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2.1) What reasons would an editor want to
publish your news (what benefits are there
for them?)
- is it relevant?
- is it mildly interesting?
- is it newsworthy?
2.2) Make the
main benefit the headline
(Your headline has one purpose: to get the
attention of the editor, to get him/her to
read your release - use the words YOU, NEW
and/or How To)
2.3) Remember the subtext
2.4) Remember KISS (keep it simple
stupid!). Write for scannability; write
short, punchy paragraphs
2.5) Remember to answer these questions:
"Who? Why? What? Where? When? & How?".
Ideally, you would answer these questions
in your headline
2.6) Write the press release so it can be
put into a magazine, with just a few
simple edits. (IMPORTANT)
=> Step 3 - Mechanics Of Writing A
Press Release
3.1) The Headline
(or title) of your press release is vital
(Some say that most of your time should be
spent on writing a powerful headline.)
3.2) Your opening sentence continues what
you are talking about in the headline
3.3) Tell your story in headline and
leading paragraph
3.4) Use specific, powerful (and true)
testimonials - use convincing case
studies; use a powerful guarantee, and
draw attention to it
3.5) Make sure you use no more than 5
bullet points
3.6) Change passive words to active; use
the words YOU; and link selling points
3.7) For each sentence you write, ask
yourself 'So what?'. And remove the
sentence if you can't think of an answer
3.8) Edit your copy ruthlessly, over and
over again!
3.9) Finally, make sure there are no
attachments, no HTML, no .DOC files.
(Everyone is wary of email viruses these
days, including editors!)
=> Step 4 - Example Layout Of A Press
Release
This is a simple example of what a press
release should look like (more or less):
<Title - Headline> -- Benefit (tell me
more, 36-40 chars)
<For immediate release> <Simple contact>
<Sub-heading>
<Leading Paragraph> --
What? Why needed? How it will help (40-75
words)
-- Include quotes
<Main Paragraph(s)> -- Who aimed at (the
facts). Who cares?
<Final Paragraph> -- Summarise; or call to action
<Full contact details>
(Want to look at an example? Visit
sample press release
Note: this example didn't get much media
attention, because it simply wasn't
newsworthy enough.)
=> Step 5 - Is Your Press Release
Ready?
1) Is your press release published on your
website?
2) Better still, do you have an online
press pack?
3) Do you know what to do or say if a
reporter calls?
--
Phew! That's a lot to take in, I agree!
So can you guess what the main problem is,
with doing all of the above
...Your press release will be L-O-N-G
(long).
=> The missing ingredient -- KISS
Yes, the vital ingredient to your press
release, the one factor that WILL increase
the chances of getting your news published
is to:
Keep It SHORT
Stupid (yet another KISS !)
Not convinced? Ask yourself these
questions, then:
-
How many of these press releases do you
think editors get to read every day?
-
How many long, badly-worded releases
will they read before eventually
becoming instantly put off just by the
length of a press release?
-
And how much more likely do you think a
press release will be read if it's a
SHORT, quick read.
Keep your press release short, simple as
that!
----
So there you are: another promotion tip
that *you CAN* do, to promote your website
or business. Just follow the checklist
below, to make sure that your next press
release gets published:
-
Have a story to tell
-
Think like a journalist
-
Format the press release properly
-
(And keep your press release short!)
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