Write The Perfect Press Release & Get The Publicity You Seek
One of the best ways to get free publicity is by writing a press release and sending it to your local media. The problem is that your local media gets bombarded with press releases day after day and the majority of them end up in the waste basket. So how can you increase the chances of your press release actually making it to print? Follow these guidelines and more often than not, your press release will turn into a news story that gets you the free publicity you seek.
The Perfect Press Release Example
Over the years, we’ve identified 22 traits that will help your press release stand above the crowd. Feel free to download the “Perfect Press Release” example above to follow along as we go over each trait.
Trait #1 – Make sure the organization you belong to is very clear. Placing this information at the top is a good start.
Trait #2 – If your press release doesn’t contain news, you may as well not even send it. Promise news at the top with “NEWS RELEASE” in a larger font than the rest of the press release.
Trait #3 – One of the main traits of news is that it is current. Since you are offering news, make sure it is as current as possible.
Trait #4 – Get the name of the person you are sending your press release to and place it in a prominent position. Be sure to double check the spelling.
Trait #5 – Provide a specific contact person with a phone number where they can be reached. Don’t make contacting you a challenge.
Trait #6 – It’s important to inform your contact when specifically you’d like your press release to be run. If you don’t have a specific date, be sure to allow for immediate release.
Trait #7 – Just like your other marketing materials, headlines are a must. Include a newsworthy angle in your headline for best results.
Trait #8 – Where is your press release being released from? It’s always best to use a local angle, so try to place the story from a local perspective.
Trait #9 – Try to tell your entire story in the first paragraph. If everything else is cut, at least you got your main points in.
Trait #10 – Turn the story in a personal angle as soon as possible. Use quotes from known individuals if possible.
Trait #11 – Use subheads to highlight important parts of your story. People are busy and only read the parts that interest them, so include subheads for each of your target markets.
Trait #12 – Beware of sexism and humor. What is funny to some groups may be offensive to others.
Trait #13 – Use quotes from each of your target markets. Be sure to include quotes from groups that read the publications you have targeted with your press release.
Trait #14 – Use later paragraphs for dispelling or confirming rumors. It’s always best to cover your bases with a little objectivity.
Trait #15 – Include quotes from senior executives to build credibility. News releases are taken a little more serious when the boss’s name is on the line.
Trait #16 – Could the local community perceive your news in a negative manner? If so, highlight the potential positives.
Trait #17 – If promising a specific future result, be flexible. Not reaching your specific results on time will always bring bad publicity.
Trait #18 – If space permits, allow your executive to inject some human interest to the story. Use these quotes as a transition back to a more positive tone.
Trait #19 – Is there an executive that matches the demographics of your target audience? If so, place them in your target audiences shoes to close the story with added trust.
Trait #20 – The notation “-30″- is the standard way of concluding a press release. Keep your press release to one page!
Trait #21 – Including photographs is a great way to gain more attention for your story. Make sure the photos you submit are easily reproducible and will hold their quality in both color and black and white.
Trait #22 – If you have other media you’d like to include or have available, be sure to provide the information here. The more peripheral media you have available, the easier it is to use your press release in a story.
The most important things to remember are to include a newsworthy angle that is of interest to the local community or specific readers of the publications you send your release to. By including as many of these traits in your next press release, you will drastically increase the likelihood of gaining some free publicity for your small business.
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13 Responses to “HOW TO: Write The Perfect Press Release”
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In section 22, what do you think is the best method of contact to list? Email, phone number or business address…
Steve
The best method for contact is that which you think or better, know, is the preferred method of contact for the targeted journalist. Try giving them a call first and let them know to expect your press release and be sure to ask them how they would like to reach you. Then add this information in your press release.
Aaron,
Thanks for the tip.
Good article…very useful…Thanks you.
Press Releases are an important part of marketing your company and these tips helped me out greatly. Thank you.
You’re welcome. If you ever have time, come back and let us know when your next press release gets published!
I’m a former newspaper editor and can offer the following:
Discover the style of your editor/publisher and customize your release right down to the quote attribution (some use “says” others use “said”). Every keystroke you save them increases your odds of coverage. Do they use “AM” or “a.m.” when noting time? Don’t use italics, bold or ALL CAPS in the body of your release.
If you become known as a high-maintenance release sender, yours will end up in a recycling bin.
Customize and localize whenever possible. Weave the name of the city or county into the subject line of your e-mail. Regional and local newspaper editors will delete anything too broad in scope. Avoid a “broadcast” release at all costs. Even “hidden” lists make an editor feel as though they are just another contact. If they are a weekly publication, you just let them know that all the dailies will run it and they don’t need to bother.
My recycling bins (both electronic and paper) were filled with poorly written releases sent by deserving organizations. It occurred to me that those were potential clients and I’ve spent the last year increasing their credibility and coverage.
If you receive coverage with releases breaking any of the rules it is because you are important to the community and the editor may be going to work on Sundays to fix your material (I did).
We all can make a difference and help the remaining members of the media keep their jobs. We also can influence what ends up in the media by sending news they can use in the format required (radio producers often need five lines or less). Don’t know? Ask!
Last tip of the day:
PUT YOUR RELEASE IN THE BODY OF THE E-MAIL AND ATTACH IT. IF THEY LIKE WHAT THEY SEE ON SCREEN, THEY CAN CLICK AND SAVE IT IN THEIR PRODUCTION FOLDER.
Thanks for the terrific comment Heidi. You’ve added some very good ideas that I had not thought of, even as a former newspaper editor myself.
To write the perfect release, it is important to assure that the press release will be important and useful to targeted readers.
Great and comprehensive list. Thanks for sharing.
Amazing article! Thanks a lot
Great Tips!
I`ll add your page to my Stumble Favorites.
Annette.
I’m using your 22 trait break down as a guide/tool to write my first press release. Wish me luck!
Good luck. I think if you follow it and use as many of the points as possible, you’ll do just fine. Let me know how it goes, or if you’d like me to look over your press release before you send it out!