June 19, 2006
Are Press Releases More Powerful Than Trade Magazines?
Yes, according to a study by Outsell of 7,000 knowledge workers. Previous studies showed that trade magazines were the most relied upon source of business information. But this most recent study showed that press releases now reign as the preferred source of business information.
Why? Perhaps because they're easily and quickly retrievable, they're less likely to be dated, and they fit into the daily lifestyle of today's knowledge worker, who, according to the study, now average 12 hours a week online, up by 1.1 hours from just a year ago.
What does this mean to publicity seekers?
1. The rumors that press releases are dead are far from accurate. Press releases still play a major role in communicating information.
2. Press releases need to be posted to online distribution sources, in addition to being sent directly to your targeted list of key media contacts.
3. When in doubt, (some may debate this) go ahead and submit a release to the online media, even if it's not significant enough to send to your key media contacts. By doing this, you at least put yet another piece of information on the web, containing facts about your company, and links into your website.
That said - make sure that these releases contain news content. There's nothing worse than receiving news releases which contain no news at all!
4. Consider sending out full articles through the online press release distribution sources, in addition to standard releases. While these articles may never actually get run in ink on paper, they will become part of the search engine archives. Tip sheets, quizzes, survey results, how-to's and reviews all have significant value to knowledge workers searching for more information.
5. Make sure you include your website URL in every release you send. While you're at it, you need to clearly understand how to make your website address into a clickable hyperlink for your favorite online press release distribution source. (They all seem to have their own little rules, so do some exploration on their site or give them a call to understand exactly how to do it on their specific service so you don't get it wrong!)
6. Create a goal to send out at least one release or article per month throughout the rest of the year. Ideally, send out one per week, each full to the brim with valuable information. That alone should help to get more traffic to your site, get you found by more reporters researching stories (because you're higher in the search engines), and land some stories in some major publications.
For more information on how to create a press release, check out our Creating Powerful Press Releases
Plus, watch this blog, as we will soon be making a special announcement!
Posted by Don Crowther at 01:02 PM | TrackBack
November 10, 2004
PR Basics: Length Of Press Releases
Publicity expert Paul Hartunian says there's no reason you can't write a succinct one-page news release.
His advice makes sense. Joan Stewart points out that scientific studies inside newsrooms have shown that reporters and editors spend an average 5 seconds reading a news release before deciding whether to use it or trash it.
Why, then, do so many of us write releases that are longer than a page?
One reason, Paul says, is because they print their releases on company letterhead that has a thick column of space down the right or left side of the page. The column often includes names of officers, or members of the company's board of directors.
Paul calls this "wasted real estate." And he's right.
You don't have to use company letterhead, as long as complete contact information is at the top of the release. You also don't have to write longer than one page.
Routine news releases announcing things such as promotions, new employees, awards or an open house can be written in a few sentences.
But longer news releases are more effective if they're limited to one page. That's because you don't want the media to print a one-page news release. You want them to pick up the phone and call you for an interview that results in a much longer story, complete with photos.
Paul has lots more suggestions on how to write sizzling, enticing news releases that command attention and force reporters to call you. He shared them all during the teleseminar "How to Write a Killer Press Release That Stops Reporters in Their Tracks." It's available as an audio CD or as an electronic transcript you can be reading within minutes after your order is approved.
Plus, if you need additional help in creating press releases, check out Creating Powerful Press Releases and Press Release Templates
Posted by Don Crowther at 01:48 PM | TrackBack
September 24, 2004
New And Improved - Creating Powerful Press Releases
In addition to creating the Crash Course In Publicity mentioned above, we've been busy lately on other things.
One of the main things has been rewriting one of our best selling training manuals, "Creating Powerful Press Releases: 11 Steps To Creating Press Releases That Get Printed!"
It's not that our buyers have been complaining, or that we've been receiving requests for refunds for the products (in fact, I don't recall ever having a refund request on this product...)
It's just that in my last review of all of our products, I realized that this report wasn't everything I wanted it to be.
It did a great job of talking about the process of writing a release, but it didn't give enough detail on the actual ins and outs of making your press release one that editors will fight over to run!
So, we've spent quite a few hours fleshing out the writing part of the publication, almost doubling the length of the training manual!
Now, it's looking really good!
The next step in this process will be some price testing to see if we are actually at the correct price for this product. This probably means that the price will be increasing.
But, as a special courtesy to you, we have decided to give you the new, improved product at the current price for one more week until Friday November 1. After that, our testing process will begin, and there's no telling where the price will end up later.
