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Three tips to writing a press release (that will get noticed)

arghListen up, PR people: Having been on the receiving end of more than my share of horrific press releases, let me tell you what works and what journalists want to hear.

The job of a press release is to alert the media to some new information worth publishing, be it a new product, an IPO (back in the good, old days), a company going under (more likely these days), a new web site, and the list goes on.

Here are my three top tips for creating a press release that will get noticed:

1) Get to the point!
I can’t say this more clearly and I forbid myself from using more than one exclamation mark to drive the point home. Journalists receive countless press releases every day, not to mention numerous calls from PR peeps. The sooner you get to the point, the more likely it is for us to actually read your release. When crafting a release, use the journalist’s trusty sidekick, the “inverted pyramid,” to tell us who, what, when, where, why, and how right away in the first sentence. Save your poetry for someone who cares.

2) Just the facts.
No matter how excited you are about the product, please do not write, “Organization X is excited to announce a revolutionary new product.” And then proceed to use all manner of fluffy marketing speak to avoid providing any useful information until paragraph 17 of your release. Honestly, we don’t care if you’re excited. In fact, the more excited you are, the less likely we are to read your press release. Keep it to a “just the facts, ma’am” kind of approach and no one will get hurt.

3) Give us your deets.
Please include contact information, phone numbers, emails, even Twitter usernames — basically any and every way to get a hold of you. Everyone prefers different contact mediums so it’s best to include all of them.

Using these strategies won’t guarantee coverage, but it will make a journalist’s life easier and may mean a better chance at getting some press.

photo credit: seq
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Filed under: journalism101, , ,

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