Press Releases - Magic?

The media mindset is a very powerful entity. What filters through the desk of an editor to the pulse of America is whatever he or she deems newsworthy. Scandals. Tragedies. Triumphs. From international terrorism to Cousin Cathy’s canine hero, the media hold all the cards when it comes to what we do and do not know.

They also decide, to a certain degree, the influence each story has on the public by the size of space they assign to it.

Readers are obviously going to focus on a half-size, front-page feature article more than they will a 10-line blurb buried in the back of the local section. Placement is crucial because it determines how close your news will get to the reader’s eyes.

Fortunately, news sells. So garnering attention for your press release will be a little like a sales pitch, without the blatant advertising. Sound impossible? Not when you consider how the media mindset operates.

Donald Trosper, Author

Press Release Writing Tips
Kathy Brackley
ec0 Writing a press release can be a valuable tool for publicity. That is, of course, providing that the release is well written, news worthy and easily understood. I could provide you with hundreds of sample press releases but I don't believe that would be of value to you. Going to some of the sites that display press releases and reading them is much more important. Doing that will give you an idea of the format and content that works.

It's important to define who your target audience is and what you are trying to convey to them.

-Who is your target audience?

-What do you hope to achieve by your release? i.e. Increase sales, publicity, etc.

-What information is your press release providing?

-Why are you submitting a press release? Is it timely information and is it justified?

-What is the general tone of your release? i.e. exciting, warm, funny, etc.

Tips

-Make sure your press release is concise, and accurate.

-Be sure to check and double check your spelling, and grammar.

-Try not to use quotes that may seem biased or statements that are illogical.

-If your release is not based on a current event, (i.e. the release of a new CD, or announcing a new tour) then try to incorporate something that is current. For example: Following the release of their hit album, High Ground, the Bellfast flowers are in the studio recording their second CD, which is to be released June 1, 2003.

-Keep your release short, you do not write a press release that is a novel.

-Do research before submitting a press release, check out some other press releases that have been published. What do you like or dislike about them?

Tips for Submitting Your Release

-Do some research and find press contacts that would have an interest in what you have to say.

-Keep a notebook and compile a listing of contact names, addresses and information. When you decide who you will contact, keep track of who you contacted, when you contacted them (date), and the outcome.

-If you are planning to email any media, such as reporters/editors, be sure they accept queries and press releases via email.

-Before contacting anyone or even writing a press release, do some research. If there is a particular publication you think you'd be interested in submitting your release to, look at their previous releases and get a feel for what they are about and are interested in.

-Never spam anyone, especially the press. Submitting your press release randomly to a zillion places isn't going to necessarily gain you exposure. In fact it could very well have the opposite effect.

-Don't send your press release to more than one contact per news outlet.

-Once you've submitted your release, do not follow up your release with emails asking what's happening with it. You have to consider that they receive hundreds of press releases per week.

-This may sound like common sense, but at no time do you want to annoy anyone.

About the Author

Kathy Brackley is a freelance writer and editor who provides content and web solutions for businesses. You can visit her website at http://www.katcall.com