So, if you have a need to learn more about how to create powerful press releases, now's the time.
Now's the time!
Posted by Don Crowther at 04:36 PM | TrackBack
September 10, 2004
Origin of -30- At The End of Press Releases
I get this question all the time: "What is the origin of "-30-" at the end of some press releases?"
Here's the answer, so stop asking me! :<)
"-30-" is a traditional closing for a press release. It probably started during the Civil War when telegraphers tapped "XXX" at the end of a transmission. XXX is the Roman numeral for 30.
I just type a centered END at the end of mine...
Posted by Don Crowther at 12:44 PM | TrackBack
August 05, 2004
PR Basics: Preferred Method To Receive Press Releases
This week's email brought a good question. In what format do journalists prefer to receive press releases? Mail, Fax, email?
The simple answer is, it depends on the journalist. Each journalist, and each media outlet has their own preference. The best way is for you to contact your key media targets and ask them specifically. Then, once you have that information, send it to them in the format they've requested.
Yes, this means that you're going to mail some, fax some, and email some releases each time. Oh well!
But what about everyone else that you're sending to who isn't on your top contact list? What format should you use for them?
I recommend that you use email. It's fastest, least expensive, gives the journalist the ability to cut and paste copy into their story, and it's consistent with the trends.
That said - you'd better have two things if you want to succeed in sending out email media releases:
1. A very targeted list - sending media releases to the wrong party will get you in trouble
2. An excellent subject line - because if it doesn't get opened, it gets trashed.
For more information on creating and disseminating media releases, check out
Secrets of Effective Press Release Distribution and Creating Powerful Press Releases: 11 Steps To Creating Press Releases That Get Printed!
Or, if you're looking for someone to create a powerful press release in your behalf, investigate our Press Release Writing Services.
Posted by Don Crowther at 12:10 PM | TrackBack
July 22, 2004
PR Basics: Emailing Press Releases
In reviewing our email, I realized that we frequently receive the same questions over and over. So we are starting a new PR Basics section in this newsletter, where we will answer the questions lots of people seem to want covered.
The first question: "Can I send my press release as an attachment to my email?"
The answer: "No."
Oh, you'd like more details?
The reason is simple, press releases sent as attachments have a much lower run rate than those sent within the body of the email. Think about it and you'll understand.
1. Attachments frequently contain viruses. Reporters are less likely to open an attachment because of risk of infection.
2. Opening attachments requires extra time and an extra step. Why give reporters any excuse to ignore your release? You're basically asking a favor, so why ask the recipient to do any work they don't have to do.
3. Attachments are frequently blocked by companies at the server level, so they may not even get to your intended recipient.
The solution is simple, just spend the extra could minutes to cut, paste, and reformat your release within your email program so that it looks good. That five minutes could make all the difference in the world as to whether you get run or not.
This, and many other questions about press releases, are answered in our press release development kit
Posted by Don Crowther at 11:45 AM | TrackBack
June 24, 2004
Writing Articles Made Easy (Technically)
Not long ago I played a role in a board meeting where we use Robert's Rules of Order in everything we do and it got me thinking...
Robert's Rules Of Order attempt to codify good conduct in meetings, to help them progress more orderly.
So how's your writing? Is it "orderly"? Does it pass the rules of good communications in today's world? (In my attempt to not make another error, I've just looked up the proper usage of punctuation around quotation marks, and verified that commas and periods go inside quotation marks, and colons and semicolons go outside of quotation marks. Question marks, dashes, and exclamation marks go inside quotation marks only if part of the quotation. So my putting the question mark outside of the quotation marks above IS correct.)
The truth is, if you can't craft a story or release that fits within the general standards of writing, you don't stand much of a chance in the public relations world.
Assuming that you have a newsworthy story, here are some hints to ensure that your article will pass muster:
-- Put your hook in the headline if possible, and in the first paragraph of the article. Time has become valuable to everyone. If they don't determine that reading further is worth their time, then they will move on. What goes in the hook? The real meat or the attention-grabbing element of the information you are presenting.
-- Remove unnecessary fluff. Give facts and information. If you try to make an article longer by filling it in with stuff that really doesn't need to be there, the readers will determine they don't really need to read it either.
-- Be absolutely sure that the information presented is 100% accurate. Any less will get you into trouble. In fact, it will bring in negative publicity for you when the press finds out that you fudged the facts. Don't assume they won't do the legwork to verify your statements. They will. There's a great example of this that's occurring in the press right now - both the English and US intelligence services are accusing their executive branches of picking and choosing which facts about Iraq they present to the public; emphasizing the negatives and minimizing the elements that might convince people to reject the war. These comments will probably receive more press in the near future.
