According to industry experts Saatchi and Saatchi marketing is the worse thing to cut down on in time of recession! We know they have a vested interest but they are not the only ones who claim those businesses who last out recessions are those who continue to market themselves. Therefore we have tried to find a way to help by planning a series of Marketing Help Sheets. The first one is called Press Releases and the Local Press and covers the following information:

• Who to contact
• Do I ring post or email?
• How do you send information?
• How often do you send information?
• Why Press Release and not a letter?
• What sort of thing should cause you to send a press release?
• Be prepared for special days/holidays/events
• Photograph or not?
• How to write a press release
• Advertising linked to editorial copy – is it good or bad?
• Also included are four press release templates ready for individual entries. Two for Fish4Ever, one for Organico and one for the Organic Collection.

The other planned Help Sheets are:

• Advertising and Advertorials
• In Store Promotions -  Ideas, Tips and Tricks
• I have a Big Story - how do I contact nationals, TV and Radio?

MARKETING HELP FROM ORGANICO/FISH4EVER/ORGANIC COLLECTION 

Press Releases and the Local Press

 Who to contact?

You should know the names of your local newspapers and perhaps your county magazines so this is the beginning. Check the newspaper for addresses and names and contact the news or food desk. If you can find a name of a news editor or reporter who is interested in food it can help but is not essential. You may find that the paper does not have a local office; in this case it may be worthwhile ringing them up (once again telephone number will be in the paper) and asking to whom the press release should be sent.  

Do I ring, post or email?

The Press prefer to have things made easy so send a press release by email in the first place. These are available in the newspaper or online. Post  a “hard” copy next and ring last. But don’t badger, if you get no response this time just try again another time but not too often (see How often do you send information?). 

How do you send the information?

Cut and paste the press release into an email – don’t send photos at first because that can block their inboxes but tell them if you have them. Local journalists do look at posted press releases but email is the preferred way these days. However if you want to use the post then print out the press release and send it. (Postal addresses should also be in the newspaper). 

How often do you send information?

You may already send regular bulletins to your newspapers if so please don’t overkill – once every couple of months is usually more than enough. (Unless of course you are advertising regularly then carry on because they should want to support you!)  

Why Press Release not letter?

Sending information in a press release format means the journalist can easily see whether there is mileage in your story, they expect certain information and it will be there if you follow the format. (See how to write a press release below).  

What sort of thing should cause you to send a press release?

Really it should be the sort of story you already read in the paper eg “Local Shop runs Organic Halloween Competition” might get in, but “Local Shop sells good food” most likely won’t because it is too much like advertising.  If you are doing any of the following then do send something –

• A competition
• A special event – opening, wine and cheese tasting evening etc.
• Things linked with celebrations – although this may be too much of an advert – try and think of an angle eg Shop gives local residents the chance to compare Organic Christmas Panetonne with non-organic.
• Training or school children visits etc.
• Talks

   Be prepared for special days/holidays/events

Remember the deadlines - most newspapers work a few weeks in advance for special events so send in any information at least two-three weeks before any event or celebration. Mark it clearly eg put CHRISTMAS in big letters at the top. Photograph or not?Good photos are at a premium so if you can get one taken always with people in it and a clear caption (it has to be OK quality and digital) then send a copy with your press release or tell them you have it if they don’t seem to have big enough email inboxes eg if the release gets bounced back. 

How to write a press release

Attached are samples of press releases regarding Fish4Ever and Organico – just fill in the blanks in red and then email or post to your local newspaper. They will be updated in the New Year.  When writing your own release just remember you must include who, what, why, when, where and possibly how depending on the story (the how, may be how to enter a competition).  Always give the journalist an idea of what the story is – don’t just send stock information send an angle if you can eg not New Sardines for Sale but New Sardines help cope with recession blues.. (as press releases attached). And put in quotes for them to use if they don’t have time to get in touch.  

Advertising linked with Editorial copy – is it good or bad? You don’t have to advertise to get into the editorial pages – although in local newspapers and magazines it usually does help!

NB Be prepared for the advertising department to get in touch when you send in information. Just remember you don’t have to advertise and the story may still make the editorial pages. Only advertise if you want to, don’t be pushed into doing it because it is a “good deal” or they promise editorial with it. Obviously if you were going to advertise anyway you may have a good argument but actually there is no requirement for the editor to include a story about you if you advertise, unless that was a condition agreed with the advertising department. Be polite don’t demand editorial copy, ask nicely and usually you will get it – it is actually better if it is not near your ad because it looks more independent that way and consumers take it more seriously.  You may prefer what is called an advertorial to an advert – it will look more like editorial – this is a different ball game and I will send some information about that another time.  

* For Marketing information on Organico, Fish4Ever, Organic Collection contact Tracy Wright Marketing Manager – This e-mail address is being protected from spam bots, you need JavaScript enabled to view it   or check out our websites www.organico.co.uk www.fish4ever.co.uk  and  www.organiccollection.co.uk .            

Sample Fish4Ever press release

(insert your logo if you want) (Insert your shop name) promotes health-giving fish to deal with Credit Crunch Blues (Insert your shop name and name of town/village) is offering local residents a delicious way to throw off recession depression.A growing band of scientists and nutrition experts are talking about the power of fish oil to reduce depression but many people believe that eating fish is a better way than taking supplements. 

A study by psychiatrist Prof Malcolm Peet found a link between high intakes of Omega 3 rich fish – for example, sardines – and a reduced risk of depression.  But, at a time when this health-giving quality is much needed, some people are stopping eating fish because of environmental and ethical concerns.

