To get your client noticed, the publicity writer must be able to write a press release that grabs the media's attention and makes them want to learn more about what your client can offer their readership. A press release is a publicist's introduction to the media. It's their way of showcasing a business, individual or organization's message to the community.
Press releases can be used in two ways:
To entice a print reporter, broadcast journalist or radio host to cover the story and conduct their own interviews.
As a stand alone article used by print publications to fill space not taken by staff writers.
The Press Release As A Pitch:
Both are valuable tools used to spread the word about a client. But, writing a good press release that will grab the attention it deserves takes a special knack. It offers more than standard marketing or sales writing, but less than true news or feature coverage. A press release aimed at convincing a reporter to do their own story on a person, business or organization in the community, is nothing more than a teaser of fun facts aimed at generating enough interest to get the reporter thinking of ways they could make the story stand out on their own. This type of press release should not be written with the intent of using it as is, but more as a way to help the reporter see the value in what's being offered.
Standard information that should be included in this more straight forward piece are: the essential who, what, where, when and how of the client; a brief description of what makes this client and its services stand-out or benefit the community; unusual facts and figures about the client; and the role of your client in a broader statewide, national or regional arena. Try to make it interesting, but don't do all the work for the reporter. Your goal here is to show him or her the potential for a story - not to give them a story.
The Press Release As A Story:
Another type of press release is the article-style release. When using this form, it's important to remember that the publicity writer is doing all the work in order to offer a completely researched and accurate article that is ready t be printed. Again, try to avoid making it sound like a biased sales pitch. Write like a journalist who's looking at all the angles of the story and backing up their claims with significant facts and figures. This type of press release is especially welcome at most smaller local newspapers and trade magazines who may not have either the staff or budget to cover your story.
Things Every Press Release Should Contain:
While both types of press releases discussed above are written for a specific audience, with a different goal in mind, there are a few important things every press release should contain:
- A short but lively title - this is the writer's first chance at grabbing the editor or producer's attention.
An interesting lead (complete with any unusual or interesting facts).
- A succinct overview of thing you are trying to publicize presented in the formal pyramid style (most pertinent info first and so on).
- An information line with a contact phone number or website a the end.
To ensure that you are presenting the client in the most professional and newsworthy way possible, remember to also:
- Be succinct. Never ramble, and keep press releases to less than two pages.
-Be accurate. If you aren't sure about something, find out. Never put any unsubstantiated facts in a press release.
-Keep it simple. Never try to fluff the piece with fancy paper, fonts, layout, etc.
-Be friendly and helpful. Offer to help set up interviews, gather statistics, and organize photo opportunities for the reporter in charge of covering the story.
Writing press releases that grab an editor's attention requires skill and an understanding of what the media is looking for. Learn to give them that and you'll find yourself on the media's call list the next time they need an expert source for a story they're working on.
Latest Writing Articles
Writing a College Essay 101
By: Daniel Millions | 20/08/2008
Being able to write a college essay is a necessity.
Learning How to Write a Letter of Reference
By: John Grant | 19/08/2008
Have you ever experienced writing a letter of reference and not knowing what to write? Has anyone approached you requesting a letter of reference and you felt you had to say no? Have you ever wondered how to write a letter of reference?
This letter is generally meant to help someone...
How to Keep a Really Useful Journal
By: Mervyn Love | 19/08/2008
As a writer you may already keep a journal, or diary, and that's excellent. For those who don't as well as those who do I want to explore some of the exciting benefits of keeping one that you may not have realised.
Trucking School
By: Richard Ide | 19/08/2008
The more I pondered the mystery, the deeper it grew: big trucks everywhere...around me every day of my life. Yet I found I knew nothing about trucking or the people manning the cabs - outside of one hokey Hollywood film that threw an ape in there with the driver. How...
How To Write A Dissertation Paper
By: Daniel Millions | 18/08/2008
Don't worry it's not as hard as you think to write a great dissertation paper.
Are You Ready to Write a Thesis
By: Daniel Millions | 18/08/2008
Writing a thesis can be a long drawn out ordeal if you don't know a few simple steps that will make the process easier.
The Advantages of Color Brochure
By: Elaine Edwards | 16/08/2008
What a good way to present your business with a color brochure. It is a way of presentation of your company, what it is all about, and what its got to offer. A nice color brochure is attractive to people, hence, it provides interests to your readers and inspires them to avail of your products or services. Your color brochure will tell all what you have to say about your business.
Why You Ought To Write An E-Book
By: Victor Epand | 15/08/2008
This article explains why you should be writing e-books compared to normal hardcover ones. The article also explains how you should promote your e-book.
More from Matthew Hick
Motorcycle Selling Tips - Selling Your Bike For Top Dollar
By: Matthew Hick | 29/02/2008 | Motorcycles
For whatever reason - you've bought a brand new motorcycle. Your wife says it has to go or you've just outgrown it - it's time to get your motorcycle out of the garage and sell it to someone who will enjoy its splendor once again.
Allergy Tips - Living with Food Allergies
By: Matthew Hick | 29/02/2008 | Diseases and Conditions
Living with food allergies isn't as hard as it used to be.
Allergies and Your Health - What Are Allergies?
By: Matthew Hick | 29/02/2008 | Diseases and Conditions
You know how they make you feel (runny nose, itchy eyes, tired and cranky), but what are allergies? An allergy is your immune system's reaction to certain plants, animals, and even foods. When your immune system confuses something in your environment (the allergen) with a bacteria or virus that could make you sick, it attacks!
Rose Gardening Tips - Starting a Rose Garden From Seed to Flower
By: Matthew Hick | 29/02/2008 | Gardening
While the most common way to begin your rose garden is certainly with plants that are about two years old and are already well on their way to flowering, it is also very possible to start a rose garden from seed.
Motorcycle Protection Gear -Types of Helmets Available
By: Matthew Hick | 26/02/2008 | Motorcycles
Choosing the right helmet depends a great deal on your own personal taste. Here is a brief rundown of each major helmet style to help you in making your best decision.
Gardening Tips - Basic Garden Care To Ensure Healthy Roses
By: Matthew Hick | 26/02/2008 | Gardening
Many of us think of a beautiful garden as an almost unattainable goal, and certainly, a rose garden seems even more intimidating. Rose gardening has earned a reputation as being very difficult, a task only the most ambitious gardener with plenty of time on her hands would undertake. In reality, however, rose gardening just takes a little planning, a bit of maintenance and some patience.
Organic Rose Gardening - What Is It
By: Matthew Hick | 10/02/2008 | Gardening
The term organic seems to be everywhere these days, from the vegetables in the produce aisle to the cereal we eat in the morning.
Motorcycle Insurance - Coverage Basics for Motorcyclists
By: Matthew Hick | 09/02/2008 | Motorcycles
Buying the right kind (and the right amount) of motorcycle insurance can appear complicated - but it doesn't have to be! When shopping for insurance, there are three main types of policies to be considered: Liability: Liability insurance is the least expensive policy you can buy, and for good reason. It's basically designed to protect the other guy and his bike - not you or yours.
Writing 
