by Peter
Cooper What is a Press Release? A press release
is a document primarily created to get a message to the press. Most press releases
are based around product or company launches and changes, but this doesn't mean
that you can't write a press release about something else. Absolutely any organisation,
enterprise, or person can create a press release and send it out in the hope of
getting media coverage. Sometimes press releases are also
used as reference materials within companies and to provide news to employees.
They are often archived on companies' Web sites to give customers access to the
latest company news. When should I write a Press Release?
The best time to write a press release is when you have a story which you think
the media will pick up on. Some of the best press releases are based on 'created
news', events which have been engineered primarily for press coverage. Sometimes
the press would rather report on exciting promotional events than dull statistics
and figures, so be original. For example, you might donate your old computers
to a charity or spearhead a Net, Cancer or Poverty 'Awareness Day'. If it's related
to your product, all the better. If you're planning a major
event, however, you should get in touch with journalists beforehand to see if
any would be willing to actually come and report on the story in person. But,
for most events, a well written press release is adequate. What
are some examples of Good and Bad ideas for Press Releases? Good:
- Bill Gates has decided to give your company a large
grant
- You've merged with a large competitor
- Your profits have increased
ten-fold in the past quarter
- Your new product has benefited a key user group
in some way
- Your company is giving $200,000 to a staff member to allow his
son to have a life-saving operation
- You're about to offer a radically new
and demanded service
Bad:
- A minor member of staff has been fired at your company
- Any bad news about your company
- Your company is not introducing any new
products this year, or other similarly dull news
How
do I write a good Press Release? There are a few ways
to produce a good press release: - Write
it yourself - You know your company, and you probably know what you want to
say. If you're a good writer and can write tight copy, try and do it yourself.
It's also advisable that you get a proof reader, or an extremely well-read pair
of eyes, to check out your work. The main rule of thumb when writing a press release
yourself is to edit, edit, read, edit and edit!
Read our articles
on writing a press release:
How
to Write a Persuasive News Release by Michel Fortin.
Writing
a Press Release: The Successful Way by Pete Cooper.
Crafting
a Perfect Press Release by Eric Wood.
- Get a Copywriter
to do it - You might want to let a copywriter produce your press release for
you. However, I don't advise this unless you're going to let the copywriter ghost
it on your behalf (you tell them in your own words exactly what you want it to
say, and then they write it in a catchier way), since a copywriter doesn't know
your business. Because of this, you'll want to make sure you keep track of what
they're writing.
- Get your Marketing Agency in - Most
large companies have a marketing agency which will usually have professional copywriters
on tap. Since they're used to working with and marketing your company, they'll
be on the ball and should produce a great press release.
How
do I send out a Press Release? In two ways:
- Do it Yourself - This is usually the cheapest
option, although not necessarily the best. But if you consider yourself to be
a very confident and skilled communicator, you might like to start by getting
your press release out by yourself. Our articles "Dealing
with Journalists" and "How
to Market To and Through the Media" should make very useful reading on
how to get your story noticed by the press.
- Give it to your
Marketing Agency - If you work for a large company, you'll have a marketing
department or agency who are already experienced in sending out press releases,
they're the best people to turn to if you have them at your disposal.
- Submit it to an Online Agency - There are numerous companies online
who will distribute your press release to a vast number of journalists, and many
will even target your press releases to certain groups if you wish. Two companies
who provide this service are internetwire.com
and newsbureau.com although
iBoost doesn't endorse these services and can't guarantee the quality of their
services. If your press release is Internet related, however, then online agencies
are a good choice.
How can a
Press Release fail? Press releases can fail to be picked
up by the media for a variety of reasons. Here's the main reasons, along with
iBoost articles that can help you fix the situation: What do
I do if it succeeds? Enjoy the prestige of being noticed
by the press, especially if the news shows you in a good light, and if someone
gives your latest product a glowing review, expect to be inundated with customers! |
