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As a veteran journalist I have to admit I've seen plenty of BAD press releases. Here's why.
Last week I taught the second in a series of media workshops. This one was on press releases. As I explained to the class, if you’re looking for greater exposure for you and your business, it’s important that you become familiar with how to write a press release. Of course, you could pay someone anywhere from $50 to a few hundred dollars to write one for you but think how much money you could save over the course of several releases—especially if you’re business is still starving for some visibility.
Here are some of the tips I shared:
- It begins with the HEADLINE (should be attention grabbing but not cutesy)
- Who, what, where, when, why and how summed up in three to four paragraphs
- Write in active—not passive voice and in third person.
- Use “quotable quotes” from yourself. If you are a guest on someone’s radio show, get them to tell you why they’d like you to be on their show and then quote them in your release.
- Tie your release into something newsworthy (news of the day) if you are writing to offer yourself as an expert on a subject
- Stay away from using your name in the headline if it’s a national release. If it’s local, you have the option to use it if you like.
- Post your release on more than one site for greater visibility
To learn more about press releases and other ways to create a buzz about you and your business, pik up a copy of my new book, How to Get on the News Without Committing Murder
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