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Write a Press Release

A press release announces your website to the world. Also known as a news release , it should be informative and appealing to reporters and other contacts. State why your company or product or service is beneficial to people. Describe how your site or company was developed. Keep in mind that you are going to send your release to people who have hundreds or thousands of releases to read through. Make your company stand out with a well-written press release.

Your priority is to please the editor/writer. When you write your press release, make sure you consider how your material could catch the editor's eye. Write an untraditional piece; include new angles that make your release stand out from the rest. If possible, find out about the editor or the audience of the magazine or newspaper where they work. Publication is more likely if you appeal to the current interests of the specific publication and the specific editor/writer.

Editors consider the demands of their audience. If your work fails to meet subscriber needs, the story will not be published. Keep your writing timely and be truthful. This will increase your chances of publication

Going Local: Let's face it, most websites will not get significant attention from large publications on a national or international level. If you have not done anything highly innovative or of interest to the big time publications..you still have a shot at going local. Local and regional publications love a "local boy/girl does good" story and you don't need to be in the realm of rocket science or devising a plan for world peace to get local attention. Personalize your work and whenever possible, emphasize the local angle, especially for small-town papers. Web, Brick and Mortar: Don't forget to also tell local customers where to find your business off of the web, whether you have one location or several branches.

Be consistent to gain a good reputation. Mislead your audience and it will backfire. You need to gain trust, so keep your information factual. Once the editor becomes familiar with your company name, he or she will be more inclined to publish your releases in the future. Submit your work on a regular schedule and if you plan on resubmitting the same story to any another medium, inform the receiving parties. Find out what times are less hectic before you return calls to editors or reporters. Remain in good standing and the rest will take its course.

Let's do it! How to Write your Press Release

Lay-out.

Press releases should generally be one or two pages in length, double-spaced and typed with 1.5 to 2 inch margins. Use company stationary that includes your logo and slogan, but avoid bright or dark colored paper. Center the words 'News Release' before you begin writing. Under this header, type 'Release after:' and the date when you want your information be made public. Include an exciting title that reflects the purpose of the release.

At the top of the second page, type 'page 2' and follow with your logo and slogan so that the format is similar to the first page. (Leave out the 'Release after' and the date that you typed on the first page. Everything else should be the same as your first page.) When your release is completed, type '-30-' or '# # #' (a way of saying 'the end') on the bottom center of the page.

Information to include.

Newsworthy information is best presented in the form of an inverted pyramid. This means that the first part of your release should be the key information. Answer the primary questions first, making sure to include any vital 'who, what, where, when, why and how' elements. Their order is based on which elements are of greater importance to your particular news release.

Elevator Pitch: Entrepreneurs in Silicon Valley seeking investors talk about the elevator pitch. They imagine being in an elevator with a venture capitalist or angel investor. They have only 5 or 10 floors to explain their business concept and attract the interest of the temporarily captive audience. You can think about the first (and maybe second) paragraphs along the same lines (except you don't have the luxury of a captive editor).

Go straight to the point in the beginning because you hopefully will have time to explain later---that is---you will have time to explain on subsequent paragraphs.but only if you pique the interest of the reader in the first paragraph. Begin your release by making the 'news' clear. The main focus of your first section is, "This what it's all about."

Information that supports or clarifies details in your release comes later, in the second part. Secondary information includes background information or any other details that you need to explain. Because less emphasis is put on this section of the release, get straight to the point and keep it simple. Keep the inverted pyramid format in mind, putting less important information lower in the release.

The last section should include information that closes your release in a smooth but strong way. Don't leave people hanging, but, on the other hand, don't drone on and on. What does your company offer? How might people already be familiar with your company's name? This is the time to establish a connection for people between your website and company name.

What else to include in your press release:

1. Enticing headlines which summarize the material that follows.
2. Follow a problem/solution format in your writing. (Also try comparing and contrasting ideas.)
3. You may want to include photos. Make sure that they are your own or that you have express permission. Make sure that they directly relate to what you are promoting. No stock images! You may also put photos for downloading from your site's press section. Include both black & white and color and a variety of resolution sizes. Magazine and newspapers have varying requirements.

Note: Cover letters aren't necessary unless you want press coverage of a company event.

Where to send your Press Release:

• Appropriate Writers @ magazines
• Appropriate Writers @ newspapers
• Trade Journals in your company's industry
• Print magazines specific to new website announcements
• Online agencies (optional) - they will distribute your release for a cost

Note: If you select an online agency, make sure they are reputable. There are companies that either fail to distribute your release effectively or, even worse, fail to distribute it at all.

Don't assume everyone wants an email. Though it might seem to be the easiest way to send your release, take the time to develop separate contact lists of reporters who prefer email, fax or snail mail (the kind that involves a real stamp and envelope.)

Tips for your Press Release

• Don't send out mass e-mailings
• Don't hassle contacts asking them if they received your release
• Do the work yourself. Editors won't publish anything sloppy or hard to read.
• Make your news sound like news, not a sales pitch.
• Do research. Send releases only to editors who are likely to be interested.
• Don't be careless. Factual/ spelling/ grammatical errors make your site and company less credible.
• Only one news release per envelope
• Mail release by first class if possible
• Typing your address directly on the envelope is an impressive bonus (versus the use of labels.)

Hiring help for Press Releases

If you choose not to do the writing yourself, you can hire a free-lance writer or public relations firm to create your news release. Keep in mind that it's important to thoroughly evaluate whomever you hire. Look in the yellow pages under "Public Relations" to find contacts. Interview candidates and ask to see published samples of their work. Whether or not it's a popular writer or firm, if they aren't getting releases published, they can't help you. See what they can offer you. Look for writers and firms that promise you publication in newspapers or other targeted publications. Not only do they have confidence in their work but they have the connections to get your release to the public.

You have several options when considering a writer. Local reporters not only have the experience of writing for a targeted audience but they can often promise you publication in the newspaper or magazine where they work. Ghostwriters write news releases for you but make it appear as though you wrote it yourself. Other writers will represent your business by being the contact for the media. If you choose the second option, make sure the writer is responsible and familiar with your company.