-- Length of the your article is important. Anything over one page long for a press release is asking for trouble.
Stories you submit for publication can be longer, but we've found the most success with tightly-written articles in two length ranges - 400 words and 800-1000 words. If the press wants something longer, they'll ask for it (we usually submit both a 400 and an 800-word version, and tell them that we have longer versions available if desired. The stories usually get run in one of the two provided lengths, with a few calls for a feature-length story.)
-- Grammatical and spelling errors are big time barriers to getting a story or release printed. Always spell check. After the spell check, ALWAYS have someone else read through it to catch the errors spell-checkers don't see:
The car was parked in the driveway. The cat was parked in the driveway.
Spell check won't catch the second one because cat is spelled correctly. Grammar checking won't catch it either since it is used correctly in the sentence. Let the computer deal with obvious blunders. Let the humans deal with the rest.
-- When you submit it to the media, be watchful of their deadlines. They have to keep those. But keep in mind that a reporter that is very busy still needs story ideas. Don't be afraid to call them on the phone with a pitch. Just be careful to refine your pitch to 15 seconds or less.
This list could go on and on. These should help for now. The bottom line is, play it smart when working with the media. they can be your best friend or your worst enemy. You don't want them for your enemy!
Here are some products that we carry deal with writing for the media:
P.R. Special Report #6: How to Write How-to Articles that Position You as an Expert
P.R. Special Report #12: 52 Tips for Kick-Butt Press Releases (and Bonehead Mistakes to Avoid)
Creating Powerful Press Releases
P.R. Special Report #25: How to Pitch Reporters Over the Telephone and Make Every Second Count
P.R. Special Report #26: How to Make Your Story Pitch Stand Out in the Email Jungle
Public Relations Disasters: A Dozen Press Releases From Hell and How to Fix them
Posted by Angie at 04:54 PM | TrackBack
Make Sure You Catch The Mistakes
I assume that you've all heard the classic examples of translation errors like:
The Pepsi slogan 'Come alive with the Pepsi Generation' was marketed in Taiwan, but had undesired effects when it was found that it had been translated as 'Pepsi will bring your ancestors back from the dead.'
Kentucky Fried Chicken, with the slogan 'finger-lickin' good' translated it out to 'eat your fingers off.'
In Miami, a T-shirt manufacturer hoped to celebrate the Pope's arrival by selling T-shirts in Spanish. It was translated, but didn't sell. Later, they discovered that the word Pope (El Papa) was translated as (La Papa). So the shirt said 'I saw the potato'.
The Jolly Green Giant translated into Arabic means 'Intimidating Green Ogre.' That Sounds Yummy.
Clairol created a new appliance called the 'Mist Stick'. The problem arose, however, when it was marketed in Germany. The word 'mist' in German means manure. Not many women wanted to use the manure stick in their hair.
Gerber marketed much of it's baby food in Africa with pictures of little babies on the labels, just like in America. The problem...In Africa, many people can't read. So the labels have pictures showing what's inside the container. Oops...big mistake.
Frank Purdue, the man who likes to sell chicken, had a favorite saying, 'It takes a tough man to make a tender chicken'. Unfortunately, the translation was not as meaningful, but very powerful, 'It takes a sexually stimulated man to make a chicken affectionate'.
Whether these are myths or truths we many never know. But either way, they serve as great examples of stupid mistakes marketers make.
So what happened?! Who was watching the final product?! Who cut corners?! I bet they were angry and somewhat embarrassed when these came out.
Unfortunately, there are many mistakes that we can (and sometimes do) make in the PR/marketing world.
So what exactly can you do to better the odds to favor you? If you can avoid certain mistakes early, you will certainly have a much better chance of being favorably noticed. Let's take press releases for instance. Here are some tips to keep you out of hot water:
-- One of biggest sins you can make is to not verify information. It's amazing how often something that "everybody knows is true" in an organization (the competition's product can't do x) became common knowledge after someone speculated about it in a meeting ("as far as I know, the competition's product can't do x, but I'll check and get back to you"), which gets repeated over and over until all qualifiers are removed and everyone believes that it is true. In reality, it may or may not be true.
Another place where inaccuracies creep into press releases is in information that should have been verified ("when did we first start selling in Sweden?" isn't because of deadlines.
