Personnel and Commentary Press Releases

Sample Personnel Press Release

Contact:
Sally Smith
President
FlagBenders USA
(203) 555-5200

Flagbenders USA Names Jim Sweeney
Vice President Of Sales

Former Polemark Marketing VP Will Oversee
Growing Sales Rep Network

WEST VALDEVA, Conn; December 10, 1996 - FlagBenders USA, manufacturers and designers of custom flags and banners, has named Jim Sweeney as its new Vice President of Sales.

Mr. Sweeney, who had been Vice President of Marketing at rival Polemark, will be in charge of managing and increasing FlagBenders' network of sales representatives and distributors. FlagBenders, which has focused exclusively on the Northeast, will expand its efforts nationally. Mr. Sweeney will spearhead this drive.

"The expansion of our sales rep and distribution team further strengthens our ability to meet the needs of our customers," noted Sally Smith, President of FlagBenders USA. "Jim Sweeney's comprehensive understanding flag and banner sales and marketing will greatly benefit FlagBenders, our sales network, and our clients."

Before joining FlagBenders USA, Mr. Sweeney oversaw marketing for Polemark, where he put together that company's distribution network. While at Polemark, he won the 1991 Innovation Award from the International Banner Marketing Association.

Prior to Polemark, he worked for Mutual Outdoors, which creates outdoor and shelter advertising for a wide variety of companies.

Mr. Sweeney has an MBA in Marketing from State University, and a BA in Psychology from Le City College.

He and his wife Francis live in Beauville, Conn.

Sample Commentary Press Release

Contact:
Buck Johannsen
The Green Way
(212) 555-5600

New York City Businesses Must Prepare
for Commercial Recycling Regulations

NEW YORK, N.Y.; August 15, 1993 - New York City businesses will face a new set of commercial recycling regulations effective September 30, and must be prepared to institute aggressive programs to comply with the new law, urges The Green Way, Inc., a leading recycling consultant based in New York City.

However, companies that put in place full recycling programs can actually reduce their waste removal costs because of the resultant drop in trash volume, according to The Green Way.

Under Local Law 87, effective September 30, commercial properties in New York City will have to separate out certain items from their garbage for recycling. The law affects all properties that use private carters, including food and beverage outlets (delicatessens, restaurants, bars, cafeterias, etc.) and all other businesses, as well as some residential premises.

Food and beverage establishments will have to sort glass and metal containers; plastic bottles and jugs; foil products; and corrugated cardboard. Other businesses will be required to separate high-grade office paper, newspapers, magazines, catalogs, telephone books, corrugated cardboard, and, in some cases, textiles.

"Trash separation and recycling need not be painful tasks for businesses," noted Harris Brockley, President of The Green Way. "In fact, we urge companies to go even further and institute full recycling programs. Properties that have already done so not only comply with the new law, but are able to improve their bottom line costs through lower carting fees."

The Green Way recently published a white paper detailing both the new regulations, and its implications for different businesses, including office buildings, hotels, and department stores.

Office buildings have a range of options available. Once glass, metal and plastics are separated, there are several alternatives for dry paper waste, the Green Way white paper states.

A full recycling program would require a building to separate out each designated item from the waste stream. Typically, this involves placing bins throughout tenant floors to collect office paper, placing different bins for newspapers, magazines, catalogs, and phone books; and implementing systems to ensure that cardboard is kept separate from the trash. These items are then stored separately from each other and the regular trash, and are then sold to a recycling company. Tenants and building staff will need to be fully trained and monitored.

A full recycling program is the most effective and cost efficient, particularly for large buildings. Many Green Way clients that have implemented these separation systems have been able to reduce their waste removal charges because of the drop in regular trash volume. For example, The Figgis Co., one of New York City's largest real estate companies, has been able to reduce its haulage charges by over 30%, according to The Green Way.

The other key component in this equation is the media list. A basic media list starts with a list of local newspapers, radio and television stations, magazines and other publications. Along with the contact name and phone numbers and the preferred method of contact by the source. To find out the preferred method simply try a particular method with your first contact, and when you get a response, just verify that it's the best way. Even though the hard copy fax is nearly obsolete, some publications still want to receive press releases in that manner and in some cases there are time and date deadlines. If you are having an event, more often than not you can get a free listing in the community events calendar of your local paper. But the goal is also to get a great deal of exposure for an event, so not only do you want your event in the community events calendar, but you want a paragraph or story in the community section. This is where your relationship with the media is an important asset. For example, stories regarding a grand opening event may be accepted until 5 p.m. on a Thursday, otherwise it won't get into the newspaper until the next day's issue.

Always keep in mind what you have to offer, and how to present that to the public. Consistent media exposure is great for recognition and familiarity. If your real estate agency is consistently in the newspaper with stories on valued employees and charitable donations. That familiarity will stick, consumers are comfortable with what they know. Even if they do not entirely "know" your company, they feel as if they do because you must be reputable if these stories make it in local media avenues on a regular basis.

A media list does not have to be fancy it simply serves a purpose and that is as a reference guide to use when you need the media. A Microsoft Excel worksheet works great, or some like to use the Microsoft Outlook Contact method. With this you are able to create contact cards and you can fill in all the information you need for an organized and useful list.

SAMPLE MEDIA LIST

Contact Name	Publication	Address	Phone	Fax	Email	Contact
Olivia Banks	In Magazine	33 N. Judson Street, Chicago, IL 60111	555-555-1235	555-555-1023	name@mediasource.com	Email
Clint Wavely	Time Magazine	9988 News Street, Chicago, IL 60611	555-555-1220	555-555-1008	name@mediasource.com	Fax
Suzanne Miller	Uptown Magazine	88 W. 19th Street, Chicago, IL 60111	555-555-1232	555-555-1020	name@mediasource.com	Email
Sue Allen	Uptown Magazine	88 W. 19th Street, Chicago, IL 60111	555-555-1233	555-555-1021	name@mediasource.com	Email
Sonia Green	Uptown Magazine	88 W. 19th Street, Chicago, IL 60111	555-555-1234	555-555-1022	name@mediasource.com	Email
Lou Rakeson	Chicago Today	8000 W. 10th Place, Chicago, IL 60655	555-555-1226	555-555-1014	name@mediasource.com	Fax
Maria Rassin	Daily Brew	77 Daily Brew Drive, Chicago, IL 69999	555-555-1222	555-555-1010	name@mediasource.com	Fax
Maria Rassin	Daily Brew	77 Daily Brew Drive, Chicago, IL 69999	555-555-1223	555-555-1011	name@mediasource.com	Call first
Henry Stone	Neighbors	14 West 32nd Chicago, IL 61666	555-555-1229	555-555-1017	name@mediasource.com	Email
Henry Stone	Neighbors	14 West 32nd Chicago, IL 61666	555-555-1230	555-555-1018	name@mediasource.com	Email

LESSON 6 KEY terms

Pizzazz – attractive style; dash; flair.

Publicity - extensive mention in the news media or by word of mouth or other means of communication.

Publicity Buzz – Attention to your extensive mention in the news media.

Media List – A basic list of local newspapers, radio and television stations, magazines and other publications that you will contact for publicity opportunities

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