| Guidelines for writing a press release | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Eleven Questions About Press Release Writing | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Plan to write your news release | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Types of press releases | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Eleven Questions About Press Release Writing | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Questions to Ask Before the Press Release Goes Out to the Media | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 30 Reasons to Write a Press Release | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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What is a press release or a news release?
A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, television stations or television networks. Guidelines for writing a press release A press or news release gives your version of a story that you want the press to cover. Releases can announce an activity, provide clarification on an issue, or respond to a concern. Make sure your release has an attention-grabbing headline and powerful lead paragraph. Often that is all the reporter will read. The lead should contain the five w’s: who, what, when, where, and why. Guidelines for writing a press release • Find out who is the relevant local reporter (health, education, policy, etc) • Type the release on official organizational letterhead • Include the name and number of at least one contact person in the top right hand corner • Write the release as you want the story to appear in the next day’s paper • Include attention-grabbing quotes from key people in your organization • Indicate the date the information can be released in the top left hand corner • Keep your release to one page. If absolutely necessary, write “more” at the bottom of the first page. • Use a powerful headline that summarizes the story in few words • Include all the essential information in the first paragraph • Keep your sentences and paragraphs short-less than 12 words to a sentence and less than 6 sentences to a paragraph • Describe your organization in one or two sentences in the last paragraph • Keep it objective. If you include value statements, use direct quotes. • Use full names and titles the first time they are mentioned, thereafter use last names only. • End the release with: -30- or ### (press etiquette, signifying the end of the release) Follow-up • Make follow-up calls to reporters after sending the release. Ask if the reporters are on deadline? If so, ask a good time to call back. • Have a brief “pitch” as to why they should cover your story. Have all of the information they would need ready. Giving interviews Key points to giving media interviews include the following: • Have talking points. Always go into an interview with three key messages or talking points that you want to make. Then make them, no matter what questions are asked. YOU guide the interview. • Bridge to your key messages or talking points. If a question seems off topic, bring it back around to what you want to say. For example, you might bridge by saying “That is an interesting question. I think the issue at hand is…” • Be concise. Give answers that are brief, 10 to 15 seconds in length, and always answer in complete sentences. This way the reporter will not have to edit your statement and you are less likely to be misquoted or taken out of context. • Know you facts and don’t wing it. If you do not know an answer to a question do not make something up. It is better to say you do not know and offer to follow-up with the information. Then be sure to get back to the reporter before the deadline. • Ask the deadline. Make sure you have completed any necessary follow-up prior to this deadline. • Be prepared for tough questions. Prepare your answers in advance and practice the points you would like to make • Listen to questions carefully. If you did not understand the question, ask the reporter to clarify. Do not evade tough questions. Plan to write your news release • What is it that you want to communicate? What is your news and why is it important to a journalist? • What makes this product or service interesting to the market? • What problem does it solve and/or what solution does it provide? • What features of the new product or service will have an impact on the market? What improvements are significant to the industry you serve? • Who is your preferred audience? • What do you want readers to take away from your release? • What are the descriptive words or key phrases used by your customers when searching for your type of product or service? • What do you want to accomplish with your release: increase business, disseminate information, or both? Does the release's lead (opening) address or answer the basic tenets of journalism (previously reviewed on page 2): • Who? • What? • When? • Where? • Why? • How? Once you have a plan, it is time to write the news release. What should go into a press release? Answer the following questions about your news: Who? Who are the key players — your company, anyone else involved with the product? Who does your news affect/who does it benefit? What? What is new? Why? Why is this important news — what does it provide that is different? Where? Where is this happening/is there a geographical angle/is the location of business relevant? When? What is the timing of this? Does this add significance? How? How did this come about? As a starting point, writing down the answers to these questions can be helpful. It’s then a matter of putting them together in short punchy sentences. That sounds simple, but can be quite challenging. If you can’t get the words right straight away, keep trying. Most press releases go through several drafts before they are right. It’s essential that you get across the benefits that your news will bring. It’s helpful to look at the 'news in brief' section in newspapers. If you can capture the essence of your story in 50 words or fewer, as they do in newspapers, you are on the right track. Ideally, for your first paragraph, you should be looking at no more than two sentences, each of 25 words or fewer. You need to get the essence of your story in the first paragraph. Often, once you have crafted your first paragraph the rest will follow, with each paragraph providing more information and explanation. It is not uncommon for press releases to be printed in the publication without any further follow-up with the sender. One point to bear in mind is that editors edit from the bottom of a press release up so ensure the most important points are at the top of the release. What angle should I focus on in the release? The most important thing to think about when writing a press release is the target audience. The angle that will interest the readers of a specialist magazine will be very different to those that read the local newspaper. In fact, you should write different versions of your release for the different audiences you are targeting. When thinking about the audience, consider what knowledge they have about your company and product and the type of language they will understand. The language used to describe production processes, for example, might be relevant for specialist engineering titles but not for your local newspaper. How do I structure and present the release? Key ways to structure and present your press release are below: Timing — for immediate release or embargo? You need to indicate at the top of the release whether it is for immediate release or under embargo and if so, give the relevant date. Generally, immediate release