Before you even think about writing a press release, there are a few things you need to know about the media. Here’s the first - and most important - of them:

1. Journalists receive hundreds of press releases every week

Depending on the publication they’re writing for, they may even get hundreds of press releases every day. So you’re up against some pretty stiff competition. Obviously you’re going to have to make sure your press release stands out, and grabs her attention. But how?

2. The vast majority of these press releases remain unread.

Luckily, the situation isn’t quite as desperate as it may seem. You don’t really have to compete with all of these hundreds of press releases. You only have to compete with the good ones. The reason? The rest of them go straight to that round metal filling cabinet on the floor…

When I worked as a reporter, it was my job to plough through the huge pile of press releases we received every day. Pretty soon I realized that only around 5% of them were ever any use to us. The rest were either transparent attempts at self-promotion from local business owners, or were on subjects which our newspaper just didn’t cover.

What can we learn from this? Well, two things:

* If you want your press release to be read, you have to give the journalist the kind of news they’re interested in covering

* In order to do this, you have to actually READ their newspaper.

Back to our journalists, and the final two things you need to know about them.

3. Journalists are very, very busy

Unfortunately, the newspaper industry is similar to many other industries in that there’s a tendency to hire fewer staff than are really needed. This is bad news for journalists, but it’s also bad news for your press release, as it basically means that the journalist you send it to will probably not have time to read it properly, and will simply scan the first line. If that first line doesn’t grab their attention, they’ll file it straight into the bin.

4. The media don’t owe you anything

Here’s something that most people forget: newspaper owners are running a business too. Their business makes money by selling copies of their newspaper, and trust me, they’re in it for the money: they’re not providing a public service.

When I worked on local newspapers, we would get a lot of phone calls from people who seemed to feel that it was our duty to print the stories they gave us, whether it was about their child winning a prize at school or their business winning a new client.

The problem was that as much as we’d liked to have helped these people, we were running a business. The success of that business depended on us providing news that people actually wanted to read, and, sadly, no one really wants to read about a child winning a book token or a business signing a new contract. (Unless, of course, you’re the child’s parents or the owner of the business.)

So, now you know a little bit about the media, it’s time to sit down and write that press release…

(This article is an extract from the ebook "PR Power: How to Write a Killer Press Release – and make sure it gets published" by Media Relations Expert Amber McNaught.)

Amber McNaught is the author of "PR Power: How to Write a Killer Press Release – and make sure it gets published!" Buy the ebook online for $9 (£4.99) here.

Amber also offers an affordable press release writing and distribution service.

Talkback radio offers a fantastic opportunity to access thousands of people instantly and relay your or your company’s messages. An interview opportunity is highly sought after in today’s business and to learn ways of working effectively with the media invaluable to any business.

In the media business radio producers and presenters talk about ‘good and bad talent’.

‘Good talent’ gets invited back again and again for radio interviews and often a regular talkback spot, but ‘bad talent’ gets consigned, literally, to the ‘never to be used again’ file.

Being available for talkback radio and being ‘good talent’ can help build your personal profile and business. It can also position you as an ‘expert’ and provide tens of thousands of dollars worth of free publicity.

Radio is the medium of imagination and talkback radio takes advantage of the immediacy and interactive nature of radio.

Talkback radio has boomed in recent years with everything from what home entertainment system to buy to ‘Ask the Minister’ sessions with political leaders.

In my 12 years with the ABC, one of the most fun, innovative and well-received topics was talkback radio on ‘chainsaw maintenance’!

So what makes good talkback talent and how can you become a talkback radio star?

Here are my Top 10 Tips.

1. TARGET STATIONS THAT HAVE TALKBACK IN THEIR FORMAT.

It is pointless chasing after FM or music based stations. Most talkback stations are on the AM band and in Australia, the ABC with its largely talk-based format is an obvious target. Stations like the ABC will also have developed formats and may be able to offer a date in the future to schedule you in for an interview or mould their program topic to include your area of expertise.

2. FIND OUT WHAT TOPICS AND SUBJECTS ARE CURRENT, NEWSWORTHY & TOPICAL.

Scan the media for ‘Hot News Topics’ that may fit your area of expertise. Remember the goal of talkback radio is firstly to help the station produce interesting and engaging radio for the listener and provide solutions to listeners’ problems. It is not to blatantly promote your service or product. This is an especially sensitive area for the ABC where they have strict editorial guidelines preventing them from mentioning commercial products or services.

