9 Steps to Getting Your Press Release Read

Yes, there really is a science to press release writing!

I know, I know. It’s hard to believe. After all, you’re giving news outlets
an opportunity for a great story right?

Unfortunately, so are hundreds, maybe thousands, of other people. So if you
want yours to get the attention it deserves, you’ve got to speak the reporter’s language and follow the proper protocol.

In many ways, the proper etiquette for writing and submitting a press release
is no different than the proper etiquette for fine dining or hosting a party. There are
pretty clear “do’s” and “don’ts” and violating them can do more harm than
good to your cause.

Where’s my proof? Years of experience writing press releases and RECEIVING them (as a former newspaper reporter).

What are those “do’s” and “don’ts?”

Well, here are just a few.

• Make sure the information is newsworthy.
  
• Put the most important information up front – if the reporter can’t tell what the release is about from the first paragraph, they probably won't read further.
  
• Ask yourself, "How are people going to relate to this and will they be able to connect?"
  
• Make sure the first 30 words of your release are effective and have impact. They are the most important.
  
• Avoid hype and unsubstantiated claims - journalists get "pitched" everyday so stick to the facts and provide specific information.
  
• Be specific- don't rely on generalities to attract journalists' interest. Give specific examples and detail why the product or announcement is important.
  
• Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.
  
• Make sure you wait until you have something with enough substance to issue a release.
  
• Make it as easy as possible for media representatives to do their jobs. Reporters LIVE on deadline. Make their jobs as easy as possible by doing as much of the fact gathering as possible.

When in doubt ask yourself if your press release lives up to these 7 news values:

• Timeliness – events that are immediate, recent
• Impact – events that are likely to affect many people
• Prominence – events involving well-known people or institutions
• Proximity – events geographically or emotionally close to the audience
• Conflict – events that reflect clashes between people or institutions
• The Unusual – events that deviate sharply from the expected
• Currency – events and situations being talked about right now

Committed to your marketing success,
Lina Penalosa
Februray 21, 2006