PUBLIC RELATIONS

Why Should You Send out a Press Release?
Consider this: 61% of publication editors … more

The Targeted Publicity Kit
The era of sending one generic publicity kit … more

Why Should You Send out a Press Release?

Consider this:
61% of publication editors receive more than 100 press releases in an average day.
37% say that fewer than a quarter of press releases are relevant to their editorial focus.
40% say they use fewer than one quarter of the relevant releases they receive.

The numbers speak for themselves. There is stiff competition to be noticed, seriously considered, and finally, published by the media.

Why should you send out a press release? The reasons are numerous: to announce the startup of a new business; introduce a new product or service; and announce a company renovation or change in ownership. Invent your own reason for bringing attention to your products and services, but make sure the news will be of interest to others outside your company! Lastly, press releases can strengthen the connection between you and the media. And because they are always published free of charge, they can also s-t-r-e-t-c-h your advertising dollars.

A good public relations campaign can establish your company in a position of marketplace leadership. Building the image, however, will take some time. Do you have the resources to devote to company PR and do you have the wherewithal to write and distribute frequent press releases?

If you have an in-house PR staff, they should be able to prepare professionally written releases that delivers the appropriate message to the right sources. If, however, you are the owner of a small or start-up business with little time or expertise to generate press releases, a PR firm may be the answer.

Choose a firm that can demonstrate experience and knowledge of your industry. Your firm of choice will possess (or can gain access to) a core list of media contacts who would take interest in you and your company. A good PR firm is also a critical player in larger-scale projects that not only call for press releases, but require press conferences and professional media representation.

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The Targeted Publicity Kit

The era of sending one generic publicity kit to everyone on your mailing list is over. If you want to increase the chances of getting ink, know the media and, even more important, slant your release to their audience.

What is Considered News?

• New business or branch office
• New or improved products
• New services
• New findings
• New ways of using a product
• New accessories for a product
• Significant results of a new survey
• Expert opinions on current topics
• Special events
• Charity functions
• Is it any wonder that the word NEW is a significant part of NEWS?

Target Your Press Releases

Example: You’re a food manufacturer who makes gourmet sauces. You put together three targeted press releases:

Contents of the Perfect Publicity Kit

• At least one press release targeted to the editor’s audience
• A biography of the main person or people involved
• Background information on the subject described
• A bulleted fact sheet, vital statistics, recipes, how tos...
• A professional, high contrast, black & white o rcolor photo (5x7 or 8x10) with accompanying photo caption
• Clips showing press coverage in other media
• Testimonials from experts in the field
• Camera-ready feature article (optional)

Anatomy of a Press Release

• Address your release to a specific person. If you don’t have the editor’s name, make the phone call, and double check for correct title and spelling.
• In the upper right hand corner, type FOR IMMEDIATE RELEASE. Or if the release is to be effective by a certain date, type FOR USE ON OR AFTER and show the date.
• Include a contact name, day phone #, night phone # and address - preferable someone who will respond promptly to requests for more information, interviews, etc.
• Typed double-spaced on 8 1/2 x 11 inch paper, preferably white paper, with at least one-inch margins. Use one side of each page.
• Include the who, what, when, where, how and why in the first paragraph, with additional information presented in descending order of importance. Releases are usually cut from the bottom up, so introduce the most important information first.
• Keep your release to 1-2 pages max. Some editors receive over 100 press releases every day. If yours is too long, it won’t be read.
• If your release runs over to the second page, type MORE at the bottom of the first page. Then type a “slug line”(a shortened version of your headline) at the top of the second page.
• End your release with a standardized paragraph that explains the company.
• Type # # # at the end of the release.

Dos and Don’ts

• Proof, proof, proof! Factual, spelling and grammar errors are verboten!
• Keep headlines straightforward. Sub-heads are useful too. If editors have to dig to find out what the release is about, chances are, they won’t.
• Stick to the facts and cut out the fluff. This is an objective announcement. Embellishments and hype don’t belong here.
• Keep technical jargon to a minimum. If you do use it, define it.
• Be honest. Don’t stretch the truth or leave out important details. They will find out.
• Put any opinions in quotes by top executives.
• If practical, send product samples.
• Don’t send a cover letter. Your press release should be able to stand on its own.
• Don’t send gimmicks. They may backfire and turn off an editor.
• Don’t call editors and ask, “Did you get my press kit?” If it contains information that they can use, they will call you.
• Don’t call and remind an editor that you are an advertiser.