3. FIND OUT WHO THE PRODUCER IS FOR RELEVANT TALKBACK PROGRAMS.

A great resource is ‘Margaret Gee’s Media Guide’. This is updated every 6-months and is available in the business reference section of most State Libraries. Be involved with your target station, listen to the programs and gain an understanding of the presenters and their interests and their audience.

4. CONTACT THE RELEVANT PRODUCER.

Offer not only story ideas to add value to their programming but also offer to take talkback. Make sure you have prepared what you are going to say when you contact them and call when they have time to talk. Calling during a program or leading up to their on air deadline is not a good idea. Work out when the best time to call is. Often the receptionist at the station can provide this detail prior to contacting the producer. A good resource full of tips and scripts for contacting the media is our book ‘Media Fundamentals: 8M’s Essential Media Kit’. Order your copy now http://www.8mmedia.com/Media%20Fundamentals.htm

5. OFFER TO GO INTO THE STUDIO.

Make yourself as accessible and easy to work with as possible. Remember the media are very busy and talkback shows are driven by public opinion. The easier you can make their job the better. Being in the studio adds enormous quality to the sound of the program as well as giving you more credibility and authority.

Often stations use satellite links so you can still sound live and local even if you are in a studio thousands of miles away. Going into the studio also helps build rapport and relationships with the producer and presenter, especially if you actually meet them face to face.

6. ASK FOR DIRECTION ON THE TYPE OF AUDIENCE THEY BROADCAST TO AND ANY LIKELY QUESTIONS.

This will help provide a better understanding of the audience you are trying to reach so you can tailor your message. Don’t ever assume. Radio stations have very targeted demographics so access their research and incorporate into your message.

7. PREPARE NOTES FOR EASY REFERENCE.

The anonymity of radio allows you to look at prepared notes. Use keywords instead of reading out prepared sentences. Often a few key words or phrases written on a piece of paper keeps your focus rather then allowing yourself to be side tracked by other topics.

8. ALWAYS WRITE DOWN THE FIRST NAME OF THE CALLER.

When on air always write down the first name of each talkback caller and use this in your answer. This helps build rapport and empathy with both the caller and the audience. Keep answers short and to the point. Importantly, be yourself when on air.

9. TAKE A TAPE OR MINIDISK TO RECORD YOUR SEGMENT.

Always ask permission to record your talkback session. This can be an invaluable tool to use to improve your performance, transcribe your ideas and answers for use in articles or to duplicate and give away as a free resource to build credibility.

10. EVALUATE, REVIEW AND THANK.

After the session and when appropriate debrief and ask for feedback from the presenter or producer. Listen to the tape yourself and look for ways to improve for next time. Always thank the media for the opportunity and offer to come on again.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom’s blog at http://www.8mmedia.blogspot.com

Most of us are aware of the many benefits to having an Internet presence. These days a website is an essential element of your public relations and marketing mix. Particularly for small businesses, it provides you with a distinct advantage over your competition and establishes you as a leader in your area of expertise.

Some websites are designed as an on-line brochure for your business, yet others really drive the customer to make their buying decision. But what is the point of having a fancy brochure if no one is buying your product or service. A website can be a cost effective public relations tool for your business. It can help you attract prospective clients who may not hear about you otherwise and increase sales without adding overhead. But you need to promote it. Don’t just launch your site and then wait for business to come knocking at the door – it may not turn up. If you’re looking at creating a website or wanting people to know more about your on-line presence, here’s a few public relations tips to promote your site on and off-line.

Spread the Word Off-line

One of the first things you need to do is look at who your ideal customer or client is and who you want to attract to your site. It is important to know your audience so you can target your public relations campaign to them. Send out a media release to attract interest to your site through the appropriate media. Is it Time Magazine or Women’s Weekly? Perhaps the ideal avenue for you is your local newspaper or a business magazine. Of course just issuing a media release doesn’t guarantee that you’ll get a run so let’s consider a few other points.

