Do editors of newspapers, magazines and online news sites really
use press releases? Too right they do. In fact, the press
release is one of the most effective forms of publicity. But
many businesses, both online and off, underestimate the power
the press has to promote their business and get their product or
service noticed by potential customers.
There are no figures that show how many news stories are
generated by press releases but my guess is that it runs into
the hundreds and thousands, if not more. Many will be published
word for word. Others will be paraphrased. But, either way the
stories generate free, credible publicity for you, and your
business.
So how do you convince reporters and editors to sit up and take
notice of your company’s news? Write a press release that’s
newsworthy, factual, topical, and then send it to the right
people. It’s not as simple as it sounds, though, because the
press is bombarded with information everyday and their
priorities are not necessarily yours.
Have no fear. Here are 15 tips to help you write a press release
that will impress reporters, and increase your chances of
publication.
1. Don’t waste the reporters’ time submitting something that
isn’t news. Find an interesting angle or a new twist and you’re
almost guaranteed success. If you make your story sound dull it
will probably end up in the trash. The best source for ideas is
the magazines and newspapers themselves. Not the front page
headlines but the one or two paragraph items on page three or
page 10. Play close attention to these because they often
suggest something bigger is afoot. If that something can tie
into your product or service you’re on to a sure-fire winner.
2. Your headline should summarize your story in ten words or
less. It tells the editor, at a glance, if your story is
newsworthy or not. Avoid adjectives like “amazing” and
“exciting’. It’s a turn off for journalists. A simple title such
as,“MarketingBiz.com Announces Launch of Newsletter Service” is
better than, “MarketingBiz.com to Launch Exciting and
Interesting New Service.” Remember, this is news, not
advertising.
3. Make sure your lead sentence contains all the main points of
your story. It should tell the reader who has done what, where,
why and when. Try not to let this sentence ramble on. Make sure
it’s straight to the point and contains only essential
information.
4. Include all the benefits of your product or service. If your
product is 20% cheaper, say so. If your service can help make
your client, healthier or wealthier, say so. Concentrate on the
advantages to the consumer because no one cares about the
advantages the product has to you.
5. Add detail to your story. In the body of your release add
extra information in order of importance. But beware, editors
delete paragraphs from the end so make sure you include vital
information early.
6. If possible include one or two quotes from reliable or expert
sources. Quotes give a point of view, reflect the personality of
the speaker and add a human element.
7. Keep the length to a single page if possible. Definitely no
more than two. Anything over that becomes a chore for the
editor. If you must go to two pages put “more” at the bottom of
page one so the editor knows there is more to your story. At the
end of your release put either the word “Ends” or ### or –30-.
This lets the editor know your release is over.
8. If you’re sending photos with your release, always include a
caption listing the names of people in the photo. Include
sources, contacts and the release date.
9. Avoid embargoes unless they are absolutely necessary. They
are often used to make a story look more important than it
actually is. Editors will rarely be fooled and you may find it’s
counter-productive.
10. Sending your release to the right people and to enough
publications will increase your chances of getting your story
printed. There are literally thousands of newspapers, magazines
and online publications for trade and the consumer. Find the
right ones by:
 Checking listings in a media directory. You can find
them at your local library.  Using an online service
such as PR Web, that offers free distribution, or a paid service
like PR Newswire.  Sending the release to trade
publications related to your business  Contacting local
and national TV and Radio
11. The more press releases you issue, the more will get
printed. Ensure you issue at least one story a month. But don’t
send out a release for the sake of it.
12. If you’re sending your release via email, avoid sending file
attachments. Editors are wary of viruses and most will
immediately delete your release.
13. Avoid fancy letterheads and gimmicks. What you say is more
important.
14. Include contact name(s), telephone number(s) including cell
phone numbers and an email address. This may sound obvious, but
a surprising number of releases are submitted with this
essential information missing.
15. Make your grammar and spelling perfect. A poorly written,
grammatically incorrect press release tells the editor one
thing…that your company does not have professional standards.
Proofread your release several times before you submit it. Don’t
just rely on a spell-checker.
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