It sounds too simple but it's true, a PRESS RELEASE to the media is one of the most powerful form of marketing
and advertising available! A well written press release, with the right targeting and distribution could increase
visibility and sales more than any other paid advertising method. Just one feature or a mention in a popular or
targeted business publication has the potential of making your phones ringing off the hook! Remember: One
article is all it takes!
Press releases are not an advertisement. You should not try to sell your product or service. Remember who
your audience is...it's not your customer but a journalist, editor or reporter, who's reading that press release.
Your job is to give them an interesting story that can't wait to share with others. They want to have interesting
stories that would drive people to their newspaper or website. Ask yourself: “Would I be interested in reading a
story like this?“ Here is one I published. I had some help by one of my team members Mel Elberger who does
this for a living...thanks Mel.
---------------------------------------------------------------------------------------------------------------------------------------------
The use of press releases is a great way to get free publicity, however, to get maximum exposure and attract
the media there are certain rules you need to follow.
Brought to you by www.PRfree.com
If you write your release directed to consumers, you miss valuable opportunities for media outlets - frequently
those online - which pick up press releases to run in their publications with little or no modification. Press
releases written as sales pieces will be ignored - in their entirety - and set you up for developing a reputation of
sending sales pieces, not real news. Often journalists use press releases as the basis for feature story that
incorporate what you have written. In the body of the release, understand that the points you make - and the
order in which you make them - may direct the journalist in how to develop that story.
Use a powerful opening.
Convey your message quickly and concisely - use your headline and first paragraph effectively. If journalists
were to read only that portion of your release, there should be enough information to understand what the
release is about. The body of the release identifies supporting information.
Identify your angle - and make it different.
Understanding why journalists would find your
story interesting is the key in getting recognition.
While we would all like coverage, uncovering
what specifically makes your business or service
truly unusual or makes you different from your
competition is crucial. If you have trouble doing
that, seek out the opinion of current or new
customers, or ask us for advice. Can you link
your press release to current events or social
issues?
Communicate your story.
You might be tempted to include references to
customers who have used your product or service
successfully. Including testimonials may be
effective in persuading potential customers to
buy from you, but they do not encourage
members of the media to write about your
company. Describe how your company uncovered a need in the community and how your solution met it.
Clearly note benefits of using your product or service - without overstating them.
Eliminate excess.
Work on establishing credibility with the media. Don't stray from clarity or try to sell. Make your release speak to
journalists by using effective combinations of words - you'll be far more effective at capturing attention - the
right kind - without the use of exclamation points.
Use industry lingo sparingly.
What would be appropriate if you were sending your release to professionals in your industry will not be the
same for appealing to a general audience.
Act and be direct.
Convey your news directly. Evoke the sense of movement by using words that echo the feeling of a
conversation you would speak out loud. Use the words you need to - no more, no less. Keep it simple.
Use facts.
Journalists are trained to question and verify. They will read between your statements and pick them apart.
Overblown claims do immediate damage and ensure your release is ignored. While you are working to convince
them what you claim is truthful, you must attempt to establish credibility early in your release - then
communicate your excitement about your product or service. One of the best places to share your enthusiasm
is in a quote, rather than in the body of the release.
Get it in writing.
Protect your company - get authorization to use references from employees or affiliates of other companies or
organizations in writing. Do additional homework and verify information provided to you with another person. A
word about ticker symbols from public companies you reference in your release - use caution. These
companies have an established reputation; if you trade on it by using the goodwill associated with their names,
you are exposing your company to ramifications if these companies perceive your association as detrimental.
Describe your company and its activities.
Tell the media what your company is all about with a concluding summary that describes your company,
products, service and a short company history. Remember press releases issued by more than one company
should include descriptions of both.
Remove formatting.
Since press releases are distributed in a wide variety of ways, including over some antiquated wire service
networks, special formatting conversion inserts strange characters making your press release more difficult to
read. Remove any HTML, XML or other special formatting to ensure your release looks good. If you're in doubt,
use a plain text editor, like Notepad, to review your release.
Use the Write Balance(TM).
Press releases that contain only a sentence or two may tell the story if it is announcing a management change,
for example. It is more likely, however, that an explanation of the new person's background is appropriate. Use
what you need to convey your message - again, no more, no less.
---------------------------------------------------------------------------------------------------------------------------------------------
Promotion:
In addition to publishing a press release, it's a good idea to drive additional traffic to the press release. For two
days after the release, I targeted all my advertising, like newsletters, free advertising, my auto-responders to
the press release which pushed my release all the way to page one of Google for a few days.
Press release sites
Several of these site offer free submission, however, it's worth spending the $50+ to get maximum exposure.
http://www.webwire.com (my favorite)
http://www.free-news-release.com
http://press.arrivenet.com/business/article.php/909312.html
http://www.webwire.com/default.asp
http://www.prfree.com/
http://www.ereleases.com
http://www.pr.com/
http://www.eworldwire.com/
http://www.massmediadistribution.com/
http://www.prnewsdistribution.com/
http://www.business.com
http://publicityguaranteed.com/
and advertising available! A well written press release, with the right targeting and distribution could increase
visibility and sales more than any other paid advertising method. Just one feature or a mention in a popular or
targeted business publication has the potential of making your phones ringing off the hook! Remember: One
article is all it takes!
