How
to Write a Press Release
by
Lisa Bryan
Coverage from a press release: It's not
always quick and easy, but it is FREE...
When you're seeking new ways to promote
your business,
you should consider doing a press release.
It's simply an announcement
that you send to the media. If it fits
their editorial calendar and their covered
topics, you just might get some free exposure.
.
Two things to keep in mind when deciding
what exactly to write in your
release: newsworthiness and timeliness.
Basically, will this story interest this
particular publication's readers right
now? This requires that you look at your
business through an editor's eyes--and
that you familiarize yourself with their
publication's style, readership, normally
covered topics, and needs.
Here are some things that might be appropriate
for a release: a new location,
a new product or service, a new employee,
a trend that your business fits into,
results of a survey you conducted, notice
of an event or a contest, etc.
Make sure your release covers the who,
what, when, where, why, and how.
Make it objective, not sales-y. Include
names and contact information for anyone
the journalist might want to interview
for more details.
Here a few more tips:
1. Make sure it has a news tone--not an
advertising tone. Don't use any gushing adjectives. Your business isn't
"great," "revolutionary," or "unbelievable." That sounds more like ad copy
than an objective news story.
2. Write it in news style. Get an AP style
book and consult it when you're not sure. Journalism uses its own type
of English sometimes! For instance, after mentioning a person's first and
last name, you should only call them by their last name in subsequent mentions.
3. Format it in the acceptable press-release
way--that gives it a patina of professionalism and credibility that shows
that you've done your homework.
4. Send it to a specific reporter or section
editor whenever possible, instead of just sending it to the publication.
Very important!
5. If you're targeting a particular publication,
watch their stories for several months. What's their style? What do they
cover? What don't they cover? What's their stated audience and mission?
If you notice that they don't seem to be covering the topic of your release,
which DOES fit their audience, query one of the editors--would they be
interested in it? If they have covered it a bit, chances are they won't
want to again anytime soon--unless you can bring an entirely new angle
to the topic.
6. Quote yourself or other experts in
the release to expand upon your topic and to bring credibility to your
information.
7. If you're sending the press release
via e-mail, make your subject line count. Use 6 or 7 words that will get
attention.
Good luck!
Lisa Bryan |
|
