How to Write and Target a Persuasive News Release

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by Michel Fortin

The most profitable free publicity generator there is -- and one that is often overlooked -- is the news release. A news release is simply a document sent to the media to notify them of something, well, new. A newsworthy item can be an event, an announcement, or a human interest story.

All too often, however, business owners view news releases as a form of advertising. The media is not in the business to provide free advertising and they'll most likely tell you that you should have called the advertising department instead. Nevertheless, they are in business to report on stories that are of interest to their readers or viewers. They also have a particular interest in reporting on stories that help to enhance the audience of, and sponsorship interest in, the medium.

BE NEWSWORTHY
Reporters are always looking for newsworthy items on which to report; that's their job. But they like stories that are related to a current event or that have emotional appeal. They also like stories that appeal to a wide audience, which is particularly true for the larger media. Targeted or specialized media, on the other hand, love to report on stories that appeal to their specific market -- and thus capture more of it.

A news release should provide enough information to generate interest but it should not tell everything. It must say just enough to incite the media to want to know more. And it must provide good contact information if they would like to follow-up.

People often refer to the news release as a press release, but since the media is more than just the press, the preferable name is "news release" (or "media release"). And an excellent news release can also be a powerful business tool for possibly gaining free media coverage for your company. Media coverage tends to be a more effective form of promotion than advertising since it is coming from an objective third party.

There are many more ways that new releases may be used, including new identity branding, announcing important company changes, new appointments or recruits within your organization, and promoting your company's new product or service. In short, it could be anything new -- hence, the preference of the word "news" over "press."

BE FIRST
Being first in some category is an effective tool that can also help spark more interest in your news release. If you can support the fact that you or your event is the largest or first, for example, you can and should use that information in your news release.

A company claiming to be the best is not a news item. But a company claiming to be the first, in some category, is. Capitalize on it when approaching the media. Also use quotes and reactions. Add a human feel to the story. Look for ways to sell your story differently, possibly with a new angle or twist.

For example, think of the times you have seen a story about someone who opened a new company. While that may sound trivial (and, oftentimes, it is), it isn't if that person is a celebrity, has ten children, or suffers from a disability. In other words, bring your unique angle into your news release. Human interest aspects are wonderful tools to spark interest.

In most cases, adding your unique twist, a special human element, or some emotional appeal -- even blending it with a news item or current event or issue -- will up your chances. The key is to be able to capture the interest of the reporters with just a few words and get them to want to know more. The "story" element and especially the headline of the release are therefore crucial.

BE UNIQUE
For a great sample of an effective news release, visit http://www.bizine.com/prhbwm.htm. Leslie Spencer sells memberships in her company called "Home-Based Working Moms," which is a business offering information and resources for home-based businesses run specifically by mothers. Her goal, through the release, was ultimately to get exposure to, and to increase memberships of, a specific target market.

She wrote an excellent release that blended her business with a current and important social issue. The title, "The New Entrepreneur: Shorts, Shirt  and... a Stroller? Moms Find Ways to Combine Career with Children," provides media personnel with a great story to tell. She successfully tied-in the benefits of her business with the current challenge faced by stay-at-home moms who wish to be more involved with their kids while also contributing to the family's income.

Remember that media people get thousands of releases each day. Therefore, being the first in some area (and not the best) is what can captivate the media's attention the most effectively. For example, if your release is about an event, then how different, unique, or special is your event when compared to any other? Think of it this way: If I was a media person and had your release in my hands and, at the same exact time, there is another interesting story somewhere that I could report, what would cause me to choose your story above the other? The answer is UNIQUENESS.

BE FOCUSED
Finally, "Special Features" writers, columnists, radio show hosts, and particularly specialized or targeted media (such as special interest publications, topical columns, trade publications, feature columnists, specialty TV/Radio shows, etc.) are particularly beneficial for two reasons.

First, sending your release to that specific writer or anchorperson (and not to the general "newsroom" or the media entity, such as the newspaper or TV station) has better chances of it being noticed and reported. While it may take a little investigating and research, remember that the media are made up of people too. They like the personalized approach just as much as anybody else.

Second, targeting your news release is more effective for the business, since it will be published or reported in a medium that is read or viewed by a specific target market. Ask: Where does my niche or target market hang out? What do they read? What shows do they watch? What radio programs do they prefer? Your hit ratio will thus increase proportionately.

If you have read my article on niche marketing (please see http://members.home.net/success-doctor/article5.htm), then you know that targeting your release is just as important as market targeting. It will increase your chances of being published too since the media love to report on stories that inform or affect their specific audience.