will be sufficient. It can be frustrating for journalists to receive information under embargo that cannot be published straight away. An embargo does not mean that journalists can’t contact you about it however. It just means that you are asking them not to use the information before a particular date. Give the release a title Under the immediate release or embargo heading, next give a title. The job of the title is to grab attention and encourage the journalist to read more. Don’t labour over what title might look good in print — most journalists/editors will change the title anyway if the release is to be used. Use double spacing It’s good form to use double spacing, with wide margins. This helps the journalist in making notes and helps present your news clearly. How many paragraphs? The answer is as few as you need to get your points across. Avoid waffle and lengthy explanation. Keep the copy as tight as possible. If your release runs to three pages plus, this suggests it’s an article rather than a press release. So, you need to get all the information into the first paragraph. The test of success is whether the story can be understood in its entirety if only the first paragraph was reproduced in print. The second paragraph expands on information in the first, giving a bit more detail. Often, the third paragraph provides a quote. The fourth paragraph outlines final information, such as referencing websites and ordering, or mentions other products in development, for example. How to end the press release Signal the end of the press release with the word “Ends” in bold. After “Ends”, write “For further information, please contact” and list your details or those of an appointed person. Do give a mobile number so that journalists can make contact out of office hours. The more accessible you are, the better. If any further points of information are needed, these can go in “Notes to editors” under the contact information. Examples might include background information on the company (called a boilerplate), or a note saying that photos are available. It’s helpful to number these points to make the presentation of your release as clean as possible. Which journalists should I target? It’s essential to research the press and media you will be targeting. Get hold of back copies of publications and tune in to relevant radio and TV programmes. This will enable you to tailor your story to suit. For any news story, there are many layers that can be used to target press and media. If a company launches a product, there might be mileage in targeting any, or all, of the following: local press (the area in which the company is based) specialist press (the company’s sector) specialist press (read by people who will benefit from the news in the release) consumer press (if there is a more mainstream benefit) national press (if there is significant impact or change) When you do your research, identify working patterns and deadlines. Many weekly local papers, for example, have a Tuesday deadline for Thursday publication. So, you might be wise not to issue and chase a local press journalist on a Tuesday when they are trying to finalise their stories. What writing style should I use? A writing style with sentences that are 25 words in length, preferably fewer, helps give your release 'punch'. You don’t need to give lengthy explanations. The release should give the journalist the essence of the story. They will telephone you if they want more information. If you get the news content right and write to the publication’s style, you give yourself a good chance of getting your story across. The release should take a factual tone and be short and concise. If anything about your story needs further explanation, place this additional information in 'Notes to editors'. For issuing to broadcast journalists, the same rules apply in terms of writing and presentation. It is not uncommon to be invited for interview and find that, particularly in live interview situations, the interviewer has only read the first paragraph of the release or scanned it in the 30 seconds before the interview. What’s the best way to get a release to a journalist? Generally, by email. It’s wise to treat the subject line on the email as the title, to grab the journalist’s attention. Any release sent by email should be pasted into the email rather than attached. Many press and media organisations have automatic blocks on attachments. Also, it’s wise to avoid any jpeg logos. Journalists are inundated by emails, so do follow up your emailed press release with a telephone call to check receipt and help sell your idea. Should I always send photos with the release? If there is scope to use photography with your story, it’s an opportunity worth taking. If you look through the newspapers during the week, you’ll find that many stories appear as just a photograph and caption. It’s a great way to get your message across, and can be quite striking. Avoid head-and-shoulders shots, however — think more creatively. Explore with your photographer the ideas you have. Be careful with branding, as shots that have large logos in the background can be a huge turn off. For press shots, think how the shot will be reproduced — in black and white or colour? Photos that are to be reproduced in black and white need careful thought to get the tones right. It’s advisable to include in your press release, under 'Note to editors', that photos are available on request rather than sending them automatically with your email release. Clogging up in-boxes won’t win you any friends. When you send through a photograph, always include a caption. If people are included, state “Left to right…” then list the people in the shot and any further detail that’s relevant (i.e. where, when, etc). Press release checklist Assess if the story has news value and if a release is appropriate. Research the target press and media. Review publications to get a feel for the tone and style. Identify deadlines. Identify the key facts – ask who, what, why, where, when, how? Draft a template structure for your story. Decide who should be quoted from your organisation and if third-party quotes would be useful. Check whether a photo can support the release. “Who is this news release about?” “What has happened that is newsworthy”? “Where did the newsworthy event take place?” “When did this happen?” “How is this newsworthy?” and “Why should readers care?” Can I write the release and have you look it over? Yes. If you choose the Bronze package, we will review your press release for style. If you choose the Silver package, we will copy edit the press release and add search engine optimization. Do you send the press release to bloggers and social media sites? Yes. We send the press release to bloggers who have asked to receive press releases in their subject area. How long can a press release be? Other services limit your word count to about 400 words before they tack on extra charges. We allow 750 words including the press release, headline and contact information. Not sure what you mean by “including the press release, headline” Do you mean, “including the press release headline” If so, just take out the comma between release and headline. Can I promote my services in a press release? Yes. Press releases are promotional tools. But be careful that the press release doesn’t look or sound like a sales letter. No one will want to read it. Can I put links, hyperlinks and anchor text into a press release? Yes. How many links can I put into a press release? The rule of thumb is one link for every 100 words. Don’t put too many links too closely together because