Tags |
|
|
Links |
|
|
Suggest You - Smart Media Communications; Part 3 - How To Write A Press Release And More
With billions of dollars of venture capital residing down the street on Sand Hill Road, two Stanford professors are attempting to answer a fundamental question “why does it always take longer and cost more to build a hi-tech company than anyone ever expects?” For all the intellect, experience and graduate degrees in the venture capital industry, the sad truth is that 80% of venture capital investments do not pan out. While the reasons for this high attrition rate are too numerous to list here, a simple fact defines every successful investment - the company figures out how to bring in more money than it spends. The secret to solving this fundamental equation these two professors believe lies in the Sales Learning Curve.Mark Leslie, an entrepreneur turned Stanford lecturer who took a startup company, Veritas, f
[TERMINATE/END] ### This symbol should appear at the end of your release to signify the end, a common practice in the business.
FOLLOW UP
One of the least enjoyed aspects of communicating with the media is the follow up stage. This is where you will call the most prime media you sent your release to and confirm they received it and read it. This is also a great time to find out who the players are through the receptionist (as indicated in (part 2) of this series. Ideally you will make direct contact with the target you sent the press release to and find out if they like the press angle or what you might need to do to improve your chances for coverage. You can often get good feedback this way, especially at smaller media in smaller markets (see part 2).
MEDIA KITS
Media kits are more comprehensive than a stand-alone press release. They are often d
The Age of Outsourcing and Sales and Marketing. Today, now more than ever, companies need to go outside to find partners, consultants, inter-management solutions, and service providers who can help them to cover the range of their needs of sales and marketing. As new rules have been invented regarding lead generation, the internet, and more complexity has come into the sales and business development and marketing model of most companies, it's very difficult for you to keep up with all of the skill sets that are required in order to be on the top of your company's game and maintain best practices across all of those functional areas. So, companies are looking increasingly to bring in outsourced service providers who can provide them with fractional management or contract personnel or ongoing outsourcing and consultin
TOP-7 QUESTIONS TO ASK YOURSELF
1. What are you writing the release for? What results do you wish to receive?
2. What is the best audience for the release? (newspapers, radio, TV, magazines)
3. Why would they cover it? What’s the related story angle? Is it a local or national story?
4. What is the geographic target for the press release (where will you send it and how will you get it there (fax, mail, wire service, email)?
5. Is my headline unique? Do I have an interesting angle to the story?
6. Have I answered the 5WH formula? (Who, what, where, when, why and how).
7. Have I researched press release writing and releases on line to find examples to work from?
BEFORE YOU WRITE THE PRESS RELEASE
Here are some simple rules to keep in mind when writing press releases:
1. KISS: Keep it simple stupid! Write your press releases concisely, make every word count, don’t misspell and don’t get off point: ideally, limit your press release to one page.
2. Put yourself in the shoes of the media who are extremely busy and hate reading press releases. Give them a reason to read it (great headline, useful advice, interesting story idea)
3. Do not use jargon, abbreviations and slang.
PRESS RELEASE FORMAT
Press releases should have an industry acceptable format as generally set forth in the following example. While press releases vary from one to another, these elements will appear in some capacity.
[COMPANY NAME & LOGO]-bold and centered.
[PRESS RELEASE]-Set forth the purpose, bold.
[HEADLINE]-Bold and centered.
[SUB HEADLINE] centered and italicized.
[ATTENTION]: (target)-Bold-News editor, producers, etc.
CONTACT INFORMATION- (Contact name, Phone, Cell phone, Email, etc)
[FOR IMMEDIATE RELEASE]- Release date, could also be hold-to-date.
[Lead paragraph]-(City, state, date)-this is the lead paragraph directly related to the headline and should be followed by interesting body content that causes the reader to want know more about your topic. Keep this first paragraph limited to 3 to 5 lines.
[Second paragraph]-Here you have some flexibility in you content and can point to research data, supporting lead paragraph or tips and insights related to your headline. The body of this area should not exceed 3 to 7 lines. (5WH)
[Third paragraph]-If you need additional paragraph to clarify or highlight your points limit to maximum of about 7 lines of text. Each paragraph should be short and scannable.