1. Put your web address on all your communication collateral such as brochures, newsletters and on business cards, postcards, flyers about your products, catalogues and posters

2. Don’t forget to include it on letterhead, fax cover sheets and invoices

3. On stickers used for mail outs, packaging and products

4. Include it on promotional products such as pens, caps, coffee mugs, fridge magnets, t-shirts or uniforms and key rings

5. In your voicemail messages or your on hold message service

6. Mention your website address during radio or TV interviews and speaking engagements

7. At meetings suggest to clients they can find out more information about your company by visiting the site

8. Put it on all media releases

9. Include it in all your advertising – print, TV and radio

10. On the company car or van

11. Yellow pages, white pages and other business directories

12. All your email signatures

Think back to your target audience and include your website address anywhere a potential customer is likely to see it.

You’ve sent out your media release but don’t forget to let existing clients know your site is now up and running. Use direct mail, send them a note – a good reason to communicate with them – or send them an e-newsletter with the latest news. Or perhaps use in-store posters to announce the site launch to your existing customer base. Consider running ads in the local paper or business magazines if that is where you attract your customers. In short, keep doing what you’re doing to attract clients or customers to your business but add your website address to the mix.

How to Find You On-line

The way most companies promote their websites is by search engine submissions, but search engines and their effectiveness can be a bit of a maze. It does pay to talk to the experts on this one, try your web designer or web host first, as just registering with search engines does not guarantee you traffic. Also just because you have a lot of “hits” on your site doesn’t necessarily mean they are your ideal target market.

Most search engine traffic comes from Google and Yahoo! By using a combination of these search engines and using the right words and phrases on your site you would optimise your chances of being found. You don’t need to spend a great deal of money as some sites don’t charge at all and others charge a nominal yearly fee. Again it pays to seek advice from your web expert.

Once you do get that traffic to your site, here’s a few ideas to keep them there and to encourage them to visit again and again.

1. Keep your site interesting. Commit to updating on a regular basis

2. Optimise. Again talk to your web expert on this one but make your site is user friendly so visitors don’t log out because it’s too hard to find the information they want or it takes too long

3. Portray a professional image. Ensure consistency of your web design with your other marketing materials and don’t forget to include your logo

4. Present interactive features that keep visitors returning, perhaps a competition or an on-line survey. And don’t forget freebies. You must give your visitors something of value such as articles or fact sheets

5. Send out a regular e-newsletter to your data base that offers tips and information and a link back to the site

6. Post articles on other websites with links back to your site

7. Explore online advertising or sponsorship on another busy website

8. One of the most effective PR tools to drive customers to your website is through link exchanges with sites of similar interest. Locate sites that make a good match to your own and contact the owner to ask if they’ll link to your site in exchange for you linking to theirs

Like any public relations campaign, attracting visitors and potential clients to your website will take hard work, creativity, perseverance and commitment over an extended period of time. But don’t let your website just sit there – make it work for you so you can allow your expertise to shine.

Sue Currie is a professional speaker and the director of Shine Communications Consultancy an executive development company. Sue’s strategies help boost your public profile and increase profits by enhancing your professional image and building brand visibility.

Through her training and speaking programs on personal branding, image and media, she helps you to grow your company’s major asset – You! Sue enjoys helping others to bring out their personal best and Shine. To find out more or subscribe to Sue’s ezine visit http://www.shinecomms.com.au

Ever listen to a talk show on the radio? And ever wonder how those experts on the shows got to be there?

The dirty secret is that they shamelessly pushed themselves onto the program. And while it sounds both dirty and shameless, the reality is that going on to talk programs is a great way to promote your work in a way that’s both low-key, and effective.

Plus: even if you can’t be on a particular program, you can benefit from talk shows, as a caller.

The secret in both situations is to remember my rule: you are there to provide information, and not to sell your service or product.

Which doesn’t mean you won’t sell your work. You will. But your listeners won’t think they are being sold. And that’s a great combination.

I’ve written about using audio calls to promote your work. This is a variation of that. But it’s a far more effective system.

Talk shows need you. Desperately. And the smaller the talk show, the smaller the network, the smaller the radio station, the more desperately they need you.

Most people contemplating going on talk shows think Oprah first. And while I won’t argue with anyone who manages to snag a spot on Oprah, the reality is that you are competing with thousands of other people for that privilege. And you are unlikely to get on there, at least not for a long time.

