This document is used to announce the launch of a product, a landmark in the company’s current ventures, or any other news regarding the company, their employees, plans, economic information, or affiliates/ partners.

Tags: writing a press release, press release, public relations, PR

Tags: writing great press releases, press release, PR

A press release is often your only chance to make a great first impression.

2. Writing too long. They should be no longer than a page.

3. Sending it too late. Mail or fax it to local media at least two weeks before an event, preferably three or four. Major magazines work four to six months ahead of time.

4. Sending a release with no news value. News is what happens that is different. If it isn’t different, it isn’t news.

5. 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.

6. Omitting a contact name and phone number. At the top of the first page in the left corner, let editors know who they can call if they have questions. Include day, evening and cell phone numbers.

7. Calling after you send a release and asking questions like “Did you get my news release?” or “Do you know when it will be printed?” Don’t follow up with a phone call to see if the media got your release, unless you are absolutely sure that someone will check for you. Most reporters and editors don’t have time. If you do follow up, make sure you have a reason to call. Suggest a particular angle to your story, or ask the media people if they need any other information.

Joan Stewart publishes the free ezine “The Publicity Hound’s Tips of the Week” packed with valuable tips on how to generate thousands of dollars in free publicity.

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Tags: don’ts of writing press releases, public relations, PR, press release

If you’re seeking to promote yourself or your new business on a limited budget, you probably cannot afford the benefit of hiring a public relations agency to work on your behalf – at least not in the beginning.

However, there are no guarantees. It is probably easier, less time consuming and less stressful, to pay a professional to perform this work for you. But if you don’t have a lot of cash as you start out in business, you can still get people and publications to notice you without spending a fortune to hire a public relations agency.

If you’ve been down the solo road of self-promotion in the past and were not satisified with the final results of your “PR” efforts, you are not alone.

Does the following scenario sound familiar to you?

You developed an innovative service or produced an incredible product. You did your homework on how to write an effective press release. (And it sounded so easy…)

You followed the standard directions to compile your targetted media list and distribute your announcement according to their preferred guidelines.
(And it seemed simple enough…)

You invested in some stamps, paid to use a public fax machine or formatted your release for email submission. You finally got to the point of sending it off to dozens of online and offline publications.

You relaxed for a few days, figuring you’d better store up some energy,
to field your anticipated flood of calls from editors anxious to interview you to get more details about the exciting offer outlined in your press release.

A week, maybe two weeks, passed and you were still staring at your phone waiting for it to ring…

You could wait another month or two for the sweet sound of some unknown editor’s voice to surprise you on the other end of the phone.

Chances are you’ll continue to hear your mother or ex-husband talking when you pick up the phone and won’t that just do wonders for your hope and self-esteem?

If there is a positive aspect of this experience, it may be the knowledge that you are not alone.

Regardless of how remarkable your new offer is or how perfect your press release is, the results of your efforts to promote it to publications may not please you to say the least.

Why didn’t your press release produce the outcome you expected?

There’s a few possible reasons and facts about publications, editors and press releases.

Most editors get hundreds of press releases every week. Seldom do they have the time to read every single announcement.

Some press releases don’t stand a chance of being read depending on the editor. If they do not immediately recognize the contact name or the headline does not scream success at them or if they’re just having a bad day, your hard work hits the trash without a second thought.

Sometimes your press release never even makes it to the correct editor. It may get stuck in the fax machine or the mail room may accidentally deliver it to the circulation department. It may be at the bottom of a stack of unrelated faxes or letters and not see the editors desk for weeks, if at all.

What can you do to prevent this disappointing scenario from dampening your spirits and detracting from your potential success?

1 – Follow up every press release submission with a phone call.
Do not settle for speaking to the receptionist or leaving a message on voice mail. Do not talk to the sports reporter, who happens to answer the phone, if your press release was intended for the features department. Keep calling until you reach the right person.

2 – Contrary to popular belief, the editor may not be the best person for you to promote your press release to. If you do not receive satisfaction by speaking to the editor, consider other contact options, like reporters, interns, or an assistant editor.

3 – If you’re sending your press release to publications that you read frequently, you should be able to identify a few reporters, who write articles about the service or product you’re promoting. Ask to speak to one of those writers by name. Request to be connected directly to a reporter’s personal voice mail instead of the editors’ general mailbox.

4 – If you don’t know the names of any reporters, ask to speak to the “business” writer or the “features” copy-editor, based upon the type of product, service or event you’re promoting.

