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How to Write Press Releases That Work
And Get Free Publicity for Your Business
by Cathy Stucker
One survey found that as many as 90% of news stories 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.
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.
Cathy Stucker, The Idea Lady(tm), can teach you how to write great press
releases, or she can write them for you. For information about her
services, send a blank email to press@idealady.com, call her at
1-888-266-5888, or visit her on the web at idealady.com.
Cathy Stucker, The Idea Lady(tm)
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Personal Visibility Marketing(sm)
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cathy@idealady.com
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