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)
no-contract cleaning service Mundelein ..As the comedian Steve Martin once said, "some people have... 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
Writing an effective press release is a way to draw... Read More
Don't let yourself be diverted by communications tactics playtime. You... Read More
As a business, non-profit or association manager, occasions will arise... Read More
The world has woken up to ethical issues in corporate... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
One of the primary tools still used by PR professionals... Read More
Imagine that you are a radio producer. You have to... Read More
For a business, non-profit or association manager, they could be... Read More
Don't assume that a reporter understands financial planning. If anything,... Read More
Recently, I told a friend (who's a business owner) that... Read More
"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
Where is there a business, non-profit or association manager who... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
Well, for starters, because good public relations can alter individual... Read More
Because when it comes to public relations, non-believers can produce... Read More
As many of you already know, promoting and marketing your... Read More
Press reviews are a common and basic feature for surveying... Read More
Almost assuredly you do, especially when your most important external... Read More
It's not unusual for clients of service providers to insist... Read More
Yup -- it's hot and sticky and you don't feel... Read More
The toughest thing about writing a news release is getting... Read More
maid service near Glenview ..Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More
Do you want to be quoted by the national press... Read More
The toughest thing about writing a news release is getting... Read More
What do you do with junk mail? Are you like... Read More
Sure, as a manager, you have a talented member of... Read More
When a group of outsiders behaves in a way that... Read More
Managers in the non-profit, association and business worlds need to... Read More
A press kit is an essential press relations tool. While... Read More
The media need you. Need the information and expertise you... Read More
The public relations goal and strategy make sense; the message... Read More
The power of PassionPassion is an extraordinarily powerful spring. Without... Read More
Experience tells me that too many business, non-profit and association... Read More
Let's say you've called a reporter with some ideas for... Read More
What is the true purpose of public relations and how... Read More
When your book is mentioned on television, sales go up.... Read More
You're a business, non-profit or association manager who needs to... Read More
Public relations writing when writing press releases can be a... Read More
Obviously, it hurts when a promising business project you backed... Read More
Next to white papers, case studies are the most popular... Read More
Looking to get your name into a magazine? You need... Read More
For business, non-profit and association managers, is it publicity that... Read More
Does it really make sense to bet your PR budget... Read More
If you leave a star player sitting on the bench,... Read More
What a shame! Potentially productive public relations people resting on... Read More
Each of us is exposed to people from other cultures... Read More
Public Relations |