| PR, Public Relations and writing Press Releases is | | | | interest and if possible leave them wanting more. |
| something businesses of all shapes and sizes can | | | | 5. The End - The close of a press release is one |
| do to help increase their profits and promote their | | | | of the most important parts but so many people |
| business. This article looks at how your press | | | | end weakly and therefore miss out on coverage. |
| release should look to give it the best chance of | | | | The close has to include a clear, bold call to action. |
| success. Do you want to promote your business | | | | You have to tell the journalist who they need to |
| for free and give you the best possible chance of | | | | contact and exactly how they can get in touch |
| getting your business, product or service in front | | | | with you. Using something like "If you would like |
| of the eyes of your customers? If so this article | | | | any further information please do not hesitate in |
| looks at how your press release should be | | | | contacting me" will not work whereas "To arrange |
| presented to the media to ensure it: 1. Gets read | | | | an interview or for further information regarding |
| 2. Gets acted upon 3. Doesn't end up in the bin | | | | (subject of release) contact XXXX at e-mail or |
| The Format to Success and in particular how your | | | | call XXXXXX on 0191 XXXXXXX. Other useful |
| press release should actually be presented to the | | | | information on the format of a press release: a. |
| media will give the best possible chance of | | | | NEVER SUBMIT A PRESS RELEASE IN ALL |
| success. You therefore need to focus on: 1. The | | | | UPPER CASE LETTERS. Some people believe it |
| Headline - you have to remember that the | | | | works as surely upper case means it's important. |
| purpose of the headline is to get the journalists | | | | WRONG!!! It isn't easy on the eye and therefore it |
| attention and to get them to read the remainder | | | | won't get read. Use mixed case. b. Spell check - |
| of the press release. The content of your press | | | | I've mentioned this before but errors in grammar |
| release may contain fantastic newsworthy | | | | and spelling affect your credibility and potentially |
| information but unless the headline is strong it | | | | risk your release not being acted upon. c. Length - |
| may never get read. 2. The First Few Paragraphs | | | | If possible get your press release on one page |
| - journalists tend to like short paragraphs that | | | | (two at the most). Journalists don't have time to |
| grab their attention so the last thing you want to | | | | read war and peace. That said if your press |
| do is follow a killer headline with a block of text | | | | release doesn't have more than one or two |
| that they have to trawl through to find what | | | | sentences, then the chances are it isn't |
| you're trying to say. The first few paragraphs | | | | newsworthy. d. Check it again - your press |
| should therefore focus on generating an interest | | | | release is a chance to get exposure for your |
| in what you're saying. 3. The Middle - journalists | | | | business so you want to make the right |
| love facts and figures as they add real credibility | | | | impression. Therefore write it, proof read it, get |
| to a release. Once you've therefore got their | | | | someone else to check it as well, rewrite it if |
| attention with the headline and first few | | | | necessary and make sure it says exactly what |
| paragraphs you should use the middle section to | | | | you want (and much more importantly, it says |
| include any relevant facts and figures that will | | | | something of interest). The truth is unless the |
| back up your release. 4. A Quote - a short quote | | | | format of your press release is correct the |
| from someone with something to say about the | | | | chances are you will never get your press release |
| release (it could be you) is always a good idea. A | | | | published (regardless of how newsworthy it is). |
| quote gives journalists the chance to put it | | | | Get great at public relations and see how small |
| straight in the publication should they wish to. And | | | | business marketing can help increase your profits |
| providing it's an interesting (or controversial) quote | | | | and grow your business. |
| it shows them that if they want to contact you | | | | The Marketing Buzz are New Business Marketing |
| you're likely to have something interesting and | | | | Experts and offer all types of small business |
| newsworthy to say. On this point the quote | | | | marketing services to Help You Grow Your |
| shouldn't be too long. Just enough to maintain their | | | | Business. |