What You Must Know about Writing Your Press Release

One thing that many people seem to forget is that for a press release to be effective, it needs to provide real news. Despite the overuse of the press release as a marketing tool, it s still one of the most cost-effective ways to get your messages to influencers: web content producers, editors, reporters, and radio and TV producers. Imagine you are watching the six o clock news on your favorite TV channel. The news celebrity says, XYZ Corporation today announced it will be releasing its first product, a high-speed, left-handed smoke shifter. How fast can you punch up another channel on your remote? That s not news . Thousands of companies release new products every day. What s different about the XYZ smoke shifter? The fact is, you have little chance of getting a story like that covered anywhere, unless you follow some basic rules. Sell It In the Headline Leading off as rule number one: write a killer headline . In fact, the headline should be able to tell enough of the story to get an editor to read the whole release. At influential trade journals and consumer publications, an editor sometimes receives more than a thousand releases each week. That editor is going to spend a fleeting moment scanning each headline. Just as you would, if you were faced with the same task. The headline has to resonate with a benefit . For example, Smoke Shifter Spells Relief for Southpaws demonstrates a benefit in the headline. Another might read, New Product Eliminates Deadly Smoke Faster to Save Lives. Again, a benefit speaks volumes about the contents of the release. Formatting the Release Press releases follow a fairly standard format convention. Your contact information should be at the top left of the release. Immediately following the contact information, include the line For Immediate Release . This lets the editor know that the information is time-sensitive . If you want the story to run on a later date, then I recommend sending the release at a date closer to that date. The headline follows. Make it bold and use a standard font, like Arial or Times Roman. You can make it a little larger than the body text, say, 14 points. Sometimes, it s appropriate to include a smaller subheading that gives more information. Start your story with the location, in all caps . Here s an example of the beginning of a standard release: Contact: Jane Doe XYZ Corporation 555-787-0021 jdoe@xyz.com FOR IMMEDIATE RELEASE XYZ SMOKE SHIFTER PROMISES TO SAVE FIREFIGHTER S LIVES New Jersey Company Provides Leading-Edge Solution to Fight Deadly Killer WYCLIFF, NEW JERSEY-Test results released today show conclusively that as much as 98% of all deadly particulate matter in industrial waste fires is effectively removed from the air within ten minutes by the XYZ Smoke Shifter. As many as 1000 firefighters and civilians are victims of smoke inhalation in industrial fires, each year. We ve seen the results and we re ecstatic about the possibilities, says Wycliff, New Jersey Fire Chief John Doe. We ve been using a prototype of the Smoke Shifter for about 3 months now and it s an impressive piece of equipment. XYZ pioneered the use of smoke shifters in… Include Quotes and Keep It Short Include a third-party quote, if possible. As with any kind of testimonial, a quote adds credibility to the release. At the end of the release, include a brief description of your company. Keep the release to one page . If the editor wants additional information, she ll call you or send an email. Make sure you call her back as soon as you hear from her. In some cases, editors will use well-written releases as is with just a bit of editing to make the release match their publication s style standards. That s why it s so important to follow the pyramid approach : the most important facts come first in the article. Less important facts belong lower in the story. Editors are as rushed and overworked as the rest of us. If you can save them time by providing a well-written release with a quotable quote and correct contact information, you will improve your chances of seeing your release in print. Submitting Your Release One of the most comprehensive lists of news contacts is offered by the Gebbie Press . You can send a release directly, targeting the specific outlets you re interested in. Or, you can also pay to have your release sent to thousands of outlets using any of a number of services like PRWeb. Focus on Niche Outlets If your product or service serves a niche market , you can achieve more effective results by contacting trade journals and web sites directly. For example, if you know of any web sites devoted to firefighters, fire prevention, industrial safety, or public safety, contact them about your smoke shifter product using the contact information you find on their website or on the masthead of a copy of the publication. Because these sites and publications are geared specifically to your niche, you will find it more cost-effective to target them directly, rather than sending out a blanket release to thousands of unrelated outlets. Publish the Release on Your Own Site Be sure to construct a News or Press archive on your own web site. You can keep copies of your press releases there, in addition to links to actual articles or mentions on other sites. Visitors often like to review the press releases on a company s site to see just how credible the company is. The presence of press releases adds yet more credibility , even if they did not result in any press. If you write a concise, benefits-laden release, and target it to specific markets, you re bound to find somebody who will consider it newsworthy for their readers. Remember, though, once it s out there, you can t take it back, so make sure you get your facts straight. For more than 25 years, Mark Smallwood has worked as a writer, marketer, small business owner, and software industry manager and executive. You can read Mark s regular blog eversmall.com on real world issues facing solo entrepreneurs and small businesses.