| Does the thought of trying to get publicity | | | | first big sale, or started a new product |
| for your business seem like something that | | | | line, or wrote your first article, doesn't |
| you can't do yourself, and would have to hire | | | | necessarily mean that the press are going to |
| a professional for? Do you think that writing | | | | think you have a newsworthy story. From the |
| a press release is totally outside your | | | | time you start your first draft, keep your |
| ability to do? Does the thought of talking to | | | | audience in mind. Who will find your story |
| the media about your business make your mouth | | | | interesting? Why are they going to find it |
| go dry and your stomach clench? If so, take | | | | interesting? How is it relevant to something |
| heart, because you're about to learn how you | | | | else that's going on right now?Identify a |
| can take care of your own publicity, simply | | | | problem, and show how you're solving it. Use |
| and easily.Getting publicity for your | | | | real life examples about how your company or |
| business can seem like an impossible task -- | | | | organization solved or is solving a problem. |
| something that only happens for "big" | | | | Give examples of how your service or product |
| companies that can afford to hire | | | | fulfills needs or satisfies desires. What |
| publicists.The reality is, getting free | | | | benefits can be expected? Use real life |
| publicity for your business isn't that | | | | examples to powerfully communicate the |
| difficult. Welcome to "Media Training 101 -- | | | | benefits of using your product or |
| The Secrets of Writing a Good Press Release". | | | | service.Stick to the facts. Always. Tell. |
| By the time you finish reading this article, | | | | The. Truth. Avoid fluff, embellishments and |
| you'll not only understand the basics, you'll | | | | exaggerations. It is part of a journalist's |
| know what goes into the process, and what you | | | | job to be skeptical. If you want to use |
| have to do to get started writing your own | | | | publicity effectively, then you're not |
| press release.First of all, let's go over | | | | looking for a one night stand. You want to |
| some basic terminology you need to be | | | | gain the trust of the media, establish your |
| familiar with.Press Release: A statement with | | | | credibility, and build an on-going |
| useful and relevant information that is | | | | relationship with your local media, so that |
| written for distribution to the media.Hook: | | | | you become a resource for them within your |
| The information or larger story that you can | | | | industry.Find your "hook". Try to make your |
| use to attach your press release to. Using | | | | press release timely. Keep informed about |
| the right "hook" in the right way can help | | | | what's going on in your community, in your |
| you to get more publicity for your | | | | state, region, the country or the world. Is |
| business.Spin: Telling your story your | | | | there a local, regional or national news |
| way.The good news about learning to write a | | | | story that somehow ties in to your industry |
| Press Release is that there is an established | | | | or your business? If you can hook your press |
| format that you need to follow. And once | | | | release to current events or social issues, |
| you've learned the basics, writing a press | | | | you increase your chances of having it picked |
| release is a kind of "cookie cutter" process. | | | | up. If not, then make sure your story is |
| Here are some basic ideas to keep in | | | | relevant to the needs, wants or problems of |
| mind:Make your news "newsworthy". A press | | | | your community or target audience.Use an |
| release is not a sales advertisement. A good | | | | active, not passive, voice. Use strong verbs |
| press release answers all of the "W" | | | | that will bring your press release to life. |
| questions (who, what, where, when and why), | | | | If there is controversy, describe it. There |
| and | | | | is an old adage in the news business: "If it |
| | | | cries it flies, and if it bleeds, it leads." |
| sometimes "how." Your purpose in writing it | | | | (Not very nice, but it's often true.) So, |
| is twofold: to provide the media with useful | | | | while you may not be crying or bleeding, make |
| and relevant information about your | | | | what you're writing about stand out. Use |
| organization, product, service or event and | | | | active verbs. Write "partnered" rather than |
| to get your name out to your target | | | | "entered into a partnership" or "engaged" |
| market.Begin with a strong headline. Your | | | | rather than "interested", etc. Writing in |
| headline and first paragraph need to grab the | | | | this manner will help guarantee that your |
| reader's attention. Without being flowery or | | | | press release will be read.Use only enough |
| overly dramatic, you have only the first few | | | | words to tell your story. Avoid using |
| seconds to grab your reader's attention and | | | | unnecessary adjectives, flowery language, or |
| get them to read your story, and decide if | | | | redundant expressions such as "added bonus" |
| it's worth running. So don't blow it by being | | | | or "first time ever". Paint a strong, vivid |
| vague or weak. The rest of your press release | | | | picture in the minds of your audience by |
| can give them the nitty-gritty details.Tailor | | | | making each word count.Use jargon sparingly. |
| your story to your Primary audience - the | | | | There are times that some jargon is required |
| media. Your secondary audience is your target | | | | if your goal is to optimize your news release |
| market, but if the media doesn't decide that | | | | for online search engines, but whenever |
| your story is newsworthy and runs it, your | | | | possible, speak plainly, using everyday |
| potential customers will never know about | | | | language. Avoid words like "capacity planning |
| it!Pay attention to your writing. Sometimes, | | | | techniques" and "extrapolate".Avoid hype. The |
| especially in rural areas and online, the | | | | exclamation point (!) is your enemy. You will |
| media will run your press release in their | | | | destroy your credibility by using hype. If |
| publications with little or no modification, | | | | you must use an exclamation point, use one. |
| so make sure you've used your spelling and | | | | Never do this!!!!!!!!!!!!!Get Permission. |
| grammar check before sending it, and keep to | | | | Most people and companies are very protective |
| the facts. Most of the time, journalists will | | | | about their reputations. Be sure that you |
| use your press release as a stepping off | | | | have written permission before including |
| place for a larger feature story, especially | | | | information or quotes from employees or |
| if you can show larger relevance to other | | | | affiliates of other companies or |
| current events. Always develop your story as | | | | organizations. If there is a hint of a |
| you want to have it told - put YOUR spin on | | | | dispute in this area, chances are your press |
| it. Even if your story is not reprinted | | | | release will be tossed aside, and never used. |
| verbatim, always remember what YOUR purpose | | | | And you will lose your credibility.If you |
| is in writing it - to provide exposure for | | | | follow those simple rules, you'll be able to |
| you, and to help brand you as an expert in | | | | put together a newsworthy story that will |
| your field.Not everything is news. Just | | | | help you achieve your goals of getting the |
| because you are excited that you made your | | | | word out about your business. |