On the other hand, let’s say you’re in a small town. And the local station has a talk show every morning from 8 to 10. And most of the time, the talk is a group of several announcers who sit around, chew the fat, discuss high school sports, and generally try to fill in the time between commercials.

And there are hundreds of such examples across the US and Canada. And you don’t have to be in a small town. Even in such radio markets as New York City and Chicago, there are dozens of small stations which serve niche markets (think ethnic groups, small areas, etc.) And those that have talk shows need talkers. Which is where you come in.

The other reality is that while a good talk show sounds informal, it’s anything but that. The structure of a good show is formal, and laid out in advance. The guest (that’s you) sets out the format for the program, sets out the questions the host will ask, and basically knows what’s going to happen, and where the program’s going to go.

If you have never listened to a local radio talk show, do so. Listen to a number of them. Know what you are getting into, and how the host operates.

In the meantime, prepare a resume, but not a regular resume. This one focuses on what you are prepared to offer as a talk show host. Explain what you have done, what you are good at, and what you know.

Next, prepare a list of questions for the host. These will be ones that you are prepared to answer, and while it sounds a little silly (to you) answering the questions that you’ve prepared, and already know the answer for, it won’t sound silly to the listener, if you follow a couple of rules. First, know the general format of your answer, but don’t memorize what you’re going to be saying. Second, be spontaneous. Try to engage the host, and talk to them. Of course, there will be lots of people listening on the radio, but you will sound stilted and forced if you think of them. Think instead of that one individual you are speaking to, the host or the caller. Third, smile. Of course, if you’re discussing an unhappy or serious issue, you don’t want to be grinning from ear to ear. But smiling, or at least maintaining a pleasant look on your face, will make your voice sound more musical, more vibrant, and less flat. If a caller, or even the host, becomes argumentative, that’s all the more reason to keep a pleasant look on your face. Maintain a pleasant expression, and be a genuinely nice person, and you’ll likely defuse the anger.

Don’t be discouraged if there are not a huge number of calls. A good host will know how to make a program work, even if there are not a lot of calls. But you will likely be surprised at how many calls come in.

When you get calls, make sure you listen to the caller, and understand their question. And pause for a second before answering, to give yourself time to think, and collect your thoughts. If you are baffled by a question, it’s OK to say, “Well, that’s a very good question, but it’s a little outside my area of expertise. But let me tell you how I handled a similar situation …” Then go on to talk about an area that relates to the question that you are familiar with. Don’t take calls personally. If someone is angry about something, you are very likely not the cause of their anger. In such a situation, you might say, “I can appreciate that you are quite concerned about this issue …” And then go on to relate their question to an area of your expertise.

And when the program’s over, your work is not complete. You need to do 2 things. First, speak to the receptionist. Leave one of your cards, and write your URL on the back of the card in large, legible letters. The receptionist may get calls later from people who want to contact you, and you want the receptionist to be able to send them to your site. Next, write a thank you note to the host of the program. Not an email: you want to send an actual card. No one does this. And so by doing it, you will stick out in the host’s memory. If the program went well, you definitely want to be back at a later time, and if the host remembers you as a good guest who’s helpful, informative, and easy to deal with, you have a far better chance of being asked back, over and over again.

Jim Huffman, RN specializes in natural and alternative healing therapies. His first book is ‘Dare to Be Free: How to Get Control of Your Time, Your Life, and Your Nursing Career,’ and is aimed at helping other nurses find satisfying, dynamic careers. His website is http://www.NetworkForNurses.com and his health blog is at http://www.shababa.blogspot.com

Publicity is the one of the most cost-effective marketing tools available. It not only spreads the word about you, your products or services but it helps build credibility. Using these tips will help insure your press release gets in the news.

1. Your press release should sound like news, not an ad.

2. Tell a story and briefly mention your product or service within the body of that story.

3. Keep your press release to one page in length. You take the chance of losing the reader’s interest with anything longer.

