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How to Write a Media Release

The Beginningstrongest point first. Instead of the
The first and most important thing is toconventional "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". YouAs editors and journalists get so many
are selling a story idea to the media. Ireleases every day, you only have
like to call it the unique shiningseconds to grab their attention. The
point. It really needs to stand out,first paragraph is where your important
shine, be compelling - not aninformation goes but it needs to be
advertisement, not a boring productwritten in an exciting, creative,
plug.interesting way.
Another element that will really hookConsider the 5 W's - Who, What, When,
the journalist in is to consider the ESPWhere, Why; This is an easy formula to
the emotional selling point. Often it isremember when writing your release but
the human element in the story that willit is still not enough without some
capture the reader's attention therefore"zing" or compelling elements to "hook"
the attention of the media. Think aboutthe reader in.
what your story is. What is yourAgain - how does it help? Remember the
background? Have you overcome anybenefit to the reader and perhaps
obstacles to get where you are today?include some "how to" tips on whatever
Any achievements or milestones? Where isyour product or service is.
the human interest?Use memorable quotes; either of you or
What's more compelling? An announcementsomeone well-known who can endorse your
about a wedding limousine service, orproduct. Quotes are often used by the
the 30th anniversary both in marriagemedia as they make the story more "real"
and business of the couple who run theor personal. A good quote can include
service? This is a story I helpedwhy you've started this business or
someone uncover in a seminar Ideveloped your product or how it helps
conducted. The couple later went on toyour target audience.
get a full page colour photo andThe Format
editorial story in a wedding supplementTitle it "Media Release" and always
in their local paper - for free, just byinclude the date.
working out the human element ofInclude your contact details of
interest to readers.telephone, mobile, email and website
WIFMaddress.
What's in it for me? Or what is in itUse letterhead and keep the content to
for them. How does your product orone page - any more and you will lose
service help others? You media releasethe journalists' attention.
needs to state that key element. HowWhen 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 theThe Contact
launch of their revolutionary newSend your release to the appropriate
accountancy software package…person - be sure to do your research.
Better to state - small businesses nowCheck that the "food editor" is still
have a better way to measure, monitorjust that and not now the "finance
and manage the costs involved in runningeditor". 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 Headingconsistent. If you provide good
Write a catchy headline with a short,information you are not a nuisance, you
punchy phrase. Observe how headings areare providing a service. Journalists and
written in newspapers and magazines. Youeditors need our information to fill
need to grab the reader's attention. Oftheir newspapers, magazines and radio
course that is if you are planning toshows.
post your media release snail mail withSupply 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 areimpact of having your information
emailed. However, the same principlespublicised.
apply. Use a compelling subject headingGaining publicity in the media will help
or the journalist will simply hityou become known as an expert in your
delete. Make it provocative.business field; it will enhance your
The Contentimage and reputation and help you to
Have a bright opening; start with yourgrow your business.



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