Natural Entrepreneur: Secrets of the Press Release

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What does this mean?

First of all, when writing a press release, you need to separate the real news about your company from promotional fluff, hype or clichés. And you need to deliver a sharp story angle that’s interesting to readers. Finally, you need to deliver this in a professional courteous manner with a well-written press release.

While there are plenty of reasons why a press release may be in order, here are some reasons why your press release may end up lining the bottom of newsroom trash can:

1. Hype about low prices and good service.

2. Just general information about your company (this is okay for background, but not a press release).

3. A story about the “wide selection” of products or other vague characterizations of a business or its products.

4. In short, when you have no news!

Think “NEWS”

Now that you know when not to send out a press release, here are some good reasons why you should – remember, your press release is not an ad! The information must be newsworthy, such as:

New location
New business name
New work with non-profits – such as a charitable contribution, or special work with charities.
Unique new product or service that has been added on to a business – unique to the industry or the area.
A significant new contract your business has just landed.
Award given to member of the business or the company itself.
Business owner attending a conference or completing a degree/certificate relevant to business.

You don’t need to send our a press release for every little thing your company does, but if it meets the criteria of being “newsworthy,” sending out press releases will help get you coverage on a regular basis.

How to Write a Strong Press Release

Now that you know when to write a press release, how do you write one?

I pointed out the one little secret to getting publicity: thinking like a reporter. However, that’s often easier said than done. While you can train yourself to spot news, writing it is another story (no pun intended). If you’re not churning out stories on deadline every day writing the occasional press release can be painfully difficult.

But, there is a formula you can follow to help you out and make your press release look – and sound – more professional. Follow these steps, take a look at the way news is written in your newspaper, and you’re on your way to writing a strong press release that has a good chance of getting noticed – and published.

1. Keep it 1-2 pages in length and double space.

2. Use 1.5 to 2 inch margins.

3. Keep the font and typeface size consistent.

4. At the top left hand margin type in all caps: FOR IMMEDIATE RELEASE (Note: Do not all-caps anything else in the press release)

5. Include your contact information right underneath this under the heading “Media Contact.” Include your name, company name, telephone number, e-mail address and website.

6. Write a headline that summarizes your news. No hype here. Just the facts!

7. The first line of your press release type the town you’re submitting from and the date followed by two dashes: Keene, NH – February 1, 2005 – And the first paragraph starts immediately following this.

8. Your first paragraph should answer at least five essential questions -- Who? What? When? Where? Why? It can also answer the question “How.”

9. Make your point quickly (and answering these questions will help keep you on track) in the first paragraph using short sentences. Don’t use jargon – just keep it simple. Keep in mind that editors don’t have a lot of time on their hands. They will read your press release along with a hundred more from other businesses. Make it easy for them by giving them all the information they need in the first paragraph.

10. Your second paragraph may include a quote by you, or an explanation of any point in your first paragraph.

11. In your last paragraph include a “boilerplate” summary of your business. This can include your tag line, years you have been in business, distinctive awards you have won, and other relevant information. Also include where you can be reached (phone number, email, website). Again, keep it short – 2-3 sentences. This is different from the media contact since this is part of the story and will be what an editor will use in the final story.

12. Send it e-mail whenever you can but DO NOT SEND IT AS AN ATTACHMENT. These are suspect as spam and/or virus emails and you can bet they will be deleted. Copy your press release and paste it into the body of the e-mail.

13. Keep your e-mail subject line simple – don’t keep the newsroom guessing about what this is all about. Subject: Press Release - New Hair Salon in Town.

14. Get the names and e-mail addresses of the publications you’d like to send your release…make sure you have the name of the appropriate editor. Do not send all the releases as a bulk e-mailing. Send them individually to avoid getting trapped in a spam filter.

15. Remember, editors will not print anything that is sloppy, difficult to read or understand…and they don’t have time to decipher what you are trying to say. So before you hit the “send” button, have several friends or business associates read your press release and give you constructive feedback.

Good luck!

Marcia Passos Duffy is a freelance writer and publicity consultant based in Keene, NH. She is also the publisher of her own online magazine, www.TheHeartofNewEngland.com. To contact her send an email to marciaduffy@cheshire.net or give her a call at 603-357-8761

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