Fax better than e-mail for your news story!

I thought I would give Jim Symcox, marketer, an opportunity on my world famous blog. Over to you Jim:

First though let me introduce myself...

My name is Jim Symcox I’m a marketing evangelist, business growth coach and the features editor for the Northwest business newspaper "Good Company." So I understand and use PR myself.

Anyway, so what's the secret? I can almost see you drooling to find out.

Originally I read about it in a course I purchased from an old PR guru (Paul Hartunian). As I bought the course many years ago I'd assumed the Internet had replaced this method of getting publicity.

In actual fact the method itself is very simple.

Paul Krupin, a well known American PR guru, has done the research that shows 80% of US editors prefer to get a one page fax news release to an email.

So the secret is to fax your news release to the appropriate news editors.
Think about the reasons why fax is more popular amongst a large percentage of editors than email:

• It's actually quicker to scan through a piece of paper than an email
• You can hand-write in points to look into further directly on the paper
• You can hand over a fax to another reporter to follow-up
• It doesn't add to the clutter in your in-box

Now look at the benefits if you use your fax to send editors news:

• You stand out because fewer faxes are received
• You can’t be classified as SPAM and removed before you get to an in-box
• Your release is seen the way you formatted it, rather than how their computer displays it

However, the proof is in the pudding, try it out for yourself and see your results.

I’ve only one caveat – make the release interesting!