Media Training 101 -- the Secrets of Writing
a Good Press Release
Does the thought of trying to get publicity
for your business seem like something that you can't do yourself, and would
have to hire a professional for? Do you think that writing a press release
is totally outside your ability to do? Does the thought of talking to the
media about your business make your mouth go dry and your stomach clench?
If so, take heart, because you're about to learn how you can take care
of your own publicity, simply and easily.
Getting publicity for your business can
seem like an impossible task -- something that only happens for "big" companies
that can afford to hire publicists.
The reality is, getting free publicity
for your business isn't that difficult. Welcome to "Media Training
101 -- The Secrets of Writing a Good Press Release". By the time you finish
reading this article, you'll not only understand the basics, you'll know
what goes into the process, and what you have to do to get started writing
your own press release.
First of all, let's go over some basic
terminology you need to be familiar with.
Press Release: A statement with useful
and relevant information that is written for distribution to the media.
Hook: The information or larger story that
you can use to attach your press release to. Using the right "hook" in
the right way can help you to get more publicity for your business.
Spin: Telling your story your way.
The good news about learning to write
a Press Release is that there is an established format that you need to
follow. And once you've learned the basics, writing a press release
is a kind of "cookie cutter" process. Here are some basic ideas to keep
in mind:
Make your news "newsworthy". A press release
is not a sales advertisement. A good press release answers all of the "W"
questions (who, what, where, when and why), and sometimes "how." Your purpose
in writing it is twofold: to provide the media with useful and relevant
information about your organization, product, service or event and to get
your name out to your target market.
Begin with a strong headline. Your headline
and first paragraph need to grab the reader's attention. Without being
flowery or overly dramatic, you have only the first few seconds to grab
your reader's attention and get them to read your story, and decide if
it's worth running. So don't blow it by being vague or weak. The rest of
your press release can give them the nitty-gritty details.
Tailor your story to your Primary audience
- the media. Your secondary audience is your target market, but if the
media doesn't decide that your story is newsworthy and runs it, your potential
customers will never know about it!
Pay attention to your writing. Sometimes,
especially in rural areas and online, the media will run your press release
in their publications with little or no modification, so make sure you've
used your spelling and grammar check before sending it, and keep to the
facts. Most of the time, journalists will use your press release as a stepping
off place for a larger feature story, especially if you can show larger
relevance to other current events. Always develop your story as you want
to have it told - put YOUR spin on it. Even if your story is not reprinted
verbatim, always remember what YOUR purpose is in writing it - to provide
exposure for you, and to help brand you as an expert in your field.
Not everything is news. Just because you
are excited that you made your first big sale, or started a new product
line, or wrote your first article, doesn't necessarily mean that the press
are going to think you have a newsworthy story. From the time you start
your first draft, keep your audience in mind. Who will find your story
interesting? Why are they going to find it interesting? How is it relevant
to something else that's going on right now?
Identify a problem, and show how you're
solving it. Use real life examples about how your company or organization
solved or is solving a problem. Give examples of how your service or product
fulfills needs or satisfies desires. What benefits can be expected? Use
real life examples to powerfully communicate the benefits of using your
product or service.
Stick to the facts. Always. Tell. The.
Truth. Avoid fluff, embellishments and exaggerations. It is part of a journalist's
job to be skeptical. If you want to use publicity effectively, then you're
not looking for a one night stand. You want to gain the trust of the media,
establish your credibility, and build an on-going relationship with your
local media, so that you become a resource for them within your industry.
Find your "hook". Try to make your press
release timely. Keep informed about what's going on in your community,
in your state, region, the country or the world. Is there a local, regional
or national news story that somehow ties in to your industry or your business?
If you can hook your press release to current events or social issues,
you increase your chances of having it picked up. If not, then make sure
your story is relevant to the needs, wants or problems of your community
or target audience.
Use an active, not passive, voice. Use
strong verbs that will bring your press release to life. If there is controversy,
describe it. There is an old adage in the news business: "If it cries it
flies, and if it bleeds, it leads." (Not very nice, but it's often true.)
So, while you may not be crying or bleeding, make what you're writing about
stand out. Use active verbs. Write "partnered" rather than "entered into
a partnership" or "engaged" rather than "interested", etc. Writing in this
manner will help guarantee that your press release will be read.
Use only enough words to tell your story.
Avoid using unnecessary adjectives, flowery language, or redundant expressions
such as "added bonus" or "first time ever". Paint a strong, vivid picture
in the minds of your audience by making each word count.
Use jargon sparingly. There are times that
some jargon is required if your goal is to optimize your news release for
online search engines, but whenever possible, speak plainly, using everyday
language. Avoid words like "capacity planning techniques" and "extrapolate".
Avoid hype. The exclamation point (!) is
your enemy. You will destroy your credibility by using hype. If you must
use an exclamation point, use one. Never do this!!!!!!!!!!!!!
Get Permission. Most people and companies
are very protective about their reputations. Be sure that you have written
permission before including information or quotes from employees or affiliates
of other companies or organizations. If there is a hint of a dispute in
this area, chances are your press release will be tossed aside, and never
used. And you will lose your credibility.
If you follow those simple rules, you'll
be able to put together a newsworthy story that will help you achieve your
goals of getting the word out about your business.
About the author:
Jay is the web owner of Personal
Injury Lawyers, a website that provides information and resources for
lawyers looking for cost effective advertising on the internet. You can
visit his website at: http://www.personalinjuryattorneysatlaw.com
Press Release Writing Resources:
Article: Building
Business With Press Releases
Ebook:
 INSTANT
Downloadable "How
To" Ebook
Write successful press releases
even if you have never written a press release before. Learn the ins and
outs of distributing your press release - find out how to reach the people
who REALLY MATTER in your industry. Learn how to optimize your press release
for the search engines - so that you can bring in qualified leads at will.
Find out the real deal about tracking the impact of your press release.
Learn how to choose a press release distribution service. Learn how to
choose a professional press release writer (if you choose not to write
your own press release). Plus much more. Press
Release Fire
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