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General Principles
- News stories in an reporter's "inbox" (i.e. e-mail)
are likely to get priority over others because they
save the editor time in finding the story.
Reporters with *very fast* deadlines (e.g. TV and
Web) will probably ignore press releases sent
snail-mail.
- The reporter who gets a story in the "inbox" will
probably want to look at the Web site for more info.
- Don't put all the info in the e-mail! (Be
especially sure to leave out binary files such as
images.)
- Make sure all the info is on the Web site before
you send the e-mail!
- If the news is dated, or published somewhere else,
it won't be published again. (The editors DO
check.)
- If the news isn't newsworthy to the reporter, it
won't be published. Examples of "newsworthy news"
include
- new products (no matter how frequent)
- new resellers (no matter how frequent)
- new business moves (e.g. acquisitions, IPOs,
hiring and promotion of executives, mergers)
- Don't followup the press release with a phone
call. They got it when you sent it.
What Gets Included in a Press Release
- compelling subject header (if e-mail) and headline
- "FOR IMMEDIATE RELEASE"
- "five-W" first paragraph (who, what, where, when, why)
- unbiased commentary (as appropriate and available)
(keeping in mind that if you have it you look better)
- company background info
- contact information (company and responsible
individual)
- "-30-" or "###" (indicating the end of the release)
Paper v. Electronic
| |
Spacing |
Length |
Bio Info |
Q&A Sheet |
Company Info |
Attachments |
| Paper |
double |
one page |
yes |
yes |
yes |
media kit |
| Electronic |
single |
one screen |
no |
maybe |
yes |
Web link |
Both forms are about 500 words. Both forms should
enable the reporter to make a decision before reading
the entire text. And both forms cut out distractions
-- write well, spell well, and avoid graphics.
How much notice do you need?
| Media |
Events notice |
Business notice |
| Daily
(e.g. newspapers, newsletters, calendars) |
> three weeks |
one or two days |
| Monthly
(e.g. magazines) |
> three months |
two months |
| Radio/TV |
varies with event |
VERY SHORT |
Steps to Event Coverage
- Formal invitations (w/RSVP)
- friends
- customers
- trade reporters and editors
- Press releases (w/press kit)
- Name badges
- Refreshments
- Offer to provide a story
- Photographer
- Thank you notes (w/photos)
References
Kerekes, Z.
"Why
Won't I Publish Your Press Release?"
Hartunian, P.
"Learn
How You Can Write a Killer Press Release..."
"How
to Write and Format a Press Release for E-mail..."
Overhulse-King, J.
"eHow to Get Press Coverage for Your Company's Events."
(search for this one at www.ehow.com)
What You Can Do
- SEND the press release! Don't delay
it, don't sit on it.
- Send it to the right person! Try to
be aware of primary news sources before you write the
release.
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