| BACKPORCH PUBLISHING & writing Home | About | Writing/Editing | Consulting | Portfolio | Books | Magazines | Testimonials Contact: 603-357-8761 | marcia@backporchpublishing.com |
7 Steps to Getting Publicity for Your Small Business
By Marcia Passos Duffy
Part 4: How to Write a Strong Press Release ... That Will Get Results
In this series on publicity we have so far covered the importance of getting publicity, how
to create a publicity plan, and when you need to send out a press release.
Now we're going to look at how to write a solid press release that will get you noticed.
In the previous article, I pointed out the one little secret to getting publicity: thinking like
a reporter.
However, that’s often easier said than done. If you’re not churning stories out on deadline
every day, writing the occasional press release can be painfully difficult.
But, there is a formula you can follow to help your press release look -- and sound -- more
professional.
Follow these steps, take a look at the way news is written in your newspaper, and you’re
on your way to writing a strong press release that has a good chance of getting noticed ...
and published!
1. Keep it 1-2 pages in length and double space.
2. Use 1.5 to 2 inch margins.
3. Keep the font and typeface size consistent.
4. At the top left hand margin type in all caps: FOR IMMEDIATE RELEASE (Note: Do
not all-caps anything else in the press release)
5. Include your contact information right underneath this under the heading “Media
Contact.” Include your name, company name, telephone number, e-mail address and
website.
6. Write a headline that summarizes your news. No hype here. Just the facts!
7. The first line of your press release type the town you’re submitting from and the
date in parenthesis, followed by two dashes: Keene, NH (February 1, 2013) -- And the
first paragraph starts immediately following this.
8. Your first paragraph should answer at least five essential questions: Who? What?
When? Where? Why? It can also answer the question “How.”
9. Make your point quickly (and answering these questions will help keep you on
track) in the first paragraph using short sentences. Don’t use jargon -- just keep it simple.
Keep in mind that editors don’t have a lot of time on their hands. They will read your
press release along with a hundred more from other businesses. Make it easy for them by
giving them all the information they need in the first paragraph.
10. Your second paragraph may include a quote by you, or an explanation of any
point in your first paragraph.
11. In your last paragraph include a “boilerplate” summary of your business. This can
include your tag line, years you have been in business, distinctive awards you have won,
and other relevant information. Also include where you can be reached (phone number,
email, website). Again, keep it short -- 2-3 sentences. This is different from the media
contact since this is part of the story and will be what an editor will use in the final story.
12. Send it e-mail whenever you can but DO NOT SEND IT AS AN ATTACHMENT.
These are suspect as spam and/or virus emails and you can bet they will be deleted.
Copy your press release and paste it into the body of the e-mail.
13. Keep your e-mail subject line simple. Don’t keep the newsroom guessing about
what this is all about. Subject: Press Release: New Hair Salon in Town.
14. Get the names and e-mail addresses of the publications you’d like to send your
release … make sure you have the name of the appropriate editor. Do not send all the
releases as a bulk e-mailing. Send them individually to avoid getting trapped in a spam
filter.
15. Remember, editors will not print anything that is sloppy, difficult to read or
understand … and they don’t have time to decipher what you are trying to say. So before
you hit the “send” button, have several friends or business associates read your press
release and give you constructive feedback.
Next: Part 5-You Have a Website. Now What?
About the author: Marcia Passos Duffy is an independent writer and publicity consultant.
Learn more about how she can help your small business get recognized!
By Marcia Passos Duffy
Part 4: How to Write a Strong Press Release ... That Will Get Results
In this series on publicity we have so far covered the importance of getting publicity, how
to create a publicity plan, and when you need to send out a press release.
Now we're going to look at how to write a solid press release that will get you noticed.
In the previous article, I pointed out the one little secret to getting publicity: thinking like
a reporter.
However, that’s often easier said than done. If you’re not churning stories out on deadline
every day, writing the occasional press release can be painfully difficult.
But, there is a formula you can follow to help your press release look -- and sound -- more
professional.
Follow these steps, take a look at the way news is written in your newspaper, and you’re
on your way to writing a strong press release that has a good chance of getting noticed ...
and published!
1. Keep it 1-2 pages in length and double space.
2. Use 1.5 to 2 inch margins.
3. Keep the font and typeface size consistent.
4. At the top left hand margin type in all caps: FOR IMMEDIATE RELEASE (Note: Do
not all-caps anything else in the press release)
5. Include your contact information right underneath this under the heading “Media
Contact.” Include your name, company name, telephone number, e-mail address and
website.
6. Write a headline that summarizes your news. No hype here. Just the facts!
7. The first line of your press release type the town you’re submitting from and the
date in parenthesis, followed by two dashes: Keene, NH (February 1, 2013) -- And the
first paragraph starts immediately following this.
8. Your first paragraph should answer at least five essential questions: Who? What?
When? Where? Why? It can also answer the question “How.”
9. Make your point quickly (and answering these questions will help keep you on
track) in the first paragraph using short sentences. Don’t use jargon -- just keep it simple.
Keep in mind that editors don’t have a lot of time on their hands. They will read your
press release along with a hundred more from other businesses. Make it easy for them by
giving them all the information they need in the first paragraph.
10. Your second paragraph may include a quote by you, or an explanation of any
point in your first paragraph.
11. In your last paragraph include a “boilerplate” summary of your business. This can
include your tag line, years you have been in business, distinctive awards you have won,
and other relevant information. Also include where you can be reached (phone number,
email, website). Again, keep it short -- 2-3 sentences. This is different from the media
contact since this is part of the story and will be what an editor will use in the final story.
12. Send it e-mail whenever you can but DO NOT SEND IT AS AN ATTACHMENT.
These are suspect as spam and/or virus emails and you can bet they will be deleted.
Copy your press release and paste it into the body of the e-mail.
13. Keep your e-mail subject line simple. Don’t keep the newsroom guessing about
what this is all about. Subject: Press Release: New Hair Salon in Town.
14. Get the names and e-mail addresses of the publications you’d like to send your
release … make sure you have the name of the appropriate editor. Do not send all the
releases as a bulk e-mailing. Send them individually to avoid getting trapped in a spam
filter.
15. Remember, editors will not print anything that is sloppy, difficult to read or
understand … and they don’t have time to decipher what you are trying to say. So before
you hit the “send” button, have several friends or business associates read your press
release and give you constructive feedback.
Next: Part 5-You Have a Website. Now What?
About the author: Marcia Passos Duffy is an independent writer and publicity consultant.
Learn more about how she can help your small business get recognized!
|
