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Does the thought of trying to get publicity for your business seem like something that you can’t do yourself, and would have to hire a professional for? Do you think that writing a press release is totally outside your ability to do? Does the thought of talking to the media about your business make your mouth go dry and your stomach clench? If so, take heart, because you’re about to learn how you can take care of your own publicity, simply and easily.

Getting publicity for your business can seem like an impossible task — something that only happens for “big” companies that can afford to hire publicists.

The reality is, getting free publicity for your business isn’t that difficult. Welcome to “Media Training 101 — The Secrets of Writing a Good Press Release”. By the time you finish reading this article, you’ll not only understand the basics, you’ll know what goes into the process, and what you have to do to get started writing your own press release.

First of all, let’s go over some basic terminology you need to be familiar with.

Press Release: A statement with useful and relevant information that is written for distribution to the media.

Hook: The information or larger story that you can use to attach your press release to. Using the right “hook” in the right way can help you to get more publicity for your business.

Spin: Telling your story your way.

The good news about learning to write a Press Release is that there is an established format that you need to follow. And once you’ve learned the basics, writing a press release is a kind of “cookie cutter” process. Here are some basic ideas to keep in mind:

Make your news “newsworthy”. A press release is not a sales advertisement. A good press release answers all of the “W” questions (who, what, where, when and why), and
sometimes “how.” Your purpose in writing it is twofold: to provide the media with useful and relevant information about your organization, product, service or event and to get your name out to your target market.

Begin with a strong headline. Your headline and first paragraph need to grab the reader’s attention. Without being flowery or overly dramatic, you have only the first few seconds to grab your reader’s attention and get them to read your story, and decide if it’s worth running. So don’t blow it by being vague or weak. The rest of your press release can give them the nitty-gritty details.

Tailor your story to your Primary audience – the media. Your secondary audience is your target market, but if the media doesn’t decide that your story is newsworthy and runs it, your potential customers will never know about it!

Pay attention to your writing. Sometimes, especially in rural areas and online, the media will run your press release in their publications with little or no modification, so make sure you’ve used your spelling and grammar check before sending it, and keep to the facts. Most of the time, journalists will use your press release as a stepping off place for a larger feature story, especially if you can show larger relevance to other current events. Always develop your story as you want to have it told – put YOUR spin on it. Even if your story is not reprinted verbatim, always remember what YOUR purpose is in writing it – to provide exposure for you, and to help brand you as an expert in your field.

Not everything is news. Just because you are excited that you made your first big sale, or started a new product line, or wrote your first article, doesn’t necessarily mean that the press are going to think you have a newsworthy story. From the time you start your first draft, keep your audience in mind. Who will find your story interesting? Why are they going to find it interesting? How is it relevant to something else that’s going on right now?

Identify a problem, and show how you’re solving it. Use real life examples about how your company or organization solved or is solving a problem. Give examples of how your service or product fulfills needs or satisfies desires. What benefits can be expected? Use real life examples to powerfully communicate the benefits of using your product or service.

Stick to the facts. Always. Tell. The. Truth. Avoid fluff, embellishments and exaggerations. It is part of a journalist’s job to be skeptical. If you want to use publicity effectively, then you’re not looking for a one night stand. You want to gain the trust of the media, establish your credibility, and build an on-going relationship with your local media, so that you become a resource for them within your industry.

Find your “hook”. Try to make your press release timely. Keep informed about what’s going on in your community, in your state, region, the country or the world. Is there a local, regional or national news story that somehow ties in to your industry or your business? If you can hook your press release to current events or social issues, you increase your chances of having it picked up. If not, then make sure your story is relevant to the needs, wants or problems of your community or target audience.

Use an active, not passive, voice. Use strong verbs that will bring your press release to life. If there is controversy, describe it. There is an old adage in the news business: “If it cries it flies, and if it bleeds, it leads.” (Not very nice, but it’s often true.) So, while you may not be crying or bleeding, make what you’re writing about stand out. Use active verbs. Write “partnered” rather than “entered into a partnership” or “engaged” rather than “interested”, etc. Writing in this manner will help guarantee that your press release will be read.

Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions such as “added bonus” or “first time ever”. Paint a strong, vivid picture in the minds of your audience by making each word count.

Use jargon sparingly. There are times that some jargon is required if your goal is to optimize your news release for online search engines, but whenever possible, speak plainly, using everyday language. Avoid words like “capacity planning techniques” and “extrapolate”.

Avoid hype. The exclamation point (!) is your enemy. You will destroy your credibility by using hype. If you must use an exclamation point, use one. Never do this!!!!!!!!!!!!!

Get Permission. Most people and companies are very protective about their reputations. Be sure that you have written permission before including information or quotes from employees or affiliates of other companies or organizations. If there is a hint of a dispute in this area, chances are your press release will be tossed aside, and never used. And you will lose your credibility.

