How To Write A Killer Press Release

One of the primary tools still used by PR professionals to garner media coverage is the press release. Now understand the purpose of a press release is to grab the attention of an editor, not to offer a word for word story to a publication. Most professionals as well as small business owners misunderstand this concept and are therefore frustrated when they can't seem to make it work for them.

If you understand that the purpose of a press release is to grab attention then you might also begin to realize that there is a bit of an art to writing an effective one.

This art actually begins with proper format. It probably shouldn't matter how you format a good story but editor after editor has told me that if a press release comes to them and is not properly formatted, it often doesn't get read. Read that again if you are bit of a maverick. You want to read about your company in the news then you might just have to follow the rules.

Ultimately your story will have to stand on its own but follow this accepted format and you stand a better chance of making that all important first impression.

+ For release timing

The very first thing to appear on your release is the release date or time. If your story is for immediate release say so For Immediate Release. If there is a reason to hold some news or a seasonal deadline say so. For Release Before Halloween. Some background type releases can also carry the - Release at Will tag

+ Contact Information

Don't make it hard for them to get in touch with you. Right under the release info state your name, address, direct phone, and email address under the heading "For more information" Remember the real point is to get them to call you.

+ The Headline

90% of all advertising effectiveness rides on the effectiveness of the headline. It is no different for a press release. Most readers will decide whether or not you have anything to say based solely on the grabbing power of your headline. Pull them in quickly. Write 5-6 attention grabbing headlines and then put your release away for day or so. Come back and see which ones still grab you. It is that important.

+ Dateline

At the start of the body of your release you are expected to provide some useful information. First the date of the release and then the city the release originates from. Put a dash after the city and then start the body of your release. ie: February 18, 2003 - Kansas City, Mo - Today in history...

+ Double space

Double space the body of your release. This probably goes back to the days when reporters made notes by pencil in the space between the lines but I guess some still do that.

+ First Paragraph

Okay, so now your headline grabbed them. Tell them what you're going to tell them in the first paragraph. Don't beat around the bush or try to be cute here. Hit them with your best shot.

+ Quotes and Credentials

Quotes make for interesting reading. Try to find a newspaper story without a quoted source of some sort. Add your own quotes and then add some credentials to the person you attribute the quote to. If it's you and you're a master plumber with 25 years of experience, then say so. "The flora and fauna was breathtaking," said Bill Sphenkle, one of Kansas City's most experienced plumbers.

+ Call to action

If you want them to interview or visit your website to find out more information, then say so. Bill Sphenkle is available for interviews. Just don't hype your company or product. Nothing gets your release tossed faster.

+ End

At the end add the symbol # # #

There is a free software program that will allow you to write attention getting, perfectly formatted press releases by simply filling in some blanks and answers guided questions. You can download Instant Press Release


http://www.ducttapemarketing.com/Instant-Press-Release.htm

Copyright 2004 John Jantsch

About The Author

John Jantsch is a marketing coach, speaker and author. Find out more at http://www.ducttapemarketing.com.

In The News:

pen paper and inkwell


cat break through


TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

All You Need to Know About Press Release Writing and Distribution

Before you even think about writing a press release, there... Read More

PR: Your 500 Pound Gorilla

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

Publicity: Show a Reporter You Care by Inviting Them to Fact-Check

Just like a financial planning client fears not having enough... Read More

The Truth About Public Relations

The truth is, you CAN attract the support of those... Read More

PR Planning: Mapping Out Your Strategies, Tactics

With all due respect to all those stereotypical males out... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

Doubt PRs Clout? Dont!

Done right, it helps modify the behaviors of your most... Read More

Publicity and Marketing Magic For Financial Planners: The Four Mores

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

For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact

Just because a publication is small doesn't mean that getting... Read More

Credibility Lost or Gained, Are you Prepared?

If a reporter approached you about an interview, would you... Read More

Yes, There is a PR Sweet Spot

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

A Well-Oiled Strategy Machine

Yes, that's what public relations really is when it tracks... Read More

Managers: Can We Agree on This?

Your public relations effort really should involve more than press... Read More

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately... Read More

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

The Best PR Has to Offer Managers

How cool is this? You're a business, non-profit or association... Read More

Media Kit: 25 Component Possibilities

Media kits include a combination of information whether created for... Read More

Get Write To It

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

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

The Most Important PR In America

Just happens to be public relations activity that alters individual... Read More

Publicity: Marketing-Minded Financial Planners, Never Say These Words to a Reporter

Everyone has something that drives them up a wall. You... Read More

Time to Spruce Up Your Public Relations?

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

Community Based Marketing Strategies

As small businesses we have an opportunity and an obligation... Read More

Add Some Firepower to your PR

Sure, as tactics usually presented to business, non-profit and association... Read More

How Video Production can be used in PR

At the core of any successful public relations campaign is... Read More

How To Make Time For Public Relations

"Don't say you don't have enough time. You have exactly... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

Photographs - Ten Tips For Getting Good Shots

Photographs are essential for getting good publicity in the print... Read More

Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with... Read More

Why Do You Want PR?

To get someone's name in the newspaper or a product... Read More

The Key to Great PR

The Key to Great PR is PerseveranceBy Paula Gardner of... Read More