HOW TO: Write a Press Release

From http://www.publicityinsider.com/images/release1.gif

This is the time of year when activities around your lot will be picking up, and it’s important to make sure people hear about your events.

Hanging posters, advertising with local media and creating Facebook events are great ways to promote your special events. You can also submit a press release to local media outlets to show them why they should cover your event. You can do this yourself if you don’t have a marketing person on your team. Here are tips for doing just that.

Determine why your event is newsworthy. Editors who read your press release will throw out your press release if they don’t think your event is timely or appeals to their readership/viewership.

• Low prices and a wide selection of buildings aren’t enough. But if you specialize in buildings that are built to withstand high winds and hurricane/tornado season is coming up, you might be on to something!
• TIP: Don’t promote your company; promote the importance of the event you’re planning. Your business is not the topic of the story; your event is the solution to the readers/viewers’ problem!

Write your press release. The idea is to keep this clear and concise, making it easy for the editors and reporters to take in the information.

• Start with a “lead.” This first paragraph (just one or two short sentences) is the attention-grabber. You’re showing the media why your information is important (because it’s timely, newsworthy, etc.). You might be introducing a “problem” here. Example: As hurricane season looms, many are concerned about how they can protect their valuable belongings.
• Write the body of the release. Start with the “solution.” Example: ABC Sheds is sponsoring an open house event on April 18 where people can go to learn how to keep their possessions safe from severe weather. Then detail the Five W’s and H (who, what, when, where, why and how) for how you will do this. Steer clear of wordy sentences and technical jargon. Stick to the facts, and keep out “fluff.”
• Include a quote from an expert in the field. This can be YOU! Ask them why this is important or why people should attend. This could also be advice for customers.
• Have a brief paragraph about who your company is and what you do. This introduces you to the public (in case they don’t know you) and establishes your credibility on this news subject.
• End the body with # # #. This is the reader’s signal that they have read the entire release.
• After the “# # #,” you can include a sentence about getting more information or scheduling an interview with the source (the person who gave a quote) and a phone number and e-mail address. Give them as many ways possible to reach you. This includes your website address, Facebook, Twitter, YouTube, etc.
• Spell check!

Write a headline. While this might seem like I’ve got my steps backward, it’s usually helpful to write the release and then write a headline that suits it — instead of the other way around. This also should be an attention-grabber that states the facts. Example: CITIZENS ATTEMPT TO PROTECT BELONGINGS BEFORE HURRICANE SEASON BEGINS. Use this headline as your e-mail subject if you e-mail your release to the media. You can also have a “subheadline” that includes more information. Example: ABC Sheds will sponsor an open house on April 18 to educate consumers of their options.

Final tips:

• Include a helpful link or two that would help both the journalist in writing the story and the reader/viewer to obtain more information.
• Send your release to the media (preferably via e-mail or fax) about two weeks before the event. Try to send the release to the specific editor/reporter if possible. If not, an e-mail address like news@_____.com is a good indicator you’re reaching the right department.
• If you’re uncomfortable with your writing skills, you can also call the media outlet and ask to share a story suggestion. Compile a bulleted list of the necessary information ahead of time, and be prepared to share about it over the phone if given the chance.
• Use the image above as a guide to format your release.
• Spell check. (Yep, I said it twice. I don’t think I could say it enough!)
• Feel free to post your press release on your website so visitors can read it.
• ULTIMATELY: Make it as easy as possible for the media to do their jobs.

Does this help you draft a press release? If you would like additional help, feel free to contact me! We’re here to help you succeed.