This post is far less interesting without a photo leading it off, right?

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Then why do so many people and great organizations trying to pitch great announcements in news releases not include a few nice photos or even a video link, that is easily downloadable without embedding yet another YouTube video? (Though that IS preferable to no video at all!)

Many people/organizations do, but you might be surprised how many don’t. A middle ground is best – not a link to dozens of photos to wade through, pick your best, include a Goldilocks (not too big/small) dramatic illustration you’d love to see posted/aired with your announcement.

And so, I inevitably ask for a pic or two, maybe a logo or graphic that helps tell the story.

Please think that through before hitting “send.” It’ll be worth both our times.

There are things way bigger, more important than news release grammar/style pet peeves… and yet they still matter

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Tragic disasters have a way of putting everything else in context as what some would call “first world problems.” Inconsequential to the max, when compared to losing not just your home, but your neighborhood… your community to savage wildfires.

But clear, strong messages are just as important, and I think there’s a small but worthwhile point to make – and not for the first time here.

There are a couple of large organizations who are among those who put out great news releases, but rankle me in a relatively minor way that’s hopefully worth pointing out, in hopes they reconsider one specific style.

It makes total sense to speak in first person – “we,” “our,” etc. – when you as an organization are communicating with people one on one – in letters, emails, newsletters and the like.

But when it comes to news releases, for publishing by others it … just doesn’t work. Third-person language is the only clear way to go.

Otherwise, things can get confusing – even more so if the same news release shifts between first- and third-person language.

It might feel odd to speak in third person when writing a news release, if you live in a first-person world. But the message is way clearer when you do.

And of course, I have nothing but prayers for safety, an end to the wildfires and coming together for strong recovery for people in the L.A. area. That’s way more important, now.

Now that my website has a simpler address … may I help you?

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Greetings, and welcome to workingwithlocalmedia.com!

Well, I finally got the domain I bought years ago connected to this website. (I mean, finally got around to it;-) It’s still a WordPress.com-hosted site on an old theme, but hey … I’m no spring chicken, either, and I still work pretty well, too;-)

Now, what I’d like to do is help you and use the knowledge between my ears, from decades of fun, rewarding work, about how to do media relations (news releases, media advisories, event invitations) right – boosting the odds of successful coverage – I’d like to share that with all of you.

As I like to say: Free advice, worth every penny;-)

I can even offer some pretty helpful usability advice about websites, as a pure end user – not a designer, coder, etc. – again, just a small way for me to pay forward the lessons I’ve learned over the years.

I can do this in my spare time – evenings, weekends, etc. That way, it will be separate from my day job, overseeing the KTVZ website.

I’d like to offer a totally volunteer service, with a primary goal of helping my friends with these media-related tasks, while also making new friends – not a ‘consultancy’ to acquire clients. (This way, it’s a LOT simpler – no paperwork, less pressure!)

Public sector or private, nonprofit or for-profit – local or not, in fact – the advice and tips I can offer are pretty universal, as you can read when you look at my posts over the years.

Please use whatever works – and ask me anything, I’ll try to be of assistance.

Let’s talk in 2025!

Public or private sector, help your recipients however you can

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This falls into my “spoon feeding your recipients is a great idea” corner;-)

So government agencies send out agendas of upcoming meetings in a wide variety of ways, for a wide variety of reasons.

Most have links off to the agendas themselves, totally understandable.

But especially in today’s AI-infused “I can summarize that for you” world, it should be fairly simple to provide a sentence or paragraph or two of the highlights (bullet points, whatever works) about what is happening at the meeting, sparing the recipient of a Deep Dig if they want to know what’s happening and whether to attend, watch online or not. And if too busy, missing something important.

A balance between a legal/public notice and putting the whole agenda in folks’ faces.

I’m sure it would be appreciated!

When’s the last time you updated your media database?

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We at KTVZ try to always point folks to the newsroom general email address for news releases etc. (stories@ktvz.com).

Because it just makes sense – people come and go, are off that day, etc., and your great info or release may end up sitting for days, weeks or months.

Personal relationships with reporters, editors, producers, news directors – great! But general news releases should always go to the general mailbox usually pointed to on the “About Us” or “Contact Us” pages.

But you know how databases are. Just got a release to the stories email address, that begins “Hi Lee,” — well, Lee is still with us, our great evening co-anchor, but he hasn’t been news director for quite a while.

In the subject line, too: “Lee, can we count on your end of year support?”

