Press Releases

footwerkpacific · #1 (**permalink**) 01-05-2004, 08:22 AM

Bonjourno!

First post here so...

We have this pet project and we wanted to write some press releases for this site but, to be honest, I do not know where to start.

Anyone got any ideas?

How did you guys publisize THIS forum site?

Cheers

Peter T Davis · #2 (**permalink**) 01-05-2004, 04:50 PM

Actually, I don't publicize this site much at all. I've just gotten a bit good at getting results from the search engines. IMO, press releases work best for local business, send them to the local newspapers they tend to print stuff like that.

Tezza · #3 (**permalink**) 01-14-2004, 04:24 AM

Hi FootWorkPacific

I have had some experience of writing press releases in a commercial environment. I went on a training course with The Chartered Institute of Marketing and they gave me a structure that is quite neat and seems to work a treat ? it?s known as the Inverted Triangle. This refers to the level of detail you go into as you move through the story ? it goes something like this:

1. The headline
It is highly unlikely that a journalist will use your headline, but you need to make it a good one in order to capture their attention. It should tell the reader what your story is about in just a few words and make them want to read the story.

2. Paragraph 1
This should provide a top level overview of your story. Written in a way that appeals to the reader ? perhaps identify your USP and any benefits that they could get out of being a new customer of yours ? give them a reason to read the rest of your story.

3. Paragraph 2 (& 3 if necessary)
Elaborate on the story that you told in para 1. This should still only provide story highlights and avoid the temptation to go into fine detail ? that comes later.

4. Penultimate paragraph
Use a quote that is relevant to your story ? perhaps a testimonial from an existing client, or an opinion given during market research on your product.

5. Final paragraph
Here is where you give all of your finest details ? prices, guarantees, delivery schedules, event dates, product features etc..

6. Further information
Always invite questions and queries by giving your contact details and if possible, a second contact.

Other points:
1. Keep sentences short, snappy and to the point, avoiding jargon and abbreviations
2. Have a clear attractive layout ? typed, double-spaced, use one side of each A4 page only and without spelling and grammatical errors.
3. Send the release only to those publications that will find it of interest ? you will be wasting your time and money otherwise. You may be able to give the same story a different spin in order to appeal to different readers and get it published in a variety of publications.
4. Include a photo where possible and give it an appropriate caption.
5. If you need to amplify your story in any way use a separate sheet of accompanying material ? eg your company brochure. This way, journalists can easily disregard it or draw on it for more information when editing your story for publication.
6. Ask journalists to provide constructive criticism of your press release ? this will make both your lives easier for subsequent releases if you know what they want.

This structure may take a few practice attempts but once you get the feel for it your releases will be concise, sharp and stand a great chance of being published (assuming that your subject matter is of interest to the publication?s readership). You will also find that writing releases becomes much quicker.

I hope this helps and I wish you luck.

Terry Rees

footwerkpacific · #4 (**permalink**) 01-14-2004, 04:33 AM

Thanks Tezza - MA!!

rixride · #5 (**permalink**) 02-01-2004, 11:51 AM

http://www.prweb.com/

offers free Press releases, it also provides the template on how to write a good on.

Good luck

jfslenes · #6 (**permalink**) 02-17-2004, 12:54 AM

Hola Footwerk!

Used PRWEB last year. Paid (donated) small amount ($10) to be upgraded. Had 2 or 3 inquiries from mostly internet news writers. Was very impressed with getting results. So why is it I haven't done another.......?

EDMS · #7 (**permalink**) 03-31-2004, 02:55 AM

I'm bumping this thread, because Tezza has some valuable information here that shouldn't be lost. Everyone needs to do a Press release one day, and that is a great layout to go by.

Thanks!

Derezz · #8 (**permalink**) 04-02-2004, 10:42 PM

What exactly is a press release? Is this "warm fuzzy" meet-your-neighbor type articles that look like filler because there was no news that day?

nsusa · #9 (**permalink**) 04-10-2004, 03:48 PM

I am using PRWeb on a regular base now and really like their affordable service.

Christoph

Author · #10 (**permalink**) 05-13-2004, 05:18 PM

My book, Streetwise Complete Publicity Plans, has a chapter on how to write a killer press release as well as several press release samples to guide you. The book is written for people like you -- small business owners and nonprofits.

Without knowing much about your business, all I can say in general terms is to write a good, attention-getting headline, and summarize your news clearly in the first paragraph. You can expand on it in subsequent paragraphs.

And, make sure you have "news." If you don't have real news, your press release won't get used.

Good luck!

Sandra Beckwith
Author, Streetwise Complete Publicity Plans

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