Grab the Headlines; Craft a Compelling Press Release

Have you been following the news lately?


Doesn't it amaze you that the media continues to report on every move
Elizabeth Taylor makes? She hasn't
made a movie in what, 25 years? And yet, every time she sneezes,
its news.

Here, in India, Priyanka Gandhi-Vadra hogs the headlines. What
has she ever done, apart from marrying a non-entity and
producing babies? And yet, the press follows her around on a
daily basis.

The point is -- if the media can make space for someone who
hasn't really done anything interesting, they sure can give you a plug or
two.

Almost any event can be turned into news if you craft a compelling press
release. That means your press release must be "newsworthy", not promotional
material. Editors do not like promotion; they like news. You have a good
chance of getting a plug if your press release can convince the editor that:

· You are offering timely and newsworthy information
· Your company is new and different
· You are doing something unique or are specialized in nature

Editors want news, a "different angle". They want to publish something that
their readers will like to read. Always remember this and you will never go
wrong with your release.

Here are a few tips to get you going.....

Develop a News Hook
Not every event is earth shaking. But even ordinary happenings can be turned
into a "newsworthy" affair. All you need to do is create a "hook" -
something unusual, maybe even bizarre that hooks the reader's
attention and keeps it. Often such hooks are a simple stunt;
e.g. the day "Turok 2: The Evolution" was launched, the gaming
company released large ads with a proposition for the public.
Parents of a child born on that day would get a $10,000 savings
certificate as a gift if they named their baby Turok. The ad
had its intended effect as numerous newspapers devoted thousands
of column inches to debating the ethics of this offer.

The Big Picture
Tie in your activities with a larger concern. When a
considerable number of people are affected by something, it
automatically becomes news. A veterinary pharmaceutical company
needed publicity for its mastitis care product. It sent out a
press release that stated,
"Mastitis costs dairy sector Rs. 6053 crores ($1.26 billion) every year"
Having grabbed the
editor's attention with the sheer magnitude of this problem, it then offered
its product as a solution. You can be pretty sure all the editors carried
this news.

Pyramid Structure
Newspaper reporters follow the Pyramid style of writing. All pertinent
information is contained in the first paragraph. Subsequent paragraphs
elaborate. Historically, editors have had a tendency to cut short the
reporter's
copy. So reporters developed this style to ensure that the
readers get the complete story even if only one paragraph of
their copy is printed.

Follow the same style when you write a release. Write a strong
leading paragraph with the most critical information. Your first
paragraph should answer the main questions: who, what, where,
when, why and how. This ensures that if the editor decides to
use just the first few paragraphs, all the information you want
to convey gets printed.

Watch your Words
Keep your release clutter-free. Use short, crisp sentences.
Break up large chunks of text into short paragraphs. Research
shows that paragraphs of 5-6 easily digestible lines help the
reader understand the subject, even if it is complex.

Avoid buzzwords, jargons, technical language and acronyms. Be
Balanced. Junk the hyperbole. Fancy fonts and vivid colors are
out. Editors prefer standard fonts like Arial (10 points) or
Times New Roman (12 points).

Finally, do a word count. A good release says what it wants in
less than 500 words.

Spice it up. Just a Little
Include at least one hard-hitting quote in your press release.
It's your best shot at getting into newspaper column space. Reporters would
rather include a smart, concise quote in their story than give a lengthy
explanation or summary.

Quotes are an opportunity to emphasize your key points, so quoting your CEO
or top executive is a good idea. Supporting quotes from analysts and
customers add credibility to the announcement and key the reporter in to the
fact that there are people available that they might be able to interview
for a story.

Make yourself available
Reporters like to dig for more information. They are always trying to find a
"different slant". They may not want to print a standard press release. They
are more likely to contact you for a personal quote or unpublished
information. So, make it easy for them to contact you. In your release,
include the line, "For further information and clarifications, contact
So-and-so." Give your contact information: phone, fax, email, and office
address. And then, be available. And have some extra information to share.

Create a Press Kit
The press kit includes a background piece, press releases, photos of your
executives or your products, more story ideas, reprints of previous articles
about your business, a list of customer references and anything else that
the media might find newsy or just be a simple fact sheet on you and your
company. The media may not use everything you give them. But they will keep
it for future reference. And it's
a great way to build a relationship with the press.

If you have got this far, you must have grasped the secret by
now. The trick to a compelling press release is very simple.
Learn to think like a reporter. Put yourself in her shoes.
Anticipate her needs. Then, write a release that answers her
questions. Before she can ask them. Simple,
isn't it?

Go grab the headlines!