Send Out Press Releases

The venerable press release is a staple item in an effective business promotion kit. Despite its history, however, companies often fail to use the press release to their best advantage. Consequently, they miss opportunities for exposure.

A press release is a story sent to the media for possible use. The goal is to catch media attention and get part or all of the release to appear in a publication, or on the TV or radio. Unlike advertising, which carries an inherent bias, media references, commentaries and articles have much higher credibility. Press releases can trigger all sorts of publicity, ranging from modest references to in-depth articles about your company, products and services.

An effective press release has three basic parts: contact information, the headline, and the body copy. Identify your company and put contact information where it can’t be missed. It is essential that editors and program directors know how to reach you quickly.

The headline should briefly explain what the release is about. Its sole purpose is to get the attention of the editors to whom it is sent, and cause them to read the release. Keep it short, but make it potent!

The line or two that often appears just below the headline is the sub-head. Although not essential, you can use it to provide the “next level” of detail about the content.

The release should be less than two pages long. Start the first paragraph with Kipling’s “Six Serving Men” – answer Who What, When, Where, Why and How – and tell the story as quickly as possible. Anything you write after that is supporting detail.

Perhaps the most important aspect of the release is not the release itself, however. Where most press releases fail is that they are not sent to the right media contacts. As a result, adequate exposure is virtually impossible. Keep an up-to-date media list handy at all times. This way, you will be able to move quickly and reach the right people when the time comes that you have a story to tell.