it just looks bad to the eye. Will reporters call me and do another story if their web site prints the press release? No. Why would they want to write about the same exact topic twice? That doesn’t make sense. You’ve told your story in your exact words. What could be better than that? Is a press release better than an article the reporter writes? Both are good. With a press release, you get to tell your story in your exact words and you can frame the story as you want it to appear. When a reporter writes a story, she could include your comments, then call your arch competitor and include his comments saying his stuff is better than your stuff. Then she could call an analyst who says that another company has even better stuff. In other words, you lose control of the story when a reporter writes it. Press releases could give you a better way to tell your story. What is a good topic for a press release? Anything new is a good topic. For example, a new product, a new service or a new book. Announcements of honors and awards are also good. You can promote your speaking engagements so future prospects see you as a thought leader and industry expert. You can even turn good articles into press releases. Can I turn an article into a press release? Yes. Articles can be good for an “information” based marketing campaign that can position you as a thought leader or an industry expert. Can I turn an article I’ve written into a press release? Yes. Turning your article into a press release gives you another way to leverage your intellectual property. You can distribute your article-press release to the media and to the search engines in an effort to improve your ranking on the search engines. Also, when people read the press release, they will realize they are learning something and they will think highly of you. You’ll establish your position as a though leader. This is a very good part of an information-based selling strategy. Can I put in pictures or videos? You can put in links to pictures or videos to any location on the Internet, such as your website or YouTube. Will one press release make a big difference to me? Yes. Many of our clients have seen dramatic improvements in their search engine results after just one press release. You can also brag that you’ve been quoted in more than 40 media sites after sending just one press release. However, for long-term results, you should plan on sending a press release each month. How many press releases should I send out each month? You should budget for sending one press release a month if you are a small business. Where can I get ideas for press releases? Look at your competitors’ press releases for additional ideas. Also read your industry trade journals to see what topics are hot. Write about those trends and ideas. You can write your opinion in a press release as well. There’s no end of opportunities. If you are stuck, you can brainstorm with us. Writing press releases looks easy. Could I do this on my own? If you have a background in PR or journalism, you probably can. If not, then consider letting us do it for you. If writing press releases and optimizing them for the search engines were easy, there wouldn’t be a need for this business. Can I use a template of a press release I found on the Internet? Yes. If I send a press release to a reporter, will she print it? After all, isn’t that what they are paid to do? No. Reporters get many more press releases than they can ever use. Getting a reporter to write a story based on a press release is actually pretty difficult. That’s why our guaranteed press release program gives you more chances for success than you could get on your own. Eleven Questions About Press Release Writing Before Writing the Release 1. Is this newsworthy? This is the first and major question. The information has to interest the press and the rest of your targeted audience or else your efforts will be wasted. The following are typical items announced via news releases.
Different items will appeal to different segments of the press and public, so choose the media outlet and (the department within that outlet) carefully and make sure the release matches their needs. Are you sending a segment-specific story to general consumer media? If possible, find a special angle for your story. Does it have local appeal? Is there a unique aspect? Can you combine two items (e.g. a product announcement with a human interest story) to expand its appeal? Using an angle may mean you have to write multiple specialized releases instead of one generic piece, but if you get more coverage, isn't it worth it? 2. What is the purpose of the release? The question above sounds obvious, but at times people issue releases without a clear goal in mind. Knowing your objective gives your writing focus and helps in the selection of distribution channels. Setting goals also aids in tracking and measuring the overall effectiveness of your strategies. Below is a mixture of short- and long-term goals.
Writing and Editing the Release 3. News or Feature? The news style follows the conventional newspaper approach, summarizing the story's who, what, why, when, where (and often how) in the first paragraph. A feature story press release resembles a magazine article and is written in a more entertaining manner. The feature often sets the tone and background before introducing the main topic. 4. Is the formatting and style appropriate?There is several ways to format a release, and as long as you follow a few general rules, you should be fine.
When it comes to spelling, punctuation and so on, most writers follow the style guidelines of the Associated Press. There are other stylebooks available (I've listed a few in my previous article) or you can use a "house" style sheet. But whatever you choose to follow, be consistent. 5. Does it answer the relevant questions?Some practitioners advocate that releases be written as a complete article, citing the tendency of editors to use stories verbatim. Others state that the release should only outline the story since reputable publications will contact the company. I think the best approach is to include enough information to allow a busy editor to use it without calling, and write the story in pyramid news style so less essential information is toward the end. 6. Is it concise?News writer and editors take about five seconds to decide whether or not to use your release. Go long on facts and short on adjectives. Use short paragraphs for easy scanning. Also use subheads on long or complex copy so readers can grasp your meaning at a glance. If your release is three pages or more, consider transferring some of the information to an accompanying fact sheet. 7. Is there adequate attribution?Anything that can be considered subjective, such as opinions or grand claims should be credited to an executive in a quote. 8. Does it need a sample/photo? Including visual aids gives your release greater impact. Some publications want 8-by-10-inch or 5-by-7-inch photos, while others prefer color slides. The photo caption should also explain the who, where, when, why and what of the picture. After Writing the Release 9. Has it been reviewed and approved? Bigger businesses usually have a series of executives who have to review the release copy before it goes to the press. Ideally the number of reviewers should not be too long (in order to maintain timeliness), and a process that indicates who has already reviewed the copy (such as dated initials) should be established. If you're a small business owner, it is a good idea to have someone else proofread your copy. Since they're not as close to it, they might catch errors that you missed. 