Mar 26 2008
Write Press Releases That Get Noticed
Are you opening a new business, or is your current company offering a
new product or service? If so, a press release may be just what you
need to inform potential customers about this.
Crafting an effective press release doesn’t have to be difficult. Just
follow these steps if you want to create a press release that will get
noticed:
1. Ask yourself who? What? Where? When? Why? And how? Answer
these questions about the information you want to share with the public.
These will be the facts you will want to include somewhere in your news
release.
2. Now determine which of these pieces of information is the most
important. What will grab an editor’s or a reader’s attention? If you are
opening a new ice cream shop, for instance, what makes your business
stand out? If you are having a large grand opening celebration, then that
should be in your first paragraph, or lead.
3. Start with the most important facts and then add details and quotes in
the following paragraphs. The first sentence can have a catchy phrase,
“Get the scoop on a new ice cream shop, Chauncy’s, opening March 1
at Park and 95th streets” Just don’t go overboard with a cute title or
language. Many editors cringe at poor puns.
4. If you are writing the release for someone else, make sure you ask
probing questions. Ask, “Why are you opening an ice cream store?” If
the answer is, “to make money,” then ask additional questions until you
get an answer readers will connect with.
Sometimes the real story will rise to the top during the interview. After
you ask a few questions, you might find out that the person opening the
ice cream store has great memories of her grandfather’s old ice cream
parlor in a small town. Perhaps she wants to help others create their
own special memories and traditions by providing the only ice cream
shop in town with an old-time feel.
5. Keep paragraphs and sentences short. It’s easier to read a piece of
writing if the sentences and paragraphs are short. Frequent, short
paragraphs also provide lots of white space on the page which is less
intimidating to read than a page black with type. A good rule is to keep
your paragraphs under four sentences and your sentences under 35
words.
6. Use simple, clear language. You are writing this for as many people
to read as possible. An average sixth-grader should be able to read and
understand your writing.
7. Edit, rewrite and proofread. The revision part of any writing project
can sometimes be the most difficult. You’ve fallen in love with those
words. Keep in mind, though, that too many words can get in the way
and confuse, rather than clarify, your point. One trick is to lay your copy
aside for a day or two and then read it aloud to yourself. You’ll be
surprised at how many little errors you’ll catch or awkward sentences
you’ll want to rework. Make sure you proofread for spelling and usage
errors.
8. Remember your audience. Contact the newspapers or other media
where you’d like to see your information used. Find out their procedures
for news releases. They might prefer email or fax submissions. You can
also get a contact name of the correct person to send your release to.
9. Use the correct format. Make sure your release is typed double-
spaced with at least a one-inch margin around the sides. The top left
should read “For immediate release” with the date and the top right
should have a contact name and phone number. This top information
should be single-spaced.
Begin your release with a title about half-way down the page. Then
double-space, indent and begin your release. At the bottom of the page,
type “more” if there is more than one page. That way if your pages get
separated, the editor knows there were additional pages and may
contact you for them. At the end, you may type, “end,” or “###,” which is
an old printing mark that stands for the end of a piece.
10. Be ready for a response. A smaller paper will rarely print your press
release in its entirety. It’s more likely that a reporter will use it for its facts
and set up his or her own interviews. Either way, be available to answer
questions and help with photography requests. Remember, even a short
story in a paper can get noticed!
Many small papers are hungry for items to fill up their calendar or
business sections. They have a paper to fill every week, after all. A short,
simple news release many times fits the bill for them, and provides
excellent, free publicity for your business.
Diane Samson is a writer with The Lieurance Group, a freelance writers’
cooperative in Kansas City, Missouri. Samson can provide writing,
reporting and editing services for magazines, newspapers, corporate
communications and especially animal publications. Find out more
about her writing services at http://www.lieurancegroup.blogspot.com or
email her at dianesamson@birch.net