10/ 12/ 2006
by Marcia Passos Duffy
Believe it or not, there is actually one little-known secret to getting publicity. And it has nothing to do with hefty PR budgets, fancy press kits and expensive spokespersons. The secret is this: You have to think like a reporter.
What does this mean?
- You need to separate the real news about your business from promotional fluff, hype or clichés.
- You need to deliver a sharp story angle that's interesting to readers.
- You need to deliver this in a professional, courteous manner with a well-written press release.
While there are plenty of reasons why a press release may be in order, here are some reasons why your press release may end up lining the bottom of newsroom trash can:
- Hype about low prices and good service or self-serving commercial messages that sound like an advertisement
- Just general information about your business (this is OK for background but not a press release)
- No news!
Now that you know when not to send out a press release, here are some good reasons why you should––remember, your press release is not an ad! Think "news":
- Moving to a new location or new office or changing your business name
- Adding someone to your staff
- New work with nonprofits, such as a charitable contribution or special work with charities or those in need
- A unique new product or service that has been added to your business
- A significant new contract your business has just landed or a partnership
- An award given to your business
- Business owner or staff member attending a conference or completing a degree/certificate relevant to the business
- Announcing an event that is open to the public (even better if it is free), such as an informational seminar
You don't need to send out a press release for every trivial thing your business does, but if it meets the criteria of being "newsworthy," sending out press releases will help get you coverage on a regular basis.
Now that you know when to write a press release, how do you write it?
The press release format
Sure, you may say, the "secret" to getting publicity is thinking like a reporter, but what if you're not a writer?
Here's a formula you can follow to help you write your own press release. Follow the steps below and study the way news is written in your newspaper. A well-written, professional, no-nonsense press release is the only way your news will get noticed by an editor.
- Keep it 1 to 2 pages in length and double space.
- Keep the font and typeface size consistent.
- At the top left-hand margin, type in all caps: FOR IMMEDIATE RELEASE (Note: Do not all-cap anything else in the press release)
- Include your contact information (name, company name, telephone number, e-mail address and Web site) underneath this, using the heading "Media Contact."
- Write a headline that summarizes your news. (No hype here. Just the facts!)
- In the first line of your release, type the town you're submitting from and the date followed by two dashes. The first paragraph starts immediately after this.
- Your first paragraph should answer at least five essential questions––who, what, when, where and why. It can also answer the question "how."
- Make your point quickly (answering these questions will help keep you on track) in the first paragraph using short sentences. Keep in mind that editors don't have much time on their hands. They will read your press release along with a hundred more from other businesses. Make it easy for them by giving them all the information they need in the first paragraph.
- Your second paragraph may include a quote by you or an explanation of any point in your first paragraph.
- In your last paragraph include a "boilerplate" summary of your business, including phone number, tag line, Web site, number of years in business.
- Most publications now require that press releases be sent as an e-mail. Don't send it as an attachment but in the body of the e-mail.
- Make your e-mail subject line simple––don't keep the newsroom guessing about what this is all about.
- Remember, editors will not print anything that is sloppy, difficult to read or understand; they don't have time to decipher what you are trying to say. So before you hit the "send" button, have several friends or business associates read your press release and give constructive feedback.
- Do not call the editor to see if the newsroom has received the press release! There is nothing more annoying to a busy editor on deadline getting a did-you-get-my-press-release call. If you provided all of the necessary contact information, the editor or reporter will call you.
Have patience
Just because you have written a great press release with (what you believe) is an exciting message about your business, that doesn't mean that an editor in the newsroom will agree with you or print your release word for word. The downside to publicity (versus advertising) is that there are no guarantees. Your news may not make it to print at all or can be reduced to a one-line mention. While you may not think this is fair and may even feel angry at the publication and vow never to send another press release again, try to take a step back.
Remember that sending a press release is never a waste of time. You can be sure that while your news may not make it in print, you have made an impression (hopefully a good one) on the editor. Your press release may actually be filed away for reference for a future story, a potential expert to quote or to build a file on a business. You are building a professional relationship with editors; you must be a resource, not pushy or self-serving. The key is to be open and understanding about the way publicity works and not to give up! If you have a good story to tell about your business, and you're professional and persistent, you may get your story told––which benefits the publication and you.
