Tags |
|
|
Digg it UP - How to Write a Media Release That Wins You Coverage & Exposure
Young adults these days are not just worried about hiring for a degree-related job post graduation; they are increasingly concerned with field-related summer and semester internships. Interestingly enough, many of these young adults are students currently enrolled at universities and colleges around the nation and are eager to apply their newly-acquired skill set to the real world.For businesses, recruiting and hiring summer interns can result with a fairly inexpensive, educated, part-time labor force. And for young adults, taking a summer internship will yield substantial business knowledge, the application of school work, and importantly: resume development. It's a win-win situation.So what types of ways are successful businesses recruiting and hiring these potential employees?1.Businesses are going directly to the sour
5. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.
• If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.
6. If sending an email release, make sure to write the release within the body of the message.
• Don't send email press releases with attachments - they will be deleted immediately upon receipt.
7. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. Building relati
Too often in life, we fail. We fail not because we set our goals to high and miss achieving our aspirations. Instead, we fail because we set our dreams too low and we achieve them. If we achieve what we set out to do then how is this considered to be a failure? Failure occurs when we are not fulfilling our highest aspirations. Theresa Castro, executive career coach and author of The Dark Before the Dawn: 70 Secrets to Self-discovery, provides insight on what anyone can do while they are in the midst of wanting to change careers.ADOPT THE INNONENCE OF A CHILDWe begin our lives as children with lofty goals. For example, a child might decide that they would like to grow up and become an astronaut and travel to the moon. This child doesn’t have the ability to place any limitations on themselves. They don’t think about what degree
In today's world, getting editors and producers to actually read your release is a challenge. Every day, people tap into the possibilities of free publicity and are becoming proactive in getting their voice heard. Editors & Writers, receive upward of hundreds to thousands of releases a week. However, only a small percentage is both appropriate for their audience and grabs my attention.
Distribution of your press release is just as important as the writing of the release. You want it to be seen, and more importantly, written up in the media. Below are 10 strategies to help you write releases that get your message heard and distributed.
1. Make sure the information is newsworthy.
• The most important information, including who, what, where, when and why, in the first sentences of the releases body, emphasizing why the event/article is newsworthy. You are competing with countless other issues and organizations for increasingly scarce space or air time.
• The selection of your project for funding (if timely),Any additional funding/extensions you receive, Any goals/stages your initiative has reached, How your initiative effects your community, university, etc, A local example of a national story (for example if any national stories appear on teaching and technology)
2. Target your audience. Only contact editors who write about your industry or topic. Make sure you send the press release to the appropriate editor; don't send a food story to a sports editor.
• Don't make the mistake of sending a press release to a group of general media sources in hopes that someone will pick up the story. In most cases, the bulk of your work will end up in the wastebasket, if your announcement has no interest to their readers.
• Find out the best way to contact your target audience. Not every journalist wants press releases by email. You may need to use postal mail, email, or faxes.
3. Write an attention grabbing headline. Make sure the first 10 words of your release are effective, as they are the most important.
• Realize that your headline must immediately "hook" a busy producer or editor at first glance. If your headline doesn't hook them, they won't read further.
• First, the subject line spells the difference between the release being opened or deleted. Second, you must target delivery of the email release carefully, or you risk being banned forever to the recipient's "bozo" file.
4. Deal with the facts. Avoid excessive use of adjectives and fancy language
• Clients Love Hits. Despite all the counseling, strategy, partnerships, writing and more, clients want media coverage. Until the industry creates better measurement systems, a full page Business Week story becomes a tangible "product" that your clients can hold in their hands and show to their boss.
• Follow with supporting background information and details. Some suggest a quote from a books/article/website to add credibility and depth to the release.
5. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.
• If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.
6. If sending an email release, make sure to write the release within the body of the message.
• Don't send email press releases with attachments - they will be deleted immediately upon receipt.
7. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. Building relatio
Always ask, “Is now a good time?”Deadlines in journalism are unrelenting and unforgiving. Using these as your first words after “hello” shows the reporter you’re sympathetic to her needs. It also ensures your pitch gets heard when the reporter is devoting proper attention.Your goal: attractIn your first contact with a reporter, don’t come off like a talking encyclopedia. Your job now is to attract and interest them – not to deliver the whole story yet. Keep it short and enticing.Offer that reporter a nugget of information they needThe best way to get a reporter’s attention: put yourself in her shoes and ask yourself, “What do I know about my topic that would help this reporter do a better job or get a big story?”Don’t go “off the record”Memorize these words: “There’s no su
Distribution of your press release is just as important as the writing of the release. You want it to be seen, and more importantly, written up in the media. Below are 10 strategies to help you write releases that get your message heard and distributed.
1. Make sure the information is newsworthy.
• The most important information, including who, what, where, when and why, in the first sentences of the releases body, emphasizing why the event/article is newsworthy. You are competing with countless other issues and organizations for increasingly scarce space or air time.
• The selection of your project for funding (if timely),Any additional funding/extensions you receive, Any goals/stages your initiative has reached, How your initiative effects your community, university, etc, A local example of a national story (for example if any national stories appear on teaching and technology)
2. Target your audience. Only contact editors who write about your industry or topic. Make sure you send the press release to the appropriate editor; don't send a food story to a sports editor.
• Don't make the mistake of sending a press release to a group of general media sources in hopes that someone will pick up the story. In most cases, the bulk of your work will end up in the wastebasket, if your announcement has no interest to their readers.
• Find out the best way to contact your target audience. Not every journalist wants press releases by email. You may need to use postal mail, email, or faxes.
3. Write an attention grabbing headline. Make sure the first 10 words of your release are effective, as they are the most important.
• Realize that your headline must immediately "hook" a busy producer or editor at first glance. If your headline doesn't hook them, they won't read further.
• First, the subject line spells the difference between the release being opened or deleted. Second, you must target delivery of the email release carefully, or you risk being banned forever to the recipient's "bozo" file.
4. Deal with the facts. Avoid excessive use of adjectives and fancy language
• Clients Love Hits. Despite all the counseling, strategy, partnerships, writing and more, clients want media coverage. Until the industry creates better measurement systems, a full page Business Week story becomes a tangible "product" that your clients can hold in their hands and show to their boss.
• Follow with supporting background information and details. Some suggest a quote from a books/article/website to add credibility and depth to the release.
5. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.
• If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.
6. If sending an email release, make sure to write the release within the body of the message.
• Don't send email press releases with attachments - they will be deleted immediately upon receipt.
7. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. Building relati
A Complaint? It’s a Compliment!What made you mad last week?In the past week, how many times were you upset by something? What action did you take? Complain to the neighbors, make a snide remark to a co-worker, post it on a list or email a group? Did you just gossip or did you try to make it into a positive experience? They say we complain to ten people for every one compliment about a product or service.Did you call the manager of the company, write the company president, email a suggestion for improvement? Probably not. You were upset but not enough to take action. Or you thought you’d be perceived as a whiner. Or that nobody would do anything because you’re nobody special.Complaints are ComplimentsPeople don’t complain because they don’t like you. They point out faults and know you can do b
2. Target your audience. Only contact editors who write about your industry or topic. Make sure you send the press release to the appropriate editor; don't send a food story to a sports editor.
• Don't make the mistake of sending a press release to a group of general media sources in hopes that someone will pick up the story. In most cases, the bulk of your work will end up in the wastebasket, if your announcement has no interest to their readers.
• Find out the best way to contact your target audience. Not every journalist wants press releases by email. You may need to use postal mail, email, or faxes.
3. Write an attention grabbing headline. Make sure the first 10 words of your release are effective, as they are the most important.
• Realize that your headline must immediately "hook" a busy producer or editor at first glance. If your headline doesn't hook them, they won't read further.
• First, the subject line spells the difference between the release being opened or deleted. Second, you must target delivery of the email release carefully, or you risk being banned forever to the recipient's "bozo" file.
