The (Sort Of) History Of The Media

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.

Tags: Effective Writing