PR Intensive

How to Write a Press Release
by Marilee Driscoll (www.NoSweatPR.com)

Copyright 2007 Marilee Driscoll
You May Reprint this article for free, as long as you follow the instructions at the bottom of the page

A press release is a document designed to communicate with the media (journalist, reporter, writer, editor, or producer). The typical goal of a press release is to inform about the topic/event contained in the release, with the goal of having them quote or write about you/your enterprise (if sent to a member of the press), or interview you (if sent to a TV or radio outlet).

Have you ever heard the saying When in Rome, do as the Romans do? Well, if you want to establish and then cultivate a relationship with the press/media, the best way to communicate with them is via a press release. It is what they expect. It makes them comfortable. If the topic and content are relevent and newsworthy, it catches their eye.

Choosing a Press Release Topic

Traditionally, most press releases are about one-time events, such as the opening (or relocation) of a business. A milestone such as an anniversary (5, 10, 20, etc.) of years in business, or the 1,000th customer served (remember the million burger count on McDonald's signs?). The hire of a new person, or the retirement of another. The announcement of quarterly EPS (earning-per-share). An award received, or a contract awarded. A new owner or manager, the unvieling of a new website, a new business name or new logo. The announcement of a sponsorship. You get it.

Take a sheet of paper and list all the newsworthy events that relate to you/the enterprise you are pomoting, from attending a conference to receiving a degree or designation. Each of these items is the topic for a press release. Depending on the nature of your business, any of these would be of great iinterest to either a local, regional or national publication or media outlet.

An option to a traditional press release as described above is a story idea or concept press release. These are more effective at pitching you as an expert source on the topic to journalists. Imagine that you are a journalist covering your topic; what do readers need to know? Whether you are looking to reach company CEOs or teenagers, there are journalists covering those beats and writing for those audiences.

By feeding these journalists an ongoing stream of press releases that are story ideas, you will quickly break into a coveted list on their Rolodex - that of the expert source they quote in articles and interview on TV and radio. An example might be: The Important Coverage Most People Decline when they buy Long Term Care Insurance. Or: A Beautiful Lawn is as Close as Your Kitchn Cabinet. If I write about personal finance (the first item) or gardening (the second item), i will be sure to read these press releases. And I'll read the next one you send!

How Long Should a Press Release Be?

Now that most press releases are sent electronically via email, length or word count isn't a huge consideration. However, the media likes sources who can summarize, edit, and, in other words, not waste time. Get to the point. Sound bites rule.

Make your press release easy to read by not having hugely dense, long paragraphs. Until the journalist knows you, your press release will just be scanned visi\ually, and probably not read through until they know it is of interest. That's why the title should be descriptive and interesting to them. It's also why you should put your strongest text right up front; don't make them read 2 paragraphs to get to your good stuff, because they won't!

My rule-of-thumb is that the press release should run no longer than 1.5 pages, including title and contact information.

The Best Press Releases Have Catchy or Compelling Titles

Your press release title will also be the subject line of the email. Which would you rather read: "Why Ecologically-sound Mutual Funds Should Be In Your Portfolio?" or "Get More Green by Investing Green"?
How about: "The ABCs of LTC (Long Term Care) Claims" or "What Basic Information Policyholders Should Know About LTC (Long Term Care) Claims."

A journalistr will read a press release if the title clues them that it is related to their beat (the topics that they normally cover).

Components of a Press Release
The components of a press release are listed and explained below. You will also find a real-life example of a press release that I sent out to promote a television appearance. To see thousands of actual press releases, visit www.PRnewswire.com

FOR IMMEDIATE RELEASE
In the upper left-hand margin with all letters capitalized.

Headline
A sentence that gives the essence of what the press release is about.

Dateline
The city your press release is issued from, and the date of the release.

Lead Paragraph
A strong first paragraph should grab attention and include the information most relevant. Answer the question: Why is this news? Typically the five W's are answered: (who, what, when, where, why). Include a hook to get your audience interested in reading more.

Body
Leading with your most important, interesting, information, the rest of your press release is here (typically 350-800 words, including headline, tagline and contact information).

Tagline (sometimes called Boilerplate)
Your press release should end with a short paragraph that describes you organization, what you do, who you do it for, and interesting facts such as a short history. If this is a joint press release, include this information for both entities.

Contact Information
Name, Phone, Email

It's very important that you be REACHABLE at the phone number listed.

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PRESS RELEASE EXAMPLE #1 (EVENT):

FOR IMMEDIATE RELEASE

Founder of Long Term Care Planning Month Scheduled Guest on Comcast Money Matters Show

PLYMOUTH, MA September 12, 2006 Long Term Care Planning Month, held annually in October, will be kicked off this year by Marilee Driscoll on Comcast Cable’s “Money Matters” show. The show will be broadcast live from Philadelphia on September 28, 2006, at 8pm Eastern, and will be replayed at 9 am Eastern the next morning. Millions of Comcast digital cable subscribers can watch the show on demand for one week after the broadcast, and anyone can watch the interview live on the internet at www.cn8.tv .

Marilee Driscoll, the author of “The Complete Idiot’s Guide to Long Term Care Planning,” (Alpha $19.95) founded Long Term Care Planning Month in 2001. She is a frequent speaker on the topic of long term care planning at conferences and industry meetings. Ms. Driscoll’s interview on Money Matters will focus on the planning that baby boomers can do now to help them deal with aging parents, and to have the best quality of life in their own retirement.

Long Term Care Planning Month maintains a web site filled with consumer information on all aspects of long term care planning. The site (www.LTCmonth.com) offers an on-line directory for consumers to find local help, such as a local insurance agent, or a local geriatric care manager.

Chase’s Calendar, a media reference book for holidays and special events, states the mission of Long Term Care Planning Month, “As life spans increase and family structures change, this month promotes awareness and discussion of how to meet the challenge of providing compassionate long term care. Raising awareness of the importance of long term care planning in everyone’s retirement plan.”

NOTE: Media interviews on radio and television are always subject to change as news and breaking stories develop.

Contact:
Marilee Driscoll

508-830-9975

md@MarileeDriscoll.com

Put yourself, your expertise, and your business, in front of the media in a newsworthy way, and you can't help but be interviewed and quoted!

Marilee Driscoll is the founder and president of www.NoSweatPR.com, a business that provides products and programs that teach business owners how to do their own publicity to get quoted and interviewed.

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By Marilee Driscoll

www.NoSweatPR.com

Marilee Driscoll is the founder and president of www.NoSweatPR.com, a business that provides products and programs that teach business owners how to do their own publicity to get quoted and interviewed.

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