Press Releases - How to write them or hire a press release company

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WHEN TO HIRE A PRO?

• When expertise in sending out free press releases on a regular basis is valuable to your lead generation program.
• When relationships with editors and journalists can benefit your exposure in your industry.
• When timing is critical to a new product or service introduction.
• If you need professional assistance, please complete the Marketing Xperience Request for Marketing Information.

Real World Marketing PR Tips

1. Press Releases are often misused as part of the marketing mix.  PR should only be use to announce newsworthy events or to improve awareness of your products or services. Before you write a press release, you should seriously consider whether the release is really newsworthy or not.  Editors do not appreciate their in-box being filled with information which is not newsworthy.  In order to build credibility, it's important to decide whether what you are going to write about in your press release is going to interest the media or your target audience.
2. Match your press release distribution with your target media's editorial calendar.  If your local news publication is planning a section on Legal matters and you are an attorney who is an expert in your field preparing to present to an organization, match your free press release with that publication's editorial calendar.
3. Be sure to utilize on line press releases and add them to your website.  This is an excellent way to get the search engines to take notice of your website because the more content you add, the more your website and subsequent press release will appear in searches.

How to write a Press Release

Press Release writing is an art but it can be very simple. In addition to your marketing plan, you will also need to prepare a separate Public Relations plan which outlines your goals and objectives.  Study relevant publications, both trade journals and local media, and decide your target audience.  Once you have decided on your target audience, you can prepare a Public Relations plan based on your targeted media's editorial calendar which can be found on their website.  Most publications will publish an editorial calendar at the end of the fourth quarter for the upcoming year.  You can find this information under “Media Kit” on their websites. 

Once you have determined your target, you need to decide what to include in your press release and how you will write a press release.  Every press release utilizes the “Five W's and an H” method.  The four W's are the Who, What, Where, When and Why and the H is the How at the end of the press release.

Always use a date linked to the body of the press release.  Include all contact information at the top of your press release so that an editor has all the information needed should they want to contact you for additional information.  Be sure to include phone number, e-mail address and website URL in the event the editor searches your website for additional information.

Begin writing a press release with a news hook.  What is it you are announcing and what is the goal of your announcement?  Can you tie in your announcement with current news? The news hook can appear in the headline or in the first sentence.  It tells the editor in a nutshell your most important information first (this is known as the “inverted pyramid” in a news press release).  If space is limited, an editor will cull your information down to this one paragraph so you should be sure to include all the important information in this part of your press release.

Keep the tone of your press release factual.  A press release is not an ad for your products or services. Be sure to write your press release in a formal press release format.  Avoid the use of excess words such as “revolutionary” “industry's leading” or “best of”.  Do not use jargon or “cute” copy.  Be clear and concise when you write a press release.

Be sure to include information that is valuable to your target audience, and not value to your business. Editors do not like to see “fluff” or “fluffy promotional pitches” in a press release and they love a local angle. If you are not sure how to pitch your story, be honest and tell the editor that you thought there may be a potential interest from their readers” and then tell them why you think your press release is relevant.

Check for correct grammar and spelling before you submit a press release to the media. Do not use fancy fonts.  Use Arial or Times Roman. If possible, include links to photos, audio, video, websites and pdf files. If your image files are large, offer to e-mail upon request. Do not attach to your press release.  After you have submitted your press release to the media, do not call the editor and ask if they received your press release.  Be prepared to contact the editor to pitch your story but do not hound the editor. Ask the editor if it is a convenient time to call.  They will let you know.  Be available to speak with an editor after office hours.  Include a home phone number or cell phone number where you can be reached. Respect deadlines and work quickly.

What's in it for me when hiring Marketing Xperience?

• A well written press release, when published, can provide credibility for your product or service.
• If published, a press release can provide free publicity for your event, product or service, stretching your marketing dollars and budget. A newsworthy press release will attract potential buyers to your product or service or website.

Submitting free press releases on a regular basis will familiarize the media with your product or service so that when an editor is seeking a comment or quote, your company will be the first to be contacted.

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