While the second won't get you sued, the first may. That's why we recommend that all press releases get passed by legal counsel *before* being issues, certainly any with any sort of competitive claim. You'd be amazed at the things that a good lawyer will catch that you simply read through in all 39 proofreading sessions. They've kept me out of hot water many times.
-- Always always always double check the contact information on the release. I suggest actually calling the phone numbers on the release to make sure they're accurate. It's embarrassing for you and for the potential media people when the info comes out incorrect.
I still remember the first time I ever bought an 800 number. I signed up for it because I had to run it in an ad. 10 minutes later, the ad was sent off to the magazine. Unfortunately, I hadn't called the 800 number to verify it. Long story short - my ad ran to 3 million people, most of whom, I'm sure tried to call the number to order, only to find that it went to somewhere else. And the worst part? The number actually rang at one of my clients. How embarrassing!
-- Consider writing different releases for different media outlets. That way you can tailor the individual release to certain segments of your audience or the media's audience.
-- Your first paragraph is the lead. This the part that needs to be engaging and catch their attention. Because this is read first, it needs to have the 5 w's in there. Some media people have no time to read, some have less time than that. They need to have the basic information in hand to be able to make a decision about whether to pursue it or not.
While these mistakes may not be huge embarrassing sins, they certainly will keep you out of the possibilities of getting in the media arena.
Learn more tips like these by ordering
Special Report #12: 52 Tips for Kick-Butt Press Releases.
Plus our two new products,
1. Creating Powerful Press Releases: 11 Steps To Creating Press Releases That Get Printed!
2. Press Release Templates
Are a power-packed duo that takes you step-by-step through the process of writing powerful press releases, then provides fill-in-the-blank templates that you can use to craft your own releases in minutes. And at $49 for the pair, (a 16% discount), they're a great discount too! You can get more information here: Creating Powerful Press Releases
Posted by Angie at 03:55 PM | TrackBack
SoBig - Have You Acted On It?
If your office is anything like mine, and especially if you have a frequently visited website, you're probably being deluged by messages from the SoBig vi*rus.
I know that I'm getting hundreds of related messages per day. Let's hope it really dies on Sept 10.
I hope that we've all learned a couple of major messages from this.
1. Vi*rus protection programs are an absolute must. If you don't have one, your computer is literally a menace to society just waiting to happen. And make sure you update yours frequently. Mine does it automatically every night.
2. You've heard it a million times, but somebody obviously keeps doing it. Don't open attachments unless they've been vir*us scanned first! This includes attachments from friends, because that's where you'll get most of your virii from! Better yet, don't open them at all.
Now for the PR-related twist on this story
3. Are you still sending out press releases as attachments? I hope this is another piece of evidence why that is an absolute killer to the probability of your getting it run. Just say no and put them into the body of your email.
4. Did you call the media yet? Every paper and newscast in the US (probably the world) has probably run a story on this vi*rus in the last week. Every one of them looked for a local angle to the story. You were that local angle! I hope that you didn't miss out on this opportunity.
So next time (and there will be a next time) the huge vir*us hits, jump on the phone to let the media know that you're receiving x notes and how it is affecting you.
But how do you get your message across? This isn't the story to push your product.
But here's a hint to make sure that they mention you. Don't give them your company name, give them your website address as your company name. So, they'll report that Jamie Doe of yourcompanyname.com reports that they've received and blocked 1296 copies of the vi*rus so far today. See the little twist - you've just told the audience to go to that website for more information.
Just a hint!
Posted by Angie at 03:12 PM | TrackBack
June 23, 2004
Public Relations Disasters: A Dozen Press Releases From Hell and How to Fix Them
Public Relations is much more than sending out stacks of press releases every month and hoping. It's building relationships with the media, identifying newsworthy stories, packaging those stories in a way that meets the needs of specific media sources, then feeding them that package in a way that meets their needs.
But at the same time, press releases and announcements are an essential part of a viable Public Relations strategy.
And they can be VERY successful, IF you do them right.
But what is right?
Introducing Public Relations Disasters: A Dozen Press Releases From Hell and How to Fix Them, is a guide that takes real life examples of bad press releases and fixes them so that they are more acceptable to the press community.
In it you will see 12 examples of press releases and announcements, specific information on what they did wrong, and rewrites showing how they should have been written to make them work.
In it you will learn:
--How to turn your releases/announcements from landfill fodder into results-producing powerhouses
--The new press release format for the Internet age
--What to include, and what to leave out
--Sample email pitch letters
--How to instantly grab the reporter's interest
--Whether or not to offer food at a press event
--How to change a 500 word release into a 286 word pitch that gets you into print
--The "Who Cares" test
--And more . . .
