Journalists — and every other audience you want to influence — only care about stories they consider newsworthy or interesting. So you must ask yourself, and answer, these two critical questions before delivering what you consider news, or to make an announcement or pitch a story:

• Is this really news?

• Who cares?

Just because your company did something you or the CEO considers unusual or newsworthy doesn’t mean a reporter or editor or anyone else will read past the headline. Other organizations like yours could be bombarding the same journalists with similar stories every day. Yours isn’t different or special.

So what’s next if — in the cold light of day — you determine your potential news story isn’t really news or that no one would care about it anyway? You could ditch the entire idea right then and there, or you could ask — and answer — two more questions:

• What unique angle can I use to make this topic newsworthy?

• Who would care now?

For example, reporters frequently hear how hospitals’ fundraising events generate record-setting donations. It’s a weak story.

However, a story focusing on a particular patient — perhaps a child — who received life-saving care or a specialized treatment made possible through such donations would contain a poignant human element.

How is the child doing now? What doctor provided treatment? What made this case unique? What impact did the child’s recovery have on family members?

Now the story has a personal touch — lots of them, actually.

Is it news? Yes.

Who cares?

Everybody.

Brian R. Salisbury, a writer and a public relations and communications consultant, combines a wealth of communications know-how with an engaging writing style to help his clients shape the most effective messages and deliver them with the greatest impact where they count most. Visit Brian’s website at http://www.BriansQuill.com and subscribe to his free public relations newsletter and receive his free report “Ten Key Components of a Successful Public Relations Program.” Or send him an email at BrianSalisbury@BriansQuill.com

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Tags: impact, news release, reporter, company, news

Most business owners fail to see the benefit of using press releases as a way to get their online or offline businesses known. Because of this very fact those who do use them will drive a lot of new business to their online or offline business if done properly.

If you think that your business is not newsworthy, think again. Go to Google news or any news related website and you will find many well-written, business related, press releases.

A press release is simply unknown news. It doesn’t have to be breaking news. It only needs to be newsworthy. If you have a product or service that no one knows about then you have newsworthy, press release material.

Here’s what happens when you submit a press release. Your press release is submitted to news sites, big and small. The news site will look at your press release and decide whether or not your press release is newsworthy or not. Most of the smaller sites will pick it up if it is properly written and easy to understand. The big guys such as CNN will look for unique information. Sites like Google and Yahoo is where an online business can do well because they are more apt to pick up a well-written release that is Internet or even better, it is search engine related.

The thing that you have to understand is that a press release is not an advertisement. It is a factual, narrative, newsworthy story and must be written that way. When you write a press release, you must write it in a third person fashion as if a reporter was interviewing you and the reporter is reporting your news to the world. In other words, when you write a press release, you are the reporter as well as the business owner who is being interviewed.

Writing a press release can be a daunting task because most of us are not used to writing in this way. However, once you have done a few of these it becomes much easier to do. As with anything that we do in life, the more we do it, the better we become at it.

If you have a new or existing business that you want to expose to the world there is no better way of doing it than through a well-written press release. If one of the big boys, such as Google, Yahoo, or even CNN picks it up, expect to get clobbered with more business than you can handle which is a nice problem to have.

If you feel that you are incapable of doing a press release yourself, you can always hire someone to do it for you. There are many services that will write it for a fee. Run a Google search for press release services. You will find a list of many who will perform this service for you.

Most press release sites have a free submission service as well as a paid service. While you can submit using the free version of the service, and you should for the most part, especially if you are just starting out however, you should use the paid submission service because of the extra benefits that it brings. With a paid submission, your press release will go out within a day or two and will be submitted to more news sites. I suggest that you do a paid submission quarterly and use the free service the rest of the time. Pay submissions are pretty inexpensive. Prweb is one of the largest on the web charges $40. Paying $40 every three months won’t break anyone considering the extra advantages that it can bring to your business.

