Establishing a good first impression is ESSENTIAL to your marketing/publicity campaign.
When you meet someone face to face that first impression sets a tone for how the relationship will (or won’t) develop. In many cases, when submitting marketing materials to media professionals this represents your “first meeting” and as a result they draw their “First Impression” of who you are and what you represent. In a short amount of time, the recipient of your information
forms an opinion about you based on what was received. Don’t underestimate the power of a well-crafted press release; it is an excellent marketing tool when used effectively.
As I talk to media professionals from coast-to-coast, I’m amazed at the stories they share. You have a small window of opportunity before your press release finds a comfortable home in the…. Recycle Bin.
For the media beginner a press release is a brief document generally 1-2 pages, it announces news about your company, product or service. To get the full impact and obtain media coverage a key component of this release must include an “angle” or “spin” relating to current (or upcoming) newsworthy events. I’ve listed 5 valuable tips to help you create your powerful press release..
1. Correctly format: At the top of your page include your company name, a contact name, email address, and all possible day, night and weekend contact numbers. Also include the release date (the date on which the information is approved by you be publicized). Either say “For immediate release” or “For release on (give date). A “###” centered at the bottom denotes the end of the press release.
2. Lead with a powerful statement: This is your headline; it determines weather your release is read or tossed to the Recycle Bin after 20 seconds. Find the news angle, create a newscast story, or attach your release to a current topic being discussed. Use real examples and facts, it tells the media professional you’ve done your research. Your opening statement is the hook used to catch their attention. Put yourself in their shoes. Would you want to read your press release?
3. Get to the point: The best results are when you are concise, direct and interesting. Some publications will run press release with only slight editing or no revision. Teach something, the more information you provide the less work the media has to do. If your release is not newsworthy, don’t expect anyone to be interested.
4. Add some spice: You should include bullets, color, and quotations add life to your release. Eyes can float off the page our thoughts can drift. If your release is full of only words, “blah, blah, blah,” you will have nothing that grabs their attention and keeps them reading. Remember AVOID the Recycle Bin. Be careful don’t go overboard; don’t introduce more than two fonts, use black and one other color.
5. Follow-up, Follow-up, FOLLOW-UP!!: Why spend all the time in creating a great press release, collecting contact information from media professionals (either personally researched or purchased lists) and then do nothing. This assignment has the most influence on how much media exposure you generate. Remember; sidestep the Recycle Bin do all you can to build opportunities.
Always think of ways to present your story ideas and approach those in the media. Send your press releases to TV stations, magazines, newspapers, radio stations, online sources and community groups for speaking opportunities.
Immerse yourself in the possibilities. Enjoy your experience.