If you're even thinking about sending out a press release in the next 5 years, you need to know and understand this.
To get your copy of this 51 page report for just $35 click here:
Public Relations Disasters: A Dozen Press Releases From Hell and How to Fix them
Posted by Angie at 04:40 PM | TrackBack
Secrets of Effective Press Release Distribution
Sending out press releases has changed since the good old days of paper cuts on your tongue from licking letters. Now there are many options, including electronic distribution, faxes and good old fashioned mail services.
Which is best? What are the pros and cons of each?
Secrets of Effective Press Release Distribution is a 52-page ebook that answers all of your questions about press release distribution. Contents include:
Complete reviews of the top eight electronic distribution services and electronic newswires, including complete contact information, scope of distribution, costs and formats. But more than just a list, a complete analysis is provided, discussing pros and cons and which one(s) is(are) best for your particular organization to use.
Next is a section analyzing seven top do-it-yourself press release distribution options, featuring databases and directories you can acquire to send out your releases on your own. Again, a complete analysis of the offerings is also provided.
As you well know, press release distribution is only half the battle. Tracking is often the hardest part. This powerful ebook next analyzes five of best tracking services, their pros, cons and costs.
But this book is more than just an analysis of options. A large part of the book is devoted to teaching the techniques that really work in today's media. You'll learn about
- using and tracking unique URL's
- the importance of getting published in the right places
- the power of online media
- how to develop relationships with key members of the press
- how to follow-up appropriately
- why the traditional press release is dead
- how to structure your press releases to get published today!
Find out more about Secrets of Effective Press Release Distribution
Posted by Angie at 03:25 PM | TrackBack
Send a Press Release Through the Right Channels
So, you've got great information that you want to send out through a press release? Want to make sure it gets published?
First, some basics:
1. Make sure that all the information is accurate. This includes phone numbers, addresses (Internet and real world), and names.
2. Keep it short! A really long press release will make a really short trip into the round file.
3. Send the press release on time. Two weeks for newspapers and Internet publications, up to 2-6 months for magazines.
4. Make sure the release is news worthy. Unfortunately, almost everything we want published isn't really news. Ask yourself "who cares?" If the general public doesn't care, it's probably not newsworthy and it doesn't stand much of a chance of getting into print.
5. Avoid words that sound cliche: cutting-edge, unique, and state-of-the-art fit this definition.
6. Don't omit contact information. If reporters want more info, they need to know who to call for it. They get paid to write, not hunt after information that should have been provided.
7. Don't call after you send it to make sure they got it. If they are really interested, they'll call.
Want more help with press releases? Check out our
Special Report #12 : 52 Tips for Kick-Butt Press Releases
Posted by Angie at 03:20 PM | TrackBack
PRWeb - Online Press Release Distribution Service
We get a lot of questions about services that distribute press releases. There's many different avenues you can use, depending on your specific needs.
One of the reports that we offer deals directly with this question, providing comparisions of the different press release distribution services. You can get more information on it by clicking Secrets of Effective Press Release Distribution
One tool that we invariably use, sometimes as a stand-alone service, and sometimes as a backup to whatever other distribution service we use is http://prweb.com
PRWeb is a free press release distribution service.
Basically, it's a place where you can post your press release for free, where it will run and be archived in a searchable database on their website.
You can also receive extra features and services by "contributing" money to PRWeb.
So, for $10, you get tracking, showing how many times your release was seen, picked up, emailed to others, and printed using their printing tool.
For more money, you get additional services, the most important being that the more you pay the higher up your ad shows in their listings and that you are included in the RSS feed sent out to reporters and websites requesting that category area.
As I'm looking at it today, the bottom release on their first page has 6 stars. That means they donated $60 (actually, you can get one free start for referring someone else through their site, so maybe they donated $50.) So, if you wanted to be on that first page, you probably need to donate $70.
Does it work? Well, clearly you can get submissions to PRWeb seen lots of times. Those of you who've been around for awhile may remember an article I wrote for GreatPR in March of 2003 entitled "Doing Business In Time Of War." I submitted that article to PRWeb, where it has been seen 4764 times, and selected for publication 364 times. But I can't tell you that it was carried anyplace major that I know about.