10. Where and how should I distribute it? Actually, this is something that should be thought about ahead of time. Media outlets have a high turnover rate so an updated media contact list is essential. You can send your release to a distribution service such as PR Newswire or a directory like Bacon's Publicity Checker, which should be available at your local library. Another alternative is using your own media contact list. If you decide on the latter, remember that each of your contacts prefers to receive releases in a particular manner: mail, fax or email. Its important to know their preference, especially with your A-list (described below). While you're contacting conventional media outlets, don't forget to send information to Internet newsgroups, electronic newsletters and Web-based mailing lists that accept this type of news. Set up a newsroom on your own Web site so reporters can access your entire library of releases, etc. 11. To whom do I make follow up calls? With the proliferation of media outlets, it is impossible to contact each one about your release. Make an A-list of outlets that you think would be highly interested in your story and could give you optimum exposure. These questions should be brought into play whenever a new press release is being created. That leaves you free to ponder other issues. Should you create video news releases? Audio? How do you build on the success of the release? But those are topics for other articles. Questions to Ask Before the Press Release Goes Out to the Media Here are key questions to ask once you have completed a press release and received necessary approvals, but before you disseminate it to the media. Your answers will help you to assess to what extent your release can capture the attention of reporters. (Note: The 'News Release Audit' document included in the manual for coaches for The Public Relations Society of America's Accreditation Review Study Course inspired this article.) 1. What aspects of the information you want to present in your release are newsworthy? In other words, how does your release meet criteria generally used by reporters to determine news value? (i.e. the unusual or odd element; something new; timeliness; size; common interest; a local angle; celebrity involvement; disagreement or conflict; human interest; reputation.) 2. Does your release highlight these newsworthy elements while at the same time clearly and concisely communicating your organization's relevant key messages? 3. Does your release focus on one subject, issue, or topic? 4. Does your release concentrate on presenting information as opposed to interpreting or selling? 5. Does your letterhead identify the source of the release (i.e. organization or cause?) 6. a. Is a contact person(s) identified? b. Is this individual available to answer questions during the period immediately after the initial dissemination of the release? Credible in the eyes of the media? Willing to be contacted? Possess the skills necessary to answer questions and represent the point of view of the organization? c. Is the following information available for listed contacts: name, title, and affiliation (i.e. company/organization, public relations agency); phone number (work and home, with the latter offered if calls are expected outside of typical working hours); e-mail; cell phone/pager numbers? 7. When should the release be disseminated (i.e. day/date and time of day)? Is this timeframe the optimal one for gaining media attention? 8. Is the dateline (the place where the news originates) appropriate? 9. Is the title accurate, newsworthy, and concise (two lines maximum)? 10. Do the lead sentence (and paragraph) summarize the subject of the release? Are they newsworthy? Will they interest readers? Does the lead paragraph include the who, what, when, where, why, and how of your story? Is it void of positioning, marketing language, and other unnecessary words? 11. Does the remainder of the body of the release amplify the lead sentence and paragraph? 12. a. Do quotes amplify or substantively support information presented in the release? Or should you provide a quote from a representative of your organization as a matter of going on record on a particular issue? Or is it important merely to quote a particular individual in your organization? b. Should you quote anyone outside your organization (e.g. elected official, celebrity, industry analyst, customer)? Why? What process do you have to follow to obtain such a quote and have it approved for use in the release? 13. Is the inverted pyramid used to organize release material (i.e. the most important information is presented first, then in order of descending importance)? Can you defend the order of information as it is? Could an editor chop it off your copy after any paragraph and still have a story that communicates the essence of the release's main message? 14. Does the last paragraph of the release (referred to as boilerplate) provide a brief (two to three sentences, maximum) overview of what your organization or cause does, including contact information? 15. Are the sentences of an appropriate length? (10 to 12 words, at most). Paragraphs? (4 to 5 lines, at most). The release itself? (two pages, maximum). 16. Is the copy in your press release double-spaced? Have you left sufficient space around the copy (at least one each margins on each side and at the bottom of the page)? Do you clearly indicate the end of the release (with ### (three number symbols) or -30- (dash followed by the number thirty followed by a dash)? Do you indicate that a release continues on a second page by putting -more- at the bottom, and do you include the release title and page number at the top of the second page? 17. Have you eliminated unwanted jargon, technical terms, adjectives/adverbs, and use of the passive voice? Are acronyms spelled out when you use them for the first time, for the benefit of all potential readers? 18. Is the information in the release appropriately documented? Would a skeptic question any assertions or statements made without attribution, such as statistics or a quote from a reputable third-party? 19. Have you anticipated in your copy possible questions raised by readers? 20. Is your release written for an audience that does not have previous knowledge about your subject? 21. Why should the potential audience for your release (i.e. readers or viewers of the media outlet(s) you are targeting) care about what you've written? What is in it for them? 22. Are you writing the release for the editor of the publication(s) whose attention you would like to attract? 23. Have you confirmed the accuracy of all information in your release? (e.g. spelling, grammar, statistics, phone numbers/e-mail addresses, titles). 24. Have you confirmed that your press release is e-mail friendly by checking formatting and eliminating to the best of your ability any unusual characters that may not translate intelligibly when the document is distributed? 25. Have you identified ways to Web-enable your press release, specifically by identifying key words or phrases that might be linked to additional information of interest to the reader? Do you have this additional information, or does it need to be developed? |
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30 Reasons to Write a Press Release
