1. What is a press release? The purpose of the press release is to connect with the media. In fact, the press release is the expected first communication with a media outlet. Perhaps you are looking for a story, interview, or a TV appearance – the press release is the right place to start. [1]
2. Why do I need a press release? Press provides a third-person credibility not obtainable through paid advertising. Editor-approved information is said to have 10 times the impact of traditional, paid advertising. [2]
3. Where do I start? What’s the most important thing that determines if your press release will get picked up or tossed in the trash? The headline. It should be both captivating and informative. Spend 50% of the time you set aside for writing your press release on the headline. Headlines are written in bold and typically use a slightly larger font, such as 14pt.
Here’s an example of crafting a compelling headline:
Don’t write: Bikram Yoga Studio Opens in Belltown
Instead write: New Study Reveals Bikram Yoga is More Effective than Running for Weight Loss[3]
4. How long should it be? Always remember, less is more! Maximum is 2 pages, but 1 is ideal.
5. What should I write about? Include the “who, what, where, when and why” of your story. Keep it factual. Your writing should be clear, concise and ideally have a hook that is newsworthy.
6. How do I create a “hook”? A press release is a good way to emotionally connect with your market. Show the human side of your business by including direct quotes from yourself in the article. This makes it a breeze for journalists that want to publish a story about your company!
7. What about the format? Do a little research. Look at the press releases of similar companies online to get a general idea of the tone and content. Make sure that you write in 3rd person format (he/she rather than I). Include FOR IMMEDIATE RELEASE: at the top left hand side of your document. Double space your text, use a 12pt. font and include one inch margins on each side. Signal the end of the press release with three # symbols (# # #), centered directly underneath the last line of the release. This is a journalistic standard.
8. How can I increase my chances of being found on Google? Use the same key words multiple times in your press release to increase your SEO (Search Engine Optimization). Better yet, try to get this key word in the beginning of the headline.
9. When should I send it? Send it around 2 -3 pm on Wednesday, Thursday or Friday. If you send it in the morning, you risk that chance that it will be just another email. Sending it mid-afternoon ensures they already went through the morning rush and will have more time to give your press release the attention it deserves. Make sure the reporter has plenty of time to actually write a story!
10. Who do I send it to? Do your homework. Look through publications that you would like to be featured in and identify editors and reporters that have published stories related to your industry. Call or email a query first to see if they would be interested in accepting your press release. [1] If you are emailing your press release, include it in the body of the email.
You may opt to use a press release distribution company that will send your press release to a large number of journalists; however there are fees associated with using these services. Here are the rankings of the best press release distribution companies:
http://www.topseos.com/rankings-of-best-press-release-distribution-companies
11. Can I include a link to my website? YES. Forgetting to include pertinent contact information is a common mistake people make when sending out their press release. Make sure you include your name, phone number, email and URL. If you have a website, include a page on your website that has a current press release posted and available at all times.
References:
Building a News Release; www.canadaone.com
Unleash the Power of the Press, www.prworkzone.com
6 Tips to Writing Effective Press Release Headlines, http://www.creativepublic.com/writing-effective-press-release-headlines.php
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