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How to Write a Media Release

The  Beginningshould make your release stand out from the
crowd with a strong, compelling lead
The first and most important thing is to haveparagraph.
something interesting to say. Consider your
USP - just like in sales. It's your uniqueAs editors and journalists get so many
selling proposition. After all publicity isreleases every day, you only have seconds to
"selling". You are selling a story idea tograb their attention. The first paragraph is
the media. I like to call it the uniquewhere 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 theWhy; This is an easy formula to remember when
journalist in is to consider the ESP thewriting your release but it is still not
emotional selling point. Often it is theenough without some "zing" or compelling
human element in the story that will captureelements  to  "hook"  the  reader  in.
the reader's attention therefore the
attention of the media. Think about what yourAgain - how does it help? Remember the
story is. What is your background? Have youbenefit to the reader and perhaps include
overcome any obstacles to get where you aresome "how to" tips on whatever your product
today? Any achievements or milestones? Whereor  service  is.
is  the  human  interest?
Use memorable quotes; either of you or
What's more compelling? An announcement aboutsomeone well-known who can endorse your
a wedding limousine service, or the 30thproduct. Quotes are often used by the media
anniversary both in marriage and business ofas they make the story more "real" or
the couple who run the service? This is apersonal. A good quote can include why you've
story I helped someone uncover in a seminar Istarted this business or developed your
conducted. The couple later went on to get aproduct 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 formobile,  email  and  website  address.
them. How does your product or service help
others? You media release needs to state thatUse 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 launchWhen using email, cut and paste into the body
of their revolutionary new accountancyof  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 theSend 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, punchyand keep your media liaison consistent. If
phrase. Observe how headings are written inyou provide good information you are not a
newspapers and magazines. You need to grabnuisance, you are providing a service.
the reader's attention. Of course that is ifJournalists and editors need our information
you are planning to post your media releaseto fill their newspapers, magazines and radio
snail mail with your product sample or fullshows.
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 theopportunity that will add to the impact of
journalist will simply hit delete. Make ithaving  your  information  publicised.
provocative.
Gaining publicity in the media will help you
The  Contentbecome known as an expert in your business
field; it will enhance your image and
Have a bright opening; start with yourreputation and help you to grow your
strongest point first. Instead of thebusiness.
conventional "today announced that" lead, you



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