I just got done reading a book by Marcia Yudkin titled 6 Steps to Free Publicity. Writing to get publicity is the most recognized cost-free method to get any media attention focused on your business. The only problem: Most press releases are never considered.
There are millions of businesses trying to compete with one another, and if you remember a previous blog of mine titled, “Why Marketing is Important for Success”, you can understand why writing a press release is so important. However most press releases sent to media professionals are not considered. Some businesses and organizations write press releases constantly and never get exposure, while others write ones very seldom and get noticed by news reporters, radio stations, and newspaper editors. So why does it have the opposite effect? Why do most press releases go unnoticed?
In Chapter 2, named “Thinking like a Publicity Hound”, this chapter differentiated between having business goals, and the need for media exposure. I think this is very important, and explains the question of why so many press releases go unnoticed: People do not understand the meaning of a “Press Release”, and how to write an effective one.
Here’s a great, and hopefully an obvious example: If you’re a farmer in Delaware, you wouldn’t send a press release to the New York Times for winning a blue ribbon at the Delaware State Fair. Instead, you would send a press release to all the local news papers in Delaware, explaining this accomplishment and why it’s so newsworthy for your business.
An effective press release is mentioning public events, fundraisers, sponsorships, or even new products affiliated with your business. But there are those companies who write press releases just to brag about everything and anything. Bragging is not an effective tactic. Eventually the media is going to catch on. Would you pay attention to a person if they are consistently bragging about their business, no matter what the topic is? No, it’s obnoxious, and some people may find it rude. Chances are the bragging press release will get tossed in the garbage faster, than on the editor’s desk.
How do I know all this? Well. Besides reading the book, I had an internship a few years ago with a television station in Pittsburgh, and everyday the editor would get swamped with endless press releases. Most went into the garbage. How did one or two get picked over all the others? Well, most were thrown away just by looking who sent it (braggers), and the others were in the trash because there was no newsworthiness.
Below are a few tips from the book 6 Steps to Free Publicity. I highly recommend buying this book for your marketing or public relations personnel. Also, check out pg.32 titled “23 Ways to Be Newsworthy”. Finally, know the difference between bragging, and newsworthiness. If you’re having a hard time with the two, please visit Wikipedia.com.
TIPS FOR WRITING PRESS RELEASES
Writing an effective press release starts with newsworthiness. In order to do this, Marcia Yudkin asks these questions in her book:
- Who, specifically are you trying to reach (target audience)?
- Are you hoping to sell a particular product?
- Where, geographically, does it make sense for you to aim: nationally, regionally, locally?
- Why would the media be interested in this particular story, is it newsworthy?
- What is new about your organization?
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To be continued…
