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Bulletproof News Releases: Practical, No-Holds-Barred Advice for Small Business from 135 American Newspaper Editors Paperback – December, 1995
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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.
"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
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Top Customer Reviews
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.
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!
I have engaged in much successful publicity for my small business, as well as for a traveling film festival. I have also helped nonprofits and community groups get publicity for their organizations and events. In my experience, a prerequisite for successful press releases is clear writing. So it is rather ironic to publish a poorly written book on news releases.
There is precious little content to be found in "Bulletproof News Releases". The pages are set in a rather large font--much larger than in a typical book. The side margins are almost half the width of the page--meaning that almost half of every page is merely white space! I can't tell you how many pages are in this book, because a strange numbering system takes the place of traditional page numbers--perhaps so you don't realize how few pages there are. I can tell you that the book is very thin.
I'm not sure where other reviewers got the idea that this book was useful for businesses. Many of Borden's examples are for political causes. References to the first Gulf War are numerous. She even sites an example of how a small community in Georgia reduced it's crime rate by requiring all its citizens to own guns! These are not the kind of examples that will help the small business owner succeed.
There is no magic to writing a good press release. First, write well. If you can't write well, contract the work out to someone who can. Second, send out press releases about something original and newsworthy. Third, be sure to include all the relevant details--who, what, where, when, why. Include a few morsels to entice an editor's curiosity. And be sure to include your contact info.
Now isn't that better than spending $20 on a book?
This book tells you who the one person is that you need to target your release to (the editor), and what they're looking for (something newsworthy). Most press releases are badly disguised marketing copy, and consequently get thrown out almost immediately.
By following the instructions in this book on how to find something newsworthy about your company, and how to present it for maximum impact to the editor, your press releases will stand out from the crowd, and you will 'get ink'!
It worked for me!