How To Write A Press Release 2012

Death by Press Release: Gaining Killer Publicity

Death by Press Release:
Gaining Killer Publicity
How to Write a Press Release that Gets Attention
by Amy B. Perrault

As the creator + editor of Life of Josie M. | Design. Fashion. Life,
adjunct business professor, veteran strategist and big idea lover,
Amy B. Perrault has spent close to twenty years empowering small
businesses, healthcare, non-profit organizations, luxury residential
realtors, and institutional investing brands. Her integrated marketing FOLLOW ME ON TWITTER
communications approach fuses strategic planning, data collection @AmyBPerrault
via qualitative research and quantitative metrics with award-winning
collateral and outside-the-box creative applications.

www.LifeofJosieM.com | Share this!


Who should use this eBook?
Death by Press Release: Gaining Killer Publicity,
How to Write a Press Release that Gets Attention
includes step-by-step instructions on how to get started
with the basics of publicity and fundamentals of writing
for local editors, national reporters, newswire distributions
and social media outlets.

This eBook is perfect for anyone:
• Starting a new business
• Launching an a product or service
• With newly-acquired marketing responsibilities
• Wanting to cross off “Learn something new today”
on their bucket list



Let’s get one thing straight – I hate writing press releases.
It has been the bane of my marketing existence for the last
seventeen years.
“ 53% ofget their news
adults
all American

online. That is about
But what has been the most effective tool in synthesizing 71% of all internet
down of a brick of information into a 30-second elevator
pitch, creating a solid foundation for a sales presentations
and, more importantly, gaining the already over-stimulated
users.
” PewInternet.org

attention of reporters and media outlets?

You guessed it – the press release.

In order to effectively reach and get published by local
editors, national reporters, newswire distributions + social
media outlets, you need to contact them in the manner and
format they wish – electronically delivered killer content
prepared in the standard industry format.



What exactly is a press release?
A press release is concise, one-page article, written in third
person, used to announce new information, new facts or
?
milestones of you, your organization, product or service to a
specific individual or group to be distributed to a specific,
targeted or mass audience. With love at first headline, a
press release needs to grab attention and give brief but
pertinent information [the ole’ 5 Ws: who, what, where,
when and why].

WARNING: Press releases have had an unwavering,
time-tested standardized format passed down through
generations of Lois Lanes and Clark Kents. DO NOT attempt
to customize, extend the length or further change the format
thinking you will get noticed faster. You will only end up
deleted faster. Trust me. I’ve tried it.

?


What is the standardized format?

TOP
• Using letterhead, make sure contact information
is complete + visible. Most important: contact
name, title, phone number and email. Social media
freak? Try including your social accounts as well
like Facebook, Twitter, Google+ and LinkedIn.

• Add “FOR IMMEDIATE RELEASE” [yes, in all caps]
at the top. You never know who is the first email
gatekeeper at news sources – Intern? Reporter?
Editor? The guy with the red stapler down the hall?
– I always put my label in a different color so no
matter who is overseeing, my press release will
stand out.



HEADLINE
• Be a tease. Use a short and catchy headline that
includes you a compelling fact or news item.

BODY
• Start with the city of origin [all caps].
• In the lead paragraph, put your best foot
forward – summarize your most pertinent facts
and findings.
• In the second paragraph, give a brief history of
your subject, product of service.
• In the third paragraph, personalize your
message with a quote or testimonial from a human
involved, adding clout and credentials.
• In the fourth paragraph, add contact
information, costs/entrance fees, and purchase
specifics.
• The final paragraph is always your boilerplate
statement or mission statement.



BOTTOM
• Add # # #, at the bottom of the press release to
designate the end of the news piece. [-30- can be
used as well. And no, I have yet to discover what
the symbols actually mean.]

Each paragraph should be no longer than two to
three brief sentences. Remember, journalist – and
the random guy with the red stapler down the hall
– want to read a story, not an advertisement, so
avoid repetition, use of fancy-pants language +
insider jargon.



I memorized the format. Now what?
Most of us are too hardwired into our own little universe to
look at our business/product/service truly objectively to
create a newsworthy story.

Editors, reporters and news sources alike, all do the
same little dance when they see flackery, super hyperbole
and pure ridiculousness coming from a mile away –
they hit the DELETE button.

This means, you need to think like a reporter – you need to
develop an angle.