[Final paragraph] Closing paragraph, here you want to conclude your points and go for the close and request them to contact you to set an appointment for interview for more information.
[TERMINATE/END] ### This symbol should appear at the end of your release to signify the end, a common practice in the business.
FOLLOW UP
One of the least enjoyed aspects of communicating with the media is the follow up stage. This is where you will call the most prime media you sent your release to and confirm they received it and read it. This is also a great time to find out who the players are through the receptionist (as indicated in (part 2) of this series. Ideally you will make direct contact with the target you sent the press release to and find out if they like the press angle or what you might need to do to improve your chances for coverage. You can often get good feedback this way, especially at smaller media in smaller markets (see part 2).
MEDIA KITS
Media kits are more comprehensive than a stand-alone press release. They are often d
This is my second attempt at cooking the Turkey. Last year I bought the traditional frozen turkey and utilized a recipe from the Food Network's web site. Resulting in a typical and predictable outcome, average.This year I went to my local meatery (if this turns out to be a word, just remember, you read it here first) and purchased a fresh bird. Although it was small (11 pounds), it was more than enough for my family. I cooked it unstuffed and 2.25 hours later we consumed a bird that required extra napkins. I could not distinguish between the juice from the bird or the salivation from the anticipation of the next bite. A homerun at my table.Customer service notwithstanding, there is a convenience to one stop shopping (e.g., Walmart Super stores, Costco, etc.) but I truly believe in the charm and comfort of
TOP-7 QUESTIONS TO ASK YOURSELF
1. What are you writing the release for? What results do you wish to receive?
2. What is the best audience for the release? (newspapers, radio, TV, magazines)
3. Why would they cover it? What’s the related story angle? Is it a local or national story?
4. What is the geographic target for the press release (where will you send it and how will you get it there (fax, mail, wire service, email)?
5. Is my headline unique? Do I have an interesting angle to the story?
6. Have I answered the 5WH formula? (Who, what, where, when, why and how).
7. Have I researched press release writing and releases on line to find examples to work from?
BEFORE YOU WRITE THE PRESS RELEASE
Here are some simple rules to keep in mind when writing press releases:
1. KISS: Keep it simple stupid! Write your press releases concisely, make every word count, don’t misspell and don’t get off point: ideally, limit your press release to one page.
2. Put yourself in the shoes of the media who are extremely busy and hate reading press releases. Give them a reason to read it (great headline, useful advice, interesting story idea)
3. Do not use jargon, abbreviations and slang.
PRESS RELEASE FORMAT
Press releases should have an industry acceptable format as generally set forth in the following example. While press releases vary from one to another, these elements will appear in some capacity.
[COMPANY NAME & LOGO]-bold and centered.
[PRESS RELEASE]-Set forth the purpose, bold.
[HEADLINE]-Bold and centered.
[SUB HEADLINE] centered and italicized.
[ATTENTION]: (target)-Bold-News editor, producers, etc.
CONTACT INFORMATION- (Contact name, Phone, Cell phone, Email, etc)
[FOR IMMEDIATE RELEASE]- Release date, could also be hold-to-date.
[Lead paragraph]-(City, state, date)-this is the lead paragraph directly related to the headline and should be followed by interesting body content that causes the reader to want know more about your topic. Keep this first paragraph limited to 3 to 5 lines.
[Second paragraph]-Here you have some flexibility in you content and can point to research data, supporting lead paragraph or tips and insights related to your headline. The body of this area should not exceed 3 to 7 lines. (5WH)
[Third paragraph]-If you need additional paragraph to clarify or highlight your points limit to maximum of about 7 lines of text. Each paragraph should be short and scannable.
[Final paragraph] Closing paragraph, here you want to conclude your points and go for the close and request them to contact you to set an appointment for interview for more information.
[TERMINATE/END] ### This symbol should appear at the end of your release to signify the end, a common practice in the business.
