A press release is an effective, low cost way to promote your business. You don’t have to be a journalist to write a press release but it needs to be newsworthy. For example, you may be launching a new business or product, have won an award or have some tips to contribute to an event or occasion, such as Christmas.
Before you begin ask yourself:
· Is a press release the most appropriate way to market my business at this time?
· Do I have a story to tell or am I just after a free advertisement? What you think is interesting may not appeal to an editor, so run your idea past a friend or colleague first.
· Who is your target audience?
Once you’ve decided you do want to write a press release, where do you start? First decide what’s the best media for your story. You can invest in a media guide or do your own research based on what you buy and what’s available in your local news agency. Some of your options are:
Major metropolitan papers
Major daily papers are looking for strong news story, but specialist sections of the paper may be interested in unusual, interesting and useful information.
AAP
If your story is nationally newsworthy, you could send it to a news agency such as the Australian Associated Press (AAP). Newspapers, television and radio source stories from AAP.
Local press
Don’t underestimate the power of the local press. Lots of people skim local papers before throwing them in the recycling bin and your story might just catch their eye.
Trade journals and magazines
Trade journals and magazines have a smaller readership but a longer life than a newspaper. As many are published monthly, you’re also not as likely to be overlooked because a major news event dominates the paper the day you send your press release.
If you’re just sending your press release to one magazine or journal let them know it’s ‘exclusive’. This will increase your chances of being published. Maybe you could add a ‘use by’ date so you don’t play the waiting game and lose other opportunities.
Radio and television
Radio and television are options if your story has immediacy or is controversial. Television is a good medium if you’re promoting an event or product with visual appeal.
If you want TV to come to an event, rather than write a press release you may choose to send an invitation to a specific person, for example, the head of news, provide them with background information and offer to arrange interviews.
10 Tips for Writing and Placing a Press Release
Once you’ve decided where to send your press release, read that publication. Write yours in a similar style following these guidelines.
1. Work out what you want to say
Be clear about your message and don’t try and tell too much. There is only room for one key message in a press release, which is usually short (about 300 words). If you have secondary messages, they must support the main message. For example, if you are launching a new product concentrate on that and not all the other things you do.
Use facts and statistics if you have them to back up what you’re saying. Keep the tone of your press release simple and factual. Avoid exaggeration and hype words like “cheapest”, “unique” and “greatest”.
Press releases often contain quotes. If you quote people, give their title and who they represent.
2. Choose an angle
If you have a strong story, it’s best to write a straight story sticking to the facts. Sometimes a human interest angle works. For example, you can tell your story through a person who has used your product or services. This approach can be powerful, but you need to use real people, not fictitious ones. A controversial angle can also grab attention, but don’t be too emotive or your story will lose credibility.
In How to write and pitch your Press Release, Australian writer and ex-journalist Peter Jenkins uses the fictitious example of teenage smoking to demonstrate three different spins.
In the straight story he tells the facts teenage smoking has increased while tobacco profits are down. With the human interest story, he opens with the story of a father who’s given up smoking, then tells how the teenage son still smokes heavily. The third example uses conflict; asserting that the government’s ‘war on smoking’ is having little impact on teenage smoking. In each example, he quotes the same spokesperson – a doctor representing an anti-smoking group.
3. Get the main message across at the beginning
As press releases are short, the most important information should come first and the least important last. This structure is called an inverted pyramid. That doesn’t mean the last paragraph is unimportant – some will read the first and last paragraphs to determine whether your story is worth reading.
The first paragraph or two often gives the reader all the important information –who, what, when, where, why and how.
Here are some examples of press releases that worked! In the October issue of My Business the opening paragraph of the news item “Young guns shoot on” reads:
“Brad Bond and Paul Adler of Invizage Technology, winners of the My Business Award for Young Guns back in February, have taken out another honour, being named Ernst & Young’s Young Entrepreneurs of the Year for the southern region (Victoria, SA and Tasmania).”
We learn who they are and what they won. We don’t know exactly when, but the story is in the latest news section so we can assume it’s recent. The award is for the southern region (where) and the pair won it for being entrepreneurs in technology (how).
The rest of the press release provides supporting material with some information about their company and the Ernst & Young national title.
Alternatively, the first paragraph can set the scene. Take the story on “Gifted choices” in the same My Business issue.
It starts: “Corporate gifts and promotional products are tools to increase brand awareness. If they are not translating to bottom line sales, then are they an effective use of your marketing dollar?”
As well as promoting Gifts on the Run, this story gives some practical tips about corporate gifts.
4. Headline
Write a simple, short headline that sums up your story. You might find it easier to write the heading once you’ve written the press release. Don’t try and be too clever or spend ages agonising over the “right” words. Subeditors often rewrite headings so don’t be surprised if your heading changes.
5. Background information
It’s accepted practice to provide background information with your press release. For example, you might write about your company, the person you’ve quoted, or give some more information about the product or issue you’ve addressed in the press release. But once again, remember this isn’t a sales pitch, so keep it factual.
6. Picture
A photo will always add value to your press release, but it needs to be good quality. If you could use photos for other promotions, consider using a professional photographer.
7. Format
Write your press release on A4 paper and use 1.5 spacing. Write a covering note to go with it.
8. Contact details
A reporter may want to follow up on your story, so put your contact details at the bottom of your press release.
9. Fax, post or email?
Find out the name and title (eg Susan Smith, Business Editor) of the correct person to send your press release to and check how they want to receive it. Many editors these days like press releases emailed, but some still like them faxed or, if there’s no time constraint, posted.
If you’re faxing or emailing your press release, you may need to courier your photo. Include another copy of the press release with the photo.
10. Follow up
Don’t be shy. Like all aspects of business, dealing with the media is about building relationships. Ring up and ask if they want any more information. And don’t be discouraged if your press release isn’t used. You don’t know what else was happening in the newsroom that day. The key word is perseverance.
