1993 the Dream Merchant
When promoting your new product or business, the name of the game is:
Exposure. For years, entrepreneurs and business professionals have
relied on a simple, but often misunderstood promotion technique--the
press release.
Although thousands of press releases are written and submitted each
year, only a small percentage will ever see print. Why? Most editors
are too busy to handle the extensive rewriting often required of most
releases. But the chances of having your press release printed will
be greatly improved if you follow a few simple steps in its
preparation:
1. Use your letterhead. If an editor must search the remainder of the
release to find your name and phone number, he may not bother.
2. Date the release at the top of the page and write "For Immediate
Release" or a printing schedule near the date. This creates a sense
of urgency, a feeling that your "news" is happening right now.
3. Double space the release. This allows room for editorial
directions and changes.
4. Don't write more than 1-2 pages. Long releases will not normally
be read.
5. Use a headline that portrays your product as "news." Instead of
writing "Acme Introduces Bun Warmer to West Coast Marketplace" use
"New Concept in Bun Warmers Explodes onto West Coast Scene."
6. Print the most important information first. Include the obvious
benefits of your product (ease of use, low-cost, how it solves
existing problems, etc.).
7. Include name and phone number of a contact person at the top of
the page (top right). If the editor has further questions, he will
then be able to contact a person familiar with the product or service
you are promoting.
8. Use interesting, upbeat quotes from yourself or members of your
staff. Quotes ease reading and heighten interest in your product or
service.
9. Make sure all facts are accurate and up-to-date. If marketing
strategies or cost factors change at the last minute, update the
release. It is better to incur the cost of revising than to send out
information that is inaccurate.
10. Address the release to an editor at the publication you have
targeted. Most magazines and newspapers print a list of editorial
employees in each issue. Otherwise, a simple phone call will usually
result in a name you can contact.
These steps should eliminate much of the heartache involved in
preparing and marketing press releases. A follow-up phone call to the
editor within 10 business days may help your chance of publication
even more.
Good luck!
Mike Foley, editor
