Document Byr7OvxJVnLp7OKLeBr8g4a6k

13--Publicizing Safety Fig 13--5 --Cooperative planning with editors and program directors is the basis for effective news cov erage Here a camera crew covers the announcement of Vincent L Tofany as president of the National Safety Council on October 29, 1973 At right is Howard Pyle, former NSC president editor of the paper or the program director of the radio or TV station Of course, if an item is specifically written for a certain columnist or commentator, it is better to contact him directly If it applies onlv to a specialized aiea (finance or spoits, for ex ample), it should be brought to the atten tion of that editor 3 Write not for your boss, but for your reader or listener Answer objectively the questions who, what, when, where, how and why Do not load your releases with propaganda for the company Theie is no 308 surer way to kill your positive relations with the media 4 Make your releases just as professional in style, appearance, and general quality as you possibly can (Fig 13--4 shows an ex ample ) Note the lead time that is re quired Often one must ask a speaker, in advance, what he will say 5 In writing a release, be brief and to the point Newspaper space is limited, and costly Try to "hold down" the piece to a page or a page and a half at most Papers receive thousands of releases each month