How to write a good press release?
Rarely used by small businesses, the press release is nevertheless a very interesting tool,in your little we know some broad principles. Above all, the press serves to credibility to your business, To give him stature, build a communication in the long term and enhance your image over your competitors ... and it is also and above all Visibility Free !
You can press when your product launches, sales events, recruit for attention ... but "too much information kills information" so does not drown the news reporters to every little news.
Note that the press is not used for sale in 80% cases do not expect more than a slight shiver of your sales... The impact of a press release to account for the long term.
The basic rules:
1- A journalist shall not publish what he considers interesting
For his readers (the result of a study, tips and tricks, revolutionary new product, important legal news, it is not there to make you free publicity.
2- The journalist will publish unbiased information:
Its role is to speak objectively of all businesses. Which means is you and your competitors.
3- The publication delay can be very long:
So do you in advance (internet newsletter one day - the daily (TV, radio, newspapers ...) 1 month for a large section and 2 days for a brief - the monthly magazine for two months and a large item for one month a paragraph in the "News").
Whenever possible, make a point every quarter on news that deserve your press release to schedule releases well in advance.
The preliminary statement:
Locate the media that are likely to communicate about your products and your company (newspaper, trade magazines) and get contact information of those responsible for these items (signatures at the bottom of articles, websites, see a direct call to the editor for the email the journalist).
Get a mailing list of journalists (MS Excel, MS Outlook, Act!), to be able to send your press releases regularly. Journalists can classify into groups by type of media (general practitioners, specialists) to target distribution of your press releases.
The wording of the press release:
Above all, remember that The release should make 1 page, 2 pages, no more !
Here are 5 parts that compose a press release:
1. The publication date and the name of the company
Corporate identity: "Press release Company X"
Distribution: "for immediate release" (unless you're an embargo until a date to be stated)
Make it simple for the company: a logo and nothing else.
2. Title
It should summarize in one sentence while your press release.
This grip must be powerful: pun, a key figure ... This is the first work piece.
3. The grip release
This small paragraph (2 lines) is summarized in a few lines while the press release, which must hold the journalist.
4. The body of the release.
Write your text to the impersonal: As if you were the journalist who spoke to your company.
Put first the most important elements and leave the last information the least essential.
- Traditionally the structure of a press release following the mold Where? Who? When? Why?. However, personally I prefer the first set Pb = Why solved by your product, then move on to the article.
- If possible have a thread throughout the text with natural linkages between paragraphs.
- Always add artwork (Product photography, website ...), with comments if possible (be careful, the journalist will not use this capture commented, but the capture "raw").
- Add a mini interview with you or one of your colleagues (the top is the opinion of a specialist outside your company) that tells why you released this product / service.
- Add titles at each start of paragraphs with great ideas to remember, and a reporter pressed can read only your headlines and find the information immediately.
- Pass one idea per paragraph.
On the writing style, there are 2 schools:
- The facts: they write short sentences, no waffling, no fuss. The goal is that the reporter does not lose time with your message and it is not "offended" by testing your hack.
- The "pseudo journalist" who write texts with a rich vocabulary (but without repetition!), with key words and slogans that the journalist can take them back directly.
Personally, I recommend instead the second method, which is much more rewarding if the reporter repeats word for word your press release (or at least inspires them strongly).
Marketing advice.
- If you have several messages, made several press releases, avoid confusion. But instead if you have several small news in the same field, then made a statement that includes all these activities under one umbrella.
- If you announce a partnership, it is always the most important partner who must publish and distribute the press release in order to have the greatest chance of being published.
- Consider the tone of the statement: if your hooks are made of puns, your statement will not necessarily be taken seriously ...
- Placing images in 72 dpi (max 100 KB / image), and to upload your images in resolution 300 dpi (CMYK) through links on your website. Make sure that your email communication does not weigh more than 1 Mo.
5. The end of the release
- Discuss here all the practical details: Price of product / service, availability, range ...
- Make a point of society, Its history, its products ...
- If you're No. 1 in one area, but remember the giving reasons (source: GFK / mediametry / ...) this will enhance your credibility.
- Make a call to action "You want more information, call us at 01 XXXXXXX".
Marketing Council:
- Make your press release read by someone who knows nothing about your product / service ... he must be able to be understood by someone who knows nothing about your business!
Advertising
If you do not press agency, you must do so yourself from the list of journalists you have harvested to develop Business social network, but to improve your visibility you can publish your news on websites.
