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Corporate officers and board members serve on the boards of their community hospitals,

schools, libraries and civic organizations and are often written up in the local newspaper.

They run the industry, government and finances of America at all levels. They also read

their local newspaper because they care deeply about the communities they help manage and

this helps them stay informed.

The ABCs of covering AmericaA. Go where the money is.B. Go where the major markets are.C. Go where the movers and shakers live.

1-800-FLOWERS

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To reach the community leaders, publications such as

The Wall Street Journaland Forbesadvertise at train

stations, stockbrokers open suburban offices and top

department stores have branches in suburban malls.

Local papers are filled with ads for the posh restaurants,

new car dealers, specialty stores and financial housesthat serve upscale Americans.

In the same way, corporations, associations and government

agencies seek to reach powerful people who affect legisla-

tion, funding and consumer product health and safety

issues with the facts that matter most. Thats why part of

many successful PR programs is a series of releases12, 6

or 4 a yearto the 10,000 dailies and weeklies of America.

Often, as the work done by the marketing geniuses at

1-800-FLOWERS shows, scripts are sent to TV and radiostations around the country as well.

What You Get

You produce 100 to 400 placements per release, including

half from the top 100 major markets, so you create addi-

tional success in the richest parts of the richest markets.

Releases to TV stations get 100 to 150 placements and to

radio stations, generally between 300 and 400.

Selling to people where they live

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Image ImprovementThe series below shows how the Specialty Steel Industry of North America used a series

to cast itself as a concerned environmentalist, creator of a money-saving product that can

help hold down taxes.

Specialty Steel Industry

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If you have an idea, Kodak will listen to you. General Motors will listen. DuPont

will listen, some other companies will also listen.

For more then 900 accountsincluding most of the Fortune 500the top 12 PR

firms, 90 associations and many government agencies, we get the results. No one

gets better results than those accounts who send us information, let us suggest

releases and then take the advice without changing it too much.

The Big and the Brainy

General Motors

Kodak

DuPont

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Here, LifeScan offers helpfulperhaps even lifesavingadvice from experts to people who

have diabetes and the millions more who may have it someday. This is important information

for newspapers to carry and editors are happy to do so.

The effect is not only to reach millions of consumers, but also to reach druggists who stock

the product. They read the newspaper where they advertise, the newspapers their own cus-

tomers read. The releases give them the information that this device can make life easier

for many of these customers. In allotting shelf space or making a recommendation to a

customer, the pharmacist has an extra reason to favor LifeScan.

Marketing to the Middleman

Lifescan

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These are examples of PR people at Kodak and Microsoft Corp. picking expert technical information

and converting it into releases that serve the public interest, serve the clients interest and get a

heavy volume of clippings.

Kodak

Microsoft

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Crafted with Pride in U.S.A. Council takes the initiative to send out media information,

explaining the facts to the public. Many a good economic education series is based on a speech

or booklet we turn into releases.

Economic Education

Crafted with Pridein U.S.A.Council

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Top quality photos and helpful information is often used to sell. The United States Postal

Service offers beautiful new stamps every few weeks. Sending out releases lets stamp collectors,

gift givers and people with special interests in the subject of each stamp issue know its time

to go to the P.O. to get the stamps of their approval.

Timing is also important for keeping a garden looking good. The experts at Rohm and Haas,

manufacturer ofDimension crabgrass preventer, offer regular releases of useful tips on

lawn care, to let prospective customers know NOW is the time to buy the product.

Editors are hungryfor releases that help readers make the most of their money. The series

we did for Schwab and forVisa are excellent in pull as well as helping achieve PR objectives.

Pleasing Readers

U.S. Postal Service

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Visa

Charles Schwab

Rohm and Haas

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Each major industry has PR executives who feel,The public doesnt understand and doesnt

care. Other PR executives in the same industry are able to see stories which the public will

understand and care about.