You should try and write the press release yourself because hiring someone to do it for you can be quite expensive and unnecessary because with practice anyone can write a good press release himself or herself. Check out Prweb and run a search for your type of business and read through the press releases there to get a better idea of how a press release should be written, and what it should look like. You can find Prweb here. http://prweb.com

One last thing that you should know about submitting press releases, most business owners will only submit a press release quarterly at most, while many others will do it just once and not do it again. If you want to get ahead and stay ahead of the competition in the business field that you are in, you should submit a new press release monthly using the free submission services and pay for it every three months.

You will be amazed how much better your business will do by using press releases because of the free publicity that it will bring to your business. Write a new press release often and watch your business grow a lot faster.

Brian Queenan is the owner of an Internet Marketing website that teaches new as well as seasoned Internet marketers to market successfully on the web for free, check this site.

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Tags: pr, tips, news, news release, digitize

In 20 years I’ve seen a lot of marketing—some that worked well and some that didn’t. I’ve distilled 20 years of seeing what worked and boiled it down to these 29 tips about using news releases (often called press releases from the days when newspapers and magazines were people’s main sources of news). Here’s what I’m sharing with you:

The 4 reasons you should be using news releases regularly

* The 7 elements of a good news release

* The 9 types of topics that tend to get picked up

* The 5 groups of people you must send your release to

* The 4 OTHER things you should do with it

The 4 reasons to use news releases regularly

Once is not enough—in more ways than one. Name recognition is almost never built by a single document, no matter how exciting or noteworthy the topic; it must be regular and ongoing. Choose a frequency you can live with—once or twice a month is ideal.

1. Publicity – any name recognition is good; favorably written recognition is excellent!

2. Credibility – people tend to believe you’re good if they read that you’re doing good things, and especially if you’re doing them with other well-known names

3. Trust – your prospects and customers develop a feeling of comfort and trust when they see you visible in the marketplace—it confirms the intelligence of their decision to do business with you

4. Generate fresh content for your marketing campaigns—direct mail, website, etc.—and remind yourself how good you are!

The 7 essential elements of a good press release

1. Contact

2. Headline, sub-headline

3. City of origin, date

4. The news hook

5. The benefit(s) to audience

6. The quotes (one high exec from your company and from the other organization involved–whether customer, vendor, government agency, or whatever)

7. The Plug

Newsworthy topics come in 9 categories

1. inventions – new processes

2. improvements – dramatic changes in materials/processes

3. new clients – new projects

4. work you are doing with associations/other high-profile types

5. promotions of staff

6. new hires for significant positions in the company

7. new partnerships with 3rd party vendors

8. pro bono work for high-profile organizations

9. any activity that involves you or someone else making money, making new connections (partnerships), making progress

The 5 groups you should send your release to

1. The press – target publications and/or other media

2. Prospects – purchased or, preferably, homegrown lists

3. Customers

4. Vendor partners

5. Professional associations/networking groups

The 4 OTHER things you can do with your news release

1. Immediately post the press release on your website. Place a link from the home page to your “press room.” If you do your own website, this is cost-free. If you hire outside help, it is still simple and inexpensive.

2. If you should by chance also get a story published, you may make some machine copies of the article (if you’re allowed) and include them in your snail mailing. N.B. Just make sure you’re not violating copyrights. Many publications require you to pay reprint fees.

3. N.B. There are no restrictions on making copies of your own news releases! Make copies of the news release and put them in the information kits you hand out or send to visitors and prospects. Include a copy in that month’s invoices.

4. Post the press release (or any published story) prominently in selected spots in your office–wherever employees and visitors will see it.

5. If you are doing a promotional or newsletter mailing to prospects, include a reference (and a link) to the news release. If the release has been posted on any publication websites such as Yahoo, you may choose to make the link to that location.

Use your press release for all of the above whether you get an item published or not.

Call us if you’d like to get personal coaching on your press release—or if you’d like us to write one for you.

Barbara Payne, managing principal of the web, helps companies and executives, and professionals find their True Voice and use it to attract loyal, profitable customers via speeches, presentations, and corporate blogs. Visit her “Guide to Writing a Successful Corporate Blog – 5 Steps” and get FREE tips on writing your business blog.

