A popular tool in any marketer's arsenal is the Press Release. I won't go into the how's and why's of the benefits of press releases for marketing purposes here, but I will cover some important points you must follow when doing a press release.
If you don't get your press release right, it can end up in the editor's trash. No, you can't send a badly written, full of typo's, fax or email to your local paper and expect them to mindread, fill the gaps, or take your poorly written waffle seriously. If you want to be taken professionally, be professional.
In order to present your release professionally, know the layout. A quick search online will give you templates to follow so you can layout your release the way the pros do it. An example is at the bottom. Subscribe to press releases in businesses the same or similar to your own so you can get an idea of how they present their news. If their news is making it to print, following their example can only benefit you.
Think like a journalist. Your press release should be news and not a self promotional, thinly disguised or otherwise attempt to sell anything. Anything that remotely resembles an advert will automatically be binned. Make sure your press release covers the who, what, why, when, where and how!
If you do happen to be trying to create buzz for your product or service, remember, if your release sounds like an advert or sales letter, it will be deleted. Think of ways you can get around this. This is where good research comes in – how have other companies managed to announce their products or services in a press release without it sounding like a sales letter? Sometimes companies announce the introduction of a new service in such a way that it is "news" without sounding like an advertisement. So, forget the hard sell – this won't wash with editors and your press release will be binned. You can cover improved efficiencies, improved savings or cost reductions, and benefits like time saving, improved health, etc. without exaggerating. If you go over the top, that's exactly what will happen to your press release… it will go over the top of the editor's desk into the nearest bin!
Press Releases are not articles (and vice versa!) It must be succinct and informative. Stick to the details and avoid 'waffle', flowery phrases and unnecessary information. Think simple.
Do use a clever heading. If your heading doesn't attract attention, neither will your press release. People read headings first. So be creative, by all means, but don't go overboard. Your heading should pack a punch in as few words as possible – remember, it is a heading, not a sentence.
Proof read before you send. Look for spelling and typing mistakes, grammar errors, factual blunders. Get it right before you send!
The layout of a press release can be slightly different in terms of placement of certain information, but a popular format is as follows.
PRESS RELEASE
For immediate release. (Or if you want it sent on a certain day, type Release Date: date)
Contact:
Name of principal person to contact for more info
Telephone
Email
Website
CATCHY HEADLINE GOES HERE
PHILADELPHIA, July 20, 2010. Start your release with the date and place of origin of the release.
Many prefer releases be double spaced, with wide margins, to make for easier reading. Stick to the same font – Times Roman, size 12, is popular as it is easy to read.
Start your release with a lead paragraph which opens the release, this is followed by the main part of the story. Think of the lead as the intro and the detail supporting it follows.
Some people put their contact details at the end of a release rather than at the beginning.
End your release with ### or -30- to indicate to the journalist that there is no more information and that is the end of your release.
###
Respect the journalists and editors to whom you are sending your press release. They know their business and what does and doesn't work. Don't send releases that speak down to their professional expertise – they are not idiots. Having said that, don't expect them to be mind readers either!
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