Look at how many corporate PR goals are served in this series by Burger King:

Identify Burger King as a company that cares about education

Provide editor support for the facts about the companys scholarship program

Give the public reason to be glad the company does what it does and as well as it does.

Public Perceptions

Burger King

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Four important realities form the foundation of these releases:

1. The public is eager for helpful, free advice from experts.

2. Many companies and associations have experts with the exact information that consumers want.

3. The newspapers are glad to pass along to consumers the information they want and appreciate.

4. The consumer-oriented context of releases, such as these from the National Committee to

Preserve Social Security and Medicare, makes product and association news persuasive.

Reality Releases

The National Committeeto Preserve Social Security

and Medicare

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How to Fight City HallWhat can you do when government action threatens to injure not

only your industry but also the general public, yet the people dont know how they stand to lose?

You could do what the bright folks at AT&T did. They sent out a series of releases explaining

how competition in telecommunications is a good thing that may be threatened. The light-heart-

ed cartoons and serious messageyou could lose moneyrang a bell with the public, many

members of which sent mail to their legislators about the subject.

Because many suburbanites are educated and verbal, a good series can bring Congress thousands

of letters from constituents who now understand how they stand to be injuredand who want

their representatives to help to avert that injury.

AT&T

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If you can sum up key facts about your organization in four sentences or so, thousands of

newspapers around America will be glad to carry that information in the year ahead as part of

a monthly series. Helpful, by-lined articles such as these from the Primerica subsidiary of

Citigroup are a way to get a company name and description, as well as the faces of leading

corporate lights, into the newspapers and into the heads of prospective customers.

The Beauty of By-lines

Citigroup

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NAPS provides an easy, cost-effective method of getting

your series of stories out to nearly every newspaper in

the country. We cover Americas newspapers: 1,500

dailies and 8,500 weeklies are

on our media list. We also cover

6,500 radio stations and 1,000TV stations.

NAPS has a long-standing rela-

tionship with editors and broad-

casters. Most of them are hungry

for good feature releases

in camera-ready or com-

puter-ready copy form.

Your distribution is not to

a media list from adirectory but to NAPS

contacts who use these

releases and who take the time to send usage

cards. You extend the reach of your communi-

cations programs to millions of additional

readers, listeners and viewers when your infor-

mation is placed in 100 to 400 newspapers, 100

to 150 TV stations and 300 to 400 radio stations. You go

on the Internet free with each story you have NAPS send

to newspapersnot just somewhere on the net but on

the NAPS Web site, trusted by editors nationwide.

Distributing your releases to all 10,000 news-

papers across the US includes our supplying the

writing, art, production, mailing, postage, clippings,

100 repro proofs, tracking and a

computerized usage report showing

the circulation and major marketarea of each clip as well as audience

data for broadcast.

You save time and money because

NAPS is like an overnight

package delivery service:

you get fast, efficient

delivery at low cost.

FREE Let us offer youa free proposal: our writ-

ers and artists are happy

to offer copy, art and layout suggestions

based on your background material, press

releases, VNR, brochures, Web pages, annual

reports, position papers or whatever else you

have on hand. There is no cost or obligation for this.

Guarantee: Complete satisfaction with each release or

you get another one free.

North American Precis Syndicate, Inc.

New York Washington ChicagoLos Angeles San Francisco Atlanta

www.napsinfo.com

NorthAmericanPrecis

Syndicate,Inc.

415MadisonAvenue

New

York,NY10017

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AMERICAN

PRECISSYNDICATE,INC.

415 Madison Ave., New York, NY 10017

1819 L St., NW, Washington, DC 20036

303 East Wacker Dr., Chicago, IL 60601

1801 Ave. of the Stars, Los Angeles, CA 90067

235 Montgomery St., San Francisco, CA 94104

1031 Burton, NE, Atlanta, GA 30329

(212)867-9000

(202)347-5000

(312)856-9000

(310)552-8000

(415)837-0500

(404)888-0400

Series Releases Made Simple