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