<p><strong>What is a press release?</strong></p> <p>A press release is typically a one page document that makes clear the "who, what, where, when, why, and how" about your news. The most important element to convey is why anyone should care about the news. A variation of the press release is a photo opportunity release. This is when you alert the media that a photo opportunity is brewing and make it easy for the news media to participate.</p> <p><strong>What are the most important things people need to know about press releases?</strong></p> <ul> <li>Press releases must convey real news. If you've got "puff" to share, don't. It's a waste of your time and effort, and it doesn't add value to the newsrooms either. News is timely, newsworthy, relevant, interesting, local &ndash; and most importantly &ndash; interesting.</li> <li>The headline of your press release and the subject line of your email are the most important elements to inviting readership. If the headline is boring to you, it will most definitely be boring to a seasoned news veteran. Be creative in your approach. Have some fun. Look to the magazine racks for headline inspiration.</li> <li>The press release format is one that the news media is familiar with. That means presenting information in the order of most importance and writing in a journalistic style.&nbsp; By following this format, you serve the media decision maker as you help to shape your own story.</li> <li><strong>Who you send your release to is as important as the news you share.</strong></li> </ul> <p><strong>What can a press release do for a business?</strong></p> <p>It depends on what you want to accomplish. A press release can be a useful tool in the media relations toolbox, provided you use it well to accomplish the goals most important to your business.</p> <ul> <li>Do you want to grow awareness?</li> <li>Do you want lead generation?</li> <li>Do you want to drive traffic to your website?</li> <li>Do you want to show an ongoing pattern of innovation in the marketplace?</li> <li>Do you want to earn a big story in a major media outlet?</li> <li>Do you expect huge sales to flow because of it?</li> </ul> <p>Think first about what you want to accomplish before deciding if a press release is the right approach to take.</p> <p><strong>Why do small business owners in particular need to learn to write good press releases?</strong></p> <p>Since most daily newspaper staffs are shrinking, there isn't enough manpower in the newsroom to investigate every press release that comes in. Most newsrooms assign beat reporters to cover retail, finance, or small business. &nbsp;If there are major players in your market like, for example, Microsoft or Google or Washington Mutual, the chances of a much smaller player earning big media play are somewhat remote.</p> <p>Community newspapers have been known to pick up press releases about new hires, corporate events, and fund raising drives directly from well-written press releases.&nbsp; An ongoing pattern of such placements can build interest in your cause or service and drive traffic to your website, blog, retail store, or beyond.</p> <p>The more completely, accurately and compellingly you share your information, the better you are serving that reporter's needs and your own. Then, when you get on the phone for an interview, you can go deeper in the conversation with confidence that you've presented the facts in a winning way.</p> <p><strong>Why do most press releases end of up in round file?</strong></p> <p>Press releases that lead with puff, industry jargon, or self promotional banter end up in the trash.&nbsp; Similarly, if the press release is sent to the wrong person, doesn't meet the need or beat of the reporter to whom you sent it, is riddled with poor writing, grammar and spelling errors, and/or doesn't include a contact name and number to make it easy for the reporter to follow up, it will likely end up in the trash.</p> <p><strong>What is the single best way to invite readership of your press release?</strong></p> <p>The best way to get your message heard is to target it to the right reporter. "Spray and Pray" doesn't work.</p> <p><strong>What are some cool and free tools to help learn the difference between a good press release and a bad one?</strong></p> <p>Visit <a href="http://www.publicityhound.com/" title="blocked::http://www.publicityhound.com/">www.publicityhound.com</a>, you can access her FREE 89-day email tutorial that shows you the difference between the right and wrong ways to write a press release.</p> <p>Another free service is <a href="http://www.pressreleasegrader.com/" title="blocked::http://www.pressreleasegrader.com/">www.pressreleasegrader.com</a>.Cut and paste your press release into this online form, and it will grade your release on a scale of 1 - 100, 100 being best. Press Release Grader pays particular attention to search engine optimization. Keep editing and upgrading your release until you earn a score of 85 or better, and you can be confident your release is media ready.</p> <p>Or, visit <a href="http://www.prweb.com/" title="blocked::http://www.prweb.com/">www.prweb.com</a> or <a href="http://www.prnewswire.com/" title="blocked::http://www.prnewswire.com/">www.prnewswire.com</a> and read some of the releases from better known, well-respected companies.&nbsp; Then, model your own news in like fashion.</p> <p>Press releases are just one of the many tools in the do-it-yourself publicity toolbox to invite media attention.&nbsp; With a clear understanding of what they are and why to use them, you are steps closer toward earning the attention you seek for your business, product, idea or cause.</p> 2008-12-09T22:42:27Z 2008-12-11T16:38:53Z -14.1421 430 2467 true 14 9069 how-to-make-the-most-of-press-releases-to-share-your-news 12 2008-12-11T16:38:39Z 2008-12-11T16:38:39Z

Do press releases still have a role in the do-it-yourself publicity toolbox? Yes, provided you use them wisely to share real news in a winning way. This press release primer offers tips to guide your do-it-yourself publicity success.

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