Publicity is really a powerful way to get the term out regarding your company, products and people. It's news and carries third-party credibility that many advertising can't deliver. How do we generate it? While there are plenty of the way to spread information, press announcements are members of most public relations efforts. But they're only effective if they get published.
Your press release must have the impact to obtain the coverage you would like. Here are a couple methods for getting yours noticed and in print:
Make It Newsworthy
Public interest is essential. So concentrate on topics which are highly relevant to the publication's readers. What's happening in news reports now - locally, regionally or nationally - that you could make use of. Here's some news that you can spin to obtain coverage: new openings, management hires, community efforts, sponsorships, new products or services, events and fundraisers.
Know Your Audience
While the pr release is listed in an editor or journalist, the content must be relevant and written for the publication's audience. Use easy language. Research past editions to get a feel for the publication, topics they cover and elegance they prefer - before preparing and submitting the pr release.
Since an announcement is news, you need to use short but intelligent quotes to strengthen the reality and state opinions. You are able to integrate a variety of them using different experts and influencers. You shouldn't be afraid to inquire about people to provide quotes. Depending on the topic, these can be compelling.
Incorporate a Photo
A picture helps create a richer, fuller story - and publishers want them. If submitting to some print publication, the look must be high-quality for them to use it.
Make use of a Powerful Headline & Lead Paragraph
Write a brief and concise headline to seize the readers' attention. Help make your lead paragraph count because some publications is only going to print that (as well as your audience may see clearly too). Your lead paragraph should be 3-5 sentences capturing the 5W's - who, what, where, when and why. Place the best points upfront. You could expand in it later within the release.
Nothing says unprofessional a lot more than spelling and grammar mistakes. Ask others to check it. Multiple perspectives are wonderful ways to find mistakes and ensure the message is apparent.
The Who Care's Test
Before submitting the pr release, put it with the litmus test. While you see clearly, ask yourself "Who Cares?". Could it be highly relevant to the crowd? Otherwise, time to tweak. If so, let it go!