Writing a Press Release: The Medias Dirty Secret

There's a dirty little secret about press releases that the media doesn't want you to know. The fact is, most of them travel directly from the sender's computer to the reporter's trash box. Or from out of the envelope into the "round file."

That's part of the reason reporters don't like to be asked "did you see my press release." They probably did, but they threw it in the trash so they don't remember yours specificially.

But you do still need press releases sometimes. (Like, when you have news.) So when you do, remember this.

You may already know that every press release has a headline ? a short title ? and a lead, or first paragraph. What you may not know is that virtually nothing else in your release matters!

The job of a release is to attract and pique the reporter to read on. Keep the "head" and the "lead" snappy ? and short. Make them compelling, intriguing, and grabbing.

(But still true, please. This is no time to emulate a supermarket tabloid. Do not claim, for instance, that famous stars are among your clients, just because the former quarterback of the high school football team uses your services.)

To get the best chance for publicity from your press release, put as much time into carefully crafting these two inches of your masterpiece as you allot to writing the entire rest of the release. I am not kidding!

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

In The News:

pen paper and inkwell


cat break through


Whats Important About PR?

Quite a bit, actually. Public relations helps business, non- profit... Read More

Publicity - How To Get Your Story on Television

A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More

Best Approach For Free Advertisement

Product/service publicity is the superhighway to business success everyone dreams.... Read More

Managers: Are You PR-Fit?

Can you honestly say that your business, non-profit or association's... Read More

Publicity - Use This System to Track Publicity Progress

Tracking your correspondence with reporters, via phone or email, is... Read More

Your Organization: What Role PR?

As a manager, does your current business, non-profit or association... Read More

VIP Database; Does Your Company Have One?

The VIP databases are fun to create and can be... Read More

Permanent Press: Using Press Releases to Keep Your Company in the News

When is your best advertisement not an advertisement? When it's... Read More

Media Relations: When Numbers Lie

NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More

5 Critical Tests Every Press Release Must Pass

You've heard "them" say it, haven't you?By "them" I mean... Read More

PR Buyers Beware!

It can bite you and waste your public relations budget... Read More

How to Get Publicity for a Service Business

Many of our clients are in service businesses, such as... Read More

Marketing-Minded Financial Planners: Get Free Publicity by Choosing the Right Outlets

Sure, any publicity is good. But don't invest time and... Read More

A Great Way to Do PR

As a business, non-profit or association manager trying to get... Read More

Community Based Marketing Strategies

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

Managers: Super-Charge Your PR

Ain't a gonna happen unless business, non-profit and association managers,... Read More

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

Media Relations: Should You Pay For News Coverage, Part II

Last month, we told you about "pay for play," a... Read More

Achieve Media Attention for Your Business

Do you want to be quoted by the national press... Read More

The Press Release: How to Get the Media to Pay Attention!

As many of you already know, promoting and marketing your... Read More

Publicity: The Right Way for Marketing-Minded Financial Planners to Follow Up with a Reporter

Let's say you've called a reporter with some ideas for... Read More

Top Ten Tips for Writing your Best Press Release Ever

Keep these few crucial details in mind when writing and... Read More

Using the Media - Five Reasons Why

The media has the power to shape public opinion and... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

Media Training: How to Tell a More Interesting Story

PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More

For Financial Planners, Marketing and Publicity Is About You

For financial planners, getting publicity, in the end, isn't about... Read More

Top 10 Tips for Successful TV Interviews

1. Appearing in other types of media is the best... Read More

She Who Has the Gold...

?makes the rules, of course.But when the gold takes the... Read More

Why Good PR Warrants Your Attention

Because good public relations can alter individual perception and lead... Read More

The Right Hook

Have you fantasized about spreading word of your business on... Read More

The Only Way to Get Free Advertising?

Receiving free advertising is the dream of most business people.... Read More

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

Media Relations: What To Do When Youre Misquoted

When ABC News anchor Peter Jennings announced he had lung... Read More