How to Write Press Releases That Work
And Get Free Publicity
By Cathy Stucker
One study found that as many as 90% of the stories you
read every day in the newspaper came about because someone sent a press
release. Why aren't some of those stories about you?
When people see you in the media, you become familiar,
even famous! And it gives you credibility. When you are written about
in the newspaper, or interviewed on TV or radio, you are news; and that's
better than any advertising you can buy.
Anyone can learn to write press releases. It just takes
a little knowledge and a lot of practice. To write a good press release,
put your editor/producer hat on.
What will the people who read this publication, watch
this television program, or listen to this radio station want to know?
What are their interests and concerns?
The editor or producer's job is to figure out the answers
to those questions and present interesting news. Your job is to make
the editor or producer's job easier.
The headline is the most important part of your press
release. Make it count! You have only a few seconds to grab the attention
of an editor or producer, who may receive hundreds (or thousands) of
releases every week. If the headline doesn't interest them, they won't
read the rest.
Promise something of interest. Instead of ''New Book
Tells How to Make a Budget and Stick to It'', describe the benefits
of having a budget—getting out of debt, retiring comfortably,
putting your kids through college, etc.
Sorry, but no one cares that you wrote a book. Don't
even mention it in the headline. Describe the benefits of using your
information.
A hot topic is one parent quitting a job to take care
of the children. Can you show the audience how to do that? There's your
headline: "You Can Stay Home With Your Kids!"
Use the inverted pyramid style of news writing: The
most important information goes at the beginning, with the least important
at the end.
The first paragraph should deliver on the headline.
Start with a question, a statistic, a provocative statement or a powerful
benefit. Subsequent paragraphs back up the first by providing background
information, quotes, and other relevant details. Keep it to about one
page.
When I edit press releases written by clients, I usually
end up rewriting the headline and taking out the first two paragraphs.
That's because the headline and first two paragraphs are usually about
the person who wrote the release.
If your press release is "me" centered and
doesn't promise benefits to the audience, scrap it and start over.
While there are no guarantees that your story will run,
there are several things you can do to help it along:
* Make it newsworthy. This isn't about
you—it's about the audience. What's more important: that you know
the tax code, or that you can help them save money on taxes?
* Make it timely. Media love something
new and they also love tie-ins to events, holidays, other news stories,
etc.
* Make it accurate. If there are typos
and misspellings in your release, it will get tossed. Make sure phone
numbers, dates and addresses are correct. If they can't trust it, they
won't run it.
* Make it easy to read. The release
should follow one of the standard formats for press releases. If you're
not certain of your language skills, have someone else proofread it.
* Make it objective. Don't use hyperbole
and advertising language, such as "Greatest Software Ever!"
They won't believe your inflated claims and they won't do a story that
sounds like an ad.
* Make it easy to follow up. Include
a name and phone number(s) the media can call for additional information.
Don't be discouraged if you get coverage in only a couple
of places, or not at all. Keep working on your press releases, keep
sending them, and you will get results.
The most important thing to remember about writing press
releases is this: The press release is not about YOU; it's about
your media contact's AUDIENCE.
Write with that in mind, and you will soon be getting
lots of free publicity for yourself and your business.
Copyright Cathy Stucker. Learn more about how you
can attract customers and make yourself famous with free publicity at
http://www.IdeaLady.com/pr.htm
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