When a reporter is wowed, intrigued, surprised or captivated by your press release, you can be pretty sure you’ll get some media coverage. And for most businesses, positive media coverage is worth its weight in gold. The bad news: Although truckloads of news releases fill reporters’ inboxes every day, few of them are dazzling, or even interesting.

As a former editor, I speak from experience when I say that most press releases end up in the garbage can. But don’t let that stop you from sending them a well-written news release can generate more publicity and goodwill than you could ever accomplish with a paid advertisement. To help keep your release out of the garbage and get it in print, start by following these five guidelines.

1. Make it newsworthy. Releases should be used to announce news, and they should only be sent when something truly newsworthy is happening at your company. Don’t send releases that sound more like advertisements than news; they’ll get tossed immediately. (However, newsworthy events may happen more often than you realize see the Resource Box below for ideas.)

In keeping with the news format, eliminate any superfluous language or outrageous claims (don’t describe yourself or your products as “wonderful,” “amazing” or “unbelievable”). Is your release written in language that would appear in a story in the newspaper or magazine you’re pitching? If not, it might sound like fluff rather than news. Make it clear from the beginning what your news is and why it should matter to the reporter and his or her readers.

2. Tell a good story. Although you’re sharing hard news (I hope), your press release should still be interesting to read. Even though your readers are media-types who do this for a living, they still like to hear a good story. Draw in your readers with a creative introduction and interesting language. Find new ways to say ordinary things. Read magazines, newspapers and books and pay attention to the stories that interest you and keep your attention. Then try to mimic those techniques and styles when writing your own releases.

3. Target your audience. As with any writing project, keep your audience in mind when you’re writing. The editor of a small-town newspaper has different interests than the editor of a trade journal for CEOs of Fortune 500 companies. Choose the media outlets that would be most interested in your release and send it to them. For best results, you might even send each person a unique version tailored to their interests. And always send your release to an actual person rather than sending a release to a general news desk, find out which reporter covers your industry or the type of news you’re sending and send it directly to him or her.

4. Develop a relationship. Once you’ve located the reporters who cover your industry, start developing relationships with them. Call or e-mail to introduce yourself and find out if they prefer releases to be faxed, e-mailed or mailed. Be respectful of their time and the harried pace of their work, but don’t be afraid to check in occasionally to follow up on a press release or let them know how much you enjoyed a recent article. Don’t just rely on them for fr*e publicity; find out what you can do for them and do it one-sided relationships never last. Be easy to work with and willing to accommodate their needs, and they’ll be much more interested in covering your news.

5. Be consistent. Your communication with the media must be ongoing in order to get their attention. One release sent in a vacuum will probably not yield a lot of results. If reporters are unfamiliar with you or your business, it won’t be a top priority for them to cover your release. However, if they’re accustomed to receiving (actual) news from you and you’ve made an effort to forge a positive relationship with them (see #4), they’re more likely to a) actually read your releases, and b) publish them, or at least keep you in mind as a resource for future stories. If you really want to take advantage of the possibilities press releases can offer, keep hanging in there.

Nancy Jackson, owner of The WriteShop, helps companies better market their products and services with powerful written communications including Web content, newsletters, brochures and publications. Subscribe to her free monthly newsletter at www.writeshoponline.com.

Tags: copywrit, entrepreneur, PR, press release, press releases, public relations, Small Business, writingcopywrit, entrepreneur, PR, press release, press releases, public relations, Small Business, writing

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If you’re looking to build traffic to your web site, there’s a great, free tool. It’s called a PR or publicity release.

PR or public relations can take many forms. But the easiest and most common kind of PR is called a publicity release or PR release. They’re easy to prepare and, if picked up, by other media, can increase traffic to your web site dramatically.

What is a PR release?

A PR release is basically a short article about your web site or some aspect of your site. For example, I wrote a release recently titled “New HD Radio-dedicated Web Site Debuts.” Its purpose was simply to announce my new web site. It totaled 400 words and was distributed by two different, free PR web sites.

How to get your release picked up by the media

If you want your release to be picked up by ezines and other web sites, it’s important that it be “newsy.” In other words, the release must contain real news about something that would be of interest to other people. For example, launching a new web site devoted to weight loss products would interest many people and would have a good chance of getting picked up. On the other hand, changing the look and feel of your web site might make you feel good but you have to ask yourself, “how many other people would care?”

What else might be newsworthy? You could do a release on the addition of new products or services to your web site. For example, if your web site is devoted to information about bed & breakfasts in your area and you add a section on resorts, this could make a good release. Other ideas for releases include the addition of a new line of products to your web site, a new, interactive database or a new idea - such as a new training regime for long-distance runners.

You’ve no doubt heard the KIS formula for success in many endeavers — or Keep It Simple. Well, in the world of publicity releases, the winning formula is just as simple — KINS or Keep It Newsy.

