Marketing For Less 101- The Press Release April 13, 2009
How To Market For Less - Press Releases
Press releases are one of those valuable freebies available to businesses, large and small. By writing about your business’s latest accomplishment, newest development or service, or just a quick piece letting everyone know you are out there, you can boost your sales. The best part is that you will have spent nothing more than your time.
If you do not have a way with words, get one of your more literate employees to write up a simple press release, and then submit it to the local papers or the national magazines most closely associated with your type of business. First, though, you have to write the thing, but make sure to stick to the basics.
Write a headline
The headline should grab the editor of the publication by telling them what the rest of the release is about. Keep it in the present tense and make it bigger and bolder than the rest of the press release. Always make it an active title such as, “Company XYZ Finds the Cure for Cancer.” Leave out the exclamation marks. The journalist or editor will insert it into the headline if they decide to use your story. A good headline gives you a better chance of getting your name in the paper or your story on the air.
Write the body of the press release
Start with the date of the press release followed by the city in which the event takes place. The first 2-3 lines should sum up your story while the rest of the paragraph elaborates on that story. Writers on a deadline do not have time to read every word of every press release they receive, therefore they tend to scan the first paragraph. Make that first paragraph pop and they will move on to the rest of the press release.
The next step is to go in depth about your discovery, service, event or whatever you are writing about. Tell the reader (i.e., journalist or editor) what you want them to know, who the key players are and everything they need to know to make them dash to the phone to secure an interview before you change your mind. Be sure to include the five W’s: who, what, where, why and when. Many times this is all the writer will need to write a short piece based on your press release. And do not forget to include links to your product if there is a graphic available on a website somewhere. Many times a visual helps you secure the story.
Include info about your company
The last paragraph should tell the reader about your company including details such as when it was started, what it does, who is in charge, etc. Make it as easy as possible to get more information by adding the contact information of the person to call for more information. Include name, title, phone number, email and any other information you think is necessary to make it as easy as possible.
Your press release should be no longer than three pages. Double-space your copy if you are submitting it in hard copy, check for typos and misspellings, and get it there at least a month in advance, if you have the time. Otherwise, send the release and follow-up with a call within a few days, if it is a hard copy, or within a few hours if you have sent it via email, which is how many editors prefer to receive information anyway.
Send it out
Make a list of all of the local newspapers, trade magazines, radio and television stations, and anyone you think will be interested in your news. This list should be compiled and updated on a regular basis so it is good to go each time you have something to announce. If you know someone at a local publication, send it to him or her. Your story is more likely to be picked up by publications and venues who know your company and its work.
Give the editors much as possible so all they have to do is call you to confirm a few facts. It is as if you are leading them into a room. Get them to the door, then get them to step into the room, and then lead them to the table so they can enjoy the feast.
