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Step by Step – Using Press Releases To Attract Free (or close) Publicity

Welcome to a short series about using press releases to increase your website traffic! What is a press release?

A press release is a concise, informative announcement distributed to the press. Getting mentioned in the press is often seen as one of the most valuable forms of attention and a great marketing strategy if you can manage it.

A press release is how we try to make the journalist’s job easier by giving them a ready-made story. If they can pick it up and run with it without too much difficulty and produce an interesting, informative story, then they just might do that. Note: This is in no way a guarantee of free press.

Proper Press Release Format
Your press release should follow a specific format and include a few key components. We’ll post a few sample press releases and a template at the end of this series. Reporters and editors receive many releases each and every day. You only have a few seconds to grab their attention, so write a succinct and interesting story. The headline and first paragraph are often your only chance to get attention before your press release ends up in the shredder.

And Never Forget! This story is for your readers (the editor/reporter and ultimately, their audience) ~ tell them why it would interest them. You are not important.

Here’s what your press release should include:

• Date Instructions

"For Immediate Release";

"For Release Before [date]" or

"For Release After [date]"

Use one of the latter two if your press release is of a time sensitive nature. For example, if you are holding a public speaking event, you will want to use the "For Release Before [date]" and make sure you input the final date for registrations. If you are using the "For Release Before [date]" ensure you are sensitive to media deadlines. Send your release out well in advance.

• Headline

Use an attention-grabbing headline. There’s a fine line between a promotional headline and a headline that gets attention, but don’t be too mundane and factual in your headline. That’s boring. Here are a few headline ideas:

A Headline for a Nutritionist:

76% of People Surveyed Eat at Fast Food Restaurants More Than 3 Times Per Week, Contributing to a Growing Obesity Program in US

A Headline for a Night Club:

Single Richmond Residents are Invited to Find Their Soul Mate at Valentine’s Day Dating Game Fundraiser

A Headline for a Florist:

Local Residents to Be Awarded in an Upcoming Rose-Growing Challenge

• Contact Information

Include as much information as possible here. Make it easy for the media to contact you. Include your phone number, address, company name, fax number, email and URL. Include the hours you are available at the listed phone number and add an after hours phone number, if applicable.

• Summary

Before you get into the body of the release, write a sentence or two to summarize your press release. Make it interesting, you want the recipient to keep reading. Also, include the area to which this release is relevant.

• Content

This is the meat of your press release. Again, write a benefits-oriented story. Think of the target audience as you are writing and ask yourself if you came across this story in the paper would you be compelled to keep reading? Your target audience is partly the editor or reporter who will be reading the release. Ultimately, however, your target audience is that editor or reporter's readers or audience. You need to write a story that will be of interest to them.

The first paragraph should answer all the important questions - Who, What, Where, When, Why & How? You only have a few seconds to keep an editor's or reporter's interest. Here's your chance.

• Signify the End of Your Press Release

The end of your press release is shown by a few simple characters. Place ### at the end of your release.

Other Important Formatting Tips

1. Keep your release to about 1 page (or 2 pages maximum).
2. Number your pages 1 of 2, 2 of 2, etc. Remember, it’s all about making it EASY to chose, verify and print your story.
3. Avoid the hype. Don't use big words and adjectives. Stick to the facts in plain English, ma’am.
4. Focus on benefits: What problems do you solve for your customers or website visitors?
5. Use bold headlines to get attention.
6. Break up your paragraphs for easy reading.
7. Tweak your release when sending to different media outlets. If you are sending it to the local paper, your content may be slightly different than if you are sending it to a trade journal.
8. If you are sending your release by mail, use 8 1/2" x 11" letterhead. Use only one side of the paper. If your release is more than one page long, write "more" at the bottom.
9. If you are sending your release by email, never send an attachment. Copy and paste your release into the body of the email.
10. Back up your claims with facts and statistics. Often the media will publish your press release without interviewing you or making substantial changes. They may not even have time to check your facts, so if they are dubious, then they may just toss out your release.
11. Send samples. If it’s cost effective, send out a few samples with your release. If you are an author, send a copy of your book. Just remember, if you send these things unsolicited, the goodies may be appreciated, but your press release may get tossed. Carefully evaluate your expenses and the results of sending freebies.
12. If you’re snail mailing your press release, don’t send it in a white or manila envelope with typed labels. This is a great tip from Alex Carroll of RadioPublicity.com. They don’t stand out and look like all the other mail editors receive every day. Use a brightly colored envelope, handwrite the address and add a unique marker like a sticker or rubber stamp. Make your envelope get attention and beg for attention.
13. Consider sending out a Press Release Kit, instead of just a simple press release.  Here's what you can include:

- Cover Letter

- Press Release(s)

- Business Fact Sheet

- Your Biography

- Samples, Photos, etc.

- Company Literature

- Your Business Card

You need to evaluate the cost of sending a full press release kit. You may want to indicate that you will send samples upon request as an alternative.

However you decide to send your release, you need to stand out from the crowd. You need to create a press release that would interest the editor and her target audience.

Next week, learn How Your Website Comes into Your PR Marketing Plan