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For years, the simple printed press release has been one of the primary tools used by
marketing and public relations professionals to share newsworthy events with the radio,
television and print media.
However, in today's world, press releases are more commonly distributed
via email and the Internet.
Unfortunately, the ease of distribution inherent in email and the Internet has created a
significant increase in the number of press releases being heaped upon the media outlets.
As a result, the ability to get your release read, much less acted upon,
can be quite challenging.
The key to success lies in one simple, yet daunting, goal: writing the perfect press
release.With this video, we'll give you the tools you'll need to create a press release
that will not only get noticed, but also read and acted upon by media professionals.
Now before you start hitting your keyboard, you need to understand that there is a
traditional format that should be followed when writing your release.
This format might be somewhat modified when submitting releases online, so you might
consider writing a few different releases depending on your media outlet.
The format is pretty straightforward.
If you're going to print and snail mail your release, you should use your counties
standard paper size; in the United States that's 8.5-by-11 inch paper.
Use a 10 or 12 point standard font and have 1.5 inch margins.
It should be on either plain white paper or your organization's letterhead.
You need to identify the sender in the upper-left hand corner of the page and be sure to
provide your name, address, telephone number, email address and fax number if possible.
After the sender's contact information write, "FOR IMMEDIATE RELEASE."
Next is your headline, which should be boldfaced and centered.
Then the dateline so the reader knows when and where the release originated.
Then comes the body of your release.Lastly you need to end your release with three number
signs (#) which should be centered and double spaced down after the body.
This simply tells the reader they have reached the end of the release.
Now remember that this is the traditional format.
If you're publishing your release on-line, there might be some slight differences.
Many on-line press release sites have text entry boxes
and then auto-format the release as a service to users.
Even so, it's a good idea to know and understand the traditional format.Prior to writing
your release you should ask yourself a few simple benefit-oriented questions.
1. What's your key message?
What are you really trying to tell people?.
2. Who's your target audience?
Who do you want to tell your message to?
3. What does the target audience gain from your product or service?
What are the potential benefits or rewards?
4. What's your objective?
Is it to increase sales? Enhance the company's reputation?
Or do you just want a local morale booster?
When answering these questions, you should think like a journalist.
You need to be sure that your answers are news centered!
And try to capitalize on current or local events within your particular industry.
You need to become the news, not just a marketer.
Remember DON'T advertise!
Advertising is NOT news.
Journalists will not syndicate your release if it is blatant advertising.
Now you're ready to write.
First, create a headline that includes primary keywords that will garner interest.
Your headline will be the first thing readers see and if you don't hook them immediately,
theyll skip over your release and move on to something else.
Your headline should NOT be a repeat of your first sentence.
When creating your headline try to avoid using generic cliche words and jargon.
Your headline should also focus on the news and not your company.
Unless your company is well known, save that information for later in the release.When
writing the body of your release, think of it more as a news story.
Use the Inverted Pyramid Style of Writing to put the important information first.
Imagine a normal triangle divided into three horizontal sections.
Now flip the triangle so the narrow tip is pointed downward and the base upward.
In what is now the top of the triangle, or the broad section, that's your Lead.
This is where you put the most important information.
What is the important information?
It is the 5 W's and the H.
Who?
What?
When?
Where?
Why?
And How?
Keep in mind, your lead is normally one sentence that pretty much says it all.
It is crucial that your lead contains the 5 W's because that might be the only part of
your release that people read.
Statistics show that most people never read beyond the first two paragraphs of a news
story, so it only makes sense to have your most important information go first.The
second, or middle section, of the pyramid is where you put information
that builds or tells your news.
This is where you would include supporting information, but not necessarily needed.
We suggest that you include a short quote here because quotes often reinforce credibility
while evoking emotion as it relates to the story.The bottom or narrowest point of the
pyramid should contain information that is least important.
Think of these details in terms of" It would be nice if the reader knew this".
At the end of your release, include your company information
so the reader can learn more.
Also include a short history of your company.
This gives the reader a better understanding of who you are, which increases your
credibility.And there you have it.
A few quick and important steps that will help you write the perfect press releases.
If you want to seek out more information regarding press releases, check out the public
relations subcategory on EzineArticles.com.
Now if your want maximize readership of that perfect press release, submit it to
PressExposure.com, which will help you reach thousands of readers, for free!
The process literally takes two minutes.
And in those two minutes you will be getting your perfect press release into the hands of
media professionals, and registered email alert and RSS members.
Oh, did I mention that this was free?Anyway, remember, when writing your press release
the first thing is planning.
Know your key message, target audience and the objective you're trying to accomplish.
Always make sure that your press releases are newsworthy and not advertising.
And, use the inverted style of writing to ensure your vital information gets noticed.
When writing your press releases, write as if you have 10 seconds to make your case,
because in today's society, that's how long you have a reader's attention.By following a
few simple steps and using a little creativity, you can write THE perfect press release.
And while you're at it, why not submit that perfect press release to Press Exposure.com.
Your first stop for getting your press release out on the web!