If you're not sure about what you should cover in a press release, consider these ideas to see if any apply to your business: 1. Starting a new business 2. Introducing a new product 3. Celebrating an anniversary 4. Announcing a restructuring of the company 5. Offering an article series for publishing 6. Opening up branch or satellite offices 7. Receiving an award 8. Receiving an appointment 9. Participating in a philanthropic event 10. Introducing a unique strategy/approach 11. Announcing a partnership 12. Changing the company or product name 13. Earning recognition of the company, product, and/or executives by a publication 14. Announcing that you're available to speak on particular subjects of interest 15. Issuing a statement of position regarding a local, regional, or national issue 16. Announcing a public appearance on television, on radio, or in person 17. Launching a web site 18. Making free information available 19. Reaching a major milestone 20. Obtaining a new, significant customer 21. Expanding or renovating the business 22. Establishing a unique vendor agreement 23. Meeting some kind of unusual challenge or rising above adversity 24. Restructuring your business or its business model 25. Setting up a customer advisory group 26. Announcing the results of research or surveys you have conducted 27. Announcing that an individual in your business has been named to serve in a leadership position in a community, professional, or charitable organization 28. Sponsoring a workshop or seminar 29. Making public statements on future business trends or conditions 30. Forming a new strategic partnership or alliance Five Tips for Effective News Releases 1. Make sure they’re newsworthy. Good topics include the announcement of a major new client, a celebrity appearance at your store, and community service performed by your company. 2. Create news and put out a press release about it. Speak at a seminar, for example, or provide expert comment on developing news events. 3. Get your releases to the right people. Find out who at your radio and TV stations and newspaper will be the most interested in your news. 4. Capture editors’ attention by putting the news in the first paragraph. Then add the necessary details. 5. Make your releases look crisp and professional. That means no smudgy type. Include the name and phone number of a contact person, and answer media queries promptly. Tips on Choosing a PR Firm for Your Business Because most small businesses don't have huge advertising budgets, it is important to spend your dollars wisely. That means working with an agency that can really meet your needs and with which you feel comfortable. Not all advertising agencies can deliver everything they claim. There are lots of companies vying for your precious money, so carefully consider the following issues before committing to any contractual agreement. 1. Define your objective in hiring an ad agency. What do you want to achieve? What should be different after the agency goes to work for you? What kind of working relationship do you prefer? 2. Check out sources. Consider work you've seen or heard that has impressed you. Call friends and colleagues you trust and get their recommendations. Attend professional or trade association meetings, and talk to members who have used agencies before. Seek out their opinions and note whose names come up often (both pro and con). Watch for articles about ad agencies in area papers, trade magazines, and related publications (such as chamber of commerce newsletters). 3. Once you have a list of candidates, screen them by phone. Ask about their backgrounds, projects they've worked on, the results they've had, their fees, and anything else important to you. Then set up interviews with the three or four firms that impress you the most. 4. Interview the finalists. Find out the following: Do they have experience working with your industry? What is their track record when working with companies like yours? Do they understand your business and the nuances of what you do? If not, are they willing to research the information they need? Is there chemistry? You can tell if there is a good "fit" with an ad agency. A good agency will express interest in getting to know you as an individual and learning more about your company. The people will be good listeners and quick learners. They will make good suggestions and react quickly to your questions and opinions. They should demonstrate the ability to anticipate what is best for your business and be prepared to disagree with you if they feel you're on the wrong track. Do they show originality and creativity? Based on the agency's previous work, do you feel these people understand how best to "sell" your product or service? If you operate a home health-care agency, for example, you probably don't want an ad campaign that features technology over tenderness. Sensing your clientele, the agency should know enough about you to put together the appropriate message. Are they reliable and budget conscious? No amount of chemistry and creativity can make up for a missed deadline or an estimate that's way off. Be sure the agency has not only the creative skills needed but also the time and commitment to devote to your needs. Whether you're the biggest or smallest client in their stable, you should be able to count on consistent attention to detail. They should be available to answer your questions and be accountable for delays and expenses. The local chapter of the Public Relations Society of America (PRSA) (www.prsa.org) can provide a list of members available for hire. Because PRSA members agree to abide by a code of ethics, you are likely to find firms and individuals you can trust. Ten Differences Between Advertising and Public Relations 1. Paid Space or Free Coverage Advertising: The company pays for ad space. You know exactly when that ad will air or be published. Public Relations: Your job is to get free publicity for the company. From news conferences to press releases, you're focused on getting free media exposure for the company and its products/services. 2. Creative Control vs. No Control Advertising: Since you're paying for the space, you have creative control on what goes into that ad. Public Relations: You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them. 3. Shelf Life Advertising: Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release. Public Relations: You submit a press release about a new product only once. You submit a press release about a news conference only once. The PR exposure you receive is circulated only once. An editor won't publish your same press release three or four times in his or her magazine. 4. Wise Consumers Advertising: Consumers know when they're reading an advertisement that it’s intended to sell them a product or a service. "The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly," Paul Flowers, president of Dallas-based Flowers & Partners, Inc., said. "After all, they know we are trying to sell them." Public Relations: When people read a third-party article written about your product or view coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising. "Where we can generate some sort of third-party 'endorsement' by independent media sources, we can create great credibility for our clients' products or services," Flowers said. 5. Creativity or a Nose for News Advertising: In advertising, you get to exercise your creativity in creating new ad campaigns and materials. Public Relations: In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media. 6. In-House or out on the Town Advertising: If you're working at an ad agency, your main contacts are your co-workers and the agency's clients. If you buy and plan ad space on behalf of the client, like advertising agency BBH’s Media Director Barry Lowenthal does, then you'll also interact with media salespeople. Public Relations: You interact with the media and develop a relationship with them. Your contact is not limited to in-house communications. You're in constant touch with your contacts at the print publications and broadcast media. 