At The Dallas Morning News, a daily newspaper with a 580,000 circulation, reporter Terry Box says he literally reads everything that comes across his desk. Box, who covers the automobile industry, acknowledges that his approach may be the exception rather than the norm, especially with the amount of information reporters are exposed to on a daily basis. How, then, do shop owners and managers improve their chances of getting the media to take notice of that upcoming open house to show off the new facility or next month's car care? Reporters and editors say, among other things, that people who first make themselves available as a resource and then provide relevant, timely, information increase their chances of getting media attention. It also pays to get to know the reporter on a one-on-one basis and understand their publications, needs and interests.

Jerry Boone, an editor with The Oregonian in Portland, said he asks those seeking coverage in his publication, "Tell me why I should be interested in what you're doing." He also encourages shop owners to make sure he knows what their specific areas of expertise are so they can be resources for him. "Let me know who the experts are so that when we do a seasonal story or special section, I know who to contact," said Boone. An immediate turn-off for Boone: people who say they advertise in his paper and therefore feel entitled to editorial coverage. He also encourages people to make personal contact with him, although other reporters stressed that telephone calls don't always work because inevitably they come at the worst possible time.

Box advises that people who want to reach a reporter, especially one at a morning daily newspaper, should avoid calling between 4:30 p.m. and 5 p.m., the time when most newsrooms become chaotic. The best time to call is early in the day, he said.

Box prefers news releases over phone calls. "If I have something on a piece of paper, it's easier and faster to pitch the story idea to my editor." News releases should be directed to a specific person or specific section rather than addressed to the "Editor: "If it just says 'Editor,' it can easily take 10 days to reach the right person, and by that time, the event may be over," said Box.

At his paper, photos are helpful in illustrating the idea, but he advises that shop owners not spend a lot of money on photography. "If we are interested in a story, The Dallas Morning News will assign a photographer to go out and take the photos." At smaller newspapers, this is not always the case. Many times these newspapers prefer to use the photo supplied since they may not have easy access to a staff photographer.

Tony Flynn, an editor for the Snohomish Times in Snohomish, Wash., said that a news release accompanied by a black and white photo saves him from having to send a photographer to the location. His advice is that releases should be concise, to the point, timely and relevant. He encourages shop owners to ask the newspaper editor about special sections, especially car care, because usually these sections can always use good consumer information. Flynn also suggests that with a weekly, like the Snohomish Times, shop owners should get the publication dates to know how much in advance their story ideas need to reach editors for consideration in their publications.

A media representative in the Fox River Valley, west of Chicago, adds that a lot of press releases he sees do not include a name and telephone number for additional information. It's also helpful if the release states the hours during which someone is available to provide additional information. He too stressed the importance of knowing who the experts are, and in turn, having access to those people when an automotive story breaks and he needs a good resource.

How to write a new release According to John Pitts, a managing editor at News USA, a multi-media communications firm based in Herndon, Va., news releases may only have as little as 30 seconds to capture the reader's attention. Pitts, and other media experts, offer these tips for writing an effective news release:

• Explain the topic in the headline; make it catchy and use it to peak interest.
• Be brief and to the point; find a way to cut through the clutter.
• Capture all the important information in the first two paragraphs.
• Keep the release within two pages; double-spacing is easier to read.
• Use survey results when possible; they generally get people to stop and take notice.
• Make sure news releases are well-written and present a professional image.
• Add a visual if available to help illustrate the topic.
• For topics, think seasonally. For example, you may want to provide tips on preparing a vehicle for winter to your local media.
• Include name, address, telephone number, e-mail, etc. for more information, and the hours that the information source is available.
• Use number marks (###) to indicate the end of the release.

In the news and how they got there Mark Salem, Salem Boys Auto, Tempe, Ariz., has a repair shop and a self-service car wash on his property. Much to Salem's disappointment, people were dumping trash, gasoline and oil in the car wash. Salem installed security cameras to catch the culprits; three people have since been fined. Salem decided to tell the media about his efforts to keep a clean environmen even if it was within his own car wash.. He faxed news messages to the local reporters, teasing them with headlines like "Find out how a young man's oil change cost him $998," and "You wouldn't believe who we caught in our car wash dumping garbage!" He received instant responses to his messages, largely because he peaked the media's curiosity.

Salem has worked hard to get his name listed on the Rolodex of every print and television reporter in Arizona. He also has a regular radio show to answer consumer's car-related questions. He makes it a policy to respond to as many automotive-related headlines as possible, whether they be on television or in the newspaper. "Every time there is something car-related in the newspaper or television, we call reporters and ask if we can create the visuals to go along with the story," said Salem. For example, when flammable refrigerants made the headlines in Arizona, Salem called the local television station to propose that he be allowed to demonstrate in his shop what happens when flammable refrigerants are found in a vehicle's a/c system. "You have to be tenacious, especially with television," said Salem. "They don't know our industry so you have to be willing to lay the spot out for them," he said.

Most recently, a local television station used Salem's shop to provide the sounds for a story on defective car noises. His technicians created brake and belt squeals, an engine ping and a dead battery clip for the story. The only direct publicity for Salem on such a project is a small "Salem Boys Auto" tag the station runs along the bottom of the frame. "You have to stay away from any self-promotion," said Salem. "That way you'll be viewed as a resource and they'll keep coming back for more," he said.

Claud Champion, Barrett Body Shop, Abilene, Texas, says his success with the media comes from being involved with civic and community activities. Through this involvement, Champion gets to know media representatives on a one-on-one basis. "If you just approach them cold turkey, it's not going to work," said Champion. He also makes himself available as a resource for car-related information, which has led to television coverage live from his business, as well as radio and newspaper publicity. "Get to know the people who can do things for you, and provide them with good information," said Champion.

Bobby Likis, Bobby Likis Car Clinic, Pensacola, Fla., was at the right place at the right time back in 1986. A local television station was looking for someone to answer consumers' questions about their vehicles, and Likis offered them his knowledge and service. In 1991, he went on the air with a similar program, this one part of an ABC affiliate. Today, he has a one-hour radio show that airs locally on Thursday mornings, and a two-hour Saturday morning national program called "Bobby Likis Car Clinis" that airs in 50 markets in 24 states. He also has an in-house studio for his live broadcasts and a director of operations, Roy E. Dunn, who produces the shows. He says he has answered approximately 26,000 automotive-related questions from consumers since 1986.

"Get involved in the community, and you'll be surprised at the opportunities that come up," said Likis. He admits that it's a subtle, slow, long-term process to build up the strong reputation that he has achieved. He follows the philosophy that "you have to give to the customer and community before you can take." He has proof that his good will, and his on-the-air role as liaison between the consumer and shop have paid off and elevated his business. "Put your ego off to the side and be a service," said Likis.

On Good Day Dallas, a local Fox program, Barry Wilson is a regular every Monday morning. Wilson, who owns Wilson Auto Repair, Garland, Texas, provides automotive tips to consumers. Similar to his colleagues, Wilson says self-promotion doesn't work, and that what does work is providing information that benefits others. He too watches the headlines and offers his business to television stations as a place to create the visuals to illustrate the headline. "It's just like selling. You have to keep calling and be creative in what you want to do," said Wilson. "If you call them [reporters] enough, you'll get familiar with their management structure, know who to ask for, and eventually get your foot in the door," he said.

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