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DemsLink^TM Article: How to Get Free Press

Getting earned (free) media is critical to your campaign, whether you are a candidate or an organization. It gives you visibility and validity. Even if you are also paying for radio and TV ads, you want the local media to write about what you are doing so you can get even more exposure that you don't have to pay for.

"Earned" media is called such because you have to work to get it. However, it's well worth the effort! Earned media is usually much more valuable than paid media - it gives you validity because someone else is willing to write about you and your campaign or organization.

Here are 5 simple tips for getting earned media:

Make your story newsworthy.

What is unusual or special about your campaign, organization, or initiative? Why would someone be interested in reading or hearing about it? Your press release or phone call should tell the media person why your story should be covered.

Write a good, brief press release.

People don't have much time to read. Make sure to put all of the key information in the headline and first paragraph (who, what, where, when, why). Limit the press release to one page and stick to the facts. Include your name and phone number on the top.

Time your story/press release.

Know the reporters' and newspapers' deadlines. Call them to find out.

Have a press conference, if warranted.

If you are launching a major initiative or announcing your candidacy, hold a press conference. Send out a "media advisory" with the details (who, what, where, when, why). Indicate why a photographer/cameraman should attend - will there be good visuals (such as protestors)? After you send the media advisory, call each reporter or editor to tell them why they should attend - this is the sales part.

Get to know the reporters.

Spend some time getting to know the reporters. Be a resource for them. Send them an email when you've enjoyed a story they've written (just don't be insincere).

	Examples of Earned Media

Below are some examples of how DemsLink^TM helped its clients get earned media.

"Democrats ready for their closeup"

Orlando Sentinel, John Kennedy, September 19, 2006

Although less than one-third of Seminole County voters are Democrats, the local party is hitting the television airwaves this week in a campaign leaders hope soon to take statewide. Seminole Democratic Chair Carol Cox said the county will begin airing a 30-second TV spot titled "I Am A Democrat," aimed at burnishing the party's image and urging like-minded viewers to get involved. ... [Cox] said the Seminole Democratic Executive Committee has agreed to spend a portion of the almost $30,000 it has raised in the past year on the TV effort. Cox is founder and chief executive officer of DemsLink, an online campaign service that has produced the commercial.

"Creative Campaigning"

Orlando Sentinel, Scott Maxwell, September 8, 2006

Democratic state senate candidate [and DemsLink client] ... has a creative new way to reach voters - asking them to sign up to receive a personal phone call from him to discuss issues.

"Democratic women spice up politics"

Orlando Sentinel, Scott Maxwell, March 30, 2006

Today we take a look at two Democratic women [Alex Sink and Carol Cox] who are trying to inject some life into their struggling party. If you haven't seen much of them yet, you probably will. ... Cox, who's emerging as a new spokeswoman for liberals throughout Central Florida�has managed to break into Central Florida's well-worn punditry scene, popping up on panels for WESH-Channel 2 and WKMG-Channel 6, sparring with the likes of Congressman Ric Keller and GOP loyalist Tico Perez. Along with a new face [she] brings new techniques [with her] computer-technology firm. ... This weekend marks Cox's biggest coming out to date when she and her party host Iowa Gov. Tom Vilsack, a possible presidential candidate. The event will certainly boost the party's bank account and profile.

"Democrats send unusual e-mail"

Orlando Sentinel, Robert Perez, March 26, 2006

It's not often that the subject line in an e-mail from the Seminole County Democratic Executive Committee asks: Which Republican will be president in 2008? But it certainly gets one's attention. The electronic missive actually was a clever promotion for the April 1 visit of Iowa Gov. Tom Vilsack, a Democratic hopeful. The text of the message suggests Vilsack in an alternative to "radical Republicans" such as U.S. Secretary of State Condoleezza Rice, Virginia Gov. George F. Allen or U.S. Sen. Majority Leader Bill Frist.