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Press releases for every cause - pr

 

To many marketers, the press announcement is a touch of a "one size
fits all" proposition. You want to get media coverage, you knock
out a press release, send it to some journalists and sit back and
wait.

Of course, smart Media hype Insiders previously know that's a
prescription for failure. You know that your press announcement has
to have a "hook", be well-written and sent to appropriate
journalists in an active, not passive, manner. But there's
another part of the puzzle that even savvy publicity-seekers
sometimes miss -- you can't just write "a press release", you
have to write the right kind of press release.

There's no such thing as a "one size fits all" release. Smart
publicists have variations of the press delivery model ready to be
go, depending on the occasion.

(Note: for a all-purpose beginning to press delivery journalism and
formatting, see: http://www. publicityinsider. com/release. asp

Let's look at some releases apt for "harder" and more timely
news. . . .

The News Release

To some folks, "news release" and "press release" are
interchangeable. Not to me. I use the express "news release" to
refer to a announcement that, well, carries genuine news. Let's face
it, most of what a affair has to say to a journalist isn't
exactly "stop the presses" kind of stuff. But, on occasion,
something of real consequence occurs. A merger, a stock split,
a major new contract, captivating a countrywide award. . . something that's
truly opportune and important. For these sorts of events, don't
mess around. Craft a solid, hard-hitting News Announcement that's
written in pure journalistic style (lead includes "who, what,
when, why and how", expression is in 3rd being and completely
free of hyperbole). Use journalism's "inverted pyramid" -- most
important in sequence at the top, next most central info in the
second part and so on down.

Tell the full story in the headline and subhead. Again, don't
get cute -- get as the crow flies to the point. The headline Acme
Corporation Preferred by Pentagon to Amount Troops with Widgets is
far change for the better than a little like Guess Who's Construction Widgets for
Uncle Sam? or a little "clever" like that. In the subhead, fill
in some details: $18 Million Bond Chief in Company's
History. Talk about receiving arranged to the point! You've just
given the journalist the meat of the story ahead of she's even read
your lead.

Add a "dateline" (Akron, OH) at the activation of your lead
(first) paragraph. In the dateline, use your company's home town
(or the position where some news has broken. You can be a bit
creative here, if it helps augment your impact. For the above
example, you can dateline it Washington, DC and say that "The
Pentagon today announced that it has select an Akron
company. . . ").

In distributing the release, use e-mail, fax, or even overnight
courier. The goal is to get it into journalists' hands on the
same day you allocate it.

Executive Appointment Release

Most businesses send out a brief delivery and headshot when
someone new is hired or a major promotion is made. That's fine,
and it will get them in the "People on the Move" column on page
8 in the commerce section. It's an ego stroke for the employee,
but that's about it. Savvy advertising seekers use the Executive
Appointment announce to create real publicity. Here's the key --
don't just herald that someone's been hired or promoted.
Rather, describe why the move is hefty to the circle -- and
perhaps the promote -- as a whole.

For example, Jane Smith has been hired as your company's new
director of sales. Not so exciting. However, the argue you
hired her is for the reason that she came from a major online trader and is
planning to fix your sales arrangement to contrast with the state-
of-the-art systems used by the big guys. Hmmmm. . . that's a lot
more interesting. So why not tell the media about it?

The key ingredient is context. Your headline may still look
like that of a average Executive Appointment delivery (Acme Names
Jane Smith New Executive of Sales), but initial with the subhead,
you begin your journey off page 8 of the big business bit and
onto page one (Hiring of Key Appear in Online Sales Explosion
Marks Chief Shift in Acme's Sales Strategy). Ah, now you've
entered the realm of news, not big business as usual. And a sharp
business editor will see that a local circle is doing something
far more big than just building a hire.

Dateline the release, fax (or even messenger), email or regular
mail it over to your local affair editor and adhere to up with a
phone call. Offer Jane Smith for interview, too.

The Media Alert

The Media Alert is a unrepresentatively down-to-earth creature. It's
essentially a memo from you to TV, radio and newspaper assignment
editors, city desk editors and others who choose whether a
particular news event is worth covering. They're used to alert
the press about news conferences, aid organization events, publicity
"stunts" and other events.

The point of the Media Alert is to, in just a few seconds, tell a
journalist about the event, how to cover it and why it's
important that the media outlet, in fact, covers it. Most
publicists are attractive good on the first two points -- more or less all
media alerts do a civilized job of effective what the event is, where
it will be held and what time it starts. It's the third aspect
-- the "why" -- that will make the real difference, though. And
it's the thing most publicists do a lousy of job of conveying.

First, a word about format. Use average press circulate headings
(contact info, "For Burning Release" and headline). The rest
of the article be supposed to be a few paragraphs, spaced at least three
lines apart from one another. The first paragraph, ought to begin
with What: and carry on with a one or two line category of the
event (WidgetFest 2004, a celebration of young minds). Next
paragraph, When:, after that Where:

Now here's the key paragraph,

Why You Be supposed to Cover WidgetFest 2004: The brightest young minds
from about the borough will assume to award their inventions,
as Acme Corp. celebrates the state's top high drill science
students. The event will be a visual feast, with a host of awe-
inspiring inventions, many colorful, energetic and exotic, on
display. As part of the event, more than $10,000 in scholarships
will be disseminated to maturing Einsteins by John Smith, Ohio's
Science Governess of the Year.

The key? This line: "The event will be a visual feast, with a
host of awe-inspiring inventions, many colorful, dynamic and
exotic, on display. " I just spoke an assignment editor's
language, illuminating him that this will give lots of cool
visuals, construction for great video or photos. The bit about the
scholarships and the Art Coach of the Year assures him that
this won't just be a promotional stunt. So what are we offering?
A non-promotional, feel-good event with great visuals. Just what
an assignment editor is looking for.

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. Now, all through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www. PublicityInsider. com/freepub. asp
, he's distribution -- for the very first time -- his secrets of
scoring big publicity. For free articles, killer advertising tips
and much, much more, visit Bill's absolute new site:
http://www. publicityInsider. com


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