Promote with Press Releases - Grabbing Their Attention
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A press release is like a cover letter and resume for your news story. It is written like a news story. In fact, some publications will print your press release without alteration, but don't count on it. The best idea is to write it like a journalist would and review it through the eyes of the editor.
To start writing your press release, you must include some basic and necessary components.
Start with a headline. The headline is probably the single most important part of the release. It is the grabber. It makes or loses the sale. A busy editor, inundated with hundreds of press releases may not read beyond the headline.
Make it count. Words like You, New, How, Now, are especially strong and will help grab the editor's attention. Like the headline in a good sales letter, newsletter, or your website, spend the majority of your time on the headline. It can make or break whether your story gets included or not. A headline should convey the idea of the article and compel the editor to read on to the lead paragraph.
The lead paragraph will answer the classic five who, what, where, when, and why questions. It should flow smoothly from the idea conveyed in the headline. The lead, as it's called, should answer directly to the headline. If it doesn't, either the lead, the headline, or both should be rewritten to send the same message.
Write the lead paragraph without heavy use of adjectives. If you can avoid any, that may be even better. Avoid writing adverbs too. Use as few words as possible. About 50 words should be enough to convey the story. Think like Sargent Friday from the old television series Dragnet: "Just the facts." The lead should tell the entire story, even if the editor chooses to read no farther than the first paragraph.
The Main Paragraphs: Filling Out Your Story
The main body of your press release appears in the middle, following the lead paragraph. Here is where you provide the supporting news story for your lead and headline. Be sure to include some quotes from the key people involved in the story. If your press release is about a new product or innovative idea, testimonials from experts in the field and satisfied customers are ideal.
Write the press release in the inverted pyramid style. By that, I mean place the most important information first, and the less important supporting information second. Use short sentences with action verbs. Be sure your press release reads as a news story and not as a sales letter. If it sounds like sales literature, it will likely end up in the trash or delete file.
For product releases, many experts recommend using bulleted points. Three features is ideal, but don't write more than five. The idea is to have your release published with as little editing as possible. The less your release is altered, the more your message will be read from your point of view.
At the end of the release, be certain to have your name, phone number where you are available, and a link to your website. Your contact information should also appear at the top of the release, below the headline. There you would include your company name, your contact name, address, phone and fax numbers, e-mail address, and your website URL.
Make yourself readily available and easily reached at all times to the media. If your release is not used, but you are easily contacted, you may still find yourself asked about other news stories in your industry. If at all possible, get to know as many editors and journalists who cover your industry and business in general. That familiarity can get your press release noticed, and your name remembered, for other industry news stories.
Next: Sending Out the Press Release >>
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