What do you do with junk mail? Are you like me? I toss this stuff without opening it ? unless I see some benefit. Publication editors do the same. They toss news releases that don't demonstrate a benefit to their audience.
What's the difference between a release that gets used and one that hits the editor's circular file? Here are seven easy tips for writing releases that get picked up rather than thrown out.
1. Make sure it's newsworthy. What's newsworthy, you ask. To be newsworthy your topic needs to be timely, of interest to the publication's audience, benefit-oriented, and substantive (that is, not self-serving, hype or fluff.)
2. Write a powerful headline. The headline is what will pull in the editor or leave her/him cold. Keep it short and descriptive, but make it interesting.
3. Use journalist style. Editors are looking for the facts, not fluff. Be sure to include the essentials: Who, What, When, Where, Why and How.
4. Keep it brief. Editors are pressed for time and inundated with releases. Keep yours to one page, 300-800 words. The headline and first two paragraphs are the most important parts of your release.
5. Avoid jargon. Even if you're sending a release on a technical topic to a technical journal, resist the temptation to use acronyms. Spell it out! Use common language. It will make your releases more readable and accessible.
6. Proof it. The accuracy of your release ? including spelling and grammar ? reflects on your company. If you aren't good at proofreading your own stuff, enlist someone else to do it.
7. Include a photo. Okay. This isn't a writing tip, but it's good advice anyway. Publications are looking for good quality visuals, so including a photo, illustration, chart or graph (with a caption, please) increases your chance of getting picked up.
Follow these tips to improve your news release writing. But remember that the keys to a successful news release program are a good list of publications and a regular mailing schedule of newsworthy items. Persistence WILL pay off.
?Copyright 2005 Clairvoyant Communications, Inc.
About the author
Claire Cunningham, president of Clairvoyant Communications, Inc., has 25 years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly e-newsletter, Communiqu?, at http://www.clairvoyantcommunications.com
Claire can be reached at 763-479-3499 (claire@claircomm.com)
cleaning service near Bannockburn ..Successful buisnesses know that media attention reaches consumers better than... Read More
How to write a press release that generates free publicity... Read More
I don't know about you but I get really frustrated... Read More
Press releases are one of the most cost-effective ways to... Read More
It behooves you to know and remember the names of... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Say, from tactics like special events, brochures and press releases... Read More
And here it is: public relations alters individual perception leading... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
If you don't have a grip on public relations, how... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
You want to sell your products or services, and that... Read More
Have you ever gotten one of those letters from your... Read More
Writing an effective press release is a way to draw... Read More
You bet! And in three ways vital to you as... Read More
There's good news for public relations execs, marketing professionals and... Read More
How do you make a good relationship with a newspaper... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Although media relations is not all there is to PR,... Read More
Each of us is exposed to people from other cultures... Read More
As many of you already know, promoting and marketing your... Read More
To survive in business, you've got to focus your attention... Read More
How can media training help you create a successful Hispanic... Read More
I've worked in media and public relations for 20 years,... Read More
pet-friendly home cleaners Mundelein ..One of the most misunderstood and most underutilized promotional tools... Read More
And show it for what it is - a humdinger... Read More
Receiving free advertising is the dream of most business people.... Read More
It's the time of year when calendars crowd out the... Read More
Small businesses have always known the importance of word of... Read More
Often the first point of contact the media has with... Read More
Getting on the radio can be a great tactical move... Read More
For those business, non-profit and association managers committed to PR... Read More
Above all, you need to know that the right PR... Read More
Publicity will take your financial planning practice, your business, and... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
A wise friend of mine has often said, "There is... Read More
How can media training help you create a successful Hispanic... Read More
The power of public relations is its ability to alter... Read More
Business, non-profit and association managers are in a stronger position... Read More
You are if you stand by while your public relations... Read More
You want to sell your products or services, and that... Read More
It's one thing for a senior manager to approve story... Read More
In public relations, "junk" is more about attitude and lack... Read More
Many of my clients have had the misguided perception that... Read More
Most small businesses do little to no public relations (PR)... Read More
? Don't wear all black. You'll look as though you're... Read More
You won't accomplish much if you call the gas company... Read More
In the 'Age of Scepticism' gaining media coverage is one... Read More
Let's start out with a caution for business, non-profit and... Read More
Public Relations |