Creating A Unique PR Approach
Creating A Unique PR Approach
Although I am suggesting that you break some of the common press release rules, don't try to be novel or unconventional simply for the sake of being different. The changes I suggest are based on practical observations. Too often we stick to a form simply because that's the way it's been done before. If there is a practical, advantageous reason to do something differently, do it.
On the other hand, don't be different simply to be different. In other words, don't use
oversized paper, or use unconventional script, or write cryptic or convoluted sentences just to try to differentiate yourself from the rest of the pack. Chances are, it will only work against you. You want to catch the media's eye, but you don't want to shock or startle. Keep the release clean and easy-to-read, and remember, no amount of inventiveness will make up for the lack of a good hook or story.
At the bottom of the page, make sure to let the media know who you are and how they can get in contact with you; have your phone number and contact person clearly listed.
Stand back and look at your release with an objective eye. If you knew nothing about your business or product, and you saw your release, would it make you want to learn more about the topic? Would it pique your interest? If not, you're headed in the wrong direction. Bounce it off other people, get feedback. Don't send it out until it says exactly what you want it to say, in the way you want to say it. And never, ever, ever let it be longer than one page.
Copyright © Anthony Mora 2008
Creating A Unique PR Approach - To learn more about this author, visit Anthony Mora's Website.
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Most experts will suggest that you stick with the traditional press release form and put your name, address, and contact information on the top. Don't. The first few lines of your release may be all that gets read. Don't sacrifice that all-important space to mundane information. Come up with an interesting headline that is centered on the page, and immediately start with your story. Keep the information on how to contact you at the bottom of the page. If your story interests them, believe me, they'll call, no matter where you put your number.
Although I am suggesting that you break some of the common press release rules, don't try to be novel or unconventional simply for the sake of being different. The changes I suggest are based on practical observations. Too often we stick to a form simply because that's the way it's been done before. If there is a practical, advantageous reason to do something differently, do it.
On the other hand, don't be different simply to be different. In other words, don't use
oversized paper, or use unconventional script, or write cryptic or convoluted sentences just to try to differentiate yourself from the rest of the pack. Chances are, it will only work against you. You want to catch the media's eye, but you don't want to shock or startle. Keep the release clean and easy-to-read, and remember, no amount of inventiveness will make up for the lack of a good hook or story.
At the bottom of the page, make sure to let the media know who you are and how they can get in contact with you; have your phone number and contact person clearly listed.
Stand back and look at your release with an objective eye. If you knew nothing about your business or product, and you saw your release, would it make you want to learn more about the topic? Would it pique your interest? If not, you're headed in the wrong direction. Bounce it off other people, get feedback. Don't send it out until it says exactly what you want it to say, in the way you want to say it. And never, ever, ever let it be longer than one page.
Copyright © Anthony Mora 2008
Creating A Unique PR Approach - To learn more about this author, visit Anthony Mora's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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