Press Release: A 500-word article written with the intent of getting the attention of the media to gain free coverage.
Media Outlets Need Press Releases
Whether media outlets produce newsworthy stories monthly, weekly, or daily, they need fresh material that consists of newsworthy facts,
trends, statistics, or other interesting topics. If you can tie your product or service into something newsworthy, educational,
inspirational, or motivational, you have a good chance of gaining free media coverage.
While it’s true that media outlets get bombarded with hundreds of press releases a day, without press releases, newsworthy stories would
be more difficult to find, follow-up on, and cover. If you take the time to write a press release worthy of the media’s attention, you
not only better your chances of gaining the attention of an editor or producer, but you better your chances of being covered.
Format Your Press Release
A press release is usually written to fit a single sheet of paper. It is written in third person, from a journalistic stand-point and
includes the following:
- Your contact information.
- Release date.
- Attention getting headline (or title).
- Newsworthy content. Content that:
- Addresses the 5 W’s of journalism: who, what, when, where, and why. Followed by the how.
- Ties your product into a story.
- Addresses the media’s target audience by answering the question: What’s in it for me?
- Content that helps sell more ad spaces, bring in more listeners or viewers, or sells more subscriptions.
- Content that benefits your company or portrays it in a positive light.
- Content that is not sales copy, advertising, or jibberish.
Locate The Media
When searching for places to send your press release, think outside the box. While local newspapers, major newspapers, national
magazines, news stations, radio stations, and local television stations may be the first places that pop into your head, there are
hundreds of media outlets that don’t get nearly as many press releases and are always in search of new story ideas. Places like:
specialty publications, cable channels, online newsletters and magazines, town weeklies, trade associations, trade magazines, and niche
organizations.
Deliver Your Press Release
Nothing irritates the media more than tying up their fax machines and wasting their resources (ink and paper) in an attempt to gain
their attention with your press release. Another pet peeve is wasting their time with irrelevant press releases or sending them to the
wrong department or person.
Before mailing your press release, take the time to:
- Address it to the correct department.
- Make sure the title and name of the person you mail your press release to is spelled correctly.
- Personalize, or tailor, it to each media. Don’t mass mail your press release to several different media outlets without making sure
the angle you took matches their target audience or needs. Change the headlines to target each media outlet without taking away from the
body of the press release.
Put Your Press Release On Your Website
Placing your press releases on your website is another great way to gain the attention of the media, while adding valuable content to
your website. In fact, properly written and formatted press releases can not only increase the number of visitors through Internet
searches, but they can gain media coverage.
Modern journalists use the Internet when researching information for articles. If your press release can be found through a natural
search and it’s relevant to the journalist’s article, he (or she) will either call your company for more information or use the
information in your press release for his article.
Include Expert Quotes
Finally, don’t be afraid to include expert quotes from employees or professionals in the industry who support your company or use your
product or service, if your press release could be used “as is”, the media may use it to fill an empty spot.
About The Author:
Alyice Edrich is the author of several highly praised e-books designed to help you work from home. To discover how you can
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