If you follow those simple rules, you’ll be able to put together a newsworthy story that will help you achieve your goals of getting the word out about your business.

Once you know the basics involved in writing a Press Release, you’ll find it’s a pretty simple process to put one together. In fact, if you conform to “industry standards” and include the information that reporters and editors are expecting to find, your press release stands a very good chance of actually being used.

Here are the formatting rules you need to follow:

Use mixed case. NEVER SUBMIT A PRESS RELEASE IN ALL UPPER CASE LETTERS. As you can see, it’s much more difficult to read that way.

Always follow the rules of grammar and style. Errors in grammar and style affect your credibility. Excessive errors will cause your press release to be rejected.

Don’t use HTML. When sending your press release to online Media, do not embed HTML or other markup languages in it. Including such formatting will negatively impact the readability of your press release.

Use more than one paragraph. If you can say everything in only a few sentences, then chances are you do not have a newsworthy story. (*Note: You may hear that your press release should “never” be more than one page long. I have found that a press release should be as long as it takes to tell your story. If that means one and a-half or two pages, then that’s how long it should be. Do your best to keep it short and sweet, but don’t take out important information just to make it fit on one page.)

Include a summary paragraph for online submissions. Some online news services request that you include a one-page summary of your press release. This is because some distribution points only receive your headline, summary and a link to your press release. If you are submitting to online services, not including the summary paragraph may reduce the effectiveness of your press release. This is not usually necessary with print, television or radio media.

Write your press release on a word processor instead of composing it online. When you’ve finished writing it, print it out, and proofread it. Rewrite, edit, and proofread again, until you’ve got it exactly how you want it, and there are no mistakes. Because most people have a harder time proofreading their own writing, ask someone you trust to proofread it for you.

Do not include your e-mail address in the body of your release — especially when submitting your press release online, or publishing your press release on your Website or in your blog. You can include your email address in the contact information if you wish, but if it goes online, be prepared to be spammed, since it’s going into public domain. Most online media services will have a place for your email address in the submission process, for your protection, and most of your local media will prefer a telephone number to contact you with.

Here is a basic template you can use when writing your Press Release:

Starting at the top of the page, on your company letterhead, write the words “PRESS RELEASE” in all capital letters, centered and bolded.

Hit the enter-bar twice, so you go down two lines. On the left hand side of the page, write the date you want the information to be released, or if it’s “FOR IMMEDIATE RELEASE” write that, again in all CAPS and bolded. On the same line, but to the far right, write the words “CONTACT INFORMATION” again, bolded and in capital letters. Go down to the next line, and list the contact person and their phone number.

It’s always a good idea to have two contact people whenever possible and two phone numbers for each of them — for example, the office number and cell phone numbers. You can also put your email address here.

Hit the enter-bar twice again, and type in your headline next. (It needs to be centered and bolded, but not necessarily in all CAPS). Your headline needs to be short, snappy and relevant. You want it to grab the reader’s attention.

Go down two spaces again. The body of your press release should be double spaced, and typed in an easy to read 12 in font, such as Times New Roman or Arial. Leave lots of white space in your press release — use at least one to two inch margins around your page.

The first paragraph of your press release needs to provide the reader with enough basic information to make them keep reading. It should answer the “W” questions — who, what, when, and where and why. Because you’ve only got a few sentences, make every word count.

The second paragraph of your press release will answer the “so what” question. It needs to explain who is going to be interested in this information, and why they should care about it. The second paragraph is an ideal place to include a quote, or a touchie-feely “Kodak” moment, to add human interest to your story.

The third (and often final) paragraph of your press release should answer any other questions the reporter or journalist might still have about your story. Here is where you can include information about your company, or any technical stuff.

Make your press release long enough to say what you need to say. If it goes beyond one page, then centered under the last line on the first page, write the word “MORE” in all caps and bold it.

Then on the second page, on the top right hand side of the page, write “Page 2″ and on the line under that, write the title of your press release again.

Continue where you left off. When your press release is finished, put these symbols centered under the last line “###” (without the quotation marks.) This lets the reader know that you’re done.

That’s all there is to it. Although the information you provide will be different each time you write a press release, the basic format will always stay the same. Now you’ve got enough information to be able to write your first press release. So, “write” on and good luck!

Every business owner should include getting publicity as a part of his or her overall marketing strategy. However, there is a lot more to garnering free publicity for your business than just writing – and sending – press releases.

You want to build a long-term relationship with the media, and become known as a resource, an expert in your industry. That doesn’t happen overnight, and it doesn’t happen by accident. It takes time, careful planning and a strategy. The good news is that you don’t have to spend tens of thousands of dollars, or hire an outside agency to do it for you.

Before you can start creating a buzz and building a successful publicity campaign, you need to know three things:

1. Why do you want publicity in the first place? Are you trying to build credibility? Let people know about your product or services? Create or strengthen your business’s brand?