At (insert name of shop) we have an answer, we buy canned fish from ethical and sustainable supplier Fish4Ever – which only uses organic, ethical and sustainable practices but whose fish has high levels of Omega 3. And canned fish has the added benefit of being easy to store and easy to use.

(Insert shop spokespersons name and title) says: “At (insert name of shop) we recommend Fish4Ever ethical and sustainable canned sardines which come with guaranteed high levels of Omega 3. And the mackerel and herring have high levels as well, and also taste great. They can make really comforting meals – sardines on toast, mackerel pate or even smoked kipper kedgeree!” 

Fish4Ever Founder and sustainable fish expert Charles Redfern adds: “At times of worry and stress perhaps we should be thinking about how our diets can help keep us on an even keel. Canned sardines, mackerel and herrings are an easy, convenient and delicious way to increase our intake of necessary nutrients.”  Fish4ever offers a wide range of sustainable canned sardines (in organic sunflower oil, organic olive oil and lemon or organic tomato sauce). The sardines are fished off the Brittany coast between June and November to assure the highest rate of Omega 3 fatty acids, they are carefully handled and come in whole or fillet. It also has delicious Mackerel and Herring in marinades and oils. All land ingredients are organic, the company uses small family run or co-operative fishing businesses and ethical work practices ensuring no resource theft, and the least possible by catch.  For more information contact: (insert your name, telephone number and email address and name of shop and shop address.) For more information about Fish4Ever look at www.fish4ever.co.uk      

Sample Fish4Ever press release

(Insert your logo if you want) 

(Insert your shop name) sells the first ever Fair Fish Tuna  (Insert your shop name and name of town/village) is offering local residents a delicious way to eat ethical fish! 

At (insert name of shop) we answer questions regarding resource theft and exploitation of the developing world by buying canned fish from ethical and sustainable supplier Fish4Ever – which only uses organic, ethical and sustainable practices. (Insert shop spokespersons name and title) says: “At (insert name of shop) we sell the Fish4Ever Skipjack from the Maldives because not only is it supporting the local community there by paying 10% over the odds but the company has ensured that the fishing practices are sustainable and limit by catch of other marine creatures. Also the fish is really tasty and joins an existing range of Yellowfin and Albacore tunas which also have the same ethical and sustainable credentials.” 

Fish4Ever Founder and sustainable fish expert Charles Redfern adds: “We know that Skipjack tuna is the favourite tuna of British people featuring in most of our tuna sandwiches. But as the recent Greenpeace report pointed out the larger canned fish companies are not looking at sustainability or ethical practices. We have gone out of our way to ensure that the fish we sell means that the consumer does not have to worry about these issues. It is also really delicious and good value.” Currently there is no such thing as Fair Trade Fish but Fish4Ever is at the forefront of the campaign to encourage the Fair Trade Association to begin what will be a complex and difficult job of setting this up. It’s Fair Fish Skipjack follows Fair Trade principles.  Fish4ever offers five different varieties of tuna, three Yellowfin, an Albacore and the Fair Fish Skipjack.

All land ingredients are organic, the company uses small family run or co-operative fishing businesses and ethical work practices ensuring no resource theft, and the least possible by catch.  For more information contact: (insert your name, telephone number and email address and name of shop and shop address.) For more information about Fish4Ever look at www.fish4ever.co.uk.       

Sample Organico press release

 (Insert your logo if you want)

 (Insert shop name and town or village) is hoping to help those people who are suffering from Coeliac Disease, or wheat allergies, by stocking a range of special diet pastas.

(Shop spokesperson, title) says: “There are growing numbers of people who prefer not to eat wheat for a variety of reasons and we have responded to this need by introducing a new range of organic special diet pastas.”

The eight new pastas are from ethical organic company Organico and include: Rice pastas in Gemini and Fusilli, Corn pastas in Penne and Rings, Buckwheat Fusilli and Maccheroni and Spelt Fusilli and Penne. Organico chief buyer Raffaella Scorretti says: ”These delicious new pastas are not only good for those on a special diet but can provide variety and interest for anyone who enjoys pasta regularly. Healthy and full of nutritional value, easy to use and ethically produced – using artisan workers in Italy – the new products give everyone, including those with special food needs, the chance to try Organico pasta and find out just how good it is.”

(Shop spokesperson) adds: “These are very tasty versions of non wheat pastas and when cooked with care they make a great addition to anyones diet. We recommend that our customers cook the pastas for a short time and test as they go along to get exactly the right consistency.

”Editors notes:Health benefits: Rice is ideal for those who are allergic to gluten or have Coeliac disease. It is a good source of protein and a staple food in many parts of the world. Corn is gluten free so once again suitable for those with Coeliac disease and those with an allergy to gluten. Buckwheat are ideal for those who are allergic to gluten or have Coeliac disease. It is rich in iron, zinc and selenium. Spelt is an ancient grain related to wheat that was used as a staple food in early Europe. It is more nutritious than wheat, but still contains gluten (a protein found in wheat.) Compared to wheat though, it is more easily digestible, rich in complex carbohydrates and fibre, and has a higher protein content than wheat. According to the Wheat Allergy information service, some people with wheat intolerance can tolerate spelt, but it is best avoided during the initial stages of wheat free diet. Spelt is useful for diabetics or dieters as it is easily digested and has a low glycaemic index.   For more information about Organico visit www.organico.co.uk. For more information contact: (insert your name, telephone number and email address and name of shop and shop address.)