4. Use short sentences and double space your lines. White space is a necessity for easy reading.

5. Your header and first couple of sentences should grab the reader’s attention.

6. Proof read your press release for grammar and spelling mistakes several times.

7. Write your press release several days in advance so you can read it a final time after you’ve had some sleep.

8. Only send your press release to media that is related to the topic of your press release.

9. Write a different press release for each new product, service or addition to your company.

10. Stick to facts.

A well-written press release builds credibility. Credibility ensures your customers that you have their best interest at stake. It takes your business to new heights and can drastically increase your sales.

Melody Spier is a work at home mom of two teens and the owner of Ballyhoo Virtual Services a Virtual Assistant business catering to women in business. She specializes in online marketing and promotion with article and press release submissions, blogs as well as many other services. You can contact Melody by visiting http://www.BallyhooVA.com or by email Mel@BallyhooVA.com

The press release is a wonder drug when it comes to website promotion. Yet it’s one of the least used tools for new marketers.

Press releases can be submitted just once to one place but suddenly appear in many publications in different locations using different media channels to millions of readers. All it takes is for one or two journalists to run with your press release and before you know it, you’ll see it in many publications. That sort of exposure is just what your site needs.

A well written press release can do wonders for your traffic and business. As soon as your press release is published it generates attention to your website or business. A press release can cost you nothing except time to write it properly. Submission takes minutes.

One day your website can be online attracting a steady flow of traffic. Suddenly your prize winning press release gets published. It gets picked up as great news and bang, your site receives an incredible boost of traffic. If discovered and picked up by the right media outlet, you can receive free publicity that can bring your site a tidal wave of traffic. Riding on this wave, there could be a lot of potential surfers that are potential customers willing to spend. I hope you have that sales letter polished and ready to show.

An interesting press release that has a great story can attract many interviews and follow-ups. This means more free exposure for your business and website. That sales letter will really be tested now. Your site rankings should also benefit through linkage.

Press Release writing techniques

Unless you’re a seasoned writer, then writing your press release might be your hardest task. If your budget allows, you can always pay some expert to write it for you. Depending on your sites content, product or services, will determine how hard it will be to find something newsworthy to write about. The better the news value, the more chance your press release has of being published.

Unless you’re business is of great importance or you have a one of a kind website that everyone wants to know about, then a new website launch is not ground breaking news to the rest of the world. The mere fact that a website is open for business happens every minute as you read. You need to tell the right story. A story with a great ‘angle’. Your targeted publication must find it interesting and newsworthy.

Your press release must not become your sales literature. It is used to tell the whole world about your ground breaking news. To tell readers about an event that has or will happen. Having great news to tell is one part, writing it properly and in a certain way or format, is the other.

Press release tips:

• Your press release should not sound like a sales pitch or ad. It must sound like news;
• I should only be submitted to the media that is similar to the topic of your press release;
• Try to wrap your press release around the current news events if possible;
• Try to keep your press release to a maximum of one page in length;
• Use short paragraphs and double space between them;
• The headline, contact info and release date should be found at the top of the press release;
• The headline and first paragraph should catch the reader’s attention. It should entice them to read more;
• Check and triple check your press release for errors before submitting;
• The press release should be presented from a third-person view, not a personal voice;
• Provide references to any statistics and facts, not general opinion.

Newsworthy press release ideas:

• Revolutionary new product launch on your website;
• Online seminar or course you’re hosting;
• A strange or funny story how your business started;
• Announce your major sponsorship or contest giveaway;
• Online survey results and statistics presented in the form of a press release;
• Announce the recruitment of your new CIO;
• A major joint venture with another company;
• A new book being released on your website;
• A fundraising event on your website.

Learn by reading other businesses press releases, especially from press releases that obtain huge exposure. See how they do it and what they do best.

Your headline and opening paragraph should contain some of your best work. It needs to grab the reader’s attention quickly. Usually this will determine the success of your press release as to whether it is discovered or not.

When writing your press release, make sure you begin with the date and city in the body then continue by reporting on the facts. It is always good to supply the answers to the common questions like the Who, Where, Why, What, When and How. If you don’t have the answers, you should make the effort to find them. These should be answered in the first paragraph.

It is good practice to include quotes in your press release. It increases the chance of your press release being used and picked up by a journalist. It adds credibility and human interest to a media release. The second paragraph is the best place for these.

Make things easy incase you need to be contacted for further information or clarification. Do not forget to include your contact information or your work of art might never see the media lights.

