A Press Release that Really Works!

Writing up a press release is usually the job of a specialist, yet many small firms don’t have the funds to hire a talented copywriter, fulltime. That said releases written by amateurs usually don’t make it past the round file. Why? Because newspaper or magazine editors don’t see anything attractive to their readers in that kind of a release. Lacking polish, such releases make excellent paper airplanes for wastebasket target practice. Let the editorial “break” fun commence! 

Here are a few pointers on how to write press releases that really work and get the publicity you want and need.

1)     See the release from the editor’s point of view: No editor cares about what happens at your firm unless it is of interest to his or her readers. This means that your headlines, subheads and bullet points must attract them. A headline that says, We Won a Big Award will probably not get published, while a headline that says, Seven Secrets to Small Business Success, followed by a subhead like, We Won the Such-&-Such Award on a Shoestring and so Can You, will get top billing.

2)     Romance your facts: Every editor knows that a well-written story sells. Make your award, your new client or your rising profits, into a story. Suddenly, your success will get press, probably in the form of an article on the front page.

3)     Make the Call: Many people say that press releases no longer work. Not so. A well-written release that gets press is priceless, especially in an economy like ours, where almost no one rises above the advertorial horizon. Phone calls make the difference. Call the editor to tell him the release is coming. Call the editor to see if the release has been received. Call the editor to confirm that the publication will use the release and in which edition it will be listed.

Press releases with memorable headlines, subheads and eloquent writing are pretty rare in the industry, these days. Most PR veterans just plug in the facts and take a flock shot at the editors list. Don’t shoot yourself in the foot. Use these three suggestions and your PR exposure will soar!