If you were to ask certain people in the public ... ... field, they would tell you, "Press Releases don't sell.End of story." Most press releases don't sell, but there's a ... for
If you were to ask certain people in the public relations or marketing field, they would tell you, "Press Releases don't sell. End of story." Most press releases don't sell, but there's a good reason for that.
A lot of people just don't care, be it the media or the regular old public. Don't get me wrong-- I'm not trying to say that society has fallen into a pit of apathetic lethargy because that's not true. What I am saying is that in this world of I've- heard-everything, it takes more than just a professional voice and a nice writing style to get noticed in the news world.
So what tips can you follow to make your press release more likely to catch the eye of an editor or the average reader?
*Write your press release about an event that doesn't happen every day. I've read press releases in the past that were written to announce someone's promotion in a small to mid size company. Fact of the matter is, people are out there finding jobs and getting promoted every single day. If you can find something uncommon having to do with your announcement, focus on that. It will certainly capture a readers interest for a longer period of time.
*Ask yourself how meaningful your topic would to be to a mass audience. The more people that would be interested, the better chance you have at getting your story covered.
*Even if you have found something to write your release about that would be interesting and meaningful to a majority of people, you might want to consider whether or not the topic will promote your business. After all, writing the press release was intended to gain more publicity, right?
*How will the information you provide in the press release benefit the reader? As much as we hate to admit it, we live in not a selfless world. Many of us read an article, an ad, or anything at all only if it serves to benefit our own interest somehow.
*So, Citizen John has been looking for an architectural firm to contract with, and that just happens to be exactly what you do. John runs across an article published in a local paper that was based entirely on your press release. What would the article have to do to inspire John to actually hire you instead of someone else? Call to action. If there are no motivational reasons for John to get in gear on calling you, you've just lost a sale.
*Finally, don't write your release from your own point of view. After all, you are already sold on yourself, right? If you want to grab the attention of the reader, try stepping into their shoes. Write what would interest them, what they want to hear. It's not designed to stroke their ego, but rather, focus on what the public pays the most attention to.
Is writing a press release that follows all these guidelines guaranteed to bring in more business than you can handle? Not necessarily, but it might. Alvin Apple, one of our inhouse editors here at DrNunley.com, wrote a release for customer Gary Blair last week. A few days later Gary got back to us saying that Barbara Walter's "The View", a day time talk show, had contacted him for a guest appearance on account of the information contained in his press release. Not bad, eh?
That just goes to show that with a little bit of practice and a lot of determination, press releases really can work, despite what anybody says.
Ana Ventura specializes in helping businesses, organizations, and individuals get media coverage. She is a PR expert at DrNunley's http://FullServicePR.com , a site specializing in affordable publicity services. Reach Ana at mailto:email@example.com or 801-328-9006.