Since it's come up on different threads, below are some tips if you're planning to write your own press release with the goal of getting it picked up by traditional media outlets and their Web sites. As the author of too many press releases to count, here's my mental list of do's and don'ts.
DO:
DON'T:
About Press Release Distribution:
My background: Public Relations Writer for a Fortune 500 Company, Marketing Director for a Regional Automotive Aftermarket Distributor, and Media Relations Specialist for NASA. (My degree is in Journalism/Public Relations/Advertising.)
Hope this helps!
DO:
- Proofread, proofread, proofread. Then, when you're certain it's 100% correct, have your friends and family proofread it again. One small spelling mistake can make you look like an amateur.
- Use Associated Press (A.P.) Style. These are picky style rules that most traditional media outlets follow. It covers things like when to spell out numbers, when to abbreviate months, and when to capitalize work-titles. Ignore these rules, and your credibility suffers. Plus, some poor editor would need to correct for style before running your story. Editors are notoriously overworked and understaffed. Correcting for style takes work. Tossing your press release in the trash is easy.
- Be Creative, But Professional. If your press release sounds like hundreds of others, you're doomed. But don’t get so creative that you look like a psycho.
- Add Human Interest Elements. Was your aging grandmother the inspiration for your new can opener? Did you create a new security system because your grade-schooler was almost abducted on her way home from school? Did you launch a car-finder Web site because you once bought a lemon that blew up in your driveway? If so, briefly tell that story in an engaging way, leading to a short explanation of how your product helps address this problem.
- Add Short, Pithy Quotes. And no, not from satisfied customers or your Mom. That's just sad. Most/all of the quotes will probably be from you. But you must sound like a real person. Never use words like "utilize" or "action-oriented", because you will look like a pompous boob and seriously hurt your odds -- not because of your boobery, but because corporate jargon is boring.
- Time it Carefully. When sending out your press release, avoid holidays, national events, and usually weekends. The exceptions are if your story has a holiday tie-in. For example, if you invent a new barbecue tool, issuing the press release a week before the Fourth of July might be ideal.
- Make Your Headline Count. If your headline stinks, the editor might not read further. Stinky headlines are either boring, too long, too salesy, sound like a million others, or don't make any sense.
- Make Your First Paragraph Count. In newsroom terms, this is called the "lead." If your first paragraph is boring, confusing, or filled with sales jargon, the editor is unlikely to read further.
- Keep It Short: Your entire press release should be no longer than a page or two, about 500-700 words.
- Consider the Distribution. Are you sending it to the right places? The New York Times probably won't carry a story about a new sunroof, but Car & Driver might. Don't forget your old college stomping grounds. University PR departments LOVE to hear their graduates are doing interesting things. Plus, if they post your story on their Web site, you might get that all-important link from an .edu.
- Include a Photo, if You Can. Action shots with people are usually the best. Examples: an image of your grandmother using your new can opener, an image that shows the back of a child safely getting on a school bus, an image of the charred Camero in your driveway with a crowd gawking.
- Include Contact Info. At the beginning of a press release, include contact information for reporters seeking an interview or more info.
- List Your Web Site. If there's a sneaky way to insert it directly into the story, even better. Don't imbed hyperlinks, but spell them out.
DON'T:
- Talk too Fancy. Avoid the corporate-sounding jargon and ten-dollar words.
- Use the passive voice. (The chair was sat on by Bob.)
- Make it sound like a big sales pitch. If you use words like "wonderful," or "spectacular" to describe your new product, your press release will be mocked, and then tossed.
- Express opinions, unless it's within a quote. It must sound like a news story, not an opinion piece, and not an advertisement.
- Be Afraid to Customize Different Versions for Different Media Outlets. To your hometown newspaper, your headline might say, "Chicago resident discovers new way to kill bedbugs." But when you send it to your alumni publication, your headline should say, "Central University Grad Discovers New Way to Kill Bedbugs." For general distribution, your headline might say, "Battle With Bedbugs Leads Dad of Eight to Invent New Bug-Blasting Machine."
- Don't TELL the readers your product is amazing. Instead, illustrate how it's amazing. Use facts, but make them interesting. When you include facts, don't forget to attribute them to a credible source. Example: According to the National Bug Bed Institute, bed bugs infest one in ten beds in the United States. (I made that up.)
- Use Acronyms, unless you have absolutely no choice.
- Use parenthesis. There are some exceptions, but they mostly deal with acronyms, which you should be avoiding anyway.
- Get Your Hopes Up. Is there really a story there? Just announcing that you've formed a Web site or new e-commerce store might not get any coverage at all, other than PR posting sites, where you're PAYING to have your story run. Also, if you've got your eye on the New York Times, you're up against some major odds. You're more likely to get struck by lightning than be featured in any of the biggies. But hey, you never know. Sometimes those quirky stories get legs. Your job as the writer is to give it your best odds.
About Press Release Distribution:
- How the Big Guys Do it: Many big PR departments keep their own lists and subscribe to media databases. They use this information to build targeted distribution-lists, and then send their press releases directly to a customized selection of individual editors and publications, usually by email. If you subscribe to one of these media databases, you can pick out the EXACT media contacts you want to reach and build a terrific, targeted list. For example, you might send your press release to technology editors for Ohio newspapers, traditional hunting magazines, or hotel trade publications, etc. However, the databases containing this information are expensive. Since I never paid for them personally, I don't recall the exact amount, but I believe it was at least a couple thousand/year. Big PR firms and corporate PR departments also maintain good running relationships with their favorite editors so they can sometimes pick up the phone to generate some interest directly.
- As a Small Business Owner: Without the resources of a big agency or corporation, you'll probably have to get more creative in building your lists. Use google, make phone calls, get the editor's name and email address if it's an outlet you REALLY want to reach. You can also pay to have your press release posted on PR distribution sites. I've seldom needed to do this personally because I was working for organizations with paid databases and their own in-house lists. I'll definitely have to get more creative when I do a press release for myself.
My background: Public Relations Writer for a Fortune 500 Company, Marketing Director for a Regional Automotive Aftermarket Distributor, and Media Relations Specialist for NASA. (My degree is in Journalism/Public Relations/Advertising.)
Hope this helps!
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