Your press release should end with a call to action. What is it exactly that you want your readers to do after reading your masterpiece?

Irene Vasilas Author of The Wealthy Butler - The Ultimate Recipe to Make Money Online. Visit http://www.wealthybutler.com for more information.

One of the primary tools still used by PR professionals to garner media coverage is the press release. Now understand the purpose of a press release is to grab the attention of an editor, not to offer a word for word story to a publication. Most professionals as well as small business owners misunderstand this concept and are therefore frustrated when they can’t seem to make it work for them.

If you understand that the purpose of a press release is to grab attention then you might also begin to realize that there is a bit of an art to writing an effective one.

This art actually begins with proper format. It probably shouldn’t matter how you format a good story but editor after editor has told me that if a press release comes to them and is not properly formatted, it often doesn’t get read. Read that again if you are bit of a maverick. You want to read about your company in the news then you might just have to follow the rules.

Ultimately your story will have to stand on its own but follow this accepted format and you stand a better chance of making that all important first impression.

+ For release timing

The very first thing to appear on your release is the release date or time. If your story is for immediate release say so For Immediate Release. If there is a reason to hold some news or a seasonal deadline say so. For Release Before Halloween. Some background type releases can also carry the - Release at Will tag

+ Contact Information

Don’t make it hard for them to get in touch with you. Right under the release info state your name, address, direct phone, and email address under the heading "For more information" Remember the real point is to get them to call you.

+ The Headline

90% of all advertising effectiveness rides on the effectiveness of the headline. It is no different for a press release. Most readers will decide whether or not you have anything to say based solely on the grabbing power of your headline. Pull them in quickly. Write 5-6 attention grabbing headlines and then put your release away for day or so. Come back and see which ones still grab you. It is that important.

+ Dateline

At the start of the body of your release you are expected to provide some useful information. First the date of the release and then the city the release originates from. Put a dash after the city and then start the body of your release. ie: February 18, 2003 - Kansas City, Mo - Today in history…

+ Double space

Double space the body of your release. This probably goes back to the days when reporters made notes by pencil in the space between the lines but I guess some still do that.

+ First Paragraph

Okay, so now your headline grabbed them. Tell them what you’re going to tell them in the first paragraph. Don’t beat around the bush or try to be cute here. Hit them with your best shot.

+ Quotes and Credentials

Quotes make for interesting reading. Try to find a newspaper story without a quoted source of some sort. Add your own quotes and then add some credentials to the person you attribute the quote to. If it’s you and you’re a master plumber with 25 years of experience, then say so. "The flora and fauna was breathtaking," said Bill Sphenkle, one of Kansas City’s most experienced plumbers.

+ Call to action

If you want them to interview or visit your website to find out more information, then say so. Bill Sphenkle is available for interviews. Just don’t hype your company or product. Nothing gets your release tossed faster.

+ End

At the end add the symbol # # #

There is a free software program that will allow you to write attention getting, perfectly formatted press releases by simply filling in some blanks and answers guided questions. You can download Instant Press Release

http://www.ducttapemarketing.com/Instant-Press-Release.htm

Copyright 2004 John Jantsch

About The Author

John Jantsch is a marketing coach, speaker and author. Find out more at http://www.ducttapemarketing.com.

Some would say that a newspaper story isn’t an actual newspaper story unless it appears in the "real" version of the newspaper. That’s just not true. Online publicity is as valuable, and sometimes even more exciting, than traditional publicity. Consider these benefits of online newspaper coverage:

Printed versions of newspapers have a short shelf life. They’re printed, delivered or bought, read, and then discarded. And that’s that. Yes, you can clip your article, photocopy it, and add it to your media kit. But how many of your prospective clients are likely to cut out your article in the event that they, someday, might want to get in touch with you? Online newspapers are archived, and a simple search on a related topic will turn up your article – anywhere, anytime – when the time comes for your prospective client to find you.

A prospective client can cut your article out of a printed newspaper, photocopy it, and mail it to a friend, thus turning your friend into another prospective client. But how much easier is it for one person to send another person a link to your article?