FOLLOW UP
One of the least enjoyed aspects of communicating with the media is the follow up stage. This is where you will call the most prime media you sent your release to and confirm they received it and read it. This is also a great time to find out who the players are through the receptionist (as indicated in (part 2) of this series. Ideally you will make direct contact with the target you sent the press release to and find out if they like the press angle or what you might need to do to improve your chances for coverage. You can often get good feedback this way, especially at smaller media in smaller markets (see part 2).
MEDIA KITS
Media kits are more comprehensive than a stand-alone press release. They are often d
When I tell people I'm a copywriter, I sometimes get a glazed-over look. "What kind of writer?" Or better yet, "A copyRIGHTER? Are you some kind of lawyer?" They just don't understand how a copywriter can help them. So here's the scoop. Basically, we're salespeople with the time and expertise to make you look good on paper.Sure, you can write your own copy…if you can find time in your grueling schedule. (Hopefully it will sound professional). Maybe you're nervous about letting someone else create content that represents you. That's understandable, but you have to get over it. You're never going to make money with products that exist only in your head.Worried that your copywriter doesn't have experience writing in your field? Don't be. Here's why. Good writers research. They jump in and study all the mater
2. Put yourself in the shoes of the media who are extremely busy and hate reading press releases. Give them a reason to read it (great headline, useful advice, interesting story idea)
3. Do not use jargon, abbreviations and slang.
PRESS RELEASE FORMAT
Press releases should have an industry acceptable format as generally set forth in the following example. While press releases vary from one to another, these elements will appear in some capacity.
[COMPANY NAME & LOGO]-bold and centered.
[PRESS RELEASE]-Set forth the purpose, bold.
[HEADLINE]-Bold and centered.
[SUB HEADLINE] centered and italicized.
[ATTENTION]: (target)-Bold-News editor, producers, etc.
CONTACT INFORMATION- (Contact name, Phone, Cell phone, Email, etc)
[FOR IMMEDIATE RELEASE]- Release date, could also be hold-to-date.
[Lead paragraph]-(City, state, date)-this is the lead paragraph directly related to the headline and should be followed by interesting body content that causes the reader to want know more about your topic. Keep this first paragraph limited to 3 to 5 lines.
[Second paragraph]-Here you have some flexibility in you content and can point to research data, supporting lead paragraph or tips and insights related to your headline. The body of this area should not exceed 3 to 7 lines. (5WH)
[Third paragraph]-If you need additional paragraph to clarify or highlight your points limit to maximum of about 7 lines of text. Each paragraph should be short and scannable.
[Final paragraph] Closing paragraph, here you want to conclude your points and go for the close and request them to contact you to set an appointment for interview for more information.
[TERMINATE/END] ### This symbol should appear at the end of your release to signify the end, a common practice in the business.
FOLLOW UP
One of the least enjoyed aspects of communicating with the media is the follow up stage. This is where you will call the most prime media you sent your release to and confirm they received it and read it. This is also a great time to find out who the players are through the receptionist (as indicated in (part 2) of this series. Ideally you will make direct contact with the target you sent the press release to and find out if they like the press angle or what you might need to do to improve your chances for coverage. You can often get good feedback this way, especially at smaller media in smaller markets (see part 2).
MEDIA KITS
Media kits are more comprehensive than a stand-alone press release. They are often d
If I asked you to describe your ideal car...assuming no limits...how would you describe it? Most people can describe their ideal car in great detail--from the make,model, features, and color, to any accessories to how it would feel to be behind the wheel. When I ask people to describe their ideal job, however, most people are far less clear. They may describe one or two attributes, like how much it pays, and/or the job title. That’s it. If you were shopping for your ideal car, it would be easy to find because you could eliminate the thousands of cars that weren’t a fit. You would focus exclusively on dealerships that offered the car that ‘fit’ you. It’s the same with finding your ideal job...if you can’t describe it, you won’t find it. It’s as simple as that.Finding your Ideal Job requires a unique job searc
[FOR IMMEDIATE RELEASE]- Release date, could also be hold-to-date.
[Lead paragraph]-(City, state, date)-this is the lead paragraph directly related to the headline and should be followed by interesting body content that causes the reader to want know more about your topic. Keep this first paragraph limited to 3 to 5 lines.
