Tweet

Publicity and Press Release Basics

Guest post by: Veronika Noize

Article Overview: What if you sent out a press release, and nobody cared? Unfortunately, that's often what happens when small businesses (and even some very large businesses) send out press releases.

Publicity and Press Release Basics

So why do some companies consistently earn positive media coverage while others languish unnoticed by the press? The reason could be that the unnoticed companies simply haven't given the editors what they want and need. Editors need to fill space over and over again, so they are actively looking for newsworthy stories, but they are not going to "discover" your business by accident. You have to invite their attention by developing relationships with them, and the best way to do that is to send them information they can use in the form of well-written press releases.

Wondering how to tell if your press release is good enough? Use this checklist to see whether your press release meets editors' standards:

Format your release correctly. Is your press release formatted appropriately? While you want your press release to stand out, make sure that it stands out because of the excellent content, and not because of some unusual formatting (because believe me, it will not be appreciated). For some examples of proper formatting, check out the press release samples at prweb.com.

Include contact information. Is there contact information for both the reader and the editor? Your contact information is important for the editor, in case of questions or requests. While most editors will not usually include personal email addresses in stories, web site URLs are frequently inserted so readers can find out more about the subject.

Make sure your press release is newsworthy. Is your press release newsworthy or just promotional? Editors want to share interesting and informative information, not sell your latest product, and so make sure that there is real value in your content. Ask yourself if a competitor released your press release, would you want to read it? If so, then it may be news. If not, scrap it and try again.

Check grammar and spelling as if your life depended on it. What says "unprofessional" more clearly than poor grammar and spelling mistakes? (Hint: Not much!) Editors do not have the time to clean up after you, so if you want them to even consider your press releases, double and triple check your spelling!

Make sure your story is 100% true. Don't make claims that you can't substantiate, no matter how tempting it may be to stretch the truth. There are some people out there who have so much time on their hands that they spend it contradicting or correcting stories in the paper. If an editor runs your press release and finds out that you sent it in without checking your facts, you have damaged a potentially powerful relationship, and will have a hard time building up that trust again.

Use quotes when possible. Just make sure that the quotes are pertinent to the story and attributed to someone specific.

Don't send attachments with electronic press releases, ever. If you want to include graphics or photos, provide links with some verbiage describing the photos, but that's it. You may also call editors to let them know that photos and images are available, but don't clog up their mailboxes with unsolicited attachments unless you want your email to be blocked permanently from editors' inboxes.

Know your editors. You'll need to build an appropriate media list, and be sure that you're sending them only releases that might interest them. While it's fine to call editors to see if they would like more information, don't harass them about running your story. Once they know, like and trust you as a viable source, your press releases will get more attention.

And so what happens if your press release doesn't make it in the paper for no known reason? Keep trying and don't let that document go to waste!

Try other routes if your press release isn't getting published. You can publish your story yourself on your own web site or newsletter, contribute it to trade or other association newsletters, send it in to the paper as op-ed or opinion piece, or even a letter to the editor.

Use your published story or press release as a marketing tool. Add it to you press kit, your web site, send it to clients, colleagues, and prospects.

Related Articles
  How to Measure the Effect of Press Releases
  Press Releases - The Two Most Common Mistakes
  5 Benefits of Publishing a Press Release
  How Much Do Press Releases Cost?
  Getting Your Press Release Noticed
  Writing An Attention Getting Press Release
  Smashing the Myth of the Press Release
  Three Ways to Prepare for Internet Publicity Before You Submit Your First Press Release
  How To Write A News-Worthy Press Release
  Press Release Success Criteria - Is it Newsworthy?
  5 Topics You Probably Didn’t Realize Can Be in a Press Release
  Why You Might Not be Ready for Publicity
  Explore Easy Ways To Get Publicity
  Top Tips on How To Write Press Release
  5 Tips For Successful Online Press Releases
  How To Write A Press Release
  Press Release Distribution
  Understanding Media and Publicity for your Business
  Local versus National Coverage
  Home Business Expert: Importance Of Press Releases

Article Tags: free marketing help, marketing tools, small business marketing



Related Forum Posts
Press Release Builder Tool - Hi Shri - I would be happy to. What do you need from me? Please PM me the details. Also, if anybody has suggestions for how to make the Press Release Builder Tool more valuable please let me know!
Re: Sales with no start up fees. - Hi Mary, Maybe you have something New to offer. You can write an article of something new you have to offer. Then submit it. Following that rewrite it into a Press Release, indicating the need of support to promote it. Just an idea. Be blessed Beat
Re: Looking to outsource my sales - With a budget of $1,500 I know a guy in India who will do all these works on your website for you SEO Articles writing Article Submissions Forum Postings Website Submissions Press Release Link Exchange Video Submission If interested pm me and i send you his linl
Re: Why Some Websites Sell and Others Don’t? - There is myth that if you build websites people will come. It is never through, you need to do a lot of things to make your website to work. You have many models of attracting traffics to your site. PPC Article Marketing SEO Press Release Banner Ads Forum Posting Classified Advertising Media Buying Solo Ads and a lot of more. If you are not doing any of the above your websites will just be one of the millions of the unknown sites in cyber space
Re: And Software? - [quote="Takuya":e2n4run5] I use the "Press Release Equalizer" to submit my releases after complying with all the different guidelines set forth each PR website. The tool is great to automate the submission process but it's more effective if you write multiple releases promoting one event. Tak[/quote:e2n4run5] Ok, been checking into PREQ and can't find it, sorta. Is it a website, or a piece of software? I keep finding people who talk about it, but when I check any of the links that they post, I get: "The server at hop.clickbank.net is taking too long to respond." So, could someone elabourate on this? Thanks.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Time management for DIY PR

B2B PR – Planning for Success

Life is a Balancing Act!

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.