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How to write a press release |
....from the Business Builders Weekly
Newsletter
stsbvrep@tir.com
A press release is the accepted standard for communicating information to the media. It
describes what's different, and new about your product, sevice, or business, and builds
awareness. And since a press release is not paid, it's credibility on readers is much
higher than advertisement.
Who Should Receive Your Press Release: Start your list with those who would most likely
have an interest in your product. For example; With a product for golfers, I would target
the sports, and golf magazine editors first. Make a list of all up-coming events, such as
trade shows, or any event that is related to your product, service, or business. Build
your list to include, TV, radio, magazines, newspapers, and local community publications.
Remember, your press release should be sent to anyone who might be a potential customer.
Before you begin writing, you should determine what you are trying to
accomplish with your press release, and who is going to receive it. Your objectives will
be easier to obtain with goals in mind. Write down what makes your product better, more
useful and different from your competitors. Maby it does or accomplishes something that
your competitors does not. Now, write down why any one would want to read or learn more
about your product, business or service. This will help you write what others are wanting
to read!
Tip: Try combining your topic with a current statistic. Example; A national survey shows
that 92% of all golfers slice when hitting a ball off the tee with their driver. You now
mail your press release stating that your product The "Anti-Slice-Device" can
cure the single most reported problem of all golfers and do so within the first three
tries.
Every press release should provide content in the following areas. First on your page is
your letterhead; Next, you should have FOR IMMEDIATE RELEASE in the upper left, bold face,
all caps.
Skip (2) lines and write: Contact Information. Here, you will include your
company spokes-man, work /home telephone, fax numbers and e-mail address.
Skip (2) lines: and enter your headline bold face, all caps.
Skip (2) lines then enter the dateline. The city in which your press release is issued,
and the date of the mailing. This also begins your very first sentence.
Before writing your lead paragraph. You need to write the who, what, when, where and why,
(also known as the 5 w's amongst journalists.) about your story. This information will be
used in the first paragraph. Spend some extra time on your first paragraph, it is the most
important one. Make sure the first sentence captures the readers attention and goes into
key information such as your five W's.
Through the rest of your text cover all points of your offer to their fullest, and and
tell your story.
Use bullets also, they work well when listing the benefits of a product or service.
At the very bottom left hand corner recap your product, service or business. Note: Press
Releases are generally three pages or less. The first page is not numbered, but you should
write the word -more- at the bottom of your second page if there is a third.
Paper- use 20lb, white 8.5 by 11, with your company letterhead.
Skip (2) lines between paragraph's or indent 5 spaces. Print text on one side of paper
only and flush left. To symbolize the conculision of your press release type -30- or use
three number symbols ###.
The following is a sample press release template:
FOR IMMEDIATE RELEASE
CONTACT:
Dr. Gerald H. Smith
800 272 2323
ghsdoc@p3.net
BREAKTHROUGH IN DENTAL MEDICINE
Huntingdon Valley, PA --- Alternative Treatments For Conquering Chronic Pain, a CD ROM book, represents one of the biggest breakthroughs in the history of dental medicine. The author's twenty-five years of clinical research has uncovered many of the missing links for resolving chronic pain. Doctor Smith's approach has ingeniously integrated osteopathic, chiropractic, physical therapy, dental, nutritional and medical concepts into a practical clinical model. The complementary total body approach taken by Dr. Smith is the key to unraveling the ancient mysteries for the causes of headaches (migraines and tension type), neck and low back pain as well as many other sources of pain.
The 300 plus electronically formatted pages offer the reader a cornucopia of useful information. The format is easily executed so that even the computer novice can navigate its 620 megabytes of cyber space.
The book provides:
Dr. Smith's treatment concepts focus on non-invasive approaches that include correcting nutritional efficiencies, craniosacral manipulation, soft helium neon laser, microcurrent stimulation, dental orthopedics and orthodontics, myofascial release techniques, biocompatible dental materials, balancing body pH, eliminating carbohydrate intolerance, detoxification, acupuncture as well as other natural therapies. As an added bonus a special link is provided in the book which connects to an update information page on pain located on Dr. Smith's web site (http://www.icnr.com) (this page can only be accessed through the book).
The price is $33.50 (shipping and handling included; foreign orders add $10).
"-30-"