[Second paragraph]-Here you have some flexibility in you content and can point to research data, supporting lead paragraph or tips and insights related to your headline. The body of this area should not exceed 3 to 7 lines. (5WH)
[Third paragraph]-If you need additional paragraph to clarify or highlight your points limit to maximum of about 7 lines of text. Each paragraph should be short and scannable.
[Final paragraph] Closing paragraph, here you want to conclude your points and go for the close and request them to contact you to set an appointment for interview for more information.
[TERMINATE/END] ### This symbol should appear at the end of your release to signify the end, a common practice in the business.
FOLLOW UP
One of the least enjoyed aspects of communicating with the media is the follow up stage. This is where you will call the most prime media you sent your release to and confirm they received it and read it. This is also a great time to find out who the players are through the receptionist (as indicated in (part 2) of this series. Ideally you will make direct contact with the target you sent the press release to and find out if they like the press angle or what you might need to do to improve your chances for coverage. You can often get good feedback this way, especially at smaller media in smaller markets (see part 2).
MEDIA KITS
Media kits are more comprehensive than a stand-alone press release. They are often d
State Governors Offices need to work very hard to maintain their public relations because there are always choices that have to be made for the betterment of the common good, which will upset some people. You can’t please everyone all the time.Of course a little PR goes a long way at the Governors Office and as long as you do not spring too many surprises on the public they do indeed at least understand the other points of view even if they disagree or realize it may not be the best for them personally.What kinds of things can the governors office do? Well they can work hard involve citizens groups and remain in good standing with the media that covers them. Too often there will be media sources, which will end up with animosity of a subject and therefore end up causing huge issues later on and end up sev
[TERMINATE/END] ### This symbol should appear at the end of your release to signify the end, a common practice in the business.
FOLLOW UP
One of the least enjoyed aspects of communicating with the media is the follow up stage. This is where you will call the most prime media you sent your release to and confirm they received it and read it. This is also a great time to find out who the players are through the receptionist (as indicated in (part 2) of this series. Ideally you will make direct contact with the target you sent the press release to and find out if they like the press angle or what you might need to do to improve your chances for coverage. You can often get good feedback this way, especially at smaller media in smaller markets (see part 2).
MEDIA KITS
Media kits are more comprehensive than a stand-alone press release. They are often designed using two-pocket folders and contain the press release, pictures, bios, resumes, glossy literature slicks and that kind of thing. You can often get by with two pocket school pads to hold the information you want to send the media. While the fancy customized folders are nice, most individuals and small businesses cannot afford to make them.
STRATEGY
If this is your first time approaching the media for publicity is makes sense to limit your initial press release distribution to a small market area so that you can reasonably follow up with all the media you sent it to. If you use a wire service, you can forget about following up with everybody except for the biggest fish in the biggest markets. That’s why I indicated targeting smaller markets in part 2 of the series, so you could control your follow up and hone your organizational and communication skills.
CONCLUSION TO THIS ARTICLE
It would be in your best interests to search for press release samples online using key words like How to write press releases, press release samples, etc. There are also free online press release distribution sites like I-newswire wire (http://i-newswire.com/) that have samples and workshops to help you design a release. The hardest part of writing a press release is distilling your thoughts about your project down to the most relevant points for coverage. This can be extremely difficult when you are very excited about what you are doing. One of the keys is to write everything you want to say down on paper, break away from it, come back to it later and ask yourself: how much of this is really needed?
Keep your eyes on my articles, next article in the series will show you how to conduct a national radio talk show tour from the comforts of your home!
To your success!
Copyright © 2006 James W. Hart, IV All Rights reserved
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.suggestyou.com/article/33285/suggestyou-Smart-Media-Communications-Part-3--How-To-Write-A-Press-Release-And-More.html">Smart Media Communications; Part 3 - How To Write A Press Release And More</a>
BB link (for phorums):
[url=http://www.suggestyou.com/article/33285/suggestyou-Smart-Media-Communications-Part-3--How-To-Write-A-Press-Release-And-More.html]Smart Media Communications; Part 3 - How To Write A Press Release And More[/url]
Related Articles:
What Advertising Can and Cannot Do
Public Relations for Long Distance Telephone Service
Bookmark it:
|