The Easiest Way to Get Your Business in the News

So you want some media coverage for your business or organization, eh? Sounds great. The easiest way to accomplish this is to send an irresistible press release to your local media outlets. One good release, and BOOM – crazy news coverage! Unfortunately, this doesn’t happen as often as it should. In fact, most press releases never even get read. So what are the secrets to writing press releases that actually do get read, and more importantly, get you in the news? In next three minutes you’ll find out.

The Secrets

A press release is a one-page announcement designed to generate media coverage. In order to do so, it must stand out from the hundreds of other press releases being submitted to the media at the same time. Press releases can announce events, achievements, developments, new goals, new hires… just about anything.

Before you begin writing, there are a few things you should know about the media. First, they don’t care about your announcement. It sounds harsh, but it’s true. The media only cares about the people who read their newspapers, watch their news programs, listen to their radio stations, and so on. And they only care about those people because the more they satisfy them, the more successful they will be. So, if you want to appeal to the media, appeal to their audience. This means if you’re writing a press release announcing a new product you offer, don’t talk about the product. Talk about the ways it will benefit people. If you’re announcing an event, write about the significance of the event. A good press release tells the media why their audience will care about your announcement. More details please visit:-

The Headline

The headline is the most important part of the press release. Editors’ inboxes are filled with e-releases, and they have neither the time nor the desire to read each one. Instead, they scan the headline and decide in a split second whether they want to read the next line. So, if you want the media to read your first sentence, entice them with your headline.

Writing headlines is a craft in itself, so don’t be discouraged if you don’t hit a homerun the first time. Keep practicing. And remember: all you have to do is get the media to read the next sentence. That’s it. It can be tempting to want to show how clever a writer you can be by crafting a cute headline, but this will actually backfire on you. The media gets turned off when you’re being cute or clever because it’s a sign that your announcement isn’t newsworthy on its own. So don’t be clever; just be interesting. And be patient – you’ll get the hang of it.

The Beginning

The first sentence is the second most important part of the press release. Editors have short attention spans, and even if you’ve written a spectacular headline, you have to write a spectacular first sentence to hold their interest. Sometimes you can do this by writing a statement about the announcement that makes them ask a question to which they want to know the answer. For example, the following sentences begin a press release for a group of JROTC Military Honor Guard students sent out last November:

A group of local high school students won’t get in any trouble for skipping school this Veterans Day. In fact, they’ll be congratulated.

Why would students be congratulated for skipping school? You have to keep reading to find out!

If you manage to get the media to ask themselves a question like this, don’t keep them hanging too long. They’ll get annoyed. For this reason, always get to the point of your release quickly. State the announcement. The next few sentences of the press release mentioned above read:

Instead of studying English or Algebra, five Clay High School students will stand guard outside the region’s only Military Honor Park from 8:00 a.m. to 8:00 p.m. to honor all the men and women who have fought for our freedom.

By the way, this press release generated television coverage on two local news stations and a feature article on the front page of the South Bend Tribune. You can read the full release here (contact information has been removed) if you like.

The Middle

Once you’ve piqued the media’s interest and clearly stated the announcement, it’s time to provide answers to all the logistical questions that they’ll need to know should they choose to cover it. If you were writing the press release about the Honor Guard students, you’d want to explain to the media what the Honor Guard is, describe what the event entails, and provide any other details that will help the media better understand why their audience will want to know about it.

The End

The end of the press release is the easiest part to write. Always close with a short paragraph about your organization or business (called a boilerplate), and list the contact information of the person whom the media should call if they want to know more. Avoid the temptation to list your contact information at the top of the release like most people do. Remember: you only have a few seconds to grab an editor’s attention. You’re not going to do that with your contact info.

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