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Writing Press ReleasesContact usMarketing & Sales Tips

by Joyce Hayne

Everyone likes free publicity, so let’s explore how your company can get the media talking about your company. First, you must have something relevant to communicate. Editors and producers are pitched a lot of stories, so yours needs to be relevant to them.

Let’s take an example of a company that has just developed a new, environmentally-friendly product that will save hotels and other companies money on their energy bills. This story could be of value to news radio stations and trade media as well as business, daily, and community newspapers. Your local Chamber of Commerce or Board of Trade may also be interested in highlighting new innovations from its members. Other newsworthy items are a grand opening, an award, a new location, or fundraising for a charity.

Start your press release with a very catchy headline that will grab an editor’s attention. This headline should be in bold and the date of the release should follow on the line below. If you’re launching a new product in a month, date your press release a month from now or whenever you want the press to release your information.

Ensure the release is double-spaced on your letterhead and it has your contact information in the upper right-hand corner of the page. It should not exceed 2 pages. If the editor wants more information, they will contact you for an interview. The job of the press release is to entice specific media to write about your company. You don’t need to bore them with too much information or details that are not relevant to them.

Be sure to answer who, what, where, when, why and how in the order of their importance to your story. If you’ve hired a new VP, then the "who" is most important. If you’re relocating, then focus on the "where", etc.  Be sure to write everything as succinctly as you can and ask someone else to proofread it before you send it out, since you need to make a great first impression.

Please let me know if you need any assistance writing a press release or would like to see a sample.


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