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How to Write Press Releases That Work And Get Free Publicity
One study found that as many as 90% of the stories you read every day in the newspaper came about because someone sent a press release. Why aren't some of those stories about you?
When people see you in the media, you become familiar, even famous! And it gives you credibility. When you are written about in the newspaper, or interviewed on TV or radio, you are news; and that's better than any advertising you can buy.
Anyone can learn to write press releases. It just takes a little knowledge and a lot of practice. To write a good press release, put your editor/producer hat on. What will the people who read this publication, watch this television program, or listen to this radio station want to know? What are their interests and concerns? The editor or producer's job is to figure out the answers to those questions and present interesting news. Your job is to make the editor or producer's job easier.
The headline is the most important part of your press release. Make it count! You have only a few seconds to grab the attention of an editor or producer, who may receive hundreds (or thousands) of releases every week. If the headline doesn't interest them, they won't read the rest.
Promise something of interest. Instead of ''New Book Tells How to Make a Budget and Stick to It'', describe the benefits of having a budget-getting out of debt, retiring comfortably, putting your kids through college, etc. Sorry, but no one cares that you wrote a book. Don't even mention it in the headline. Describe the benefits of using your information. A hot topic is one parent quitting a job to take care of the children. Can you show the audience how to do that? There's your headline: "You Can Stay Home With Your Kids!"
Use the inverted pyramid style of news writing: The most important information goes at the beginning, with the least important at the end. The first paragraph should deliver on the headline. Start with a question, a statistic, a provocative statement or a powerful benefit. Subsequent paragraphs back up the first by providing background information, quotes, and other relevant details. Keep it to about one page.
When I edit press releases written by clients, I usually end up rewriting the headline and taking out the first two paragraphs. That's because the headline and first two paragraphs are usually about the person who wrote the release. If your press release is "me" centered and doesn't promise benefits to the audience, scrap it and start over.
While there are no guarantees that your story will run, there are several things you can do to help it along:
* Make it newsworthy. This isn't about you-it's about the audience. What's more important: that you know the tax code, or that you can help them save money on taxes?
* Make it timely. Media love something new and they also love tie-ins to events, holidays, other news stories, etc.
* Make it accurate. If there are typos and misspellings in your release, it will get tossed. Make sure phone numbers, dates and addresses are correct. If they can't trust it, they won't run it.
* Make it easy to read. The release should follow one of the standard formats for press releases. If you're not certain of your language skills, have someone else proofread it.
* Make it objective. Don't use hyperbole and advertising language, such as "Greatest Software Ever!" They won't believe your inflated claims and they won't do a story that sounds like an ad.
* Make it easy to follow up. Include a name and phone number(s) the media can call for additional information.
Don't be discouraged if you get coverage in only a couple of places, or not at all. Keep working on your press releases, keep sending them, and you will get results.
The most important thing to remember about writing press releases is this: The press release is not about YOU; it's about your media contact's AUDIENCE. Write with that in mind, and you will soon be getting lots of free publicity for yourself and your business.
How To Get An Avalanche Of Free Publicity For Your Home Business!
There are many ways you can get tons of free publicity in the form of write-ups in magazines, newspapers, and even radio and TV. And sometimes you can turn family events into human-interest stories that editors like and will publish in their magazine and newspapersOne way is to compose a printed news release on your product or service, but include a story involving your family into the release.
Perception Persuasion Behavior: PR at Work
Managers - the business, non-profit and association sort - really need to get this down pat if they are to meet their managerial objectives.They need to do something positive about the behaviors of those important external audiences of theirs that most affect their operation.
Marketing-Minded Financial Planners: Put Extra Content in an E-Zine
As you start getting more media-savvy, you'll find yourself coming up with more and more information and ideas to help the public. Not all of these ideas will strike the fancy of your media contacts, but don't let them go to waste-become a media person yourself by publishing an e-zine.