Let me show you an example. One of my friends, Joel Comm, posted a release with PRWeb on December 8th, 2003 for his website http://www.dealofday.com/ which offers hot deals on a wide range of products every day (a great site). I encourage you to look at his release (which is actually more of an article than a release - a great idea, by the way!)
http://www.prweb.com/releases/2003/12/prweb93074.htm
His biggest strengths in this release were
1. He contributed $70 plus got an additional star for referring someone which put him in the number 5 spot for the day
2. He had a great headline: "The Twelve Tips of Christmas Shopping Online from DealofDay.com"
He's given me permission to tell you that within 24 hours he had 11,034 reads and 434 pickups for publication. That's not bad! Now he's hoping that his article actually gets run!
Doing a search on Google for key phrases in his article shows that as of right now, Google has picked it up through PRWeb, but not from any other source. That doesn't mean that it's not out there online, as Google may have not yet indexed the listing.
Searching Google for the Doing Business in Time of War artile shows 22 listings, so it was picked up.
I also encouraged Joel to fax the release out to his local media. He did, and spent part of this morning with a reporter putting together a feature! Lesson learned -never let the distribution services do the job you should do yourself. Always make sure, no matter what service you use, that your key press contacts receive your pitch directly from you or your publicist (unless they tell you not to because they're getting it from another source.)
Posted by Angie at 03:00 PM | TrackBack
Creating Powerful Press Releases
Let me ask you this: How many times have we told you that you need to write to get your publicity moving? How many times have we told you about press releases and how many of them have gone wrong because the writers didn't follow guidelines? We know you don't want to end up like those.
These two new products have been in the works for several weeks now. They concern themselves with these very issues. Quite often, a poor release gets someone nowhere because they don't take the time to craft a good release, or they simply didn't know how to do it well. Our newest Product, Creating Powerful Press Releases covers every aspect of proper press release creation giving you step by step instructions to help you to understand all of the finer points while allowing creativity.
Press releases -they're a mainstay of the public relations business - one of the few viable methods of communicating news to the media. Are they the core of a public relations strategy? No, that would be creating and maintaining relationships with key media contacts. But they are a key method of spreading your company’s news and making announcements to the world.
Do they work? Absolutely. We built our first business totally through the usage of press releases, gathering well over $3 million equivalent space value through sending out just four releases.
So yes, they are important, and as a publicity seeker, you need to hone the skill of producing and distributing press releases to a razor-sharp edge.
This manual is created to help you sharpen that tool. So, fire up the computer, get a blank file in front of you and let’s start writing, right?
Wrong! Before you write a press release there are a number of strategic and tactical issues that you need to consider. Yes, you can do it without going through these steps, but that process is penny wise and pound foolish -resulting in lots more work, with very few actual press placements in return.
In this incredible document, you will learn:
- The best type of release for your announcement
- What makes a good press release
- Step by step instructions for release creation
- What motivates reporters and editors when they receive a press release.
- What you need to complete to ensure a good press release.
- How to determine deadlines
- Creating or using your company’s key message
- The five W’s of press release and what should be in them
- How to gather information
- And much more!
The second new product, Press Release Templates, was made for those who just don't have time to sit down and start a release from scratch.
Here's how they work - each of these ten templates includes the base language you need to create a press release on a given subject in a Microsoft Word file. All you have to do is to go through the document, fill in the blanks, then make some small adjustments to fit your business and your particular announcement.
The templates cover ten different scenarios, however, they can be used for other purposes with a little creativity. Here's the templates you get in this time-saving package:
- Quarterly Earnings
- Relocation of Headquarters
- Crisis Situation
- Appointment of Important Executive
- Signing a Major Deal
- Winning Important Award(s)
- Upcoming Event
- Establishment of a Strategic Partnership
- Departure of an Important Executive
- Involvement With the Community
Creating Power Press Releases and Press Release Templates product are each priced at $29. However, for a limited time offer, purchase both products for the low price of only $49. Both products come with our 100% satisfaction guarantee. You have nothing to lose from this, so order these products now while the price is low.
Creating Powerful Press Releases
Special Offer! Get both for only $49 here:
Special Offer Press Releases
Posted by Angie at 12:00 PM | TrackBack
June 22, 2004
Media Release Hint
The next time you write a media release, try developing a specific page that adds more information about that release's subject on your website, then adding a link that goes directly to that page into your release in the BODY (not the boilerplate final paragraph) of your release.
For example, in the 3rd paragraph, refer the reader to www.yoursite.com/newproducts.html for some piece of information that they can only get through that URL.
Then put your normal www.yoursite.com link in the boilerplate final paragraph.
