Writing a Press Release: Inverted Pyramid Style
A term you'll hear in newsrooms, in editing meetings, in Journalism 101, but almost nowhere else, is "inverted pyramid."
The "inverted pyramid" style is the goal of every newspaper reporter, and, if you want free publicity, it should be the goal of your press release as well.
What is an inverted pyramid? It is the structure of the press release. It simply means that you should put the most important or enticing information in the first few sentences of your press release, and then unfold the rest in descending order of importance.
For example, if you are announcing a new financial planning product or service, put that up front:
"A new financial planning service will help local families increase their retirement savings."
Unfortunately, many people have a tendency to put less important information in the first sentence of a release. For example:
"Chet Thompson, CFM, a financial planner located in Glendale, today announced a new service called 'PlanWise.'"
What's more important? Your name, your location, and the name of your service, or the fact that it will provide a better retirement? All of your contact information is important, and should be in the release, but it's not as interesting as what your service will do.
Reporters scan a release quickly: burying your "best" stuff near the bottom always backfires. A press release isn't a mystery novel-you aren't going for a surprise ending.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.
Can Your PR Do This?
Can your PR do something positive about the behaviors of those outside audiences that most affect your business, non-profit or association?
Boost Your Business by Partnering with a Non Profit Organization
Is your business looking for new and creative ways to gain publicity and build your customer base? Partnering with non profit organizations may benefit your business in many ways.
The Four Seasons of Publicity - Building an All-Year Publicity
If you're like most publicity seekers, you probably think oneproject at a time. You've got a new product coming out in April,so you send out a release in March. You've hired a new executive,you'll put out a release when she's on board, etc.
Seven Tips To Get Your Press Release Noticed
If you're seeking to promote yourself or your new business on a limited budget, you probably cannot afford the benefit of hiring a public relations agency to work on your behalf - at least not in the beginning.
Franchise Work Vehicles Should Have a Flag on Them
If you own a franchise and have company vehicles, be sure you have a flag on it. First let's discuss the American flag. Franchising is the epitome of the free enterprise system. It's what makes America great. The entire United States government is a franchise system. The federal government grants powers to states to govern exclusive territories. They have the power to tax. They give royalties to the federal government in the form of tax revenue. Each state consists of counties. Again, counties are assigned geographical territories and have certain rights and powers. Each county has cities with charters and taxing authority (limited). Think of it this way: Franchisor = Federal Government; Master Franchisee = States; Regional Directors & Area Reps = Counties; Individual Franchisees = Cities; Customer = The People
Public Relations Primer, Part II: Five Dos
1) Package your story. Two critical elements will help you do this: Knowledge and Creativity.
10 Tips for Tantalizing News Releases
Want to get radio interviews and coverage in print publications to sell more books?
Dont Use PR
?lose the confidence of your key target audiences? discourage them from taking actions that lead to your success?fail to achieve your department, division or subsidiary objectives.
Media Relations: Should You Pay For News Coverage, Part II
Last month, we told you about "pay for play," a practice in which news organizations charge sources to appear on their programs. In other words, if you ante up enough cash, these "news" programs will air a puff piece about your company or organization.
If Your PR Cant Do This, Bag It!
As a business, non-profit or association manager, why continue a public relations effort that doesn't deliver the key external audience behaviors you need to achieve your department, division or subsidiary objectives?
Why PR Can be Effective Medicine
When properly applied by business, non-profit andassociation managers, public relations "medicine"does something positive about the behaviors of thoseimportant external audiences of theirs that MOSTaffect their operations.
The PR And Marketing Expert Has A Smattering Of Knowledge Regarding Nearly Everything And Is Certain
PR, that is public-relations, leads the way to effective advertising; opening the channel of communication and allowing the advertising to be acceptable. Public-relations is really all the different ways of communicating that enable society and individuals and groups and organizations to better function and more understandably communicate with each other. Marketing is composed of the different forms of communications, such as words and pictures on music and shapes and colors that make a person or group more willing to receive a communication that communication usually being an advertisement. In the advertisement is to induce a consumer to purchase a good or service. The more a public-relations and marketing expert knows about various goods and services, the better that person is that marketing, advertising and selling them.
Does the PR Blueprint Work?
Managers, please take a minute and read two sentences: People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
Sound Like Your Situation?
What a shame! Potentially productive public relations people resting on their oars in a large organization. Just kind of tinkering with tactics and leaving target audience perceptions (and behaviors) to pretty much do their own thing.
Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity
In this great country of ours, there are basically three ways to get yourself tons of media coverage.
Media Release Headlines - Ten Tips to Get Media Attention
So you have spent hours and hours writing, shaping and crafting your media message. You've worked on setting your objectives, identifying your target audience and working out how to reach them. Your release is well structured and packaged, leaving just writing the head-line remaining.
R.O.I. -- O.K., Heres The Deal!
You can SO measure return-on-investment for a public relations program!
Got Publicity? How to Become a Household Name
Are you working as hard as you can in your area of expertise? Are you implementing creative ideas? Are you valuable to your clients? And now the tough question: Does the public know about you? If you're like most business people, you answered "Yes" to the first three questions, and then perhaps hesitated on the last question and may have ultimately answered "No," or sheepishly said "Well, not as much as I'd hoped."
Preparing For Your Media Interview
Media interviews are an important part of an overall public relations campaign. Any size company from entrepreneur to Fortune 500 can benefit from media interviews. Always arrive for a media interview prepared and early. We've seen competent CEOs drown in uncharted media waters. Being unprepared guarantees you won't get asked back. When you are contacted for any kind of media interview ask the following questions:
PR: Short Form for Managers
Experience tells me that too many business, non-profit and association managers pursue their goals and objectives largely without the insights, behavioral strategies and sheer power public relations can bring to the table.
|© Athifea Distribution LLC - 2013|