Press For Success 8 secrets to writing more powerful press releases.

Have you recently started a new business, invented a newproduct, or created a service that helps people in a unique way?Then chances are, you've got a story to tell. Public relationsis a highly credible, low-cost way to build sales for your newcompany. To get the coverage you need, here are eight time-testedrules for creating press releases that get noticed.

1. Select the right media for your particularstory. Always begin by creating a "press list."This is a list of media that reach large numbers of your targetaudience and are looked to as reputable sources of information.Then select different media from your press list to receive varioustypes of stories.

Before you decide what type of information to send, get copiesof each publication to learn what kind of information will be mostrelevant to that publication's readers. For example, if yourfirm wins a local award, your release may be of interest to yourhometown newspaper, but if you invent a breakthrough medicalproduct, you should target general-business, consumer and medicaltrade press with your story.

2. Send your press release to a specificperson. Major media outlets receive hundreds or eventhousands of press releases daily. To keep yours from being lost inthe shuffle, take the time to research the name of a specificeditor, news director or journalist to receive it. If you'vefollowed Rule No. 1 and become familiar with the newspapers,magazines and broadcast news stations you're targeting, it willbe easy to identify the individuals who typically handle storieslike yours.

Press releases may be distributed by mail, fax or e-mail.You'll find that journalists at technology publications, amongothers, typically prefer releases via e-mail. In general, faxingconveys an immediacy that traditional mail does not. However, manyjournalists still prefer to receive releases via traditional mail,so it's always a good idea to ask what the preferred methodis.

3. Spotlight a newsworthy angle. The majorityof press releases sent to the news media don't turn intostories. Those that do have one thing in common: They meet thespecific needs of a publication or broadcast outlet's readers,viewers or listeners. To be newsworthy, your release has to containbeneficial information, identify a trend, shed new light on atimely or relevant issue, or contain information about an upcomingevent.

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 theirreaders or viewers. In order for your release to stand out, yourheadline must instantly communicate why your information isrelevant.

If the headline benefit is quantifiable, so much the better. Forexample, "New Tax-Checking Software Reduces Errors by 10Percent" is a better headline than "Herr TechnologyIntroduces New Tax-Checking Software."

5. Make sure the copy doesn't sound like anad. Too many press releases read like thinly disguisedadvertisements. To be effective, your release must stick to thefacts, avoiding broad claims and hyperbole. Tone down the saleslanguage in your release, and focus on clear communication. Usetestimonials, expert quotes and statistics to give weight to yourclaims.

6. Keep your layout simple. A straightforwardpresentation is best. Avoid the temptation to "dress up"your layout with artful typefaces that can make your release looklike an advertising flier. Stay away from headlines or text in allcapital letters, which slows the reader down. Instead, make yourrelease clean and easy to read.

7. Give the media an incentive to respond. Ifyour public relations arsenal includes studies, booklets or productsamples, don't send them along with your initial release.Mention the tools in your release; then send them later tojournalists who contact you for more information. This helps youbuild a better-qualified press list and reduces your costs.

8. Always follow up by telephone. While mostjournalists say they hate follow-up phone calls, these calls are anecessary element in a successful public relations program. Withthe crush of releases sent to every outlet, telephone follow-upensures your information gets into the right hands. Phone contactalso allows you to elaborate on how your story will benefit thejournalist's readers or viewers.

Building relationships with the media takes patience. Each timeyou contact a member of the media, ask if you've called at agood time. Be sensitive to deadline pressures and note the besttimes to call back.

Regularly send appropriate stories to each medium and be sure tofollow these eight rules to make your releases stand out from thecrowd. Soon, you'll find your business getting the kind ofpublicity you've only dreamed of.

Voice Lessons

"Businesspeople get a lot of voice-mail messages, and ifyours is blah, you're going to get zapped." That's awarning from Nancy Friedman, president of Telephone"Doctor" Customer Service Training in St. Louis andauthor of Telephone Skills From A to Z (Crisp Publications,$10.95, 650-323-6100).

Used correctly, voice mail can be a strong ally in your saleseffort. With a little practice, you can become skilled at leavingmessages that get prospects' and customers' attention.

Consider an encounter with voice mail as a 30-second sellingopportunity to leave what Friedman calls "an electronicbusiness card." The content of your message is important.Friedman advises you to write down exactly what you're going tosay; then throw away your script. Your message should soundspontaneous, unrehearsed and upbeat.

"Tell them who you are and why you'recalling--including a benefit--and leave your phone numbertwice . . . slowly," Friedman says.

If your call is based on a referral, be sure to mention the nameof the person who referred you at the outset. This helps ensureyour message gets listened to.

We should all expect to encounter voice mail. "Only 30percent of all calls are completed on the first try," saysFriedman. So if you need a little time to master the art of leavingperfect voice-mail messages, don't worry; you're bound toget plenty of practice.

Contact Source

Telephone "Doctor" Customer Service Training,(314) 291-1012, http://www.telephonedoctor.com