What do you do with junk mail? Are you like me? I toss this stuff without opening it ? unless I see some benefit. Publication editors do the same. They toss news releases that don't demonstrate a benefit to their audience.
What's the difference between a release that gets used and one that hits the editor's circular file? Here are seven easy tips for writing releases that get picked up rather than thrown out.
1. Make sure it's newsworthy. What's newsworthy, you ask. To be newsworthy your topic needs to be timely, of interest to the publication's audience, benefit-oriented, and substantive (that is, not self-serving, hype or fluff.)
2. Write a powerful headline. The headline is what will pull in the editor or leave her/him cold. Keep it short and descriptive, but make it interesting.
3. Use journalist style. Editors are looking for the facts, not fluff. Be sure to include the essentials: Who, What, When, Where, Why and How.
4. Keep it brief. Editors are pressed for time and inundated with releases. Keep yours to one page, 300-800 words. The headline and first two paragraphs are the most important parts of your release.
5. Avoid jargon. Even if you're sending a release on a technical topic to a technical journal, resist the temptation to use acronyms. Spell it out! Use common language. It will make your releases more readable and accessible.
6. Proof it. The accuracy of your release ? including spelling and grammar ? reflects on your company. If you aren't good at proofreading your own stuff, enlist someone else to do it.
7. Include a photo. Okay. This isn't a writing tip, but it's good advice anyway. Publications are looking for good quality visuals, so including a photo, illustration, chart or graph (with a caption, please) increases your chance of getting picked up.
Follow these tips to improve your news release writing. But remember that the keys to a successful news release program are a good list of publications and a regular mailing schedule of newsworthy items. Persistence WILL pay off.
?Copyright 2005 Clairvoyant Communications, Inc.
About the author
Claire Cunningham, president of Clairvoyant Communications, Inc., has 25 years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly e-newsletter, Communiqu?, at http://www.clairvoyantcommunications.com
Claire can be reached at 763-479-3499 (claire@claircomm.com)
taxi o'hare Wisconsin Dells ..From time to time, people ask me how public relations... Read More
Early in my career as a public relations consultant, I... Read More
Just like a financial planning client fears not having enough... Read More
Public relations writing when writing press releases can be a... Read More
? Don't wear all black. You'll look as though you're... Read More
They can when they invest in the basics. The best... Read More
1) Package your story. Two critical elements will help you... Read More
To many marketers, the press release is something of a... Read More
When developing a publicity campaign for their business many owners... Read More
In my travels around the country while building my business... Read More
When you are planning to call a reporter for the... Read More
Yes, that's what public relations really is when it tracks... Read More
What's more crucial to the success of a business, non-profit... Read More
As a business, non-profit or association manager, why continue a... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
Imagine you're in the breakfast cereal business. You make the... Read More
Be a ResourceThe media people that are likely to want... Read More
Everyone has something that drives them up a wall. You... Read More
PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More
Use journalistic styleReporters are busy. Just like you.So when you... Read More
Press releases are a useful tool for announcing news and... Read More
A press kit is an essential press relations tool. While... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
How do press releases or interest stories have an effect... Read More
Without a solid, well-designed foundation, few buildings successfully withstand the... Read More
bmw rental chicago Ackley ..What do your customers say about your company?Would you let... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
Does the thought of knowing your verbs from your adjective... Read More
As a business, non-profit or association manager, any tool that... Read More
Being invited to appear on radio and television used to... Read More
What's a press release? This is generally a one page... Read More
Always ask, "Is now a good time?"Deadlines in journalism are... Read More
The media need you. Need the information and expertise you... Read More
Demand that it pull its own weight in your boat... Read More
And here it is: public relations alters individual perception leading... Read More
Looking to get your name into a magazine? You need... Read More
Think for a moment! If you were to do a... Read More
Being part of a trade show gives small business a... Read More
The call came into my office and the voice on... Read More
You worked hard to get a story on your business... Read More
I'm what we in the business (the "business" being journalism)... Read More
Ever wonder why papers devote a page or more to... Read More
Once upon a time, there was a young, stressed out... Read More
If you leave a star player sitting on the bench,... Read More
Commit this to memory, please: To get in the media,... Read More
They know they had better do something positive about those... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
As a business, non-profit or association manager, you'll know it's... Read More
"Don't say you don't have enough time. You have exactly... Read More
Business, non-profit and association managers committing their public relations resources... Read More
Public Relations |