This allows you to:
1. Track the results from your release by looking at the traffic to that page (this works even better if you can create some kind of special free information just for New York Times readers then refer them to www.yoursite.com/newyorktimes.html )
2. Get additional exposure of your message to the reporter as they hopefully visit your special page for more info
3. Get URL's printed that otherwise get lost as they slice off the bottom paragraph and throw it away
4. Make offers (free information, special pricing, bonuses) to consumers through press releases (admittedly, less reliably)
Want more info on how to kick your press releases to a new level? Try our Audio CD,
The Do-it-Yourself Press Release Makeover: How to Turn a So-so Release into a Wildly Successful One.
And for information on how to create a press release in the first place and for fill-in-the-blank press release templates, visit http://www.101publicrelations.com/pressreleasereport.html
Posted by Angie at 02:52 PM | TrackBack
The (Sort Of) History Of The Media
How did the media get it's power?
It all started with a German named Gutenberg who succeeded in enraging the mighty religious groups (who used to BE the media) of the day by producing low-cost Bibles. His printing press was a marvel. Everyone was so astonished that they promptly started creating business plans for Kinko's franchises. Before you knew it, everyone had to have a newspaper in their city. Tabloids came along shortly after because someone just had to reveal how the British Royalty was regularly being visited by aliens, and touting the benefits of miraculously losing weight (Headline: General loses fifty pounds instantly - They cut off his head!).
Ad agencies came along next when they found out they could take a cut on the exorbitant amounts of money being used to sell cottage mortgages, Super Oxy-clean, and McDonald's Happy Meals to the peasants and those who dwelt outside the castle walls.
The world would never be the same. It quickly became clear that if you wanted to be well known, you had to get into the papers.
Today, the media is a mixed blessing. It is something that we want when times are good, and something we avoid when times are bad. Just ask Bill Clinton - he knows a thing or two about both good and bad press.
So just how do you become well known to the media? In the past, we have talked about getting your name out to people (See last week's article about Spartacus). In this issue, we are going to talk about getting a start on a press release that rocks!
The first step's to boot up your word processor and write "Media Release" at the top of a blank page, right?
Nope - there's some preplanning that needs to happen before any words go onto paper.
First, you need to be realistic in your PR goals. It is possible to become an overnight success... it's also possible that a black hole could open in our solar system and suck us all into oblivion. It could happen, but more than likely, it wont. So, you need a plan. Here we go...
Step 1: Begin documenting anything about you, or the issue that could be relatively newsworthy. Keep these story ideas handy. Sift through them occasionally and pick one out to release to the media.
Step 2: Once you have a story selected, gather the details. Put together all of the information that you can.
After step two, go through everything you have gathered. Check to see if the information complies with these guidelines:
- Does it communicate your story? Every press release should contain what it is that differentiates you from the competition at it's heart. If your releases don't mention the differentiating factors, you'll look just like everyone else.
- Will it support your overall business strategy and mission? If you own a business that sells socks, it would seem a little bit odd to send out a press release about the benefits of keeping squirrels as pets. Intriguing? Probably. But will people want to buy your socks after reading the article? Not likely.
- Does it grab your audience? Suppose the announcement for the next Batman actor was about to be made. Which would grab your attention more?
Announcer: "George Clooney as Batman and Chris O'Donnell as Robin!" OR Announcer: "William Shatner as Batman and Woody Allen as Robin!"
Did you notice that the second example caught your attention more because it was something beyond the norm? Most people expect certain outcomes. But something that really stands out from the rest has a fabulous chance of getting attention. (I'm not recommending that casting, by the way.)
Step 3: Identify the purpose of your release. If you can't, chances are, the readers won't be able to either.
Once you have an identified purpose, a good story can be laid out and a proper write up will give it the push into success that helps you get fame for your company.
Want to know more about the actual writing part of the press release? Stay tuned - next week we will be announcing two really cool new products: a manual on writing press releases and a set of press release templates that you can customize around your own news - saving you dozens of hours in the process.
In the meantime, I recommend that you pick up a copy of our
Special Report #52: Tips for Kick-Butt News Releases (and Bonehead Mistakes to Avoid) for just $9.
Posted by Angie at 02:10 PM | TrackBack
PR Window Of Opportunity
It only happens once a year...
Past readers know that the very best time to get publicity is during the holiday season between Thanksgiving and New Year's Day.
Even hotter is the week between Christmas and New Year's Eve.
Why? Simple - the politicians have gone on vacation, (or, thankfully, into hibernation). Many other news sources are also on vacation. Companies shut down for the holidays, schools are out. In short, there's not a great deal of news that happens during this period of time.
