I'm what we in the business (the "business" being journalism) call a poacher turned gamekeeper -- that is, a journalist turned press officer. As a reporter I spent a huge part of my day sifting through a slush pile of press releases, all sent out by eager business owners desperate to get some publicity for their latest project. As a press officer, I was the one writing the press releases and trying desperately to get them published.
Quite apart from leaving me with some pretty good conversation openers, it left me with a good understanding of what kind of story makes the news, and what kind of press release gets filed straight under "bin". Here's how to make sure your press release is one of the good ones...
1. Get your story straight
Before you even think about writing a press release, you need to make sure you have the right story. The fact that you've just started a business isn't a good story. Trust me on this. At the last newspaper I worked on, I lost count of the number of press releases we received, which basically boiled down to, "Hey! Guess what! I started a business!" Well, so did a lot of people. If you want your press release to work, you're going to have to find an "angle" that your target publication will be interested in. There are various different ways to do this:
- Tell a strange/funny/touching story about how your business started, or how you helped one of your customers.
- Run a competition, offering your products or services as a prize.
- Offer your expertise in an "ask the expert" feature or column (if your paper isn't running one, offer to write it for them)
- Conduct a survey and present your findings in the form of a press release. Sponsor a local student or organisation
- All you need to get your "angle" is a little bit of imagination. And once you have a story to tell, it's time to start selling...
2. Writing your press release
First things first, remember it's a press release you're writing, not a novel. Of course, you want to make sure you get all of the relevant facts across, but try to do it concisely. It's worth bearing in mind that the newspaper will probably re-word your release to make it fit their style or the space available in any case, so don't worry too much if you're not exactly Stephen King. Focus on your main points. Tell the reader:
Who Where Why What When How
These are the building blocks of any story: as long as you get these down, you're off to a good start. And speaking of starts...
3. Get your opening paragraph right
It's a sad fact of life that editors are overworked individuals, and their time is precious. If the opening paragraph of your press release doesn't grab them, they probably won't bother to read the rest. In newspaper journalism, the convention is to make the opening paragraph short and snappy, and to use it to sum up the story as best you can.
4. Use quotes
Quotes are more interesting to read than straight text, and if you don't include some, the journalist who receives your press release will have to find them for herself. Including a few ready-made quotes in your press release will reduce the amount of work the reporter has to do, and that will give your release a better chance of being used.
5. Include your contact information
No matter how hard you try to get it right, there will inevitably be some small point which the journalist writing your story will want to clarify, and to do that, they'll need to be able to contact you. Making things easier on the journalist, makes it easier for them to give your business some publicity.
6. Follow up!
If your press release doesn't appear in the very next issue of the newspaper you send it to, don't panic! Sometimes it can take a few weeks for a release which isn't time-sensitive to appear, but it doesn't hurt to give the paper a quick call to make sure they received it, just don't go overboard and take up too much of their precious time...
Amber McNaught is a director of hot igloo productions. Hot Igloo are small business specialists, offering website design, online marketing, public relations and more. Their new press release writing service is now available - visit hot igloo productions for details.
shuttle from Midway Glen Ellyn ..It can bite you and waste your public relations budget... Read More
There's the old joke about the two buzzards sitting in... Read More
Southern grandmothers have often said, "there are only three... Read More
Should it be measured in "publicity by the pound," or... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
As the comedian Steve Martin once said, "some people have... Read More
Everyone knows the value of free publicity. And given the... Read More
Recently someone asked me why so many restaurants go out... Read More
Where is there a business, non-profit or association manager who... Read More
One study found that as many as 90% of the... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
Would you advise clients to buy a stock based on... Read More
Yes? Then do something positive about the behaviors of those... Read More
When starting a successful business venture or launching a new... Read More
Stripped down to its core, publicity is little more than... Read More
Especially good advice for business, non-profit and association managers whose... Read More
And here it is: public relations alters individual perception leading... Read More
What makes a good media release and how do you... Read More
Without a solid, well-designed foundation, few buildings successfully withstand the... Read More
As a business, non-profit or association manager, do you see... Read More
The public relations goal and strategy make sense; the message... Read More
You never want to inundate a reporter with information, but... Read More
In competing for a piece of business not too long... Read More
shuttle from O'Hare North Chicago ..Lots of theories out there about public relations.Everything from "publicity's... Read More
The public relations bar, should such a proficiency measure ever... Read More
Everyone has something that drives them up a wall. You... Read More
Small businesses have always known the importance of word of... Read More
The most sensible way for business, non-profit or association managers... Read More
Aren't you tired of hearing how extremely easy it is... Read More
Just think about it.If I come to believe that you... Read More
If you have had any experience in public relations or... Read More
The notion that a business, non-profit or association manager can... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
Yes, and that pressure often comes from a CEO who... Read More
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More
Yes, you can call a reporter.I've said it before, in... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
Things are pleasant for many business, non-profit or association managers... Read More
As you start getting more media-savvy, you'll find yourself coming... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
Small Business Owners should send press releases out at least... Read More
It could, but what if it doesn't?Will you be prepared?Will... Read More
You want to sell your products or services, and that... Read More
Leaders in the business world need public relations big time,... Read More
When your public relations results pretty much depend on whether... Read More
?makes the rules, of course.But when the gold takes the... Read More
UNDER FIREA friend whose organization is often in the media... Read More
Well, autumn is upon us and with the onset of... Read More
Public Relations |