Does trying to get publicity for your business seem like something you can’t do yourself and would have to hire a professional? Is writing a press release totally outside your ability to do so? Do the thought of talking to the media about your business make your mouth dry, and your stomach clench? If so, take heart because you’ll learn how to handle your publicity easily.
Getting publicity for your business can seem impossible — the occurrence is exclusive to significant enterprises that can afford to recruit professional publicists. The reality is that getting free publicity for your business is relatively easy. Welcome to “Media Training 101 — “The Keys to Creating an Effective Press Release”
When you finish reading this article, you’ll understand the basics, know what goes into the process, and what you must do to start writing your press release. First, let’s go over some basic terminology you need to know.
Press Release:
This message aims to disseminate essential and beneficial information to the general public using newspapers, magazines, or other media platforms.
Hook:
You can attach the information or a larger story to your press release. Using the right “hook” in the right way can help you to get more publicity for your business.
Spin:
Telling your story your way.
The good news about learning to write a Press Release is that there is an established format that you need to follow. And once you’ve learned the basics, writing a press release is a “cookie-cutter” process. Here are some basic ideas to keep in mind:
Make your news “newsworthy”. A press release is not a sales advertisement. A good press release answers all of the “W” questions (who, what, where, when, and why) and sometimes “how.”
Your purpose in writing it is twofold: to provide the media with valuable and relevant information about your organization, product, service, or event and to get your name out to your target market.
Begin with a strong headline. Your headline and first paragraph need to grab the reader’s attention. Without being flowery or overly dramatic, you have only the first few seconds to grab your reader’s attention, get them to read your story, and decide if it’s worth running. Ensuring your statements are clear and forceful rather than confusing or lackluster would be highly beneficial. You can provide all the details in the rest of your news statement.
Tailor your story to your Primary audience, the media. Your secondary audience is your target market, but if the media doesn’t decide that your account is newsworthy and runs it, your potential customers will never know about it!
Pay attention to your writing. Sometimes, especially in rural areas and online, the media will run your press release in their publications with little or no modification. So, ensure you’ve used your spelling and grammar check before sending it, and keep to the facts.
Journalists often use your press release as a stepping-off place for a more prominent feature story, especially if you can be more relevant to other current events. Continuously develop your story as you want to have it told. Put YOUR spin on it. Always remember the purpose behind writing your account: to gain recognition for yourself and establish your expertise, even if it’s not a replica.
Not everything is news. Just because you are excited that you made your first big sale, started a new product line, or wrote your first article doesn’t necessarily mean that the press will think you have a newsworthy story.
From the time you start your first draft, keep your audience in mind. Who will find your story interesting? Why are they going to find it interesting? How is it relevant to something else that’s going on right now? Identify a problem and show how you’re solving it. Use real-life examples of how your company or organization solved or is solving a problem.
Give examples of how your service or product fulfills needs or satisfies desires. What beneficial occurrences or achievements can take place? Use real-life examples to powerfully communicate the benefits of using your product or service. Stick to the facts. Always. Tell. The.Truth. Avoid fluff, embellishments, and exaggerations. It is part of a journalist’s job to be skeptical.
If you want to use publicity effectively, you’re looking for something other than a one-night stand. You want to gain the trust of the media, establish your credibility, and build an ongoing relationship with your local media so that you become a resource for them within your industry.
Find your hook. Try to make your press release timely. Keep informed about what’s happening in your community, state, region, country, or world.
Does a local, regional, or national news story tie into your industry or business? If you can hook your press release to current events or social issues, you increase your chances of having it picked up. If not, ensure your story is relevant to your community’s needs, wants, problems, or target audience.
Use an active, not passive, voice. Use strong verbs that will bring your press release to life. If there is controversy, describe it. There is an adage in the news business: If it cries, it flies, and if it bleeds, it leads.
(Not very nice, but it’s often true.) So, while you may not be crying or bleeding, make what you’re writing about stand out. Use active verbs. Write partnered rather than “entered into a partnership,” or engaged rather than interested, etc. By writing this way, you can ensure your press release gets read.
Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions such as “bonus” or “first time.” Paint a robust and vivid picture in the minds of your audience by making each word count.
Use jargon sparingly. Employing particular terms and phrases can enhance the visibility of your news release, increasing its appearance on internet search engine results. It is most effective to opt for simplicity and use everyday language whenever available. Avoid words like “capacity planning techniques” and “extrapolate.
Avoid hype. The exclamation point (!) is your enemy. You will destroy your credibility by using advertising. If you must use an exclamation point, use one. Never do this!!!!!!!!!!!!!
Get Permission. Most people and companies are very protective of their reputations. Ensure you have written permission before including information or quotes from employees or affiliates of other companies or organizations.
Without precise alignment, your press release will not be considered and will fail to achieve the desired impact. By following these straightforward instructions, you can create an engaging article that will help you disseminate information about your business.