But people still expect to get their newspapers, to have something on when they turn on their TV or radio news or talk programs. So the reporters still have to fill the same amount of space/time as they do in hot news times.
This presents all of us (who have something newsworthy) a window of opportunity. We can get more attention during this time period than we would normally get.
How do you come up with newsworthy topics? Check out our
Special Report #05: How to Identify Story Ideas Within Your Company or Organization
So how do you communicate with reporters during this time. Hopefully, you've picked up on a number of ways through email and the phone from past issues of this newsletter. But this week, we're introducing our newest CD - How To Write Killer News Releases That Stops Reporters In Their Tracks. This CD, in combination with the killer new special report that we're announcing next week, teaches you how to get the reporters to pay attention to the releases you send them.
Here's what you'll learn:
- The difference between a news release, a media release and a press release
- Why your news release should never look like the finished story
- Why you don't want your news release printed word for word
- The one thing your news release is designed to do
- How to use a news release to entice reporters but not jerk them around
- 4 rules that should never be violated
- Why you shouldn't write your news releases on company letterhead
- The importance of the time-qualifier
- The 4 things you should include in your contact information
- The single most important line in the news release
- Tips for writing a killer headline
- Examples of formula headlines and where you can find them
- The Number One reason why reporters throw away news releases
- How to deliver the news release
- The pros and cons of snail-mail, fax and e-mail news releases
- What to do to get on the media’s blacklist
- The 2 best media directories
- How to follow up after you send a news release
- How to identify your best media contact
- Why you should use the Media Torture Technique
- The one thing you should NEVER fax along with your news release
- The importance of the one-page media advisory
- "The Death Question" a reporter might ask after you send a news release
- The 2 definitions of a tip sheet
- 7 tips for sending photos with news releases
- Why you must keep a media database
- The purpose of a bio
- The value of Q&A sheets
- How to use "time frames"
- The best time of day to fax your release
- The 3 best days to fax your release
- The best week of the year to get news coverage
- How to solve the long, slow "approval process" for your news release
Sounds pretty cool. This is one that everyone should hear over and over again.
Posted by Angie at 01:40 PM | TrackBack
The Power of Written (and cryptic) Language
Just three earthly revolutions ago, I acquired a new electronic desktop computational device comprised of premanufactured integrants. Utilizing my fountain of technological proficiency, I investigated the merits and stature of the individual detachable constituents. Drawing upon the consummation of the resultant outcomes, I ascertained that any and all of the contemporary electronic desktop computational device constructors either subsumed zero or a small but non-zero summation of the segments that were requisite. After an exigent pursuit, I pinpointed a bantam assemblage on the internet that was clearly competant to sufficiently appease my design specifications. I instigated an intercommunication that catalogued my preconditions. They adequately fulfilled my expectance.
What on earth is going on here?!!
I wrote the above in an attempt to make a point. Here's the problem . . . Somewhere, within the realms of chaos came an idea that anyone, even mildly educated, must write in obscure, and extremely difficult to understand terms. Are they showing off? Were they raised in a dictionary printing press? Is it effective?
The truth is, people don't carry a pocket dictionary with them (at least most don't). Can it be fun to write this way? Certainly. I had a great time. But what did it do? It destroyed any fleck of understanding you might have had for the article.
Now, slide back into the public relations world. Every business has its jargon. Try reading through a psychology journal sometime. Does jargon make it more interesting? Of course not! In fact, it looks like their trying to encode the message for people from another planet. Let's face it...most people don't care for unclear writing.
So what happens to that news release that's filled with words that were clearly a poor choice in sentences, that you just sent out? It's probably being used as shredded bedding for a reporter's fluffy chinchilla. If they can't understand it, it hits the trash.
When you write a press release, try some of these tips to take the garbage out:
--Use efficient words. Tight writing completes the point without the excess words.
--Read the news release to a few people not directly involved in your occupation. If they can't figure it out, you're writing is in trouble.
--Make sure that any technical jargon that is required is adequately explained.
--Get to the point quickly. Excess words often confuse the reader so much that they either quit, or they forget what they were reading about.
--Provide the contact information right away. If the reporter or editor has trouble understanding, they might take the time to contact you. But, don't bet on that. Get it right the first time.
These are only a few steps to help your releases get read. Need additional help with press releases? Try these:
Special Report #7
How to write the perfect pitch letter that convinces an editor to write about you.
Special Report #12
52 tips for kick-butt press releases (and bonehead mistakes to avoid).
Special Report #26
How to make your story pitch stand out in the email jungle.
