Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by your press release, you can be pretty sure you'll get some media coverage. And for most businesses, positive media coverage is worth its weight in gold. The bad news: Although truckloads of news releases fill reporters' inboxes every day, few of them are dazzling, or even interesting.

As a former editor, I speak from experience when I say that most press releases end up in the garbage can. But don't let that stop you from sending them - a well-written news release can generate more publicity and goodwill than you could ever accomplish with a paid advertisement. To help keep your release out of the garbage and get it in print, start by following these five guidelines.

1. Make it newsworthy. Releases should be used to announce news, and they should only be sent when something truly newsworthy is happening at your company. Don't send releases that sound more like advertisements than news; they'll get tossed immediately. (However, newsworthy events may happen more often than you realize - see the Resource Box below for ideas.)

In keeping with the news format, eliminate any superfluous language or outrageous claims (don't describe yourself or your products as "wonderful," "amazing" or "unbelievable"). Is your release written in language that would appear in a story in the newspaper or magazine you're pitching? If not, it might sound like fluff rather than news. Make it clear from the beginning what your news is and why it should matter to the reporter and his or her readers.

2. Tell a good story. Although you're sharing hard news (I hope), your press release should still be interesting to read. Even though your readers are media-types who do this for a living, they still like to hear a good story. Draw in your readers with a creative introduction and interesting language. Find new ways to say ordinary things. Read magazines, newspapers and books and pay attention to the stories that interest you and keep your attention. Then try to mimic those techniques and styles when writing your own releases.

3. Target your audience. As with any writing project, keep your audience in mind when you're writing. The editor of a small-town newspaper has different interests than the editor of a trade journal for CEOs of Fortune 500 companies. Choose the media outlets that would be most interested in your release and send it to them. For best results, you might even send each person a unique version tailored to their interests. And always send your release to an actual person - rather than sending a release to a general news desk, find out which reporter covers your industry or the type of news you're sending and send it directly to him or her.

4. Develop a relationship. Once you've located the reporters who cover your industry, start developing relationships with them. Call or e-mail to introduce yourself and find out if they prefer releases to be faxed, e-mailed or mailed. Be respectful of their time and the harried pace of their work, but don't be afraid to check in occasionally to follow up on a press release or let them know how much you enjoyed a recent article. Don't just rely on them for fr*e publicity; find out what you can do for them and do it - one-sided relationships never last. Be easy to work with and willing to accommodate their needs, and they'll be much more interested in covering your news.

5. Be consistent. Your communication with the media must be ongoing in order to get their attention. One release sent in a vacuum will probably not yield a lot of results. If reporters are unfamiliar with you or your business, it won't be a top priority for them to cover your release. However, if they're accustomed to receiving (actual) news from you and you've made an effort to forge a positive relationship with them (see #4), they're more likely to a) actually read your releases, and b) publish them, or at least keep you in mind as a resource for future stories. If you really want to take advantage of the possibilities press releases can offer, keep hanging in there.

Nancy Jackson, owner of The WriteShop, helps companies better market their products and services with powerful written communications including Web content, newsletters, brochures and publications. Subscribe to her free monthly newsletter at www.writeshoponline.com.

---

Your Financial Planning Clients May Hold the Key to Free Publicity

Every reporter, from the cub at the small town paper... Read More

Recessions Dont Last Forever!

It could, but what if it doesn't?Will you be prepared?Will... Read More

Get Write To It

The toughest thing about writing a news release is getting... Read More

Publicity: Nailing a Media Interview, Part III (Staying on Topic)

In a media interview, always stick to your main points... Read More

Getting Articles Published - Eight Steps for Trade Publications

Trade publications present an excellent opportunity for organisations to gain... Read More

Business Gifts for Your Clients and Employees

Tis' the season for business and corporate gift-giving! If you... Read More

Making Great Announcements

When do you use the newspaper for publishing announcements for... Read More

PR Secrets for Small Business

Most small businesses do little to no public relations (PR)... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

Trade Show Tactics Revealed

Being part of a trade show gives small business a... Read More

16 Publicity tips for Restaurants

With a dismal failure rate of more than 75 percent... Read More

Levines Laws For Pitching With Panache

Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More

What Is Best Practice Public Relations?

Why, public relations that stays true to its fundamental premise,... Read More

Media Training: When Reporters Lie

I recently worked with a group dealing with an unusual... Read More

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by... Read More

How To Use PR To Build Your Business

Everyone knows the value of free publicity. And given the... Read More

How To Create A News Angle

Think of a triangle. On the left, imagine the story... Read More

Want to Light a Fire Under Your PR?

Yes? Then do something positive about the behaviors of those... Read More

Getting to Know Your Local City Council Members

The easiest way to meet city council members is to... Read More

Top Ten Tips For Great Sound Bites

If you're an online business using public relations (PR) to... Read More

Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries

Only two media in Spanish speaking countries offer RSS: the... Read More

PR: Your 500 Pound Gorilla

What else, for goodness sake, could you as a business,... Read More

Why PR Packs a Punch

Done right, it delivers the key, target audience behaviors you... Read More

Promoting Your Website Through a Press Release

Have you ever gotten one of those letters from your... Read More

Yes, There is a PR Sweet Spot

And here it is: public relations alters individual perception leading... Read More

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are... Read More

PR Going According to Plan?

Think carefully! You're a department, division or subsidiary manager for... Read More

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with... Read More

Some Cool P.R. Tips for These Dog Days of Summer

Yup -- it's hot and sticky and you don't feel... Read More

Publicity and Marketing Magic For Financial Planners: The Four Mores

Publicity will take your financial planning practice, your business, and... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

Anatomy Of A PR Campaign

The message is determined by analyzing the brand being marketed,... Read More

Time to Spruce Up Your Public Relations?

Better check out the public relations fundamental premise, then take... Read More