Create A Press ReleaseWritten by Jean Melconian
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2. Only send release to one person per news outlet. Any problems that develop from duplicate coverage and effort will be blamed on you. 3.Don't just send press releases- call editor or writer directly. If you want your release covered, call person before sending release, and a couple of days later to make sure they received it. Just don't become a pest. 4.Know your deadlines. Magazines, even weekly ones, are often planned months in advance. Seasonal events, such as Christmas and Easter, are a great example of this For calendar items, know news outlet's deadline for section. 5. Keep it short and informative. Reporters and editors are notoriously busy. Most press releases should be kept to one page. Two is acceptable. If they want more information, they'll ask. 6.Write in a news style. That means putting prime information (who, where, what and when) into lead (first paragraph). It also means keeping sales pitch subtle. No exclamation points!!! Many papers will directly reprint a press release, as long as it is written in a professional news style. Use short words and sentences. Make sure what you're saying is very clear. 7.Always include, at top corner of every page, a two- or three-word description of story, name and phone number of key contact people (no more than two), page number ( if there us more than one page) and release date (usually "For Immediate Release"; otherwise " Please hold until xx/xx/xx"). 8.End a press release with ### typed across center margin a couple lines below end of your text. If a release is continued on another page, type- "-more-" at bottom of page in center. 9.Use standard 8 ½" x 11" paper typed on one side only. Never break a paragraph across two pages. Leave plenty of margins for editors to write notes-an inch and a half all around should be fine. 10.Bright Idea; Whenever you distribute a press release, also post release somewhere on your Web site, under heading "Corporate Information," "Company Background," or "Press Releases."
Jean Melconian is the owner of WebTrans International, Inc., International trade resources and logistics are available at: http://www.webcargo.net.
| | Writing for MediocrityWritten by Heather Reimer
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5. Don't be afraid of large blocks of text. Readers see that dense copy and say to themselves: "Oh goody, I was just running short of things to read!" 6. Bury your lead. This is an old journalism trick practiced by old journalists who couldn't remember point of their story. This delightful writing style requires your readers to plow through a slagheap of details before reaching "gold nugget". Internet users are patient creatures with nowhere else to go, so don't hesitate to ramble on and on aimlessly. 7. If you want your readers to take a specific action such as order a product or "click here", don't state that outright. Subtlety is best. Give them benefit of doubt and assume they'll know what they're supposed to do. 8. Which brings us to tone. Your written tone of voice is very important. You never want your readers to suspect that a real live person is standing behind their words or, worse yet, standing behind their product. Just pretend you are a robot and writing will come much easier. 9. Consistently utilize a preponderance of gargantuan words, even in localities where a more diminutive congregation of characters would be sufficient. This method, employed with great success by lawyers, will convince your humble readers that you are infinitely smarter than they are and they will buy your product or service out of sheer gratitude. By following above guidelines in writing your text, you'll be moving world one step closer to day when entire web is a syntax-free zone and professional writers (like me) spend our days fishing cigarette butts out of bus station ashtrays.
Heather Reimer has been involved in print and electronic journalism for over 15 years and is currently the Creative Copy Editor for iGlobalMedia.com, a leading edge affiliate management company. You can visit them at www.iglobalmedia.com.
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