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)
weekly home cleaning Highland Park ..Like human nature over time, the power of good public... Read More
Most business, non-profit and association managers live to tell about... Read More
In larger cities with many outlets they are competing for... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
Here's the point: people act on their own perception of... Read More
Well, autumn is upon us and with the onset of... Read More
Imagine you're the technology reporter at a daily newspaper. You... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
Well, for starters, because good public relations can alter individual... Read More
This guide to "SEOing" your PR efforts can help you... Read More
The reason might be this simple: as a business, non-profit... Read More
What are you trying to do with your business, non-profit... Read More
The next time a newspaper photographer takes your photo, remember... Read More
Corporations are willing to pay substantial amounts of money to... Read More
When most people think of media relations, they think of... Read More
I heard a speaker recently who was talking about how... Read More
You want to sell your products or services, and that... Read More
Getting on the radio can be a great tactical move... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
What's a press release? This is generally a one page... Read More
Keep these few crucial details in mind when writing and... Read More
Strong for business, non-profit and association managers when they use... Read More
Do small-business owners always have to rely on large PR... Read More
Yes, that's what public relations really is when it tracks... Read More
Would you like to expand the volume of your business?... Read More
whole house cleaning Park Ridge ..SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More
Things are pleasant for many business, non-profit or association managers... Read More
Publicity is an important and often overlooked tool of creative... Read More
Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More
1) Package your story. Two critical elements will help you... Read More
OK, as a manager, your goal is to show a... Read More
As many of you already know, promoting and marketing your... Read More
Media relations, simply put, is the business of building and... Read More
So, you've had your book published or you've gone the... Read More
Many of my clients have had the misguided perception that... Read More
As a business, non-profit or association manager, your public relations... Read More
How to write a press release is a major challenge... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
Could be, when unit managers in businesses, non-profits and associations... Read More
Aren't you tired of hearing how extremely easy it is... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
When outside audiences important to your operation do not understand... Read More
What is the true purpose of public relations and how... Read More
Just happens to be public relations activity that alters individual... Read More
It seems difficult to believe at the dawn of the... Read More
Business, non-profit or association managers hurt their own public relations... Read More
No comment. These are probably the two most damaging words... Read More
Most business, non-profit and association managers live to tell about... Read More
Many of our clients are in service businesses, such as... Read More
I often begin my media training sessions by asking members... Read More
Public Relations |