Honestly, it’s not rocket science. If you want to get an editor’s attention then all you have to know is this: Editors print what their readers are interested in. It’s just that simple. So do some research on the print and online media outlets that attract your target market and then follow these tips.
The best releases have these qualities:
1. They focus on why the product, service, or event is significant now.
2. They clearly demonstrate why it is important to the readers.
3. They present clear, simple and timely information.
Press releases are always written in the third person; so think like a reporter and write accordingly. Stay away from marketing fluff and hype and make sure all your information is accurate and timely. You’ll start with the most newsworthy aspects and work backwards.
The Major Elements:
The headline: This is the first thing that an editor sees, and it must be persuasive. It should instantly draw in the reader with a compelling snapshot of what your release is about. Remember to include your company name in the headline.
The subhead: This goes below the headline, in italics, and emphasizes the most important angle in your release.
The lead sentence: The most important thing to emphasize right at the start is the significance of the news at hand–why should the reader care? Don’t make the editor work too hard to discover the news in your release. You want the editor to know up front that you understand the audience and have made your release relevant.
Demonstrate the benefits: Next, go into a couple of sentences to demonstrate and quantify the significance of the news.
Get a quote: Whenever possible include a quote. This could be from a third-party source or from one of your top executives or clients.
Provide the details: Provide additional details of the project, service or event. Be sure to embed links in the copy to your website to provide more detailed information.
About you: And finally, you want to end with a brief boilerplate paragraph that describes your company. Of course include your website. A reporter will typically go there first for more information about you.
Contact: Remember to include all contact information: name, phone and email.
If you’d like more information, including sample press releases, building your media list, pitching to reporters, and optimizing your release to enhance search engine ranking, see the MY PR Tools Media Guide.
Feel free to give me a call at 310.546.2926 for a complimentary strategy session. I’ll be happy to show you how to take your business to the next level with affordable marketing strategies that hit the sweet spot with your target clients. And for more marketing and PR tips visit my blog.
- Christine Henry Woodward