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