Most daily newspapers are primarily of regional interest. That necessarily means that their subscribers are mostly – not wholly, but mostly – local. So largely people who live in and around, say, the Boston area will see the print version of your Boston Globe article. How many others, though – former Greater Boston residents, relatives of those live or perhaps attend school in Massachusetts, executives who do business in Massachusetts, fans of New England’s sports teams, and so forth – will likely see your article in the online version of the Boston Globe? And how many of these people have the potential to one day need your services or products?

Publicity is publicity, and few people would turn down publicity however they can get it. However, publicity that appears in print venues is here one moment and gone the next, whereas online publicity can endure and even perpetuate itself. An article in an online newspaper might include a hyperlink to your Web site or your blog. That can bring prospective clients directly to you. It might also motivate other Web site and blog owners to include references to the article (as well as the hyperlinks) which can create buzz about you on the Net and improve your visibility in search engines.

Some traditionalists still hold tightly onto their belief that a newspaper isn’t a newspaper unless they can touch it with their fingers, carry it under their arms, unfold it on the train and, presumably, stain their hands while reading it on the way to work. “Let me know when the article really appears,” these old-school thinkers will say, “and don’t taunt me by citing all of the publications that carried the story online but didn’t deem it important enough to include in their print editions.” Their winning argument, they believe, is the fact that they “can’t even get a clipping” of an article that has appeared only online.

These traditionalists are missing the point. Given the benefits of online coverage, an article that appears only online, or online as well as in print, will be of far greater value than one that appears only in print. Each time a newspaper (or a magazine, for that matter) prints your article online, the potential readership for that story increases exponentially. And you still have bragging rights you would have if you’re tallying up your publicity “hits” for your Web site or media kit. A USA Today mention is a USA Today mention whether it happens online, in print, or both.

Copyright C 2006 Stacey J. Miller.

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Stacey J. Miller, founder of S. J. Miller Communications, is a book promotion specialist who develops winning media strategies for authors and publishers, and coordinates national and regional tours. You can visit her online at http://www.bookpr.com.

A well structured press release in an excellent way of receiving free publicity for very little effort and cost. It is simply the process of writing a newsworthy story about your company, products or services in a reasonably standard format, and then distributing it in the correct way to relevant media contacts.

This document contains only a brief overview of the basic structure of a release. For a more in-depth walkthrough of the Do’s and Dont’s, together with a step-by-step guide with examples, refer to Chapter 2.1 within the ‘Marketing your Business’ book, available at www.marketingyour.biz.

Start by ensuring you actually have a story that is newsworthy - nothing annoys editors more than continually getting items that are of little or no interest to their target audience. A news story might relate to:

A new product launch

New appointment of staff

Forthcoming event

Customer case study

Company performance

The title of your press release is very important and should be short, snappy and to the point. It has to make the editor interested enough to read the first paragraph, but also tell them precisely what the release is about, so there is no room for abiguity here.

The first paragraph must follow the title in summing up the rest of the release’s content, but delving a little more into the depth of the story. It needs to contain the ‘who, what, where, how and why’ to your story.

The main body of the release is where you go into more detail. You need to substantiate the claims you made in the previous paragraphs as to why this story is of interest to the person reading it.

The closing content is to direct the reader as to where they can go to find out more. This might direct them to a sales line, a website, or where a product is available for demonstration/purpose.

Finally, you need to tell editorial staff about your company. Not all of them have photographic memories, so include a short paragraph with an overview of your business.

Chapter 2.1 within the practical sections of ‘Marketing your Business’ also includes a full sample press release, together with examples of releases from blue-chip companies. It also discloses some of the glaring mistakes made by many companies and highlights what you can do to help ensure your press release gets read and published. The following chapter also recommends several ways to distribute press releases correctly.

About The Author

Since 1992 Martin Bailey has been involved with the marketing activities of small and medium sized companies, either through working directly for the organisation or by assisting friends and colleagues in their own business ventures. Based in the UK he regularly assists companies around the world in creating product and brand awareness for their chosen marketplaces. He has also written a number of IT and technical articles for niche market trade magazines.

Follow this step-by-step process to write and expose your news.

Format

Call it a ‘News Release’, ‘News Bulletin’ or ‘Announcement’. ‘Press Release’ sounds like propaganda.

