How to Write a Press Release

By Crystal Dallner, OutRight Communications

A major component to attracting publicity for your business is to write and distribute press releases on a regular basis. Many people think they may know how to write one, but they may be surprised at how little they do know. They will send one out and anxiously wait by the phone for it to start ringing off the hook; but it doesn't work like that. When the phone stays silent, we can theorize why it may not have been picked up by a reporter due to it lacking one or all of these six things: 1) The format isn't delivered like a press release 2) It is not written like a reporter wrote it 3) It does not sound interesting or entertaining enough 4) They send it out on a date that is a major news day, or they send it out too late in the day or the week 5) They send it to the wrong reporter or 6) The release goes on and on.right on to 3 pages!!

Writing and making a press release newsworthy is a skill. If you make an effort to write and distribute one press release every month, the likelihood the media will select it goes up and they book an interview with you and your client. Don't just write and send out one release and wait to see what happens. You need to stay in front of the media and top of mind so that media representatives will pick you as the expert to talk about something topical in your industry.

Writing and distributing a press release is virtually free - so why not do it - you may just get on radio, TV or coverage in newspapers and magazines. A media appearance is worth thousands of dollars of free coverage for you and your business. Having local and national exposure for your business builds credibility by positioning you as the expert in your industry and will help increase traffic to your business and if you're an author- it can help sell more books. The media is one of the fastest ways to get directly in front of your target audience.

A press release consists of:

• A Headline: This is the most important part of your press release; keep it to one line and preferably under 50 characters. You can also have a sub-heading, which is one line in length as well. After reporters or producers read the headline and by-line, they should immediately understand what your press release is about. Since this is the first part, which reporters will read, make it catchy and newsworthy because by having an interesting title will determine whether a reporter opens the document or not.
• Topic Summary: Use 3 sentences to explain what your revolutionary product, service offerings, or event is about. When writing this portion, attempt to make it newsworthy by tying it into current events, famous people or controversy.
• Topic Overview: Build your story idea by using a quote, statistics, facts, professional credentials and information from relevant news stories.
• Your Biography or plug for your business: In a paragraph, include your qualifications that make you an expert on this topic. This may include your education and employment credentials, any media coverage you've obtained, any regular TV or radio shows you have a regular appearance on or any regular publications that you contribute articles to.

Did you know that 97% of press releases get thrown out? Don't waste reporters' time - give them a great story that will help make their job easier because if they pick up your release and book you for an interview- that is one less story and interview spot that they have to worry about filling!

As soon as you are finished writing, remember to check to see if your press release answers all these questions: Who, What, Where, When and Why. At the top left side of the page, add For Immediate Release, and the date you'll be sending it out on, underneath it. At the bottom centered in the middle of the page, add -30- as this signifies the end of the release. Don't forget to add your contact information which will include your name, phone number, website and email address. If you have a Publicist, their contact information will be used. Keep your press release to one page add an eye-catching image to the press release to increase the pick up rate chances.

Before you agree to do any media interviews, consider getting some media training. This will help you with zeroing in on the 3 top key messages of your business or book, allow you to have confidence in speaking about your background - all in just a couple of minutes! Media training prepares you for unexpected questions and curve balls reporters can throw at you and how you can manoeuvre around controversial topics and redirect the interview so you can bring the focus back about you and your business.

If you prefer not to do the majority of this work yourself, consider hiring a Publicist. Most successful Business Owners and Best-selling Authors have a Publicist - that's how they got to be famous! Publicist's have access to media lists, connections with reporters and are skilled with making your business newsworthy and pitching it to the press. You can write a press release yourself, but if you are planning on doing that, consider having it edited by a writer who knows how to tie-it into stories that reporters are currently writing about.

Also consider having a media kit written and designed that showcases information and pictures about your company, your business or book. Media representatives love the media kits we've developed for our clients because it makes their job easier in that they don't have to spend so much time researching our clients' business that we are pitching them on. They can glance over all the pertinent information so an informed decision can be made about choosing to do an interview with them. Media kits are sent together with the press releases. For what's included in a media kit read my article titled: How to create a media kit.

Crystal Dallner is founder of OutRight Communications. For all your publicity and marketing needs, visit us online at: www.outrightcommunications.com or call: (780) 406-8045 for a free consultation.