Press releases are intended to alert the media about newsworthy events. Press releases may be published as is or used as basic information that is expanded upon by an in-house reporter or crew. Media outlets, such as newspapers, magazines, and radio/television stations receive hundreds of press releases every day. Here’s how to make sure yours gets noticed.
- Keep it short. Imagine that you’re a news editor wading through the daily mail. If so, you don’t want to have to read a multi-page document, only to find out that it has nothing that would interest your readership. Your press release should take no more than one page (or two at the very most).
- Put all the important information at the very beginning. Your headline and first paragraph should answer who, what, where, when, why and how. This will enable the news editor to quickly decide whether it meets the publication’s criteria.
- Prominently list contact information. Your release must include the name, phone number and email of the person a reporter or editor can call for more information. It also must include contact information for the reader/viewer/listener to reach. The contact person may be the same for both but it needs to be listed prominently
- Use clear, simple photography. If you decide to spend extra money on photography, make sure photographs are crystal clear and that the subjects in them are easy to identify.
- Do your homework. Take time to look through a publication to ensure it publishes the kinds of information you are sending. If necessary change the format of your press release to fit the publication. For example, your local newspaper may not include articles describing your company’s new widget. However, the editor of that newspaper may be more interested to find out that the new widget has resulted in new jobs or that it has gained national recognition.
- Follow through. When you send a press release, contact each media outlet a few days later to ensure it was received. Ask if it will be used and when. However, keep in mind that breaking news may mean your press release is replaced by a more newsworthy item.
- Be polite and professional. The media are not obligated to use every press release that comes into their offices. If you find that yours are routinely disregarded, you may contact the editor and find out why. Listen to the reasons and consider whether you can change your press release format to meet the publication’s needs. Many companies create multiple versions of press releases to meet the needs of different media.
- Buy an advertisement. Newspapers, magazines and radio/television stations exist to make money, just like every other business. If you buy an advertisement in a publication, the editors will be more likely to also run your press release, and run it in a better location as well.
The more your press release makes life easier for writers and editors, the more likely it will be used. See some press release examples from top brands to get a feel for the structure. The more your press releases are used, the more positive attention your company will receive. The more attention your company receives, the more sales you will get – always a good thing. What can you alert the media about today? Go and SUBMIT!