1. Unless you are really the first, or
you actually stand a chance of displacing the first or front runner, getting press
won't be simple. Think how your business will affect other businesses, spur trends,
change the way people do things.
2. Keep it short
Most press releases should be one page. Two are acceptable. If an editor is interested,
they'll ask for more info.
3. Follow journalistic style
Write in the third person. Use last names, not first names on the second reference
to a person. "John said," is not acceptable. "Smith said," is.
Tell the story in the headline and the first paragraph. Keep sentences and
paragraphs short. Don't offer opinions in a release, ie, don;t say "this is the
best, most amazing service...." Tell us, in simple terms, what makes it great.
We'll decide if it is amazing.
Get yourself an Associated Press Stylebook, available from Amazon for $12.
Learn to properly abbreviate words and numbers and the correct way to refer to
formal names.
The University of California, Irvine has an online guide to writing for the
press that isn't as detailed, but has the basics.
4. Post photos and art on a web page
You'll pay a hefty price for a BusinessWire "Smart Release" which includes a photo.
Instead, imbed a special url into the press release and post your release, photos
and art on that page.
You'll have a way to track results because only journalists will have the url
for that page.
5. Don't call to ask did ya get it?
Editors HATE PR people who call to ask Did You Get It? However, you simply must
call if you want to get placement. It is a good idea to hold some information
out of the release so you can call with additional information.
6. Ask yourself "who cares?"
Before you send out your release, boil the idea down to one sentence and ask yourself
"Who Cares?"
If the topic relates to a lot of people, is timely and genuinely helpful, you're
likely to get a good response when you e-mail or call the appropriate editor (assignment,
financial, home editor, etc.) at an online or traditional print or broadcast medium
7. Spend the money for an online clipping service
It is a waste of money and effort to send out a release and not use a clipping
service. If you send your release out on BusinessWire you can get First Alert
clipping service through Luce for only $150 on a month to month basis.
Do not assume that editors will call you if they are running your story. An
announcement, a description of a service and the majority of other releases don't
require an interview. Many times the story will run without anyone telling you
about it. Don't be penny wise and pound foolish.
8. Use more than one online distribution service
When budget allows, use BusinessWire and Internet News Bureau or another distribution
service. Each service has its own way of presenting your story. It's worth the
extra money to have another shot at being noticed.
9. Know to whom to send it, not just where
If you are making your own list, find out the name (and spelling!) of the editor
or reporter who covers the section where you want your release to appear. Don't
just send to "Business Editor" with no name. Your results go up incrementally
when your list is up to date and your spelling is correct.
10. Be able to pitch the idea in one sentence
Editors are busy people. Decide how you will explain your story in 30 seconds
or less before you call. I once pitched a story about three women who had been
on welfare and were now each the owners of successful companies. I said I was
calling about three "cinderella entrepreneurs." You just can't expect to have
an editor who gets 100 PR calls a day to listen to a long-winded pitch.
If you are a software company (not Microsoft) don't count
on getting top coverage of your version 2.0. Extolling theorectical benefits puts
editors to sleep. They want to hear assessments and results from industry insiders
or installed users. Cosmetic changes to your web site aren't even worth a media
alert.
If your news sounds like an advertising pitch it is destined
to be discarded.
