| The Beginning | | | | should make your release stand out from the |
| | | | crowd with a strong, compelling lead |
| The first and most important thing is to have | | | | paragraph. |
| something interesting to say. Consider your | | | | |
| USP - just like in sales. It's your unique | | | | As editors and journalists get so many |
| selling proposition. After all publicity is | | | | releases every day, you only have seconds to |
| "selling". You are selling a story idea to | | | | grab their attention. The first paragraph is |
| the media. I like to call it the unique | | | | where your important information goes but it |
| shining point. It really needs to stand out, | | | | needs to be written in an exciting, creative, |
| shine, be compelling - not an advertisement, | | | | interesting way. |
| not a boring product plug. | | | | |
| | | | Consider the 5 W's - Who, What, When, Where, |
| Another element that will really hook the | | | | Why; This is an easy formula to remember when |
| journalist in is to consider the ESP the | | | | writing your release but it is still not |
| emotional selling point. Often it is the | | | | enough without some "zing" or compelling |
| human element in the story that will capture | | | | elements to "hook" the reader in. |
| the reader's attention therefore the | | | | |
| attention of the media. Think about what your | | | | Again - how does it help? Remember the |
| story is. What is your background? Have you | | | | benefit to the reader and perhaps include |
| overcome any obstacles to get where you are | | | | some "how to" tips on whatever your product |
| today? Any achievements or milestones? Where | | | | or service is. |
| is the human interest? | | | | |
| | | | Use memorable quotes; either of you or |
| What's more compelling? An announcement about | | | | someone well-known who can endorse your |
| a wedding limousine service, or the 30th | | | | product. Quotes are often used by the media |
| anniversary both in marriage and business of | | | | as they make the story more "real" or |
| the couple who run the service? This is a | | | | personal. A good quote can include why you've |
| story I helped someone uncover in a seminar I | | | | started this business or developed your |
| conducted. The couple later went on to get a | | | | product or how it helps your target audience. |
| full page colour photo and editorial story in | | | | |
| a wedding supplement in their local paper - | | | | The Format |
| for free, just by working out the human | | | | |
| element of interest to readers. | | | | Title it "Media Release" and always include |
| | | | the date. |
| WIFM | | | | |
| | | | Include your contact details of telephone, |
| What's in it for me? Or what is in it for | | | | mobile, email and website address. |
| them. How does your product or service help | | | | |
| others? You media release needs to state that | | | | Use letterhead and keep the content to one |
| key element. How will the reader benefit? | | | | page - any more and you will lose the |
| | | | journalists' attention. |
| It's uninteresting to just say, "Jones & | | | | |
| Smith Accountants today announced the launch | | | | When using email, cut and paste into the body |
| of their revolutionary new accountancy | | | | of the email - don't send an attachment. |
| software package… | | | | |
| | | | The Contact |
| Better to state - small businesses now have a | | | | |
| better way to measure, monitor and manage the | | | | Send your release to the appropriate person - |
| costs involved in running their business, | | | | be sure to do your research. Check that the |
| thanks to Jones & Smith's new online | | | | "food editor" is still just that and not now |
| measurement & analysis accounting system. | | | | the "finance editor". Find out the name of |
| | | | the person and their direct email. |
| The Heading | | | | |
| | | | Always follow up with a phone call or email |
| Write a catchy headline with a short, punchy | | | | and keep your media liaison consistent. If |
| phrase. Observe how headings are written in | | | | you provide good information you are not a |
| newspapers and magazines. You need to grab | | | | nuisance, you are providing a service. |
| the reader's attention. Of course that is if | | | | Journalists and editors need our information |
| you are planning to post your media release | | | | to fill their newspapers, magazines and radio |
| snail mail with your product sample or full | | | | shows. |
| media kit. But most releases these days are | | | | |
| emailed. However, the same principles apply. | | | | Supply a creative photo or suggest a photo |
| Use a compelling subject heading or the | | | | opportunity that will add to the impact of |
| journalist will simply hit delete. Make it | | | | having your information publicised. |
| provocative. | | | | |
| | | | Gaining publicity in the media will help you |
| The Content | | | | become known as an expert in your business |
| | | | field; it will enhance your image and |
| Have a bright opening; start with your | | | | reputation and help you to grow your |
| strongest point first. Instead of the | | | | business. |
| conventional "today announced that" lead, you | | | | |