Bulletproof News Releases: Practical, No-Holds-Barred Advice for Small Business from 135 American Newspaper Editors [Paperback]

Kay Borden (Author)

Book Description

Publication Date: December 1995

Bulletproof News Releases blows the lid off one of the most effective yet elusive marketing tools known to man - free advertising. With the small business explosion and the flood of how-to material to serve it, there remains a huge and curious void about publicity as a marketing tool -- until now. Besides her years as a newspaper editor, Kay Borden brings together the expert advice of 135 American media professionals -- after all, they decide who receives coverage -- to help the non journalist produce what the media expects of business related news items and get it to them. Bulletproof News Releases is the first ever publicity guidebook written by media professionals specifically for entrepreneurs and small business owners.

Editorial Reviews

From Library Journal

This may be the age of "guerrilla marketing" in small business, but sometimes more mundane tools such as news releases are overlooked. Borden, a former journalist, explains why they can benefit small businesses and entrepreneurs and how they should be submitted to newspapers. Much of her research is based on her survey of 135 editors, which found the quality of news releases to be generally woeful. Writing in a homespun, clear-headed style, Borden offers guidelines on business ethics, marketing plans, and basic writing skills. Plus a couple of handy rules: localize your copy and don't confuse news releases with advertising. She and the surveyed editors also emphasize that if you don't occasionally advertise in a paper, your releases probably won't be published. For more information on this topic, readers should consult Jeanette Smith's The Publicity Kit (Wiley, 1991). Recommended for public libraries.
- Bruce Rosenstein, "USA Today" Lib., Arlington, Va.
Copyright 1994 Reed Business Information, Inc.

Review

"Bulletproof News Releases . . . really hits the nail on the head." -- Estelle A. Becker, Publisher, Lehigh Valley Business Digest, Allentown, PA

"Bulletproof News Releases is a well-written guide . . . Readers could benefit just by noting the editors' comments that appear on nearly every page . . ." -- Loretta Radeschi, Reviewer, The Crafts Report, Business Journal for the Crafts Industry, Wilmington, DE

"Bulletproof News Releases outlines the best methods to use to avoid the trash can, the pitfalls to expect when approaching editors, and tips on how to write news that WILL be used." Capital City Weekly, Juneau, AK "Every small business owner should read it." -- Hung Szeto, Editor & Publisher, Chinese Business Journal, Seattle

"Bulletproof News Releases shares the secrets of getting press releases into the hands of the right reporter or other media type." -- Margaret Anthony, Marketing & Media, Atlanta Business Chronicle

"Every entrepreneur knows newspaper publicity is life blood, but most have no clue how to get it, . . . Borden went straight to the source for this book . . ." -- Marguerite Ellen, Editor & Publisher, Global Entrepreneurs Network News, Satellite Beach, FL

"I know of no other source that has meshed the principles of promotion and news writing into such a logical step-by-step formula for success." -- Jimmy Jacobs, Magazine Editor, Georgia Sportsman, Alabama Game & Fish, and Florida Game & Fish

"Someone finally addressed the problem. If you think "what problem?" you have not opened a days mail in a typical newsroom, where up to 90 percent of the releases received head straight for the circular file. A solution has arrived in Bulletproof News Releases . . . As a reference tool, Bulletproof News Releases fills a long-vacant void." -- Marie McCandless, Staff Writer, The Latrobe Bulletin, Latrobe PA

"This is a dynamite book for ANYONE and EVERYONE who writes releases . . . the idea is to find and use every - and the best, and yet the most economical - tools available to make your venture a success. This is one such tool." -- The Lightbulb, Journal for Inventors, Fort Jones, CA

"Writing in a homespun, clear-headed style, Borden offers guidelines on business ethics, marketing plans, and basic writing skills . . . Recommended . . ." -- Library Journal, New York

See all Editorial Reviews

Product Details

• Paperback: 173 pages
• Publisher: Franklin-Sarrett Publishing; New edition edition (December 1995)
• Language: English
• ISBN-10: 0963747703
• ISBN-13: 978-0963747709
• Product Dimensions: 10.9 x 8.4 x 0.2 inches
• Shipping Weight: 14.4 ounces
• Average Customer Review: 4.5 out of 5 stars  See all reviews (10 customer reviews)
• Amazon Best Sellers Rank: #1,980,609 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

17 of 18 people found the following review helpful:

5.0 out of 5 stars No fluff! All meat., November 30, 1998

By A Customer

This review is from: Bulletproof News Releases: Practical, No-Holds-Barred Advice for Small Business from 135 American Newspaper Editors (Paperback)

I've read Bulletproof News Releases at least four times. The insightful advice by editors throughout the book is invaluable at driving home the basics every business needs to know to get their publicity efforts off the ground and then score repeatedly. Bulletproof News Releases has helped me publicize my businesses, Peachtree Movers, Inc. and Office Moving Systems, Inc., in seven trade journals and business publications, and last year I scored big with an article in The Wall Street Journal.

I've read many other marketing books and have been frustrated with their lack of substance. I've practically worn out my copy of Bulletproof News Releases scribbling notes and comments in the margins. This book not only tells you what to do but how to do it.

13 of 14 people found the following review helpful:

5.0 out of 5 stars If your business needs publicity - get this book!, October 7, 2000

By 

Jerry Krull (Illinois) - See all my reviews

This review is from: Bulletproof News Releases: Practical, No-Holds-Barred Advice for Small Business from 135 American Newspaper Editors (Paperback)

So you own your own small business. You don't have a lot of money for advertising, but you need to promote your business. Read Bulletproof News Releases. Kay Borden explains to you a) What editors look for in a good news release. b) How to write a release that gets the editor's attention. c) Brainstorming on ideas for releases. d) How to follow-up with editors.

What made me plunk down my money for the book is that Kay includes quotes from over 100 newspapers editors on what they like and don't like about releases. There are many books about writing news releases, but they are by marketing people. Bulletproof News Releases gives you the advice of the people who determine exactly what gets printed in the paper.

I used the advice from the book and my first news release resulted in a feature article on me and my business with a color picture. This was in a regional paper with a circulation of 80,000. The day the story appeared, I received a call from a prospect that resulted in a $5,000 order! That alone was a 26,000% return on the $19 book investment. To run a color ad the size of the article that appeared would have cost me over $700. The article was free and most people believe the articles more than they believe the ads.

If your business needs publicity - get this book!

14 of 16 people found the following review helpful:

5.0 out of 5 stars I have to share this!, December 3, 1999

By A Customer

This review is from: Bulletproof News Releases: Practical, No-Holds-Barred Advice for Small Business from 135 American Newspaper Editors (Paperback)

This book is full of wonderful advice. I was able to secure publicity for my new business venture in the two largest local newspapers! Bulletproof News Releases is extremely easy to read and packed with valuable information from cover to cover. I especially enjoyed Chapter 4, "News Under Your Nose," which helped me tailor my news releases to the local audience.