What’s my angle? And how do I find it?
The sad and harsh truth is, the news world is not warm + fuzzy
with puppies being swaddled by babies at the bottom of
rainbows with Sarah McLachlan playing in the background.

The news world is matter-of-fact, cut-and-dry,
I-have-2.2 seconds, tell-me-something-I-haven’t-heard-before,
with the score from Network playing in the background.

In order to find an angle, you have to step back to gain a
newsworthy perspective.

Ask yourself: Why? How? And then, Why? again.



! !
Ideas that won’t fly:
• “Low prices guaranteed!”
No dice – too common, too promotional, NOT news.
• “Always great service!”
No dice – ditto.
• “Wide selection of….”
No dice – double ditto.
• “We are THE best EVER.”
No dice – triple dog ditto!
• “Our three volunteers volunteered today!”
Getting snarkilicous for a moment because I hear this

!
frequently. Volunteers are suppose to volunteer, again,
no dice – too common, too promotional, NOT news.



Getting warmer:
• “We offer specialized weight-loss formulas and diabetic
cookbooks.”
Inside stuff – decent topic, but can you dig deeper
and build a solid news piece?

Now you’re cooking with gas:
• “We specialize in 30-minute meal cookbooks with weekly
cooking classes for teens and adults with diabetes.”
Ah ha! – Now you’re standing out a bit.
• “Our three volunteers cured cancer today!”
STOP THE PRESSES! – Ask yourself, what did our volunteers
accomplish this month? Season? Year? Can you quantity
anything? “Served a record of over 500 families at the local
soup kitchen, the highest to date.”



Snarkiness aside, the last demonstrates the gulf between
what you see as worthy of publication and what the news
world sees as worthy of publication.

Remember to think:
• Numbers, stats, anything to quantify your endeavors
• Rockstars! Is there a client, donor, community member
with some clout willing to give testimonial on your
behalf?
• Photos! Do you have a non-fuzzy, high-resolution photo
to attach with captions to further showcase my news
piece?
• Ditch the box! Are you the only one – in the local area,
region, world, universe – that is doing what you’re doing?



I submitted my press release. Now what?
Here are two of the most important etiquette nuggets to help
you get the most out of working with the news world:

ONE
Email, DO NOT CALL, the contact name you used. Don’t be
that guy – “Hi. I’m just calling to see if you received my
emailed press release I sent 21 seconds ago.”

PLEASE NOTE: A news person is NOT going to alert you to tell
you your piece was published. You need to follow up by
reading their publication.

I follow up three to four days after submittal, and like to
include in my subject line, “FOLLOW UP” with the title of
my original email.



TWO
Plan your submission around the news person’s and
publication’s deadlines. Do your research, all media outlets
have deadlines posted in their publications and on their
websites. Since online media is continually updated, plan
ahead – email ahead an inquire about deadlines or submit one
to two weeks ahead to ensure publication.

PLEASE NOTE: Do not suggest placement for where you think
your news piece should go within the publication. You have NO
control over placement, UNLESS YOU PURCHASE SPACE.



Checklist
 Do you have the format handy for reference?
 What is your angle? What makes you stand out from the rest?

 List your target publication(s). What are their deadlines?

 List your target contacts.

Do you have all dates?
 Do you have all places?
 Do you have all costs/prices/fees listed?
 Do you have any statistics, rockstar quotes/testimonials to add?
 Do you have a non-fuzzy, high resolution photo to attach?
 Do you have a caption to include with the photo?
 Did you include your boilerplate?
 Did you spellcheck and proofread all names, titles, dates, etc.?
 Did you submit your press release in a timely manner?
 Did you follow up appropriately?
 What were your results? Did you get published?



The beauty of a press release is its’ super efficiency [if you’re a
one woman show, you’ll appreciate the time saved by as a
multipurpose tool]:
• Use in press and sales kits
• Use as an elevator pitch
• Post as current news on website
• Post as blog post
• Post both website and blog links as social media bites

Easy peasy, right?
The only redeeming quality of writing press releases – well,
beyond the fact that they work – is once you write one and
submit it, you have mastered the format and process.

Are press releases still the bane
of my marketing existence?
UGH, yes. They’re like cockroaches and Kardashians
— not even a nuclear explosion would exterminate them.


How To Write A Press Release 2012

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