“Press release”. Sounds so official. Sounds a little intimidating. Sounds like a good, healthy challenge.
A well-written press release can give your indie business some much-desired, and well-desired, media attention. In reading this post, you’ll learn the the techniques you need to craft a remarkable press release that will make newspaper reporters and bloggers sit up and take notice.
A press release is simply an announcement of a newsworthy event distributed to members of the press.
At its best, a press release tells a concise, compelling, and newsworthy story to media professionals. A good press release provides journalists with the basic information they need to develop a news story as quickly and clearly as possible. A great press release makes a journalist’s job easier.
At its worst, a press release reads as a thinly-veiled sales pitch. Some company owners have the misunderstanding that a press release is an advertisement in disguise. Don’t make their mistake. Understand that while a press release can assist your business in acquiring new customers, sales should not be your primary focus. Instead, the purpose of your press release is to deliver a newsworthy story that will be helpful to reporters and interesting to readers.
Write a newsworthy press release.
The two most important points to remember, before you even begin to type, are that your press release must be
- newsworthy, and
- a story.
A press release is newsworthy if it delivers value to its audience. While your ultimate goal may be to attract new customers, the reporter’s goal is to write an informative or entertaining article that will engage her readers.
Newsworthy press releases provide real information about important events, developments, situations, and discoveries — not just marketing hype.
So, does your new product launch make the cut? Is it newsworthy?
Your new product launch is obviously interesting to you — you’ve been working on it day-in and day-out for weeks! You think about it as you’re falling asleep. I mean, it’s practically your baby.
The question to ask yourself, though, is, “Does the news of your new product deliver real value to your intended audience?”
It very well could. A press release about a new consumer product can be newsworthy if the product is something extraordinary — the first of its kind or a complete re-imagining/re-invention of an existing product.
As the remarkable creator of remarkable products, you likely have an advantage. Your items are handmade, for goodness’ sake — of course they’re extraordinary!
To ensure your press release is newsworthy, write your story from an interesting angle.
- Topical. Can you connect your story to current events or popular trends?
- Relevant. Can you show why your story is applicable, related, and pertinent to the target audience?
- Unusual. Can you highlight the uncommon, extraordinary, curious, and different qualities of your product?
- Timely. Can you connect your current promotion with appropriate events or holidays?
- Human. Can you demonstrate how your product will benefit readers? Find the problem that your product solves, and talk about the people who will benefit from it.
Then, when you’re ready to write, ask yourself, “Why should this reporter — and her audience — care?” Write your press release to convince them.
Tell an engaging story.
Reporters sift through stacks of press releases. Bloggers sort through mountains of email submissions. How do you make yours stand out?
Write a story.
The story behind the stuff is much more interesting than the stuff itself. And, stories make for much more engaging articles and blog posts. Press releases about people are invariably more appealing than press releases about products.
You can take advantage of this. Emphasize the interesting. Give a little personal background. In your press release, make sure to tell
- the Who,
- the What,
- the When,
- the Where,
- the Why,
- and the Wow.
Help a reporter out, and you’re much more likely to see your products in print.
Another tip? Relax. Humanize your press release. You don’t have to speak in soundbites and statistics. Be clear and concise, but don’t be afraid to let your personality shine through. Write your press release as the future article you’ll enjoy reading in your favorite magazine or blog.
What do you think? Do you have any tips for writing a remarkable press release?
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{ 3 comments… read them below or add one }
Nothing wrong with a good press release, but in my own personal experience, they aren’t as effective as sending personalized pitch emails to media contacts. Even if you send them a pretty awesome release, it still can feel kinda spammy to them and like everyone else is getting the story and covering so why should they, since they’re going to get scooped.
I do use releases for my ecomm site, but I just put them on my press page and press release distro sites. I still send personalized pitches to my media contacts, not releases.
Press releases can certainly be spam if you don’t target them to the appropriate editor of a publication. We should make sure that a press release goes out only to those who will consider it newsworthy.
If you can preface your news with a personalized pitch, all the better.
Why do my press releases always get published?? Besides the fact that I live and work in a small city where not that much is going on? It’s because I write a dynamic piece, usually starting with a question or a quick story. That grabs their attention. Then I keep it informative, full of personality and not too long.
Newspapers and periodicals are looking for a story, so if you give them one they will publish it. I’m usually writing about art exhibits or products, and I ask my artists to give me as many stories as they can so I can write a good release. I ask them questions about their studio habits, what inspires them, what is the burning question behind their work. Then I can write something meaty.
Nothing beats good, clear and concise writing.
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