We still get many releases, especially from national organizations that have a salutation to long-gone staff members. It’s no huge deal, but it does make one think, for at least a second – “Don’t you prune/update your database at LEAST every year or 3?

Oh, now I see! At the bottom, in small type, it says: “To update your email address, change your name or address, or to stop receiving emails from xxx, please click here.”

So maybe, many moons ago, Lee did sign us up for something – or the sender just called or wrote or looked up who our news director was back then, and now expects the recipient to do the updating?

Uh, no. My guess is, 99% of recipients of such mass mailings just leave it be, some even getting a chuckle at the shout-out to long-gone ex-colleagues.

It becomes pretty obvious pretty quick when you don’t keep things up to date on the sender end. Better to safely leave out the personable salutations if you can’t keep those lists updated, for whatever reason.

As 2025 arrives, it’s time to step things up!

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We’ve had some wonderful sunsets and sunrises here in Bend in 2024!

OK folks, sorry I haven’t been updating as much as I should and want to.

I am looking into making this more of a regular thing – collecting great tips from my day-to-day KTVZ.COM duties that will help anyone and everyone be more successful with their news release creation and distribution, as well as “learned end user” (not coder!) advice on info you post on your websites, events – whatever a person, organization or business is trying to accomplish to get that vital newsroom and public attention in the busy world of local media.

I simply want to help more people in more ways with the wit and “wisdom” (somehow that always feels pretentious!) I believe I’ve become known for over the years here in Bend, on the receiving end of 1,000s of news releases, media advisories and story pitches a month, from here and all over.

I can be a bit of your “AI” – with more fun than any chatbot will serve up (I think!;-)

For now, at least, this will simply be a no-fee advice and insight service – not a fee-based “consultancy” with all the time, energy, billing and hassle on the setup and paperwork end that could entail. A nights and weekends thing, to evolve past the crazy 24/7 newsman I’ve been since, oh, second grade (the mimeographed-purple “Room 210 Tooter”).

I just want to share what I’ve learned and know, and my advice, to our mutual benefit.

So please reach out! I should probably point to blerten@bendcable.com and not my work address, as I want to make sure to not conflict or interfere with my daytime DCD (digital content director) duties.

As always, I promise “free advice, worth every penny.” But seriously, I think we can help each other, and I’d love to try!

And a Happy, Healthy 2025 to us all!

Another good basic spot for News Release 101

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Well hi there. Yep, still at it, at 68. Blessed to be doing so!

Never catching up … always “one more thing.”

Someone asked me today for tips on how to do a press release. (I prefer news release, the “press” is… well, they’re almost gone, literally;-)

So I always say “Google is my friend – yours too.’ Long before AI became The Thing, it could help you find lots of great sources for any kind of info. (I also recommend Reddit as a great place to interact with real people and get valuable help on any topic under the sun!)

Anyway, check this out if you’d like a starting place for News Release 101: https://blog.hubspot.com/marketing/press-release-template-ht

And hit me up any time for advice, or to review a draft. I’m full of …. suggestions. (Among other things – jokes, stories, etc.;-)

Remember your digital news release is… digital!

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It shouldn’t need to be said, and yet…

When I post releases from various groups to the KTVZ.COM Community Billboard, I sometimes am surprised that groups might include a name, a phone number – but not a Website address for their group or organization!

I mean, that’s such low-hanging fruit! (Granted, others go way too far, every other word being a link. There’s a balance there, as in all things.)

I actually sometimes go Google and add the group’s Web address, go find a logo, etc. For the reader as much as the organization.

(By the way, our Community Billboard page is a great place to look for examples if you are unsure just how to write up a news release. Some are short, others long, some well-written, others… well, I do what I can.)

And please, send them as straight text or Word .docs – not Adobe .pdfs, which DON’T do well usually in cut-and-paste, which is the only way yours truly can post so much stuff. Yes, I’m asking for spoon feeding, in exchange for giving your information some valuable visibility;-)

Speaking of spoon-feeding, be sure to make the link in your release take you to the page with the info on the event or announcement, not to your home page. Don’t make people hunt!

FlashAlert Newswire is a great, growing news release dissemination option for many govt. agencies, groups etc. – it gets you past the chore of creating and maintaining media mailing lists, and get me past our corporate spam filter, which “protects” me from links in emailed releases (the ones in the email body, not a separate attachment). Those are turned into a mess I have to click through and fix.

Saving me and other editors’ time is a sure-fire way to boost the odds of your stuff being used. And while social media is a great way to get your message to folks directly, the media has its place in helping broadcast your info widely. Help us help you!