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