Definition: A public relations announcement issued to the news media and other
targeted publications for the purpose of letting the public know of
company developments
Think of a press release as your ticket to publicity--one that
can get your company coverage in publications or on TV and radio
stations. Editors and reporters get hundreds of press releases a
day. So how can you make yours stand out?
First, be sure you have a reason for sending a press release. A
grand opening, a new product or a special event are all good
reasons.
Second, make sure your press release is targeted for the
publication or broadcast you're sending it to. The editor of Road
& Track is not going to be interested in the baby pacifier you
invented. It sounds obvious, but many entrepreneurs make the
mistake of sending press releases without considering a
publication's audience.
To ensure readability, your press release should follow the
standard format: typed, double-spaced, on white letterhead with a
contact person's name, title, company, address and phone number in
the upper right-hand corner. Below this information, put a brief,
eye-catching headline in bold type. A dateline--for example, "Los
Angeles, California, April 10, 2006"--follows, leading into the
first sentence of the release.
Limit your press release to one or two pages at most. It should
be just long enough to cover the six basic elements: who, what,
when, where, why and how. The answers to these six questions should
be mentioned in order of their importance to the story.
Don't embellish or hype the information. Remember, you are not
writing the article; you are merely presenting the information and
showing why it's relevant to that publication in hopes they'll
write about it. Pay close attention to grammar and spelling.
Competition is intense, and a press release full of typos is more
likely to get tossed aside.
ome business owners use gimmicks to get their press releases
noticed. In most cases, this is a waste of money. If you release is
well-written and relevant, you don't need a singing telegram to get
your message across.
If you have the money to invest, you may want to send out a
press kit, a folder containing a cover letter, press release, your
business card and photos. You can also include any other
information that will convince reporters your business is
newsworthy: reprints of articles other publications have written
about your business, product reviews or background information on
the company and its principals. If you send out a press kit, make
sure it's sharp and professional-looking and that all graphic
elements tie in with your company's logo and image.