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