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Tags: news release, pr, publicity, credibility, trust

They say general aviation is a really tough place to make money and a really easy place to spend all your money, as owners of fixed based operations or FBOs often joke. But it is possible to have a successful FBO at a small or regional Airport without breaking the bank on their marketing budget or advertising budget. Public relations and airport community goodwill are in a circle part of the success of an FBO.

What kinds of things can a fixed base operator at a small airport due to promote public-relations? Well, they can allow the Civil Air Patrol cadets to use their facilities for ground school. Perhaps they will volunteer a flight instructor to come teach the kids. The Boy Scouts also have; Boy Scout Aviation Explorers, which might need the same thing.

A Fixed Based Operation at a local airport can also help civic leaders and politicians by flying them over the city so they can get a better look at how the town is developing. By doing this they will make it easier for the leaders to do their job and to this promotes community goodwill and should also be part of the public relations program. Please consider all this in 2006.

“Lance Winslow” – Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance’s Web. Lance is an online writer in retirement.

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Tags: public relations, conference, press, news release, publicity

News releases are definitely the workhorse of promotion and publicity efforts. properly drafted timed, and followed up on with the media, a release can get the word out on your product or service. Here are a few opportunities that could warrant a release for your business:

1. Talk about your mistakes! Don’t be embarrassed, everyone makes them. If you’re willing to pass on what you learned, the media may just be interested.

2. Get involved in a charity and announce your business’ support.

3. Take a poll of the quirkiest aspects of your clients’ behaviours. Ask them about the most unusual uses of your product.

4. Got something particular you can comment on that’s hot in pop culture or the news? Put your professional two cents in!.

5. Launching a new product that will change an industry is also a great reason to try your hand at a communiqué.

6. What time of the year is it? If it’s the holiday season, think of how you can leverage it to your advantage.

7. Look up your subjects of expertise in Chases’ Calendar of Events. Chases, is a great resource that lays out every imaginable event or unknown holiday. If your office is known for great human resources management, try mentioning it during Secretary Appreciation Week!

8. Announce the recent win of an award or your sponsorship of an award.

9. have something to warn the public about? A news release is a great opportunity to show your concern and generate a timely story for the news media.

10. Comment on the most recent statistics produced by the national statistics bureau.

Mark Buzan is the owner of Action Strategies: here, a public affairs & marketing communications consultancy. You can subscribe now to his monthly tips newsletter by visiting and dropping down the “newsletter” menu. You can also subscribe to his blog: here.

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Tags: public relations, online, news release, reasons, advertising

News releases, also called press releases, are the most important selling tool of publicity. The release must capture the editor’s attention, be precise and easy to read.

A news release can go to just one newspaper or many publications at once. It can be a community notice about an organization’s library sale or an international insight into inflation. The same standard form is used for every type of news, whether an executive promotion in the trade magazines, or a local event such as an author signing books at a neighborhood bookstore.

If you want your notice to get into a special edition of a publication, be aware of the deadlines. Sunday news editions generally have more readers than the daily
editions. Find out when your release must be received at the editor’s desk. Never mix publicity with advertising. If your newspaper features specific businesses in special industry supplements, you may be chosen because you advertise.

But otherwise, editors frown on any releases that merely imitate advertising and are not newsworthy. Don’t embarrass yourself by sending anything that is not worthy of being printed in the publication as news. Not only will your release be thrown away, but you will destroy any chance you had for subsequent releases with that editor.

WRITING THE RELEASE

Keep the news release to one page. Type it clearly on white bond paper, double spaced, and never send it with typographical errors. Since the release might be published exactly as it is received, be sure the copy is professional and worthy of publication.

At the top left, put your name and address and the phone number you can be reached at during business hours. In full capital letters at the right, type, FOR IMMEDIATE RELEASE, PLEASE or for release on or after a certain date.

