What a Press Release is NOT: - a Novel - an Advertisement - a tell-all promotional piece full of details
Concise: editors receive hundreds of press releases a week and appreciate the ones brief and to the point. Well-written: Ask your friends and family to read it and Read your own press release aloud. Factual: stick to logical and substantiated claims, avoiding statements of belief: we're the best, the cheapest, etc. Honest: avoid the padded quotes by company officers; If used, stick to the facts. Timely: if your press release isn't topical, consider incorporating it with a recent news event How a Press Release Should be:
Questions to Consider Before writing: * Who is the preferred audience ? * What do you want readers to take away from it? * What does your press release provide: invaluable information or just another offer? * What is the support or justification for the information in your press release? * What is the tone of your press release? * Are you aware of areas to avoid in it? * What do you want to accomplish with P.R.: increase business, disseminate information , or both?
Target: A press release is written to appeal to a journalist. The journalist is not someone who is seeking to buy your product or service. A journalist is looking to fill a news need. When writing a press release, you must meet that need by filling the reporter's requirements. Answer the question, "Why would ABC magazine's readers care"? The headline also takes on a new focus. Use a headline that proclaims its newsworthiness.
Get READY You Cannot provide timely, news-oriented information to a site or magazine if you have no idea what interests their readers have . Visit the Web and look at the stories the site offers. Buy a copy of the magazine or newspaper and review the common interests of its readers. By understanding what the publication is looking for, you are able to fulfill the need.
CALL: - if you are writing a Press Release to invite Journalist to a Presentation, call them to let them know is going to be a good event with buffet at the end - if you are writing about a news, DON'T CALL , if you are not getting answers means they do not perceive you relevant. Continue to write to the media everytime you have a news. They will understand you are a valuable news provider and you have GOOD news to provide
PUT IT IN THE RIGHT HANDS Like advertisements, press releases must be placed in strategic areas . Search the Web for outlets to run your release. http://www.businesswire.com http://www.internet.com http://www.prnewswire.com email your press release to the appropriate person at individual magazines, newspapers and Web sites. Target those that would be read by your customers. Be sure to find the correct name and email address for the reporter who handles stories related to your business.
KISS Keep it short silly! To give the reporter an idea of what's happening in your business that their readers need to know about. If the journalist would like additional information or would like to arrange for an interview, he/she will call . Your press release should be approximately 400 words - 500 maximum.
CONTENTS: Clear and Attractive Headline Body: * who * what * when * where * why * how