By Dan Aubrey
Planet Trenton is a welcome addition to the information scene in the capital city region, joining other venues that provide news and arts coverage.
While some are electronic and others are print publications, all share a common need: clear and timely information to run.
The following are some considerations to help get the word out about events and build audiences and awareness in the greater Trenton region.
Plan Ahead: Send a brief notice out as soon as possible and then follow up closer to a presentation. As a rule of thumb, think of sending the information at least two weeks ahead of the event date to a daily newspaper, a month ahead for a weekly, and six weeks for a monthly. And it is not a bad idea to send out a seasonal or yearly notice of upcoming events — noting its name, venue, dates, and follow-up numbers. By doing so, editors are informed and can think about stories.
Keep to the Facts: As briefly as possible send a calendar note of who is doing what, when, where, and, if appropriate, why. Also remember to add admission details and phone numbers or websites for people to follow up. Then follow with a press release that elaborates with more factual details. Let the real details tell the story.
Send a Photo: A picture does more than save a thousand words: it can either lead a reader into the article or carry the message on its own. Print publications need high-resolution photos — the bigger file the better. Photos should have a strong composition and tell your story. Facebook images do not work. Most cameras today are more than adequate. So are smartphones if the photo is sent at high resolution.
Send the Text: Instead of an E-postcard or link (which often cannot be clipped and moved), send the text (and photos) that were used for them. It will help speed the process into the publication.
Send the Info in an E-mail: Editors can be reluctant to open links without being sure who the information is from.
Understand how the publication works: News venues have changed over the years. The days of large staffs have morphed into units with fewer people doing more and more. Anything that can be done to keep things timely, simple, clear, and ready to use will be helpful to projects. Additionally, while some editors attempt to get back to people, deadlines and additional E-mails prevent timely communication.
Understand the Venue’s Content: Not all venues have the same ends. Some use brief announcements, while some create lengthy, more in-depth articles. Look at the publication or venue to get an idea of what stories recur. A question to the editor may be useful.
Let us Know: Social media works, but print publications reach different readers and help expand followers and build audiences. But publications will know only if information is E-mailed. Editors may never go to your Facebook page or website — pro-actively send your material to them.
And understand that news media, such as this one, want to help build the community and create audiences. The simple thoughts above can just help that effort.
Note: Dan Aubrey, in addition to serving as an editor and writer for the Trenton Downtowner and U.S. 1 newspapers, was the director of communications for the New Jersey State Museum, a past feature writers for the Times of Trenton, and a producer of professional theater and state-impact events.
Contact him at daubrey@mercerspace.com.
