Media Training 101 -- the Secrets of Writing a Good Press Release
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.
George Whitecraft
Have been writing Ebook and Articles for the last 2 years.
http://whitecraftshoppingmarketing.biz/info/l/wsm
contact@whitecraftshoppingmarketing.biz
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posted by George @ 6:40 PM
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