Press releases are not an advertisement. You should not try to sell your product or service. Remember who
your audience is...it's not your customer but a journalist, editor or reporter, who's reading that press release.
Your job is to give them an interesting story that can't wait to share with others. They want to have interesting
stories that would drive people to their newspaper or website. Ask yourself: “Would I be interested in reading a
story like this?“ Here is one I published. I had some help by one of my team members Mel Elberger who does
this for a living...thanks Mel.
---------------------------------------------------------------------------------------------------------------------------------------------
The use of press releases is a great way to get free publicity, however, to get maximum exposure and attract
the media there are certain rules you need to follow.
Brought to you by www.PRfree.com
If you write your release directed to consumers, you miss valuable opportunities for media outlets - frequently
those online - which pick up press releases to run in their publications with little or no modification. Press
releases written as sales pieces will be ignored - in their entirety - and set you up for developing a reputation of
sending sales pieces, not real news. Often journalists use press releases as the basis for feature story that
incorporate what you have written. In the body of the release, understand that the points you make - and the
order in which you make them - may direct the journalist in how to develop that story.
Use a powerful opening.
Convey your message quickly and concisely - use your headline and first paragraph effectively. If journalists
were to read only that portion of your release, there should be enough information to understand what the
release is about. The body of the release identifies supporting information.
Identify your angle - and make it different.
Understanding why journalists would find your
story interesting is the key in getting recognition.
While we would all like coverage, uncovering
what specifically makes your business or service
truly unusual or makes you different from your
competition is crucial. If you have trouble doing
that, seek out the opinion of current or new
customers, or ask us for advice. Can you link
your press release to current events or social
issues?
Communicate your story.
You might be tempted to include references to
customers who have used your product or service
successfully. Including testimonials may be
effective in persuading potential customers to
buy from you, but they do not encourage
members of the media to write about your
company. Describe how your company uncovered a need in the community and how your solution met it.
Clearly note benefits of using your product or service - without overstating them.
Eliminate excess.
Work on establishing credibility with the media. Don't stray from clarity or try to sell. Make your release speak to
journalists by using effective combinations of words - you'll be far more effective at capturing attention - the
right kind - without the use of exclamation points.
Use industry lingo sparingly.
What would be appropriate if you were sending your release to professionals in your industry will not be the
same for appealing to a general audience.
Act and be direct.
Convey your news directly. Evoke the sense of movement by using words that echo the feeling of a
conversation you would speak out loud. Use the words you need to - no more, no less. Keep it simple.
Use facts.
Journalists are trained to question and verify. They will read between your statements and pick them apart.
Overblown claims do immediate damage and ensure your release is ignored. While you are working to convince
them what you claim is truthful, you must attempt to establish credibility early in your release - then
communicate your excitement about your product or service. One of the best places to share your enthusiasm
is in a quote, rather than in the body of the release.
Get it in writing.
Protect your company - get authorization to use references from employees or affiliates of other companies or
organizations in writing. Do additional homework and verify information provided to you with another person. A
word about ticker symbols from public companies you reference in your release - use caution. These
companies have an established reputation; if you trade on it by using the goodwill associated with their names,
you are exposing your company to ramifications if these companies perceive your association as detrimental.
Describe your company and its activities.
Tell the media what your company is all about with a concluding summary that describes your company,
products, service and a short company history. Remember press releases issued by more than one company
should include descriptions of both.
Remove formatting.
Since press releases are distributed in a wide variety of ways, including over some antiquated wire service
networks, special formatting conversion inserts strange characters making your press release more difficult to
read. Remove any HTML, XML or other special formatting to ensure your release looks good. If you're in doubt,
use a plain text editor, like Notepad, to review your release.
Use the Write Balance(TM).
Press releases that contain only a sentence or two may tell the story if it is announcing a management change,
for example. It is more likely, however, that an explanation of the new person's background is appropriate. Use
what you need to convey your message - again, no more, no less.
---------------------------------------------------------------------------------------------------------------------------------------------
Promotion:
In addition to publishing a press release, it's a good idea to drive additional traffic to the press release. For two
days after the release, I targeted all my advertising, like newsletters, free advertising, my auto-responders to
the press release which pushed my release all the way to page one of Google for a few days.
Press release sites
Several of these site offer free submission, however, it's worth spending the $50+ to get maximum exposure.
http://www.webwire.com (my favorite)
http://www.free-news-release.com
http://press.arrivenet.com/business/article.php/909312.html
http://www.webwire.com/default.asp
http://www.prfree.com/
http://www.ereleases.com
http://www.pr.com/
http://www.eworldwire.com/
http://www.massmediadistribution.com/
http://www.prnewsdistribution.com/
http://www.business.com
http://publicityguaranteed.com/
How To Use Press Releases
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