Here’s something else that’s free and great. It’s a new technology called HD Radio that enables AM and FM radio stations to broadcast their programs digitally. These digital broadcasts provide listeners with radically improved audio quality, more radio channels through multicasting, and new data services. To learn more about this amazing new technology, just go my Web site, http://www.hd-radio-home.com

Douglas Hanna is a retired marketing executive and the author of numerous articles on HD radio, internet marketing and family finances.

Tags: free publicity, marketing publicity, PR, publicityfree publicity, marketing publicity, PR, publicity

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The Today show? The New York Times? Vanity Fair? What’s your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn’t have to be complicated. There are 2 keys to a press release… the Headline and making sure it doesn’t sound like an advertisement, but more like it is news.
A media release (which also goes by its former name, the press release) is a one page, double spaced, single-sided document designed to transmit news about books, products, and people. Don’t forget that real live people, editors and producers, must pull the release from the fax machine and be motivated to read it.

In today’s world, getting editors and producers to actually read your release is a challenge. Every day, people tap into the possibilities of free publicity and are becoming proactive in getting their voice heard. Editors & Writers, receive upward of hundreds to thousands of releases a week. However, only a small percentage is both appropriate for their audience and grabs my attention.

Distribution of your press release is just as important as the writing of the release. You want it to be seen, and more importantly, written up in the media. Below are 10 strategies to help you write releases that get your message heard and distributed.

1. Make sure the information is newsworthy.

The most important information, including who, what, where, when and why, in the first sentences of the releases body, emphasizing why the event/article is newsworthy. You are competing with countless other issues and organizations for increasingly scarce space or air time.

The selection of your project for funding (if timely),Any additional funding/extensions you receive, Any goals/stages your initiative has reached, How your initiative effects your community, university, etc, A local example of a national story (for example if any national stories appear on teaching and technology)

2. Target your audience. Only contact editors who write about your industry or topic. Make sure you send the press release to the appropriate editor; don’t send a food story to a sports editor.

Don’t make the mistake of sending a press release to a group of general media sources in hopes that someone will pick up the story. In most cases, the bulk of your work will end up in the wastebasket, if your announcement has no interest to their readers.

Find out the best way to contact your target audience. Not every journalist wants press releases by email. You may need to use postal mail, email, or faxes.

3. Write an attention grabbing headline. Make sure the first 10 words of your release are effective, as they are the most important.

Realize that your headline must immediately “hook” a busy producer or editor at first glance. If your headline doesn’t hook them, they won’t read further.

First, the subject line spells the difference between the release being opened or deleted. Second, you must target delivery of the email release carefully, or you risk being banned forever to the recipient’s “bozo” file.

4. Deal with the facts. Avoid excessive use of adjectives and fancy language

Clients Love Hits. Despite all the counseling, strategy, partnerships, writing and more, clients want media coverage. Until the industry creates better measurement systems, a full page Business Week story becomes a tangible “product” that your clients can hold in their hands and show to their boss.

Follow with supporting background information and details. Some suggest a quote from a books/article/website to add credibility and depth to the release.

5. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.

If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.

6. If sending an email release, make sure to write the release within the body of the message.

Don’t send email press releases with attachments - they will be deleted immediately upon receipt.

7. It’s All About Relationships. Whose call are you more likely to take? A vendor you’ve never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. Building relationships NOW means that reporters will take your call when you’ve got an important story to tell. Best of all, even if they can’t help you on this particular one, they are likely to refer you to another reporter who can. As with any relationship, building trust is critical. Do what you say you will, within the timeframe you give. You may not be able to provide all the information requested, but if you are upfront about what you can and can’t do, reporters will appreciate it and remember. One reminder: everything is on the record, no matter how close you are.

Journalists and producers need you and your news, but will lose respect if you hammer them with releases that don’t apply to their market or beat. Discriminate.

If this is a show or publication you are keenly interested in, call them with “new information” designed to create more excitement in featuring you.

Keep a notebook with you and jot down names of appropriate media contacts as you read publications and hear radio interviews.

8. Know editor’s deadlines. If you are sending a time-sensitive release, don’t expect a magazine editor to cover your event scheduled for next week. Find out what the appropriate “lead time” is to send your press release for possible distribution in their media. Make it as easy as possible for media representatives to do their jobs.

9. Good Writing Counts. Adopt a journalistic approach. Look carefully at how reputable publications such as The New York Times, Los Angeles Times, or The Wall Street Journal write a story. What is the lead? What type of quotes do they use? Study different types of stories — features, executive changes, and news articles. For the most part, you’ll see the inverted pyramid style where the most important information is in the lead and the rest of the story flows from there. Despite recent e-word mania, it’s time to eliminate jargon and buzz words. Say what you want, but say it simply and plainly. Another sign of weak writing is the use of clich

Tags: communication, CRM, marcom, marketing, media, PR, press, public relations, Small Business, Startupcommunication, CRM, marcom, marketing, media, PR, press, public relations, Small Business, Startup

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