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