7. Target Audience or Hooked Editor Advertising: You're looking for your target audience and advertising accordingly. For example, you wouldn't advertise a women's TV network in a male-oriented sports magazine. Public Relations: You must have an angle and hook editors to get them to use info for an article, to run a press release, or to cover your event. 8. Limited or Unlimited Contact Advertising: Some industry pros, such as Flowers & Partners Account Executive Trey Sullivan, have contact with the clients. Others, like copywriters or graphic designers in the agency, may not meet with the client at all. Public Relations: In public relations, you are very visible to the media. PR pros aren't always called on for the good news. If there’s an accident at your company, you may have to give a statement or on-camera interview to journalists. You may represent your company as a spokesperson at an event. Or you may work within community relations to show that your company is actively involved in good work and committed to the city and its citizens. 9. Special Events Advertising: If your company sponsors an event, you wouldn't want to take out an ad giving yourself a pat on the back for being such a great company. This is where your PR department steps in. Public Relations: If you're sponsoring an event, you can send out a press release and the media might pick it up. They may publish the information or cover the event. 10. Writing Style Advertising: Buy this product! Act now! Call today! These are all things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product. Public Relations: You're strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media. advertising.about.com/od/careersource/a/10advpr.htm . Eight Secrets for Powerful Press Releases 1. Select the right media for your particular story. Always begin by creating a "press list." This is a list of media that reach large numbers of your target audience and are looked to as reputable sources of information. Then select different media from your press list to receive various types of stories. Before you decide what type of information to send, get copies of each publication to learn what kind of information will be most relevant to that publication's readers. For example, if your firm wins a local award, your release may be of interest to your hometown newspaper, but if you invent a breakthrough medical product, you should target general-business, consumer, and medical trade press with your story. 2. Send your press release to a specific person. Major media outlets receive hundreds or even thousands of press releases daily. To keep yours from being lost in the shuffle, take the time to research the name of a specific editor, news director, or journalist to receive it. If you've followed Rule No. 1 and become familiar with the newspapers, magazines, and broadcast news stations you're targeting, it will be easy to identify the individuals who typically handle stories like yours. Press releases may be distributed by mail, fax, or e-mail. You'll find that journalists at technology publications, among others, typically prefer releases via e-mail. In general, faxing conveys an immediacy that traditional mail does not. However, many journalists still prefer to receive releases via traditional mail, so it's always a good idea to ask what the preferred method is. 3. Spotlight a newsworthy angle. The majority of press releases sent to the news media don't turn into stories. Those that do have one thing in common: they meet the specific needs of a publication or broadcast outlet's readers, viewers, or listeners. To be newsworthy, your release has to contain beneficial information, identify a trend, shed new light on a timely or relevant issue, or contain information about an upcoming event. 4. Write a headline that states a benefit. The media will evaluate your press release with one thing in mind: how the information it contains will benefit or interest their readers or viewers. In order for your release to stand out, your headline must instantly communicate why your information is relevant. If the headline benefit is quantifiable, so much the better. For example, "New Tax-Checking Software Reduces Errors by 10 Percent" is a better headline than "Herr Technology Introduces New Tax-Checking Software." 5. Make sure the copy doesn't sound like an ad. Too many press releases read like thinly disguised advertisements. To be effective, your release must stick to the facts, avoiding broad claims and hyperbole. Tone down the sales language in your release, and focus on clear communication. Use testimonials, expert quotes, and statistics to give weight to your claims. 6. Keep your layout simple. A straightforward presentation is best. Avoid the temptation to "dress up" your layout with artful typefaces that can make your release look like an advertising flier. Stay away from headlines or text in all capital letters, which slows the reader down. Instead, make your release clean and easy to read. 7. Give the media an incentive to respond. If your public relations arsenal includes studies, booklets, or product samples, don't send them along with your initial release. Mention the tools in your release; then send them later to journalists who contact you for more information. This helps you build a better-qualified press list and reduces your costs. 8. Always follow up by telephone. While most journalists say they hate follow-up phone calls, these calls are a necessary element in a successful public relations program. With the crush of releases sent to every outlet, telephone follow-up ensures your information gets into the right hands. Phone contact also allows you to elaborate on how your story will benefit the journalist's readers or viewers. Building relationships with the media takes patience. Each time you contact a member of the media, ask if you've called at a good time. Be sensitive to deadline pressures and note the best times to call back. Regularly send appropriate stories to each medium and be sure to follow these eight rules to make your releases stand out from the crowd. Soon, you'll find your business getting the kind of publicity you've only dreamed of. List 10. Seven Free Types of PR Avenues Suggestions for ways to do PR beyond sending out press releases. 1. Writing articles: Articles don't have to be long; they just need to be informative. Share your experience. Cite your wisdom. Tell a story. Make a list. These are all things you can write an article about. Everyone is more of an expert in one particular area than another. Writing about how to do something is always something of value to readers. Writing articles gives you instant credibility, too. Submitting online, as well as offline, provides another good chance to get your name in print at no cost. Be sure to put your contact information in a contact resource box at the end of the article. 2. Newsletters: Writing a newsletter is another way to keep your name top-of-mind. This can be online or offline. Online newsletters are often referred to as e-zines; offline newsletters are printed and mailed. Both contain content valuable to your target market and many times advertise your products and services. It's always been said that your best prospect is a current customer. Advertising to current customers is your best bet to get more business. E-zines are e-mails to your permission-based e-mail database. The cost of this is nothing, yet the return potential is infinite. 