PR: Lets Cut to the Chase
If your key - that's KEY - outside audiences don't exhibit the kind of behaviors that lead to results like these, you need to take a closer look at your public relations effort.Results like fresh proposals for strategic alliances and joint ventures; rising membership applications, customers starting to make repeat purchases creating bounces in show room visits; prospects starting to do business with you; community leaders beginning to seek you out; new approaches by capital givers and specifying sources, not to mention politicians and legislators viewing you as a key member of the business, non-profit or association communities.
Managers: Are You PR-Fit?
Can you honestly say that your business, non-profit or association's key outside audiences behave in ways that help lead to your success on-the-job?Or, have you pretty much ignored the reality that target audience behaviors can help or hinder you in achieving your department, division or subsidiary's operating objectives?Truth is, your unit's public relations effort can never be truly fit until the primary focus of the PR people assigned to you is shifted from tactical concerns to a more comprehensive public relations action blueprint like this: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving- to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
Culture As A Barrier To Communication
Each of us is exposed to people from other cultures on a regular basis, in the workplace, in our social activities, at school, or even within our families. Our culture hinders us from getting our message across as well receiving the full message that others want to convey to us.
Media Relations: Ending the Press Release Crutch
When most people think of media relations, they think of press releases. To be sure, writing and distributing them is one of the most important parts of the job.
Between Now and Economic Recovery
There's still time to review your public relations program like Navy flight crews go over a fighter jet.Reason is, you need to fine-tune your public relations activity looking forward to a snap-back in the economy, when you'll need all guns blazing.
Press Release Preparation
Small Business Owners should send press releases out at least once a month to local newspapers, cable TV, local magazines and radio stations. You will be surprised how often they get published or air time.
Prep for a Successful Trade Show
Well, autumn is upon us and with the onset of this season comes cleaner air and colourful outdoor scenery and, it is also prime season for trade shows. Sure, trade shows happen all throughout the year but, with many areas recognizing small business month/week, there is a greater opportunity for entrepreneurs to showcase their products or services to their target markets.
Public Relations: Toast?
Could be, when unit managers in businesses, non-profits and associations don't get the really important external audience behaviors they need to achieve their department, division or subsidiary objectives.They're entitled to wonder where their money went when they don't see behaviors like membership applications or capital contributions on the rise; growing numbers of engineering firms specifying their components, prospects newly interested in their products and services, or simply more repeat purchases.
Maybe the Strongest PR on Planet Earth?
Strong for business, non-profit and association managers when they use the fundamental premise of public relations to produce external stakeholder behavior change - the kind that leads directly to achieving their managerial objectives.And strong when they do something positive about the behaviors of those outside audiences that most affect their organization.
Public Relations: Converting the Non-Believers
What's the real reason some managers shy away from public relations? I believe it's because they don't understand, or believe, the direct connection between what public relations is capable of delivering and their need to achieve specific business objectives.It's lost opportunity of the worst kind.
Ramp Up Your Newsletter to Build a Strong Business
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Creating Your Online News Room: How To Build a Site The Media Will Love
From time to time, people ask me how public relations has changedduring the two decades in which I've been seeking publicity. Myanswer: technology.
How to Write Press Releases That Work And Get Free Publicity
One study found that as many as 90% of the stories you read every day in the newspaper came about because someone sent a press release. Why aren't some of those stories about you?When people see you in the media, you become familiar, even famous! And it gives you credibility.
Media Exposure Validates And Legitimizes Your Business
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Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?
Commit this to memory, please: To get in the media, being good is good enough.You don't need to be perfect, or even the best in your profession.
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How do you make a friend of the media? A press package can go a long way in helping you deal with the media. It allows you to have everything you need handy.
Advertising Is Dead. Long Live PR
Although I still believe there is a place for advertising as a brand maintenance or brand affirmation tool, I am convinced that to build a brand today, you need PR. At one time advertising did build brands.
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