|
|
| www.1001TopWords.com |
|
|
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
Copyright 2004 John Jantsch About The Author John Jantsch is a marketing coach, speaker and author. Find out more at http://www.ducttapemarketing.com.
|
|
|
|
RELATED ARTICLES
Why Do You Want PR? To get someone's name in the newspaper or a product mention on a radio talk show? Whats Stopping You From Getting Publicity? When I talk with business people, they tend to believe if they offer good service, they will automatically get "noticed". Creating Your Online News Room: How To Build a Site The Media Will Love From time to time, people ask me how public relations has changedduring the two decades in which I've been seeking publicity. Myanswer: technology. Twenty years ago, the fax machine was anewfangled novelty. Our primary means of communicating withjournalists was the telephone and the US Mail. The advent of e-mail and the web has made life easier in many regards and tougherin others - namely, thanks to hordes of clowns with money makingschemes and software that "blasts" press releasesindiscriminately to reporters, it's become very hard to get youre-mails through to spam-weary reporters. How to Generate Free Publicity for Your Product, Service, or Cause One of the most misunderstood and most underutilized promotional tools available to small businesses and organizations is FREE PUBLICITY. When Managers Play the PR Card The payoff for business, non-profit or association managers can be a real assist towards meeting their department, division or subsidiary objectives. Whats Important About PR? Quite a bit, actually. Public relations helps business, non-profit and association managers achieve their managerial objectives with results like these. New proposals for strategic alliances and joint ventures; rebounds in showroom visits; customers making repeat purchases; stronger relationships with educational, labor, financial and healthcare interests; enhanced activist group relations; new membership applications; capital givers and specifying sources looking their way, as well as improved relations with government agencies and legislative bodies; both new thoughtleader and special event contacts; and expanded feedback channels. Dont Use PR ?lose the confidence of your key target audiences? discourage them from taking actions that lead to your success?fail to achieve your department, division or subsidiary objectives. Perception Persuasion Behavior: PR at Work Managers ? the business, non-profit and association sort ?really need to get this down pat if they are to meet their managerial objectives. Publicity - Tips on Dealing With the Media You thought of it, you researched it, you wrote it. So you own your story. At least you do until you send it to the media. Something New For Managers? A new public relations blueprint could be a good idea if you're a business, non-profit or association manager who's not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives. Talk Radio Success You do not have to hire a publicist or advertise through a booking service to promote your books on talk radio. My friend Stephen Schochet and I have been scheduling our own radio appearances for several years. Working independently, we have, between us, logged over 1,000 interviews, and we continue to sell our books, CDs, and audiotapes year in and year out. Hispanic Media Relations Training: What to Do When Hispanic Media Call You are a spokesperson for your company, representing it for public speaking and media interviews. You are going about your everyday affairs, granting media interviews on a new product or service your company launched or a timely topic of general interest. All is going well and a Hispanic media representative calls. What should you do? How to Take Advantage of Public Relations Decide once and for all to do something about those outside audiences whose behaviors affect your organization the most. Why PR is an Engine for Economic Growth Business, non-profit and association managers committing their public relations resources to (1) doing something about the behaviors of those important outside audiences that most affect their operation, (2) creating the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives, and (3) doing so by persuading those key outside folks to their way of thinking by helping to move them to take actions that allow their department, division or subsidiary to succeed ? greatly increase the chances of success for their operation. 16 Publicity tips for Restaurants With a dismal failure rate of more than 75 percent among restaurants, you must be sure you do everything you possibly can do to promote your restaurant through free publicity. Here are 16 tips that will boost your publicity efforts and help you finally get noticed--even if you don't have a big advertising budget. Think Big Would you like to be the next Dr. Phil, Suze Orman or Guy Kawasaki? Marketing-Minded Financial Planners, Dont Hold Back Information From the Media Some financial planners think that they shouldn't share their top tips with the media. Public Relations The wind of changes... Right PR Empowers a Manager Business, non-profit and association managers are in a stronger position to succeed when they use their public relations resources in a way that alters individual perception leading to changed external stakeholder behavior. How to Tie-In With News Events to Score Publicity It's safe to say that we live in interesting times. It seems wehardly have a breather between wars, tragedies, scandals,epidemics, circus trials and other events that capitalize themedia's attention. For the business seeking publicity, the "newshole" for more traditional stories -- new product reviews,business features, offbeat promotions -- keeps shrinking as the"big story" mentality takes hold.
|
| © Athifea Distribution LLC - 2013 |