3. Public speaking: Speaking in front of an audience usually makes you an expert. People like to buy from experts. If they're in your audience, then they'll remember your expertise and come to you when they need the product or service. Chambers of commerce are also good targets, but so are all the service clubs that need luncheon speakers. Speaking is free, and it's just like making a sales call to many people at one time. 4. Free reports: Offering a free report online is a good way to get an e-mail from prospects so you may market to them later. This is the whole basis of permission-based marketing or opt-in lists. You can do the same thing offline. You can increase the response of a direct-mail program from one percent to double-digit percentage returns. The free reports can be a dressed-up article, a list, a survey that you've done, or some research-based information. Use your imagination here. 5. Radio: Radio is expensive, you say? Not if you are being interviewed or calling in on a talk show. Getting interviewed is free, except for your continual follow-up with producers. Calling in is free, but sometimes it's hard to relay contact information. Both of these work, especially when supplemented with other marketing strategies. 6. Online forum participation: There are many online newsgroups or forums for a particular subject area. Participating in these is another way to get your name out. Advertising is not usually permitted. Participating by answering and asking questions will position you as an expert and a resource for others. Many online forums will let you put an e-mail signature with a link to your site or message with another site linked. Take full advantage of this; these links get clicked often when of interest to the forum participants. 7. Letters to the editor: A little-known secret that's a good follow-up to a press release is a letter to an editor. This is free PR. Many times a letter to the editor has a better chance of getting published than the press release. Sometimes you'll get a press release published with editorial comments from the editor. The letter to the editor is a great place to respond to editorial comments as well as to further state a position. You'd be surprised how many people read this column in publications. This is also another way to become friends with the editor. If the editor sees you enough and matches you with a newsworthy press release, then your chances of getting a press release in print increase. These are just some of the many free PR avenues that can increase the top-of-mind awareness with your target customers and prospects. As always, it's best to do this as part of an overall marketing plan with measurement and follow-up. Promote Your Business Beyond Press Releases 1. Events: These can be open houses, celebrity visits, clearance sales, "meet the owners" events, or other events that give you a reason to invite customers and prospects to your place of business. The most important invitee of all for effective PR is the media. This includes newspaper officials and reporters, editors, management, and similar titles from radio and TV stations. 2. Fact sheets, newsletters, and brochures for customers and prospects: This almost sounds more like part of the marketing plan vs. the PR plan, but these marketing vehicles can be tailored to support PR and one-time situations and enhance media relations. 3. A PR firm: You can make your company seem more newsworthy and media-friendly by hiring a PR agency. This doesn't have to be done on an ongoing basis. This should be done only if it's part of your overall plan and the budget is in line with your company financials. 4. FAQ development: Radio and TV people, believe it or not, sometimes have trouble selecting topics to fill their airtime and finding good people to interview. Compile a list of answers to anticipated questions or questions that make your point. These FAQs can also be included in your media kits, posted on your web site, and distributed when meeting with customers and prospects. 5. Speaking engagements: Nothing gets the word out more than the spoken word. When you speak to a group, you are the center of attention, competing with no one for share of mind. Speaking is a great form of PR. List 12. How a Press Release Gets You Free Publicity What Is a Press Release? A press release or, news release as it is also called, is a condensed article that is written in a journalistic style. A press release is not a sales document, a resume, or an advertisement. The purpose of the news release is to highlight what is interesting and newsworthy about your company or organization. This can include announcing product releases, new services, or drama within your market. What Are the Costs? Press releases are relatively inexpensive to prepare and distribute. Compare the price of a full-page ad from a major news publication—generally tens of thousands of dollars. Even local papers typically charge several thousand dollars. For less than a few hundred dollars, you can receive better, more comprehensive coverage than paid advertising. Research shows that most news releases generate a higher return than even high-powered ad campaigns. Free Publicity When members of the news media feature your story pulled from your press release, it generates free publicity. Frequently, your story can show up not only in one major newspaper, but in two or three, as well as in news talk shows carried on major networks such as NBC or CBS. If you are looking to publicize in local markets only, releases can be directed to those local publications and hit the news feeds of editors who write for your specific industry. If you are looking for global coverage, news releases are the best marketing tools. In a sense, a press release is a gift that just keeps giving. News releases not only reach journalists but they also capture potential customers and/or investors, which means that your products and/or services can be both funded and made more profitable simply based on the media attention your release receives. Whatever your target audience may be, news releases offer you a way to become known to the public without a significant investment. Even large corporations that spend millions of dollars on ad campaigns continue to use news releases to maintain public interest, which results in higher revenue. Added Benefits for Sending a Press Release Another advantage to sending out news releases is that there is always demand. All news organizations—including magazine editors, broadcast editors, and industry-specific editors—use press releases to develop the bulk of their published news stories. From a consumer standpoint, editors who report on your news release are considered disinterested parties, meaning that your announcement was chosen because of public demand for relevant and useful information. Often, paid advertising is suspect in the customers’ eye because companies are more interested in their products selling than what is in the best interest of their customers. To sum up, the benefits to sending out news releases include: low cost increased visibility for your company high demand for press releases added credibility for your organization new customers new investors free publicity This free publicity generated from your news release is all the better because the media has given its stamp of approval which adds credibility and value to your company or organization. Go to entrepreneur.prwebdirect.com/pressreleasebenefits.php for more information or for help writing press releases. Source: PR Web™, “How Can a Press Release Help You Get Free Publicity?,” entrepreneur.prwebdirect.com/pressreleasebenefits.php Five Tips on Using PR to Your Advantage 1. Public relations should be an important part of your marketing effort. Use it to promote special events such as grand openings and to build the image of your business in the public eye. 2. Get involved in your community. Join the chamber of commerce, business organizations, service clubs, and charities. Network yourself and keep your antennae up. 3. Gain third-party credibility by sending the media news releases. Limit copy to one page, if possible, and send releases to local and regional media when you have an important story to tell. 4. Maintain relations with the markets you serve. By following the trends and news that affect your market, you will become the “town expert.” The public and the media will come to you for your opinion or to learn about marketplace trends. 