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

Top Ten Tips for Writing your Best Press Release Ever
Susan Valeri

Keep these few crucial details in mind when writing and submitting your press release to increase your chances of news coverage:

1. If you are not the news: become the news. No matter what your release is about, you need to find a way to tie into the news. Make use of current trends and statistics.

2. Make sure your headline is catchy, compelling the reader to continue. Research your newspaper to see what works to help you write one.

3. Use Who, what, where, when, why, how but not in that order. Your first paragraph should state the problem your product/service/book is trying to solve. This is the why.

4. Your next few paragraphs should contain the what and who that is solving the problem. Your last paragraph is the when and where.

5. Keep it short and sweet. Concise contact information should be included on the top and bottom of the release. Provide a link to your website.

6. Do not advertise - this is the news. Keep it fact-based.

7. Use short quotes that evoke an emotion about the product/service/book.

8. Type ### at the end of your release to indicate there are no more pages. A release of more than one page is not recommended.

9. Include a brief history section at the bottom of your release with details about your company or your bio.

10. Most importantly - research and send it to the correct editor using the method they prefer to receive it. Don't just assume that fax is okay. If you are unsure, pick up the phone and find out.