| Did you know that publicity is supposedly seven times | | | | emailed. However, the same principles apply. Use a |
| more effective than advertising? And it is free | | | | compelling subject heading or the journalist will simply |
| � that is if you do it yourself. If you know the | | | | hit delete. Make it provocative. |
| elements of writing a good media release to capture | | | | The Content |
| the attention of journalists, you can cash in on no cost | | | | Have a bright opening; start with your strongest point |
| editorial coverage. Here's a few tips to help you write | | | | first. Instead of the conventional "today announced |
| a media release. | | | | that" lead, you should make your release stand out |
| The Beginning | | | | from the crowd with a strong, compelling lead |
| The first and most important thing is to have | | | | paragraph. As editors and journalists get so many |
| something interesting to say. Consider your USP | | | | releases every day, you only have seconds to grab |
| � just like in sales. It's your unique selling | | | | their attention. The first paragraph is where your |
| proposition. After all publicity is "selling". You are selling | | | | important information goes but it needs to be written in |
| a story idea to the media. I like to call it the unique | | | | an exciting, creative, interesting way. |
| shining point. It really needs to stand out, shine, be | | | | Consider the 5 W's � Who, What, When, |
| compelling � not an advertisement, not a | | | | Where, Why; This is an easy formula to remember |
| boring product plug. | | | | when writing your release but it is still not enough |
| Another element that will really hook the journalist in is | | | | without some "zing" or compelling elements to "hook" |
| to consider the ESP the emotional selling point. Often it | | | | the reader in. |
| is the human element in the story that will capture the | | | | Again - how does it help? Remember the benefit to |
| reader's attention therefore the attention of the media. | | | | the reader and perhaps include some "how to" tips on |
| Think about what your story is. What is your | | | | whatever your product or service is. |
| background? Have you overcome any obstacles to | | | | Use memorable quotes; either of you or someone |
| get where you are today? Any achievements or | | | | well-known who can endorse your product. Quotes |
| milestones? Where is the human interest? | | | | are often used by the media as they make the story |
| What's more compelling? An announcement about a | | | | more "real" or personal. A good quote can include why |
| wedding limousine service, or the 30th anniversary | | | | you've started this business or developed your product |
| both in marriage and business of the couple who run | | | | or how it helps your target audience. |
| the service? This is a story I helped someone uncover | | | | The Format |
| in a seminar I conducted. The couple later went on to | | | | Title it "Media Release" and always include the date. |
| get a full page colour photo and editorial story in a | | | | Include your contact details of telephone, mobile, email |
| wedding supplement in their local paper � for | | | | and website address. Use letterhead and keep the |
| free, just by working out the human element of interest | | | | content to one page � any more and you will |
| to readers. | | | | lose the journalists' attention. When using email, cut and |
| WIFM | | | | paste into the body of the email � don't send |
| What's in it for me? Or what is in it for them. How | | | | an attachment. |
| does your product or service help others? You media | | | | The Contact |
| release needs to state that key element. How will the | | | | Send your release to the appropriate person |
| reader benefit? | | | | � be sure to do your research. Check that |
| It's uninteresting to just say, "Jones & Smith | | | | the "food editor" is still just that and not now the |
| Accountants today announced the launch of their | | | | "finance editor". Find out the name of the person and |
| revolutionary new accountancy software | | | | their direct email. |
| package� Better to state � small | | | | Always follow up with a phone call or email and keep |
| businesses now have a better way to measure, | | | | your media liaison consistent. If you provide good |
| monitor and manage the costs involved in running their | | | | information you are not a nuisance, you are providing a |
| business, thanks to Jones & Smith's new online | | | | service. Journalists and editors need our information to |
| measurement & analysis accounting system. | | | | fill their newspapers, magazines and radio shows. |
| The Heading | | | | Supply a creative photo or suggest a photo |
| Write a catchy headline with a short, punchy phrase. | | | | opportunity that will add to the impact of having your |
| Observe how headings are written in newspapers and | | | | information publicised. |
| magazines. You need to grab the reader's attention. | | | | Gaining publicity in the media will help you become |
| Of course that is if you are planning to post your | | | | known as an expert in your business field; it will |
| media release snail mail with your product sample or | | | | enhance your image and reputation and help you to |
| full media kit. But most releases these days are | | | | grow your business. |