5 – Think of any contacts or friends of friends whose name you could repeat to an editor or reporter as a familiar reference that may help to establish your credibility. It can make a difference in some cases.

6 – Try to remember any previous events you attended where a reporter was present. Even if you had a very brief encounter with him or her, it’s worth mentioning. Generally speaking, reporters see so many faces and meet so many people every week that they probably will not be able to recall whether they were ever introduced to you or not.

7 – Compliment the reporter on his outstanding coverage of the latest celebration or in-depth series of articles about the best businesses of the year. Or schmooze the editor with similar praise of his writers, front page design or choice of featured content.

The bottom line is simple. If you write a killer press release, slip it in the mail to a slew of publications and wait for your phone to ring, you may wait forever.

An Inside Line To Editors?

Regardless of how well your press release is written (although spelling and grammatical errors certainly detract from its effectiveness), there’s a few facts about editors and press releases…

Most editors get hundreds of press releases every week.

Seldom do they have the time to read every single announcement.

Some press releases don’t stand a chance of being read depending on the editor.

If they do not immediately recognize the contact name or if they’re just having a bad day, your announcement may be tossed before they get to the second graph.

Sometimes your press release never even makes it to the correct editor.

It may get stuck in the fax machine or the mail room may accidentally deliver it to the circulation department.

It may be at the bottom of a stack of unrelated faxes or letters and not see the editor’s desk for weeks, if at all.
The following ideas are designed to ensure that your press release gets read by the right editor!

(They come from a freelance newspaper reporter and former Public Relations writer – talking from experience on both sides of the fence…)

Follow up every press release submission with a phone call.
Do not settle for speaking to the receptionist or leaving a message on voice mail.
Do not be satisfied with talking to whichever reporter happens to answer the phone.
Keep calling until you reach the right person.

Contrary to popular belief, the editor may not be the best person for you to talk to about your press release.
If you do not achieve the response you’re seeking by speaking to the editor, consider other contact options, like reporters, interns, or an assistant editor.

If you’re sending your press release to publications that you read frequently, you should be able to identify a few reporters, who write articles about the service or product you’re promoting.
Ask to speak to one of those writers by name.
Request to be connected directly to a reporter’s personal voice mail instead of the editors’ general mailbox.

If you don’t know the names of any reporters, ask to speak to the “business” writer or the “features” copy-editor, based upon the type of product, service or event you’re promoting.

Think of any contacts or friends of friends whose name you could repeat to an editor or reporter as a familiar reference that may help to establish your credibility. It can make a difference in some cases.

Try to remember any previous events you attended where a reporter was present. Even if you had a very brief encounter with him or her, it’s worth mentioning. Generally speaking, reporters see so many faces and meet so many people every week that they probably will not be able to recall whether they were ever introduced to you or not.

Compliment the reporter on his outstanding coverage of the latest celebration or in-depth series of articles about the best businesses of the year. Or schmooze the editor with similar praise of his writers, front page design or choice of featured content.

Remember the goal of your press release.
Be able to tell the editor and/or reporter in 20 words or less why your press release is important.

© Danielle Hollister (2004) Danielle Hollister is the Writing Editor at BellaOnline and Publisher of the Free Ezine for Writers.

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A musician spends years honing his craft. He writes world-class
songs and performs them in a manner that moves his listeners to
tears. He records a demo tape and sends it to record labels. He gets a contract and becomes rich, famous and adored.

The lesson: demo tapes are the secret of becoming a famous
musician.

Wait, you say, the demo tape was just a tool, just his way of
conveying his talent. It’s his ability as a musician that got
him the contract and made him famous.

You’re right, of course. He could have become just as famous if
a record executive saw him in person, or heard about him from a
friend, or as a result of a variety of other events.

Which brings us to the press release.

Somehow, the press release has taken on a magical reputation as
the alpha and omega of publicity. Wanna become rich? Send out a
press release. Wanna become famous? Press release. Wanna get
on the cover of Newsweek? Press release.

Publicity “gurus” are springing up all over the Internet touting
the press release as the answer to all marketing ills. Just
knock out a release, mass e-mail it to journalists, sit back and
wait for Oprah to call.

It’s a cruel joke.

Here’s the reality: the press release is no more important to
your potential of scoring free publicity than the demo tape was
to our musician friend. If he had no talent, if his songs
sounded like garbage, the best recorded demo tape in the world
wouldn’t get him signed. Ditto for the publicity seeker. If you
don’t have a story to tell, your press release is utterly
worthless.