2. What is your message? When putting together your publicity campaign, you need to know what you’re going to say and how to say it so that you achieve your ultimate goals.

3. What type of coverage are you looking for? (There are three types: Newspaper/visual, radio/audio, and Television/visual/audio). Of these three types, which is going to be the best way to get your message out?

Once you know where you want to end up, the next step is to create a roadmap that will get you there.

There’s a famous saying that illustrates perfectly what you ultimately want to achieve: “If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday,’ that’s advertising. If you put the sign on the back of an elephant and walk him into town, that’s promotion. If the elephant walks through the mayor’s flowerbed, that’s publicity. If you can get the mayor to laugh about it, that’s public relations. And if you planned the elephant’s walk, that’s marketing.”

Here are the “insider secrets” that will help you to become a partner, and build a solid relationship with the media so that you can “plan the elephant’s walk” for your business.

1. Do your research before writing your first press release. Think about your story. Who is it going to affect, interest or impact? Is it strictly of local interest, or can you “hook” it to a larger event or happening? Is it a one-time happening, such as your grand opening, or a special event, or milestone? Is it part of an ongoing effort?

2. Create your own “hot list.” Now, figure out which media sources are going to be most interested in your story. Start locally. Think of your local newspapers, television and radio stations. Include your local public radio station, college stations and any others that provide news stories in your list. (Special Note: If your story isn’t one that is going to be over in fifteen minutes, don’t forget organizations that publish newsletters! Think about your local Chamber of Commerce or organizations whose members or clients could also become your customers!)

Then think even further outside your “circles of influence.” If you live in an urban area, there may be national affiliates like APR, etc that have stringers or offices nearby. Include those in your list.

Now look at online sources. Be thoughtful here. Don’t just send a press release to everyone. Sure, it may get published online, but it may also get dumped into a “news bin” on a thread where it is never seen or read.

In addition to the hundreds of news sources, think about your affiliations. Are you a member of a national society, or organization? If it is relevant to your story, mention that you’re a member, and then send a copy of the press release to them as well!

3. Make it personal. Now that you know which media sources you’re going to send your press release to, get on the phone. Find out the name of the specific person you need to send the press release to. (These is a step a lot of people skip over, but take my advice and don’t, because it’s one of the most important!) Remember the word “relations” in “public relations.” Building any worthwhile relationship takes time and effort. You have to give something to get something.

If possible, talk to the reporter or editor personally. Introduce yourself, and let her/him know that you’re going to be sending him/her a press release. (If you’re inexperienced at this, you can actually use that as an introduction and let him know that you want to get started off on the right foot). You want to find out the following information:

- The correct spelling of her/his name.
- How they prefer to receive the press release — faxed or in the mail.
- How far in advance do they prefer that you send the press release?

Always make sure to ask what their deadline is. If faxing your press release is okay, get the fax number, and find out if the cover sheet should be addressed to the reporter or someone else.

DO NOT CHAT. This is not a social call. You are calling to get information, not a date. (Tricks of the trade: Get your Rolodex or PDA out while your talking to the reporter. Note all of the pertinent information so that you’ve got it for the next time. On the back of the card, or in the memo section, write down the date you spoke with them, and the reason for the press release.)

4. Once you’ve found your contact person, stick to them! Unless otherwise instructed, never send the same press release to more than one person in any organization or publication. If there is any confusion or duplicate coverage, it will be blamed on you, and you will lose your credibility.

5. Follow-up. Within a day or two of sending your press release, call and make sure that they received it. If not, be calm, and pleasant, and just say that you’ll send another one. Re-check your contact information, and make sure you’ve got the right address, fax number, etc. And then send it right away.

6. Never just send a press release the day of your event. It makes you look unprofessional, and you probably won’t get covered. The only exception to this is if you’re holding a press conference to make a big announcement that will impact many people.

Always plan ahead and give the media as much time as possible to decide how they are going to cover it.

7. Know Their Deadlines. I can’t stress this often enough. EVERY TIME you talk to a reporter, ask what their deadline is.

When you’re submitting an article or a press release to a magazine, call first and ask about submission deadlines. And then make sure that you send it in with time to spare.

Mark the deadline on your media info sheet, or your Rolodex, but check back with them periodically, because changes do happen.

8. Keep your promises. If a reporter calls you, and you don’t know the answer to a question, or he needs something you don’t have but you promise to get it — do it. Always follow through and do what you say you’re going to by their deadline.

9. Be professional. Offer to act as a liaison if the reporter needs to speak to other people in your organization or industry, and volunteer to provide additional research or background information. Put together an online pressroom on your Website, as well as offline media kits that you can send along with your press releases, or when needed.

10. Remember what your mother taught you. Be polite. Say please and thank you. If you read an article that a reporter has written and you liked it, send a handwritten a note and let them know. Be willing to provide information, resources or background material even if it doesn’t directly benefit you. Building a solid relationship is about more than selling more widgets, and will pay off in the long run.