Add, ‘For immediate use’. This implies urgency. It also allows them some choice on when to run it. If the news is date sensitive state ‘for use before’ or ‘for use after’.

Fax or mail? If urgent - fax. But to get noticed mail it. They get a lot of junk mail and junk fax. The fax junk looks too much alike. If you mail it you have a chance to get attention with the colour and feel of the paper. Send it on good quality paper with your logo. That could be your letterhead.

Don’t address it to ‘newsroom’ or ‘editor’. That’s the same as ‘occupant’. Instead address it to a person. Get their name.

Make it easy to read. Maximum one page. Use easy to read font. Twelve point size Times Roman works well. Add a little spice by bolding key names - but sprinkle lightly. Italics draws attention but is hard to read. Use capitals and small letters - don’t print the whole thing in capital letters. That is extremely difficult to read. Keep paragraphs and sentences short. Double spacing is best.

Make it clear whom the release is from. Lead with city and date of the release. This gives perspective. At the bottom of the page state, ‘The end’ or ‘- 30-’ Show contact name(s) and phone number(s) clearly at the bottom or top of the page.

Make sure those contacts receive a copy of the release and that they will be available and prepared to talk to the press when called. Impress on those contacts that the press need speedy responses to make their deadlines.

Content

Start with a strong title. A subtitle is not necessary if the title is strong. Study newspaper headings for ideas. Examine the style of the target media you are trying to reach to get ideas.

You have only one chance to hook them with the title. If you do not, they will not read any further. One glance at the headline is how they preview the release. There must be words, themes, companies, personalities or issues in the title that slows their glance enough to invite them to read the first paragraph.

The first sentence must grab them. Rework that first sentence until the first few words or even the first word pulls the reader in.

The first paragraph is important. It should contain your most important message. If they read that far - it is what draws them into the story. Write that first paragraph as if that might be the only paragraph they print.

Follow with the next points in order of decreasing importance. Assume that they might chop it after any paragraph. Write each paragraph applying the same approach to your sentences. If they only print one sentence make that the first sentence.

Good news releases are not written , they are re-written and re-written.

Make it easy to read. Maximum one page. Use easy to read font. Twelve point works well. Add a little spice by bolding key names - but sprinkle lightly. Italics draws attention but is hard to read. Use capitals and small letters - don’t print the whole thing in capital letters. That is extremely hard to read. Use many short paragraphs and short sentences. Double spacing is a very good idea.

Proof read before you send it. Journalists are especially sensitive to poor grammar and typos. It hurts to read garbage - so they won’t.

The media will read your release thinking, ‘Will this interest my readers, listeners or viewers and is it unique?’ It doesn’t have to be ‘very’ unique - just a little. Every January we get news about the first News Year’s baby. Because the first one is unique at that time, the second is not news.

Relate the news to the reader. Why is it important to the readers, listeners, or viewers of the media? Test for significance by asking, ‘So what?’

Answer a reporter’s key questions: who, what, why, where, when and how. You could even use these questions as sub headings - or as a summary. Use these questions as a quality test before you send it.

Quotes are good and more interesting. You might use quotes from company officials, community leaders or customers. When you use a name always state who they are, e.g. National Sales Manager, President and Founder, author of… Use quotes that evoke emotion, create controversy or present a position.

Don’t introduce too many new names. This confuses readers. Talk about one or two.

Write the name in full the first time you use it. After that you can use only the last name. If you want a name to be remembered use it several times in the release.

After the Release

The reporter(s) may call for more information or to arrange a photograph. Be available. If you are out of the office check your voice messages often. The press has tight deadlines.

Don’t expect to review the reporter’s article before publication. Occasionally they will run the article exactly the way you wrote it - but not often. Once you give them the information they have control. It helps if you have read other articles from the reporter and know their slant and hot buttons.

If they use your news release, send them a thank you note.

Keep and file all your news releases in sequence - even the ones that did not get action. Clip and save the articles that ran with the release. Study them to find what works with whom and when.

See you in the news!

© George Torok is co-author of the national best-seller, ‘Secrets of Power Marketing’, Canada’s first guide to personal marketing for ‘non-marketers’. He delivers seminars & keynotes to corporations and associations across North America. You can reach him at 905-335-1997. For more information about seminars and more marketing tips visit http://www.Torok.com