How to write a press release AND get it published
=> Summary
This article contains a checklist to writing a press release. And
it includes the single most important ingredient of a press
release, that will dramatically improve your chances of getting
your news published.
=> Introduction
Firstly, let me say straight away that I am *not* an expert at
writing press releases. Over the years, I have read and studied
many articles on how to write a press release; I have then
submitted my press release only to see them fail to get noticed
by editors.
That's not to say that the articles I read were poor - all
offered good advice, but not in the format I wanted: a simple
checklist.
So I created my own checklist to help me write a press release. A
do-able step-by-step guide to writing a press release that makes
writing the news release a straight-forward process.
And I was ready to write this article nine months ago, but
something was missing from my press releases at the time - a vital
ingredient - and so my press releases were still not getting
published.
I am only writing this article NOW simply because my last press
release WAS published, in several UK computer magazines. I am
only writing this article NOW because I now know what the
missing ingredient is to a successful press release (that gets
published). It's simple, really, *and* obvious! (Read on!)
Note: I'm still not an expert when it comes to writing a press
release - you'll find links to experts at the bottom of this
article - but I am much more confident that my press releases
will get published now. And you can be confident too...
=> Press Release Checklist
o Step 1 - What's Your Story'
o Step 2 - Think Like A Journalist
o Step 3 - Mechanics Of Writing A Press Release
o Step 4 - Example Layout Of A Press Release
o Step 5 - Is Your Press Release Ready'
o The missing ingredient - K-I-S-S
5 Reasons To Avoid PublishAmericaEver since I first wrote about my publishing pitfalls with PublishAmerica, I've received a lot of correspondence from writers asking me if they too should avoid ..... o Appendix: Expert press release resources
So, what follows is advice distilled from many sources, organised
in a way that allows you to follow the basic steps of writing a
press release. (And you can always find out more detailed
information, should you need it, in the Appendix!)
What also follows is the vital ingredient missing from many
how-to articles, that improve your chances of getting your news
published...
=> Step 1 - What's Your Story'
1.1) Find your story, and develop it!
1.2) Position yourself as being different
1.3) Develop different angles
- holiday and event tie-in articles
- tips, articles, advice
- politically and socially important editorial tie-in articles
- new, unique products, Internet innovations and developments
- human interest angles
- interpersonal relationships on difficult issues
- unusual events, unique personal accomplishments, unusual
creative ideas
- humor and wisdom, fun and tragedy
Some suitable news-sources to aid your research:
- http://news.bbc.co.uk
- http://www.zdnet.com
- http://www.backwash.com
- http://www.moreover.com
=> Step 2 - Think Like A Journalist
2.1) What reasons would an editor want to publish your news (what
benefits are there for them')
- is it relevant'
- is it mildly interesting'
- is it newsworthy'
2.2) Make the main benefit the headline
- the only purpose of your headline is to get the attention
of the editor, to get him/her to read your release
- write headlines from prospects point of view (use the
words YOU, NEW and/or How To in headline)
2.3) Remember the subtext
2.4) Remember K-I-S-S (keep it simple stupid!) - write for
scannability; write short, punchy paragraphs
2.5) Remember to answer: "Who' Why' What' Where' When' & How'"
2.6) Write the press release so it can be put into a magazine,
with just a few simple edits
=> Step 3 - Mechanics Of Writing A Press Release
3.1) The Title of your press release is vital - some say that 90%
of your time should be spent on your title; make it bold &
boastful (hot and shocking!)
3.2) Opening sentence continues what you are talking about in the
headline
3.3) Tell your story in headline and leading paragraph
3.4) Use specific, powerful (and true) testimonials
- use convincing case studies
3.5) Use a powerful guarantee, and draw attention to it
3.6) - No more than 5 bullet points
- No .DOC files
- No attachments
- No HTML
3.7) Change passive words to active; use the words YOU; and link
selling points
3.8) For each sentence ask yourself 'So what'' - remove if there
is no good answer
3.9) Edit your copy ruthlessly, over and over again!
=> Step 4 - Example Layout Of A Press Release
This is a simple example of what a press release should look
like (more or less):
-- Benefit (tell me more, 36-40 chars)
-- What / why needed / how it will help
(40-75 words)
-- Include quotes
-- Who aimed at (the facts) - who cares'
-- Summarise; call to action
=> Step 5 - Is Your Press Release Ready'
1) Is your press release published on your website'
2) Better still, do you have an online press pack'
3) Do you know what to do or say if a reporter calls'
=> The missing ingredient - K-I-S-S
Phew! A lot to take in, ......
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