I’m not knocking the press release — it’s an important tool. But
it’s just that: a tool. It’s not the first thing you need to
think about when it comes time to seek publicity. In fact, it’s
one of the last. And it’s not even absolutely necessary (I’ve
gotten plenty of publicity with just a pitch letter, a quick e-
mail or a phone call).

If you worship at the shrine of the press release, it’s time to
rearrange your priorities. Here, then, are the things that are
MORE important than a press release in generating publicity:

1. A newsworthy story. This is the equivalent of our musician’s
talent. It’s the very basis for your publicity efforts. Without
it, your press release means nothing. To learn about how to
develop a newsworthy story, take a look at
http://publicityinsider.com/questions.asp and scroll down to “Is
my company/website/life really newsworthy?”

2. Learning to think like an editor. Oh, what an edge you’ll
have in scoring publicity over all those press release
worshippers once you learn how to get inside the head of an
editor. Give an editor what he wants in the way he wants it and
you’ll do great. I’ve got an entire article on the subject at
http://publicityinsider.com/freesecret.asp Go there now and
absorb it all. Trust me, it will make a world of difference.

3. Relevance. Tie in with a news event, make yourself part of a
trend, piggyback on a larger competitor’s story, but, by all
means, make your story part of a picture that’s bigger than just
your company. Stories that exist in a vacuum quickly run out of
oxygen.

4. Persistence. Sending out a press release and waiting for
results is lazy and ineffective. If you really believe in your
story, and you believe that it’s right for a particular media
outlet, you need to fight to make it happen. Call or e-mail the
editor to pitch your story BEFORE sending the release. If one
editor says no, try somebody else. If they all say no, come back
at them with a different story angle.

Getting publicity involves so much more than just sending out a
press release. Treat it as seriously and with as much respect as
our newly minted rock star treats his craft and you’ll be well on
your way to success.

Bill Stoller, the “Publicity Insider“, has spent two decades as one of America’s top publicists. visit Bill’s exclusive new site
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Tags: press release, press releases, the myth of press releases, public relations, PR

Web 2.0 is the second generation of web development. Its emphasis on sharing information and collaborative social networking and has brought with it some important changes to traditional media practices.

Not the least of these is the fact that market savvy individuals now have the power to disseminate press releases and reach their target markets directly.

While mainstream media still play an important role in many PR initiatives, it’s important to remember that your target audience is no longer a small cluster of journalists.

Thanks to the powers of web 2.0 there are now millions of readers out there who are able to access your press releases and turn them into news. To get you on your way we’ve jotted down a few tips and suggestions:

- Understand your new market. Unlike traditional press releases, a web 2.0 press release has the capacity to reach millions of people through search engines and RSS readers. Before you write, think carefully about your target market, and use phrases that will resonate with them.

- Use a distribution service to publish your release. Of course, simply writing a brilliant press release isn’t going to increase sales. Once it’s written, take some time to distribute your release through established distribution channels. As a first point of reference you might like to consider sites such as businesswire.com or marketwire.com.

- Include links. Make sure you give your readers plenty of opportunities to link back to your site. A good press release will provide only a brief outline of newsworthy issues, and readers will expect links to a site where they can get more detailed information.

- Emphasize key words. Think like your target market and be sure to use the same keywords that they use when they are searching for information.

- Remember, good content inspires action. Make sure you release quality content and back it up with strong copy on your own site. Your readers won’t be fooled by fluffy content; they’re looking for substance – be sure to give it to them!

If you need help with a web 2.0 press release, visit Affect Media Copywriting and Communications Consultancy

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Tags: pr, press, press release, media, news

Press releases should make your business story clear and should express what is newsworthy about your event or change within your business. The format is pretty straightforward and there are plenty of templates online. They should be written in third person and have all of your contact information including your name, where your business is located (city and state), your phone numbers and email addresses. They are not difficult to write, but do use proper formatting if you want to get noticed.

If you are a business owner who rose up out of poverty to create a viable business, that is a news story. If you have sold a portion of your business to a Fortune 500 company, that is a news story. If you hire only after school high school employees to help you, that is a news story. If you have started a business that has a really strong niche market, that can be a news story. The fact that you have a business that sells widgets for a low cost is NOT a news story. Find an angle in order to entice reporters to write about you.

