All You Need to Know About Press Release Writing and Distribution
Before you even think about writing a press release, there are a few things you need to know about the media. Here's the first - and most important - of them:
1. Journalists receive hundreds of press releases every week
Depending on the publication they're writing for, they may even get hundreds of press releases every day. So you're up against some pretty stiff competition. Obviously you're going to have to make sure your press release stands out, and grabs her attention. But how?
2. The vast majority of these press releases remain unread.
Luckily, the situation isn't quite as desperate as it may seem. You don't really have to compete with all of these hundreds of press releases. You only have to compete with the good ones. The reason? The rest of them go straight to that round metal filling cabinet on the floor...
When I worked as a reporter, it was my job to plough through the huge pile of press releases we received every day. Pretty soon I realized that only around 5% of them were ever any use to us. The rest were either transparent attempts at self-promotion from local business owners, or were on subjects which our newspaper just didn't cover.
What can we learn from this? Well, two things:
* If you want your press release to be read, you have to give the journalist the kind of news they're interested in covering
* In order to do this, you have to actually READ their newspaper.
Back to our journalists, and the final two things you need to know about them.
3. Journalists are very, very busy
Unfortunately, the newspaper industry is similar to many other industries in that there's a tendency to hire fewer staff than are really needed. This is bad news for journalists, but it's also bad news for your press release, as it basically means that the journalist you send it to will probably not have time to read it properly, and will simply scan the first line. If that first line doesn't grab their attention, they'll file it straight into the bin.
4. The media don't owe you anything
Here's something that most people forget: newspaper owners are running a business too. Their business makes money by selling copies of their newspaper, and trust me, they're in it for the money: they're not providing a public service.
When I worked on local newspapers, we would get a lot of phone calls from people who seemed to feel that it was our duty to print the stories they gave us, whether it was about their child winning a prize at school or their business winning a new client.
The problem was that as much as we'd liked to have helped these people, we were running a business. The success of that business depended on us providing news that people actually wanted to read, and, sadly, no one really wants to read about a child winning a book token or a business signing a new contract. (Unless, of course, you're the child's parents or the owner of the business.)
So, now you know a little bit about the media, it's time to sit down and write that press release...
(This article is an extract from the ebook "PR Power: How to Write a Killer Press Release ? and make sure it gets published" by Media Relations Expert Amber McNaught.)
Amber McNaught is the author of "PR Power: How to Write a Killer Press Release ? and make sure it gets published!" Buy the ebook online for $9 (£4.99) here.
Amber also offers an affordable press release writing and distribution service.
Public Relations: Power Tool for the 21st Century
I address this article to businesses, associations, non-profits and public entity managers seeking a direct connection between the money they're planning to spend on public relations, and the achievement of their organizational objectives.
R.O.I. -- O.K., Heres The Deal!
You can SO measure return-on-investment for a public relations program!
Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?
Commit this to memory, please: To get in the media, being good is good enough.
What is GuerrillaPR Anyway?
Public relations is the art, as one of my colleagues put it, of "offering people reasons to persuade themselves." In other words, we are not Madison Avenue; we don't tell people what we want them to think. Rather, we give them evidence, facts, and opinions that help them reach a conclusion. If we're good at what we do, they will reach the conclusion we've been hired to promote.
How to Stay Composed During Contentious TV Interviews
NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001.
Do You Have A Press Package?
How do you make a friend of the media? A press package can go a long way in helping you deal with the media. It allows you to have everything you need handy.
Well, for starters, because good public relations can alterindividual perception and lead to changed behaviors amongyour key outside audiences. And that can help business, non-profit and association managers like you achieve yourmanagerial objectives.
Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media
Reporters, by nature, are curious people.
Another way to really become known in your area is to speak up. Make yourself available to talk to every civic,business and educational group that will have you. Stress your expertise, and, as with writing the newspaper column,never try to sell anything-except your reputation as a knowledgeable, trustworthy professional.
The Only Way to Get Free Advertising?
Receiving free advertising is the dream of most business people. If you've ever found yourself frosting at the mouth over how your competitor got interviewed on the news or how they are always highlighted in the local paper, then read on. Maybe next time you can beat them to the punch and reach thousands at no cost.
Five Publicity Buckets For Marketing-Minded Financial Planners
Maybe you've seen another financial planner on TV, and thought, "Hey, I'm just as good as she. Why didn't the press pick me?"
Nows The Time To Get Christmas Media Coverage
Publicity seekers know that Christmas can provide a bonanza of media coverage. Every media outlet, it seems is cranking out a special edition on gifts for the winter holidays. So, Christmas is the time to get ink for your product.
HELP: I Need a Press Kit!
A press kit is an essential press relations tool. While it can be used to support a special event or promotional activity, it is most helpful in strategically positioning an organization or product. On a website, the "press room" is the on-line equivalent of the traditional press kit.
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.
13 Publicity Ideas for Retailers
If you're trying to promote your store, but you don't have a big advertising budget, relax. There are lots of ways to get in front of the audience you want to reach by using free publicity. Here are tips that will boost your publicity efforts and help you finally get noticed.
How Real PR Works
For some, public relations works well when their news release or special event winds up in the newspaper or on the radio.
Managers, Have You Been Shortchanged?
You have been if you're a business, non-profit or association manager whose public relations budget is focused largely on nifty brochures, column mentions and broadcast plugs. Especially without a workable plan that helps you persuade your most important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary.
PR for Brand New Managers
Just promoted to manager?
How To Get FREE Publicity Whenever You Want !
What you are about to read is a step by step guide to getting FREE publicity. Simply, this is advertising that costs nothing, yet can bring in regular and substantial orders for your products and services.
Media Training: When Reporters Lie
I recently worked with a group dealing with an unusual problem. It seems that a local television reporter in town known for his aggressive style of reporting has a nasty habit of lying. Let's call him Jack.
|© Athifea Distribution LLC - 2013|