I think there's some mystery around press releases so here are a few tips to improve the odds of getting yours printed.
- There are basic formats for press releases and, for the most part, they are all similar to one another. We won't go into formatting here but if you type in "press release format" into Google you get about 69 million results. WebWire's formatting guidelines came up first so here's a link: http://www.webwire.com/FormatGuidelines.asp
- Make sure the editor is interested in your topic area. When targeting a selected list of papers and outlets, review their recently published articles and try to draw a connection between your press release and their stories. If you don’t know who to contact at a news organization, search their website for stories about related topics, products, or companies similar to yours and approach the people, editors and reporters, involved in those stories.
- Stick to the facts. Opinions are great but unless you’re famous more news outlets, sorry, don’t care. Professionally trained journalists stick with the essential five W's and the H are who, what, why, where, when, and how when writing a story so you need to do the same. Answer these questions for them, do their work and you’ll increase the odds of getting your story into print.
- Be clear. Make sure your press releases are free of industry jargon and acronyms. Translate technical or industry jargon into plain English and write in short declarative sentences at approximately an eighth-grade reading level. (Just guess.)
- Brevity is a must. Every word and every line, including the obligatory quotes from company executives, must provide editors and reporters with useful information. Use only the facts you need to support your story, edit out any filler that snuck in during the drafting process and get to the point.
- Provide proof sources. If there is someone, a credible source, the editor or reporter can contact to verify your statements and claims, then include their contact information. Be sure to let your sources know that they may be contacted, what they can expect to be asked about, and you would like them to respond.
Steve
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