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Where’s My Paparazzi? Writing the Press Release
Ah…those shining gems of media wonder, the oft-hated yet beloved press releases. Write the correct words to win the grand prize: an interview with the media. Getting positive recognition from the local media is an effective way to spread the word about your business to a wide audience. A good press release combined with fantastic social skills is key to getting recognized and interviewed by local media, podcasters and elsewhere. A press release is usually a newsworthy article-type correspondence sent by e-mail or fax to regional media: radio and television stations, newspapers, business magazines, etc. Also, IdeaMarketers.com and EzineArticles.com offer marketing opportunities for your genius, expert.
There is a simple formula for writing a press release. The first step is to make sure your information is truthful and newsworthy. By thinking and collaborating, you should have no problem finding something newsworthy about your business. Do you have a special open house? Did someone in your company receive a promotion or award? Can you offer specific advice to the general public?
Write the most important and/or intriguing information in the first paragraph. This is your chance to grab the reader to keep reading. It doesn’t have to be complicated. In fact, stay away from complicated words and phrases and stick to simple, straightforward writing. Write in the style of an inverted pyramid. Now comes the tricky part. When writing this concise, informative and journalistic article, make it personal and interesting. You can do this by including citations and explaining how this information affects the reader and the community.
Assign information to specific sources. You want to do this to ensure the reader that the information is not only relevant and interesting, but also verifiable. So your reader has found your writing to be crystal clear, relevant and interesting to their target demographic. Now ask yourself, does he know how to contact me for more information or to set up an interview? Contact information is crucial. Let’s talk about where to put it. The format of your publication is extremely important. You must adhere to standard specifications to make the reporter’s job as easy as possible. To simplify this process, see the example below.
FOR IMMEDIATE RELEASE Contact: Miki Markovich
your email address
Being shy is an asset
New marketing and public relations techniques ensure success and job satisfaction
(Eugene, OR, February 15, 2011) – For years, the consensus has been that being shy is harmful in the business world, especially in marketing and public relations. But people all over the country are discovering that there are common sense techniques that enhance existing skills to increase both success and job satisfaction.
“I feel great. I’ve increased productivity and job satisfaction. By writing personal notes, I make people feel special, and I’ve saved time and energy by cutting down on awkward face-to-face meetings with people I’ve never met. Not only am I happy, but my boss is too excited because the profitability of our company has increased,” said Miki Markovich, director of ABC Co.
The press release above has been shortened to a format template. The three number symbols at the bottom indicate the end of the journal article. It is important to use the correct format to make the reporter’s job as easy as possible.
A press release is usually one to three pages long. You want to be short and to the point. The goal is to generate enough media interest to warrant an interview. A good way to familiarize yourself with the content and format is to look online for examples of successful press releases used in your industry.
In order for the right person to read your information, you need to know who to contact. You can find this information through various research methods. The newspaper usually has a section that lists the editors of the section, or the Beatles. For television, radio or even newspapers, this information can often be found on their websites. If none of these options provide the information you need, you can call the offices directly and ask for the name of the editor you’re looking for, whether it’s business, technology, education or news. Once this information is verified, write this information in the marketing contact book for future reference.
The next step is to prepare a short salutation to be posted at the top of the cover page of the email or fax. When faxing, keep your front page or the first page of your press release flat on the letterhead. If this is not possible, include your logo and contact information on the cover page. This can be done inexpensively by placing your business card at the top, right corner of a sheet of paper, or for the techies, simply use your logo and design your letterhead on the computer. Make a copy and there you have it, an instant letterhead. Fill in the sections stating who the fax is being sent to, who it is from, how many pages, and the reason for sending the fax. I try to add a genuine compliment, like “I heard your interview with the mayor on the radio on Monday. Great job. Your questions were insightful.”
But if I don’t have any compliments to give, I just write “Looking forward. Have a wonderful week” and draw a smiley face. If these efforts aren’t directly rewarded with an interview invitation, don’t hesitate to call. Find out when it is convenient for the reporter or editor. Remember, we don’t like extra work under tight deadlines, and neither do they. Instead of hanging up, there’s always the option to call after hours. If you decide to call during normal business hours, without knowing what time is most convenient for the reporter, simply ask, “Is this a good time to visit?”
Congratulations. You have an interview. what are you doing now Go and survive. Details should come in the next post. Smiles to you and best wishes.
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