Have you recently started a new business, invented a new
product, or created a service that helps people in a unique way?
Then chances are, you've got a story to tell. Public relations
is a highly credible, low-cost way to build sales for your new
company. To get the coverage you need, here are eight time-tested
rules for creating press releases that get noticed.
1. Select the right media for your particular
story. Always begin by creating a "press list."
This is a list of media that reach large numbers of your target
audience and are looked to as reputable sources of information.
Then select different media from your press list to receive various
types of stories.
Before you decide what type of information to send, get copies
of each publication to learn what kind of information will be most
relevant to that publication's readers. For example, if your
firm wins a local award, your release may be of interest to your
hometown newspaper, but if you invent a breakthrough medical
product, you should target general-business, consumer and medical
trade press with your story.
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2. Send your press release to a specific
person. Major media outlets receive hundreds or even
thousands of press releases daily. To keep yours from being lost in
the shuffle, take the time to research the name of a specific
editor, news director or journalist to receive it. If you've
followed Rule No. 1 and become familiar with the newspapers,
magazines and broadcast news stations you're targeting, it will
be easy to identify the individuals who typically handle stories
like yours.
Press releases may be distributed by mail, fax or e-mail.
You'll find that journalists at technology publications, among
others, typically prefer releases via e-mail. In general, faxing
conveys an immediacy that traditional mail does not. However, many
journalists still prefer to receive releases via traditional mail,
so it's always a good idea to ask what the preferred method
is.
3. Spotlight a newsworthy angle. The majority
of press releases sent to the news media don't turn into
stories. Those that do have one thing in common: They meet the
specific needs of a publication or broadcast outlet's readers,
viewers or listeners. To be newsworthy, your release has to contain
beneficial information, identify a trend, shed new light on a
timely or relevant issue, or contain information about an upcoming
event.
4. Write a headline that states a benefit.
The media will evaluate your press release with one thing in mind:
how the information it contains will benefit or interest their
readers or viewers. In order for your release to stand out, your
headline must instantly communicate why your information is
relevant.
If the headline benefit is quantifiable, so much the better. For
example, "New Tax-Checking Software Reduces Errors by 10
Percent" is a better headline than "Herr Technology
Introduces New Tax-Checking Software."
5. Make sure the copy doesn't sound like an
ad. Too many press releases read like thinly disguised
advertisements. To be effective, your release must stick to the
facts, avoiding broad claims and hyperbole. Tone down the sales
language in your release, and focus on clear communication. Use
testimonials, expert quotes and statistics to give weight to your
claims.
6. Keep your layout simple. A straightforward
presentation is best. Avoid the temptation to "dress up"
your layout with artful typefaces that can make your release look
like an advertising flier. Stay away from headlines or text in all
capital letters, which slows the reader down. Instead, make your
release clean and easy to read.
7. Give the media an incentive to respond. If
your public relations arsenal includes studies, booklets or product
samples, don't send them along with your initial release.
Mention the tools in your release; then send them later to
journalists who contact you for more information. This helps you
build a better-qualified press list and reduces your costs.
8. Always follow up by telephone. While most
journalists say they hate follow-up phone calls, these calls are a
necessary element in a successful public relations program. With
the crush of releases sent to every outlet, telephone follow-up
ensures your information gets into the right hands. Phone contact
also allows you to elaborate on how your story will benefit the
journalist's readers or viewers.
Building relationships with the media takes patience. Each time
you contact a member of the media, ask if you've called at a
good time. Be sensitive to deadline pressures and note the best
times to call back.
Regularly send appropriate stories to each medium and be sure to
follow these eight rules to make your releases stand out from the
crowd. Soon, you'll find your business getting the kind of
publicity you've only dreamed of.
Kim T. Gordon is a national speaker, author of Growing
Your Home-based Business ($12.95) and president of National
Marketing Federation Inc., which provides marketing guidance to
small businesses. For more information and books, call (800)
2-SOLVE-IT.
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