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5 decisive tests every press circulate must pass - pr


You've heard "them" say it, haven't you?

By "them" I mean the experts. The teachers. Even some people from marketing & PR agencies.

They'll tell you there's only one way to do a press release "right. "

Single page, amplify spaced, 12 point type.

Bull. . .

I've been operational in radio and TV full time or part time since 1972, and that means I've seen thousands of press releases.

I never threw one away for the reason that it didn't fit the "classic" or "standard" arrange you hear about so often.

A journalist -- in particular a journalist functioning on deadline -- doesn't care about that stuff. . .

There are, however, five belongings that *are* important, and if your press announce doesn't have them, it will in all probability wind up in the trash in seconds.

I call them "The Five Tests Every Press Announce Must Pass. "

1) The Minute Gaze at Test,

The character conception the announcement takes a quick glance at the overall appearance.

Does it have a captivating headline, or is the top of the page crowded with needless in order or big graphics (like PR agency/company logos)?

Is it readable? Does it look cramped, with block paragraphs that suck up most of the white space? Will the screener have to hunt all the way through a lot of print on the page to figure out what's newsworthy?

Is there any bold print emphasizing critical points?

And maybe the main aspect of all: can he/she be included out in five seconds or less what this circulate is about, and what action the author would like the news company to take in response?

Flunking the Immediate Look at Test doesn't mean the release will at once drop into the trash can. But if your release is poorly formatted and visually unappealing, it's definitely a arrange anti you.

2) The Headline Test

Even if you've just flunked the Instantaneous Gaze at Test, you'll probably still get a attempt to cash manually by contribution a great headline.

In my opinion, this is the most critical part of the release.

Give the person who reads a catchy, attention-grabbing, interest- provoking headline, and the clash is half won.

For a quick basic coverage on headlines that motivate journalists to "bite," see http://www. publicity-pro. com/articles/headlines-publicity. htm

3) The Hot Badge Test

The next ask in the screener's mind relates to the subject of the release. Actually, there are probably several questions in a row because of the screener's mind simultaneously:

* Is it in rank ancestors need to know, or would like to know?

* How much of a budding listeners is there for this information?

In other words, how remarkable is it?

There are a variety of common themes, story lines, and angles that make a touch newsworthy. I call them news "Hot Buttons," and they're the business of a Distinctive Account I've written, obtainable free at http://www. publicity-pro. com/hotbuttons. htm

4) The "Medium Matching" Test

The first difficulty you must ask by hand is "Who's going to be appraisal this, and what do they need to know from me?"

Very few ancestors take the time to tailor a circulate to the medium they're pitching, but those who do tend to be more successful.

The decision-maker looks for opportunities that are characteristic of their medium.

TV news wants visuals of associates doing something.

TV/radio talk or "magazine" shows look for engaging guests to interview or topics to chat about at some length.

Newspapers and magazines look for depth.

5) The "Perspective" Test

"Perspective" answers the difficulty "What is this news release *really* all about?"

Sometimes it's clearly on paper from the perspective of someone who wants to sell a product. They talk essentially about that artifact or their company, and they offer hardly or no "news value. " (see the "Hot Do up Test" for more on the meaning of "news value")

Remember, a news delivery is assumed to be about n-e-w-s. It reads like an declaration or a newspaper article, not a promotional flyer or sales copy.

Sometimes a news circulate is in black and white from the perspective of someone who wants to pat themselves on the back. It's the kind of self-glorification that you see in twelve-monthly reports.

These news releases come off as bigheaded and self-serving, and as a rule offer hardly of appeal to journalists.

The best news releases are those in print with the media's audience in mind.

They say to the decision-maker, "Here's a bit you can offer your spectators that will keep them from feat for the remote. . . " or

"Here's a little you can give your viewers to keep their fingers away from the pushbuttons on their radio. . . " or

"Here's amazing that will compel your readers to look at the page long an adequate amount to announcement the deodorant ad to the left of the column. "

In other words, news organizations don't want you to "touch that dial" and beat your interest elsewhere.

Give them in sequence that keeps their audiences tuned in, and you've got a winner.

News releases in print from that perspective are the ones that get awareness -- and coverage.

To see a line-by-line appraisal of two press releases I think are excellent, go to http://www. publicity-pro. com/pressrelease1. htm

Both these announce herald consequence rollouts, and both pass the "5 Crucial Tests" with an A+ grade.

Award award-winning TV commentator George McKenzie offers a free 7-part email "Publicity Crash Course," which shows you how to turn the mass media into your personal media hype machine. Catalog now at http://www. publicity-pro. com and start being paid powerful, profitable, and amusing free hype on TV, radio, and in newspapers and magazines.


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