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To get your client noticed, the publicity writer must be able to write a press release that grabs the media’s attention and makes them want to learn more about what your client can offer their readership. A press release is a publicist’s introduction to the media. It’s their way of showcasing a business, individual or organization’s message to the community.
Press releases can be used in two ways:
To entice a print reporter, broadcast journalist or radio host to cover the story and conduct their own interviews.
As a stand alone article used by print publications to fill space not taken by staff writers.
The Press Release As A Pitch:
Both are valuable tools used to spread the word about a client. But, writing a good press release that will grab the attention it deserves takes a special knack. It offers more than standard marketing or sales writing, but less than true news or feature coverage. A press release aimed at convincing a reporter to do their own story on a person, business or organization in the community, is nothing more than a teaser of fun facts aimed at generating enough interest to get the reporter thinking of ways they could make the story stand out on their own. This type of press release should not be written with the intent of using it as is, but more as a way to help the reporter see the value in what’s being offered.
Standard information that should be included in this more straight forward piece are: the essential who, what, where, when and how of the client; a brief description of what makes this client and its services stand-out or benefit the community; unusual facts and figures about the client; and the role of your client in a broader statewide, national or regional arena. Try to make it interesting, but don’t do all the work for the reporter. Your goal here is to show him or her the potential for a story – not to give them a story.
The Press Release As A Story:
Another type of press release is the article-style release. When using this form, it’s important to remember that the publicity writer is doing all the work in order to offer a completely researched and accurate article that is ready t be printed. Again, try to avoid making it sound like a biased sales pitch. Write like a journalist who’s looking at all the angles of the story and backing up their claims with significant facts and figures. This type of press release is especially welcome at most smaller local newspapers and trade magazines who may not have either the staff or budget to cover your story.
Things Every Press Release Should Contain:
While both types of press releases discussed above are written for a specific audience, with a different goal in mind, there are a few important things every press release should contain:
- A short but lively title – this is the writer’s first chance at grabbing the editor or producer’s attention.
An interesting lead (complete with any unusual or interesting facts).
- A succinct overview of thing you are trying to publicize presented in the formal pyramid style (most pertinent info first and so on).
- An information line with a contact phone number or website a the end.
To ensure that you are presenting the client in the most professional and newsworthy way possible, remember to also:
- Be succinct. Never ramble, and keep press releases to less than two pages.
-Be accurate. If you aren’t sure about something, find out. Never put any unsubstantiated facts in a press release.
-Keep it simple. Never try to fluff the piece with fancy paper, fonts, layout, etc.
-Be friendly and helpful. Offer to help set up interviews, gather statistics, and organize photo opportunities for the reporter in charge of covering the story.
Writing press releases that grab an editor’s attention requires skill and an understanding of what the media is looking for. Learn to give them that and you’ll find yourself on the media’s call list the next time they need an expert source for a story they’re working on.
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Present are a few press release writing hints to write an effective press release. A considerably in writing press release will capture you a lot of costless promotion.
All the same, newspersons and diarist experience 100s of press releases daily and you require guaranteeing that you compose a good press release to capture their attention.
Your headline frames the most significant function of your press release. You require assuring that it seizes the attention of the reviewer. Journalists will not scan your press release if the headline doesn’t seize their attention.
Make a point that you address an interesting consequence with adequate matter to rationalize a press release. The beginning paragraph of your press release requires to wrap up who, what, when, where, why, and how. Debar sales gears and use actual truth. Narrate your news report in the 3rd person and keep off “We” or “I”.
In your body you will blow up on the point and apply quotations to individualize your press release. Write in readable evident English language without commonplaces and slang applying light sentences. In addition apply grammatically accurate English and writing.
You can as well do keyword search and optimize your press release to be found out by search engines and the backlinks as well look towards your link fame.
It is written in active voice and not passive voice: Your press release writing will be additional active and attention-grabbing if you express it in the active voice moderately than the passive voice.
Good luck with your press release writing!
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A press release is often your only chance to make a great first impression.
Newspapers, magazines and trade publications receive them by the truckload. That means sloppy, long, inaccurate, pointless releases are the first to hit the newsroom wastebasket or a journalist’s “deleted” folder.
To make sure yours isn’t one of them, avoid these major mistakes:
–Failing to write a headline that explains what the story is about. Don’t try to be too cute or tease readers. Remember that journalists spend an average of five seconds reading a release before deciding whether to use it or toss it.
–Failing to write a sub-head. A sub-head communicates to journalists a little more of what the story is about and helps get your message across quicker.
–Writing press releases that are too long. Each release should be no longer than one printed page, or one computer screen of type. Remember, the purpose of a press release is to make a journalist pick up the phone and call you for a larger story.
–Failing to double-check all facts. Before you send a release, double-check everything. If your press release includes a telephone number, call the number to make sure it’s correct. If it includes a website address, send the release to yourself first and actually click on the link to make sure it takes readers to the correct page. Don’t rely on your computer’s spell-check. Have someone else proofread the release.
–Sending it too late. If you want publicity for an event in your own community, send releases to local newspapers and TV stations about three weeks before the event. If you want publicity in national magazines, however, you might have to send your information six months before the event because many magazines work several months ahead of the publication date. Make sure you know deadlines for every publication on your media contact list.
–Sending a press release that focuses on the company sending it, not on the reader. Instead of saying, “The Pacific Gas & Electric Company today issued eight tips for lower utility bills…” say “Homeowners struggling with high utility bills can cut heating costs by doing eight things to weather-proof their homes before cold weather hits.”
–Blatant commercialism. Avoid hackneyed words and phrases such as spectacular, incredible, the only one of its kind, breakthrough, cutting-edge, unique and state-of-the-art.
