This page is aimed at helping you write a press release, plus give you tips and ideas to capture the attention of journalists and make your story stand out for attention!
The six main parts of a press release:
A reporter reading your release should be able to make a decision about your story in their fist scan of the message. Don't waste that space with contact information up front. They will scroll down to find out who to contact if they want to follow-up with you.
When you post your press release on Direct Marketing Newswire, your Headline goes into the “Title” field, and your Summary, Body, Final Paragraph, About, and For More Information, go into the “Content” field.
In the “Keywords” field for the Direct Marketing Newswire you should try to use 2 to 4 words that relate to your release and/or the person it’s for. i.e. Small Business Help, Direct Mail Printing, New Mailing List, New Catalog Launched, New Event for Infomercials, Copywriting and Graphic Design, Refrigerated Fulfillment Service, etc. The key thing to remember is search engines see these words too, so selecting appropriate words is helpful. You can see a detailed list of direct marketing vendor categories here: http://www.directmarketingevents.com/dme/vendors.asp for some key word ideas.
While no one can guarantee your press release will be published or used for an article, there are things you can do to improve your chances. The biggest road block in most press releases is the release itself.
Does the press release's opening paragraph address or answer the basics of standard journalism: who what when where why how When you write your press release, remember your audience. It isn't your customers you’re aiming at, your audience with press releases is journalists. Journalists are in the ‘fact’ business. Their goal is to provide their readers with a complete portrait of whatever they're writing about.
To appeal to the fact-oriented mind of a journalist, forget marketing emotional appeal. You need to give them the facts about your product or service, hard data that shows why your product or service is good and news-worthy. Then let them decide for themselves. If you forget this, there's no way they'll run your press release.
Don't trust your word processing program to catch errors in grammar and spelling. Have a few individuals read the release before submitting it.
Do not use HTML tags, bold type or color text which may not transmit consistently across all computer platforms. Our system will remove such tags.
Some additional tips for a successful press release:
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