How to Write a Press Release That Gets Results?

Answer 1

At one time or another, every business needs a little bit of publicity.

Of course, you can buy advertisements, and that's an important part of every budget. But wouldn't it be great to get the word about what you're doing out to the public without having to spend so much of your profit margin?

The best way to get the word out is through the media, and to do that, you'll have to have a press release that captures the attention of the press.

As a person who has worked for newspapers all of her professional life, let me tell you that that is much easier said than done.

That's because while you and your business are the only ones you're concerned about, members of the media are bombarded by press releases everyday.

They come by snail mail, e-mail, telephone calls, fax and sometimes they're dropped off in person. And the majority of these releases end up abandoned in the infamous “file 13.”

So how do you go about getting the attention of the media?

The main way to get some publicity is to make sure you're doing something worthy of getting publicity. If you just send a release to the local newspaper editor asking for someone to do a story because you've been open for five months and you're having a great buy-one-get-one sale, guess what? That's not a story. That's an advertisement, and you'll have to pay for it.

However, if you've been open for five months and you're collecting supplies to help some inner city youths play Baseball for a team you're sponsoring, well, that's interesting.

If you're opening an interesting niche business that is unique and could bring in jobs that are needed in your area, that's interesting too.

The main way to get attention for your press release is to make it newsworthy, not advertising related.

You will also want to consider a unique method of delivery. Yes, you can e-mail your item in, but it will get more attention if you hand-deliver it and shake the editor's hand personally. Call first, ask when would be a convenient time, and come in.

If the editor is too busy, email your press release and then follow up with a telephone call. Be sure, first, to call when the editor is not on a daily deadline.

Also be sure, when crafting the release, to use you best grammar and writing. If writing isn't your strong suit, consider hiring someone to write a release for you. After all, this might be your one shot at getting some publicity – shouldn't it be your best?

Additionally, press releases that are interesting and well-written are often tagged and edited for publication, and any time you can make an editor's job easier, you'll also have a better shot at getting that publicity.

And publicity might just be what you need to give your business the customers you're seeking.