PR Works!15 Ways to Make Your Press Release Stand Out From
Crowd!
Do editors of newspapers, magazines and online news sites really use press releases? Too right they do. In fact, press release is one of most effective forms of publicity. But many businesses, both online and off, underestimate power press has to promote their business and get their product or service noticed by potential customers.
There are no figures that show how many news stories are generated by press releases but my guess is that it runs into hundreds and thousands, if not more. Many will be published word for word. Others will be paraphrased. But, either way stories generate free, credible publicity for you, and your business.
So how do you convince reporters and editors to sit up and take notice of your company’s news? Write a press release that’s newsworthy, factual, topical, and then send it to right people. It’s not as simple as it sounds, though, because press is bombarded with information everyday and their priorities are not necessarily yours.
Have no fear. Here are 15 tips to help you write a press release that will impress reporters, and increase your chances of publication.
1. Don’t waste reporters’ time submitting something that isn’t news. Find an interesting angle or a new twist and you’re almost guaranteed success. If you make your story sound dull it will probably end up in trash. The best source for ideas is magazines and newspapers themselves. Not front page headlines but one or two paragraph items on page three or page 10. Play close attention to these because they often suggest something bigger is afoot. If that something can tie into your product or service you’re on to a sure-fire winner.
2. Your headline should summarize your story in ten words or less. It tells editor, at a glance, if your story is newsworthy or not. Avoid adjectives like “amazing” and “exciting’. It’s a turn off for journalists. A simple title such as,“MarketingBiz.com Announces Launch of Newsletter Service” is better than, “MarketingBiz.com to Launch Exciting and Interesting New Service.” Remember, this is news, not advertising.
3. Make sure your lead sentence contains all main points of your story. It should tell reader who has done what, where, why and when. Try not to let this sentence ramble on. Make sure it’s straight to point and contains only essential information.
4. Include all benefits of your product or service. If your product is 20% cheaper, say so. If your service can help make your client, healthier or wealthier, say so. Concentrate on advantages to consumer because no one cares about advantages product has to you.
