Publicity is a powerful way to get the term out regarding your company, products and people. It's news and carries third-party credibility that many advertising can't deliver. How do we generate it? While there are a lot of the way to spread information, press releases are members of most pr efforts. But they're only effective if they get published.
Your press release should have the impact to get the coverage you would like. Here's a few methods for getting yours noticed as well as in print:
Allow it to be Newsworthy
Public interest rates are essential. So focus on topics which are highly relevant to the publication's readers. What's happening in news reports now - locally, regionally or nationally - that you could tap into. Here's some news that you could spin to get coverage: new openings, management hires, community efforts, sponsorships, new products or services, events and fundraisers.
Know Your Audience
As the pr release is listed in an editor or journalist, the content needs to be relevant and written for the publication's audience. Use straight forward language. Research past editions to get a feel for the publication, topics they cover and elegance they prefer - before preparing and submitting the pr release.
Since a press release is news, you need to use short but intelligent quotes to reinforce the facts assuring opinions. You are able to integrate a few of them using different experts and influencers. You shouldn't be afraid to ask customers to provide quotes. With respect to the topic, these can be compelling.
Include a Photo
A picture helps produce a richer, fuller story - and publishers want them. If submitting to a print publication, the image should be high-quality for them to utilize it.
Make use of a Powerful Headline & Lead Paragraph
Write a short and concise headline to seize the readers' attention. Make your lead paragraph count because some publications will only print that (and your audience may read it too). Your lead paragraph should be 3-5 sentences capturing the 5W's - who, what, where, when and why. Put the best points upfront. You could expand in it later in the release.
Nothing says unprofessional a lot more than spelling and grammar mistakes. Ask others to check on it. Multiple perspectives are wonderful methods to find mistakes and ensure the message is clear.
The Who Care's Test
Before submitting the pr release, place it with the litmus test. As you read it, think about "Who Cares?". Could it be relevant to the crowd? Otherwise, time to tweak. If that's the case, let it go!