Provide news they can use - timely, national, trendy, hard
news, monitor CP news, calendars and advisories to match your story
to what they are covering.
Monitor the news - offer your spokesperson as an expert
on news of the day - prepare rapid response logistics and protocols.
Use common sense - find the relevant CP staffer to pitch
to. Send your release to the appropriate reporter or editor - if
turned down, don't shop around within CP. Don't be a "time
Be prepared - why should CP care? Be prepared to answer
"who benefits from this news?"
Be ready - explain context - how your news impacts other
organizations - share prices, number of employees, market.
Have facts nearby: number of employees, annual revenue,
head office location, number of retail outlets etc.
Avoid calling in the late afternoon between 4 and 6 p.m.
and back off when it's a hectic news day, what CP calls a "Red
Be a CP news junkie - use Command News.
Review the CP Style Guide and Caps and Spelling. And if
you have a question on style, call or E-mail the editors. They do
get back to you very quickly.
(Source for tips: The
Canadian Press, 2005)
be a Time Bandit