have no staff to pay or fancy premises to support. And the most important benefit?

You always get to talk to the boss (a seasoned professional), never a beginner or wannabe.

portrait of mel lewis

Who is Mel Lewis?

A former Times and Sunday Times journalist, Mel Lewis is the author of SIX business books, including WRITING TO WIN (McGraw Hill); HOW TO WRITE ARTICLES FOR PROFIT AND PR (Kogan Page); and 50 BUSINESSES TO START FROM HOME (Piatkus).

My client list includes: Bellway Homes, CIS Insurance, The Open University, National Council for the Training of Journalists, Investland plc, Halifax plc, Government Auction News, Northumbrian Water, Music Sales of America, English Nature, Piatkus Books, Clos du Roy, Northern Electric, Consumers’ Association, Dragons of Walton Street, Pricemaster plc – and scores of small, independent businesses.

How we could work together

I live and work in the North East, close to Durham. It’s easy enough to work through emails and the post. Tell me about your business or email some background.

Outline the news story you have in mind. Or send me the draft Press release you’ve done and would like improved.

Email to:
editor@life-media.co.uk.

Tel: 07817 51 51 92

I’ll assess my time and effort and give you a price, which you can accept, reject or negotiate.

Pay me by Paypal (best). Or via your credit or debit card, using the Paypal button. Cheques (drawn on a UK bank) are also good but must clear first.

Normal turnaround time for work is a few days, less in an emergency.

Remember, please

This is not a complete PR service. My job is writing classy, professional copy. I may also be able to help you choose images, suggest design or help target your Press releases.

But … I do not handle print or post. I won’t address, stuff and stamp envelopes. Getting the stories out – in a timely and presentable fashion - is something you must handle.

Staffer Mel on The Sunday Times magazine, April 1977. I'm (heavily bearded) far right. Then editor (now writer/broadcaster) Hunter Davies is in the middle in tartan jacket. Extreme left is picture editor Bruce Bernard. His brother, the late Jeffrey Bernard, is famously lionized in the play Jeffrey Bernard is Unwell. Both now sadly departed this life.