5. Sponsor a radio or TV public service announcement (PSA) for a local charity. This will give you name recognition and show community support. Six Steps to Winning Publicity 1. Make a contact list. Most entrepreneurs have more than one type of story to tell. For example, one story might be of interest to trade press in your industry or even consumers, while a story about your company's affiliation with a local charity would be most interesting to your local business press. Develop a media contact list with help from print publications and online sources including Bacon's MediaSource (www.bacons.com) and Gebbie Press (www.gebbieinc.com), which both provide a free searchable database of media links. 2. Don't waste editors' time. The media are interested only in stories that will help them sell more issues or increase ratings—in other words, they want stories that are compelling to their readers, viewers, or listeners. Either tailor a story specifically for that outlet or wait until the right opportunity presents itself. 3. Establish relationships with key journalists. Instead of taking the "blast" approach to media relations, it's often better to take the time to develop relationships with select members of the media and provide them with exclusive materials or story ideas. 4. Send great materials. Sometimes it's smart to send your media relations list something other than the standard release or media alert. One way to win publicity is to provide quality materials that take some of the work out of covering your story, such as by sending product photographs to magazines, e-mailing links to online high-tech product demos, or providing a page of tips writers can use as story background or as a springboard to your interview. 5. Take the time to follow up. Entrepreneurs new to publicity often overlook the fact that media relations is about building relationships with members of the media. It's vital to tailor stories appropriately, send top-notch materials, and then follow up by phone or e-mail. If your current story pitch doesn't meet his or her needs, find out what will so you can better tailor your next pitch. 6. Be ready with more. The best thing that can happen in your follow-up call with a journalist is that you'll spark an interest in learning more about you, your company, or its products and services. So be prepared to send a full media kit or any supporting materials the media outlet may require. After you've made your first few follow-up calls, you'll have a clear idea of what this kit should contain. Hiring a Public Relations Firm 1. Be clear on what you want from a public relations effort. Some things a PR firm can do for you are to get you positive exposure in the media, create and conduct special events, and help you build and maintain a solid reputation. 2. Be realistic about what a PR firm cannot do. It cannot whitewash an unethical business or cover up fraud or other illegal activities. 3. Interview a number of firms. Get their ideas on how they can help you and seriously consider those with the best ideas. 4. If you are looking for only local publicity, hire a local firm. But if you want a national program, your PR firm can be anywhere. 5. Once you’ve hired a company, keep your account executive fully informed about your business. Treat him or her as part of your strategic team. br> 3. Draw Yourself a Map Have you ever been convinced that you knew where you were going only to find out that you were totally lost? When you’re lost, looking at a map—assuming you have one—can quickly get you back on track. A marketing road map spells out the details of how and when you will implement your marketing plan to steer your marketing activities in the right direction. Preparing your marketing road map is a strategic and tactical activity. It begins with your ideas on how to present your practice to the market and sets a precise schedule for each marketing activity on your plan. Your marketing road map will always show you where you are and what you need to do to arrive at the future you’ve designed in your marketing plan. You should derive energy and enthusiasm from your marketing plan and road map to keep you driving toward your goals—in spite of the fires raging in the short-term. 4. Maintain Your Traction The most successful consultants know that marketing is a continuous process. Marketing success is about creating momentum through consistent action over a sustained period of time. You must be the constant force behind that process. Once you have momentum, it’s easier to lose than it is to maintain. Stop paying attention to your marketing activities and you’ll lose your hard-won marketing gains—you’ll have to start from scratch. How much time is enough to maintain your momentum? Opinions vary, but try to spend a minimum of 20% of your time on marketing your practice. Variations of this rule are everywhere, so assess your own situation. But keep at it, no matter what. You should schedule marketing time at the beginning of every month and every week. Treat your marketing “appointments” with yourself like client time: it’s uninterruptible, unless there’s an emergency. Reserve marketing time on your calendar and watch your market presence and success grow. The consulting business can seem like a roller-coaster ride, but it doesn’t have to be that way. Keep your practice in the mind’s eye of your targeted clients, no matter how busy you are serving others. That will smooth out the ups and downs and pay dividends down the road. Take time every week to advance the visibility of your business, and you’ll experience continual feasts—without the famine. www.guerrillaconsulting.com/newsletter/issue10-aug-05.html. Business Aspects of Consulting 1. Plan. Take time out to put together a strategic plan for your own company—even if/especially if you are a solo practitioner. Make a plan to be doing what you want to do, where you want to do it. Then put that plan into action. 2. Find sources of cheap help. Many new consultants can't afford to hire a secretary or bookkeeper to help moderate the administrative burden. Try these sources of cheap labor. Hire a neighborhood teenager for filing or phone duty after school. These kids can often do simple programming, too. Talk to a local college about an unpaid intern. If you give them a real project and coach them, they may be able to get credit while you get free assistance. Barter with a local group that needs your kind of services. Make a deal with your spouse or significant other to give you four to eight hours a week of his or her time in exchange for help with chores he or she hates. 3. Balance work realities. When you start working as a consultant, you won't be working 100% on the work you love to do. Plan on one-third new. |