If you consider yourself less than a good writer, you can outsource the work to a freelance copywriter. They are easy to find on freelance employment sites like Odesk or Elance. For a standard one page press release, you can expect to pay $5-$15. Don’t skimp! You should review writing samples the writer has done in the past. But, if you write at the executive level, you can easily write your own using templates you found online.

Write a press release that is full of detail, but not marketing, sales or industry talk. Write it in common, news style language and be sure the story is obvious to the reader and reporter. Don’t get bogged down in your personal industry jargon. Write it like you’ve never heard of your business before.

Submit your press releases online. There are a variety of services that will deliver your item. Some are paid sites but there are many free site as well. Do a Google or Yahoo search for press release services and register with each of them. There are restrictions for free submissions and each site has particular requirements so review those before submitting.

Using press releases effectively can brand you as an expert in your field. Don’t throw them out for everything you do. Use them judiciously and look for the stories within your business. Once you learn to develop this eye, you build credibility with reporters. Media attention is free marketing so try sending out some and see what kind of interest you generate.

Steve Schlagel is a CPA, CVA, CFP and attorney with over 30 years experience providing small business owners coaching, training and consulting services. Steve understands business, wealth creation, and building successful and valuable enterprises. Visit this site for more articles or to learn more about his services.

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Tags: map, basic, press, press release, news

Let’s remind ourselves of the basics. Start global and in subsequent paragraphs move into the specific. A strong headline that grabs the eye and draws interest enough for the reader to continue is a must have. The first paragraph should support the headline, explain it, and outline the entire story. It must paint the ‘big picture’. The structure of the entire release, which is usually no longer than 250 words (perhaps 350 for mainly trade or technical press), should then have a natural flow. A beginning, middle and and ending to some extent and certainly explain the why, what and how of the story.

The subsequent 5 or 6 paragraphs should go increasingly into the specific detail of the story and include any supporting information. The less interesting or supporting detail should be left until the end, but interspersed to help bring the story to life the people involved in the story can be quoted to help tell it. The standard tools of editors notes, contacts, supporting information should all be used at the end of the piece, and clearly indicated as such.

Now we come on to the basic rules of web writing. It has to help the eye: readers’ attention spans are shorter on the web (and in general these days), and it is also more difficult for the eye to read on a screen. So remember the following:

• Chunky – keep the paragraphs chunky, short and never long. Help the eye flow through the piece and break it up with headers and images for longer pieces
• Relevant – know your target audience inside out, picture them (him or her) as you write the release, and use words that talk his language. Make sure that you keep the content, images, timing all relevant for the target audience. It may be that the first para or two need to be tailored or adapted for a different target audience and this is all you need to make it relevant
• Accurate – digital communication can encourage sloppiness, SMS is a case in hand. But if you spend time and effort making sure your writing is grammatically and factually correct, with no spelling errors, you will be more successful, credible and believable in what you write
• Brief – anything you write for PR, and especially for the web, has more impact with fewer words. Write your release. Then re-read and edit, re-read and edit, re-read and edit … and then cut out another 10 per cent of words. Then you’ll have perfection!
• Scannable – does the copy scan well? Do it draw the eye down and catch and keep attention. Can someone scan it quickly and get the gist of the story in one scan? Make sure the answer is yes to all these questions.

And now for the grand finale of online release writing. Both the headline and the copy, particularly the first few paragraphs of the body, need to be keyword rich. This copy needs to include a mix of keyword phrases that people use to search for information on the web. To achieve this you will need an insight into what words and phrases searchers use to find information on the web. Optimised news will attract more journalists and customers alike. And research consistently shows that these readers use the web as their preferred medium for finding out news about your clients products and services.

Links are also critical, both to provide helpful insight, information and additional support for your readers and to help with SEO so that your news is easier to find. Internal and external links are equally as important. As are inbound links from external websites. And this is certainly one reason why having your online media centre on an independent domain – i.e. not a subdomain of your main site – helps with your SEO. So make use of the online release distribution sources such as PR Wire, cisionwire, Response Source etc.

Tags are important considerations but you should only aim for around four per release and they need to be directly relevant to that release, and not a blanket ‘brand name’ repetition. And don’t forget the RSS feed – your releases will need to have their own unique feed if you really want to give journalists the edge in finding your news quickly. They can subscribe to your feeds via email download, browsers or burn them into their feedreaders to have your news pushed into their inboxes as soon as you issue it. There’s more to writing press releases in the digital age than meets the eye, and its time for PROs to get web savvy.

Listen to Changeworks’ podcast to find out more.

Sue Tupling
Director

Changeworks Communications Ltd

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