–Including industry lingo that no one understands except people in your industry.
–Failing to include information on where consumers can buy what you are selling.
–Omitting a contact name and phone number. At the top of the page in the left corner, let editors know who they can call if they have questions. Include day, evening and cell phone numbers. Remember that journalists work around the clock. Don’t offer a phone number where people work only from 9 to 5.
The purpose of a press release is to communicate the news as quickly as possible. The easier you can make a journalist’s job, the greater the chances that your news will be used.
Publicity expert Joan Stewart is co-author of the ebook “How to be a Kick-butt Publicity Hound.” Download a sample chapter at her website at www.publicityhound.com where you can also sign up for her ezine “The Publicity Hound’s Tips of the Week.” Contact her at jstewart@publicityhound.com or at 262-284-7451.
Press releases are one of the most cost-effective ways to get promotion for your online business. Many entrepreneurs ignore this type of promotion because they don’t know how to write a press release. It’s important to promote your online business with press releases because of the media all over the internet.
The following is a list of some common press release writing tips:
- your press release should sound like news, not an ad
- you should only send your press release to the media related to the topic of your press release
- keep your press release one page in length
- your header, contact information and release date should be at the top of your press release
- use short sentences and double space in between sentences
- your header and first few sentences should capture the readers attention
- you should tell a story and briefly mention your business, product or service in the body of the press release
- proofread your press release many times. Look for grammar and spelling mistakes.
Another reason entrepreneurs ignore promoting their online business with press releases is because they don’t know what’s newsworthy.
Here are 16 online business press release ideas:
- new products or services you’re offering on your web site.
- the results of an online survey or poll you’ve completed
- a virtual trade show or seminar you’re hosting.
- a free chat room class you’re teaching
- your opening of a new web site
- an online award your business or web site has won
- a free e-mail newsletter you’re publishing
- new online products or services you’re giving away
- an online business association or club you’re starting
- a famous person that’s endorsing your business
- a major joint venture you’re doing with another business
- a new book or e-book you wrote
- an expert or celebrity who’s speaking in your chat room
- a fundraising event you’re doing at your web site
- a new contest or sweepstakes you’re having at your site
- major sponsorships you’re doing online
You can get other press release writing tips and ideas by reading other businesses press releases, reading how to publications, talking to experts and visiting other media web sites.
I hope this article persuades and helps you to promote your business through press releases.
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Using a press release is a fantastic way to drive traffic to your website in a short amount of time. It doesn’t have to be about a major news story; it is merely a way to let the public know about any new developments, or to let them know about the launch of a new website.
When you write a press release, it can get easily picked up by Yahoo or Google news. If it does get picked up by a big player, you can get an instant traffic explosion.
In order to get noticed by the top guns, your press release is going to have to be very well-written, and here are a few tips to help you do it the right way.
Press Release Writing Tip # 1: Keep It Short
It is best to keep a press release short and to the point. Most are about 500 words, which gives you enough room to write everything necessary.
A long and lengthy report will not be accepted by many news sources – it should be a brief clip that encourages the reader to search out more information by clicking on the link you provide.
Press Release Writing Tip # 2: Write It Yourself
It is really not that hard to write your own press release if English is your first language and you feel comfortable writing. The best thing to do is to follow the formatting of other press releases.
You can read about formatting and structure, but until you actually visually see one for yourself, you will not appreciate how easy it is to write it. If you don’t feel comfortable doing it yourself, then outsource the writing to a writer who is experienced with press releases.
Press Release Writing Tip # 3: Write A Captivating Headline
The headline should be a grabber that makes the reader want more. It should be bolded and the font used should be bigger than the body.
Remember to use the keywords that you want the search engines to pick up right in the title, while keeping the spark in it.
Press Release Writing Tip # 4: Get The Reader Hooked
You have one or two sentences to get the reader hooked and reading the rest of the press release, or you will lose him.
Without adding anything fancy, state exactly what the press release is about. Heavy use of adjectives and a sales tone will turn off any reader that is looking for newsworthy information about the topic.
Keep it simple at the beginning; let them know what you are going to talk about and why they need to read this press release.
If possible, insert your keywords strategically throughout the article; but don’t overdo it and do it in a way that does not affect the natural flow of the content.
Press Release Writing Tip # 5: Keep The Sales Out Of It
Make sure that the press release doesn’t come across as a sales pitch. It must be written as a news story.
It can contain a link to a site that has been set up to market a product, but the release itself cannot have a sales tone to it. Anything that has a sales tone will not be picked up by any major news sites, and will not spread as you want them to.
Press Release Writing Tip # 6: Use Factual Statements
In order to retain credibility, you must include factual statements that can be verified. You do not want to beat around the bush with any innuendoes or theories, but only present the facts in a crisp concise manner. A factual presentation is what is needed and wanted with a press release.
Press Release Writing Tip # 7: Make It Stand Out
Writing a press release does not have to mean that it is completely boring. You need to find some kind of hook that makes the reader want more information.
Look at what you have to present, and then think about it from different angles. What can you add to this press release that will make it shine above the rest and be picked by major news sources?
Search engines love press releases and you can get a lot of traffic from them. If you write a good one and it starts to circulate around the web, you really have no idea how far it can go. It can appear on thousands of websites in the blink of an eye.
There are people that specialize in writing press releases for a living; and if you have a website that is taking off and have something to tell the world, you may want to find a specialist and get them to write it for you.
A press release is a powerful advertising tool and should not be underestimated. Use it for all it is worth, and watch your traffic and profits build. All of the Internet marketing pros use press releases, and anybody that is just starting a new business on the Internet can use them as well.
You don’t need to feel intimidated – anybody can issue a press release. You do not have to be a major company, just somebody that has something important to announce and make known.
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