Use a headline appropriate to the event or topic, and keep it short – just like newspaper headings. Capitalize the letters and underline the headline.

Start the copy with a dateline, which is the city and date. Then write the rest within a few paragraphs. Include the important information in the standard who, what, when and where. Use good English, but don’t run on with unimportant adjectives or boring information. You can capitalize the first letters of important events such as Public Auction or the name of your new product.

If you have a release to send to many publications at the
same time, have it printed by photo offset so the copy is
clear and looks original.

Include a personal letter to the editor. Be cordial, but keep it short. If your product is convenient to mail, you may include a sample if the editor is amenable.

Watch the publications and clip the printed publicity yourself. Never ask the publication to send you a copy.

Copyright 2006

Abe Cherian is the founder of Multiple Stream Media, a company that helps online businesses find new prospects and clients, who are anxious to grow their business fast, and without spending a fortune in marketing and automation. Click here for tips

If you wish to find a suitable home business or learn how to start your own business from your home visit Free Home Business Tips: Click here for tips

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Tags: pr, work, news, release, news release

Many organizations and businesses want media coverage of their activities, and at the same time many newsrooms are looking for local (or even national and international) topics to cover. If you’re belong to an organization that wants coverage, you can increase the odds of getting it by following a few simple news release (or press release) conventions.

First, you must have something new or different to say. As the name News implies, the media want information that’s new or at least updated. At the same time, reporters and editors want information that’s relevant to their readers; choose your media targets carefully, and tailor the content of the release to their audience).

Second, your headline should be as interesting as a newspaper headline. It should promise something new, dramatic, or timely. Make the editor or reporter want to know more. Remember, though, the claim should be credible and relevant.

Third, in the first paragraph of the body, get in what journalists call the Five Ws: Who, What, Where, When, and Why. In fact, try to get them into the first sentence, and if you can’t, at least start with a clear concise statement that summarizes the story.

Traditionally, reporters have tried to get the essence of every story into the first paragraph because they didn’t know where, or whether, their stories would be cut. So, they start with the most important information and end with the least important. That way, no matter where the story was cut, the best material stayed.

Fourth, write and rewrite your news release many times before ‘releasing’ it. Use active verbs and transitions (from sentence to sentence, and paragraph to paragraph). Boil down the content as much as you can; two pages is acceptable, but one is better.

Fifth, follow this standard format: At the top of the page, write this, in all caps: FOR IMMEDIATE RELEASE (Usually this will be left-justified)

Or, if you want the release to be held until specific date/time, write something like this: FOR RELEASE AT 10 A.M., AUGUST 23 (But don’t necessarily expect the embargo to be honored)

Skip a line and then put in contact information, as in: Contact: Robert Abbott Telephone: 403 555-1234 Email: robertabbott@anycompany.com

Skip another line and add your headline (centered, and use title case or all-caps): Perpetual Motion Machine Unveiled

Now, the body of your news release, which should not exceed two pages.

At the end of the body, add three number marks with single spaces between them, as in:

# # #

Repeat your contact information at the end , as in:

Robert Abbott welcomes your inquiries at 403 555-1234 or by email at: robertabbott@anycompany.com

Sixth, prepare yourself for reporters’ questions

It goes without saying, of course, that you would prepare yourself for questions from reporters if you send out a release. I would recommend you write out a list of questions that seem likely and prepare bullet-point answers for each of them. That way you’ll be ready for most of the questions. However, don’t read the answers back to reporters; just use them as a guide. At the same time, assume you’ll get questions you simply can’t predict. Answer them as well as you can; and if you can’t answer, your best bet is to tell the interviewer you’ll need to get more information, and will call back after you do.

Robert F. Abbott offers three free chapters from his book, A Manager’s Guide to Newsletters: Communicating for Results at http://www.managersguide.com/free-sample.html. He also offers free subscriptions to Abbott’s Communication Letter, a free newsletter that helps you enhance your career through improved business communication, at this site.

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Tags: strategic, public relations, news, press, news release