Create a Killer
Press Release
1. Follow the Format
Editors and reporters are inundated with press releases
every day. Make yours stand out from the crowd with
a compelling headline, and make sure that it is formatted
correctly. Remember to answer the five W's: who,
what, when, where and why.
2. Skip the Hype
Nothing will land you in the circular file quicker
than a press release that reads like a Stephen King
novel, or one that is filled with sensational sales
language that liken you to nothing more than a used
car salesman.
3. Do Your Homework
Avoid sending out press releases blindly. Take the
time to research the editor or reporter that is covering
your subject matter, and address your release to them
personally. Make sure you follow up your release with
a phone call or email a few days later to confirm receipt,
and answer any questions.
4. Know Their Timeframe
Make sure you refer to the Editorial Calendar of any
magazines you may be sending to, and make sure you target
your release accordingly. If they are a long lead publication,
make sure you send your materials far enough in advances.
For monthly magazines, a good rule of thumb is to pitch
two to three months in advance. For newspapers, allow
3-4 weeks if possible. For radio, allow a few days if
possible - although radio stations are well known for
airing releases on the same day they are received.
5. Make it Newsworthy
Some great examples would include: announcing a partnership
or joint venture with another business, the launch of
a new product or product line, the kick off a special
contest promotion, arrival of a special celebrity for
an on-location promotion, recent studies or research
that directly tie-in to your product or service, announcing
milestones, awards, or promotions.
6. Don't be Afraid to Get
Creative
Do you offer products to the wedding market? Consider
hosting an "Ugliest Bridesmaid Dress" contest.
Do you sell to pet owners? Consider sponsoring a "Paws
for Photos" photo shoot of proud pet owners and
their best friends. The opportunities are only limited
by your imagination - and, the more creative the idea,
the better your chances are of being picked up by the
media.
7. Passing the Publicity Litmus
Test
Give your release the "publicity litmus test."
The test consists of six components that should be in
a press release. Your release doesn't have to have all
of these elements, but it should have at least three
of them before you hit send: expert status, promote
awareness, inspire action, pique interest, create opportunities,
or create controversy.
8. You've Sent It... Now What?
One word, my friends - archive. If you don't have a
Press Room on your website, add one. Archive your press
releases in PDF format, and keep them there. Add high
quality digital copies of your company logo, photos
of principals, company overview, sales sheets, relevant
brochures, etc. Give the media as much information as
you are able. They appreciate the ease with which they
can access these materials without having to wait for
a reply from you.
9. Be Prepared for Results
Make sure that you have made ample preparations to
receive calls, emails, and interview requests. Make
sure that your voice mail is professional sounding,
and that you check it often. If you provided your fax
number, load that fax machine with paper. Be prompt
when responding to email inquiries, and make sure you
provide all of the information requested from you. Many
publications will be on a very tight schedule, and any
delay may render you out of the game.
10. Remember - Press Begets
Press
If there is one thing that we continually tell clients,
it is that press begets press. If you land yourself
in the pages of Vogue, by all means, flaunt it! Not
only does it give you valuable bragging rights for use
in marketing promotions, but it also serves to beef
up that media room. One simple truth about the media
is that they hate being "scooped." Nobody
wants to be left out in the cold -- they will want to
make sure that they give you coverage as well.
Contact Information:
Traci Hayner Vanover, the Promo Diva® The Creative
Concept, Inc. PO Box 8326 - Fort Wayne, IN 46898Blog:
http://PromoDiva.com
Twitter: http://twitter.com/promodiva
Facebook: http://www.facebook.com/promo
diva LinkedIn:
http://www.linkedin.com/in/promodiva
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