4. Deal with the facts. Avoid excessive use of adjectives and fancy language
• Clients Love Hits. Despite all the counseling, strategy, partnerships, writing and more, clients want media coverage. Until the industry creates better measurement systems, a full page Business Week story becomes a tangible "product" that your clients can hold in their hands and show to their boss.
• Follow with supporting background information and details. Some suggest a quote from a books/article/website to add credibility and depth to the release.
5. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.
• If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.
6. If sending an email release, make sure to write the release within the body of the message.
• Don't send email press releases with attachments - they will be deleted immediately upon receipt.
7. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. Building relati
Any time you make changes in your life you are going to be met with opposition from people who would prefer you to stay exactly as you are. Sadly, these people are often the ones that love you the most; your family, friends, partners and even work colleagues. However, in your moments of entrepreneurial seizure, the greatest opposition that you will experience (particularly if you’re a seasoned employee) will come from within yourself.What’s your great business idea?They say that each one of us has an unwritten book lying within us. It’s my belief that each of us also has a great business idea lying in the depths of who we are as well. However, the reality is that very few of us actually dig deep enough to uncover this aspect of self. Of those who do, fewer still are prepared to inject the passion and enthusiasm necessary to bring
• Realize that your headline must immediately "hook" a busy producer or editor at first glance. If your headline doesn't hook them, they won't read further.
• First, the subject line spells the difference between the release being opened or deleted. Second, you must target delivery of the email release carefully, or you risk being banned forever to the recipient's "bozo" file.
4. Deal with the facts. Avoid excessive use of adjectives and fancy language
• Clients Love Hits. Despite all the counseling, strategy, partnerships, writing and more, clients want media coverage. Until the industry creates better measurement systems, a full page Business Week story becomes a tangible "product" that your clients can hold in their hands and show to their boss.
• Follow with supporting background information and details. Some suggest a quote from a books/article/website to add credibility and depth to the release.
5. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.
• If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.
6. If sending an email release, make sure to write the release within the body of the message.
• Don't send email press releases with attachments - they will be deleted immediately upon receipt.
7. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. Building relati
Looking for work is an energy-devouring ordeal, often leading to running in circles and not getting anywhere. A systematic approach can help you focus on your goal, avoid wasting the energy you need to conserve for interviews and employer contacts, and lower your stress level.Some resources you might find helpful include:1. Newspaper classified. Pro: you know that an opening does exist or a company wouldn't spend money to advertise. Con: there may be thousands of applicants for one position. Value depends upon the kind of work you are looking for and the uniqueness of your skills and experience. Certainly worth a weekend check but cannot be exclusively relied upon unless you have your heart set on a telemarketing position.2. Registering with agencies. Pro: they only make money when you obtain work so they are motivated to get y
5. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.
• If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.
6. If sending an email release, make sure to write the release within the body of the message.
• Don't send email press releases with attachments - they will be deleted immediately upon receipt.
7. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. Building relationships NOW means that reporters will take your call when you've got an important story to tell. Best of all, even if they can't help you on this particular one, they are likely to refer you to another reporter who can. As with any relationship, building trust is critical. Do what you say you will, within the timeframe you give. You may not be able to provide all the information requested, but if you are upfront about what you can and can't do, reporters will appreciate it and remember. One reminder: everything is on the record, no matter how close you are.
• Journalists and producers need you and your news, but will lose respect if you hammer them with releases that don't apply to their market or beat. Discriminate.
• If this is a show or publication you are keenly interested in, call them with "new information” designed to create more excitement in featuring you.
• Keep a notebook with you and jot down names of appropriate media contacts as you read publications and hear radio interviews.
8. Know editor's deadlines. If you are sending a time-sensitive release, don't expect a magazine editor to cover your event scheduled for next week. Find out what the appropriate "lead time" is to send your press release for possible distribution in their media. Make it as easy as possible for media representatives to do their jobs.
9. Good Writing Counts. Adopt a journalistic approach. Look carefully at how reputable publications such as The New York Times, Los Angeles Times, or The Wall Street Journal write a story. What is the lead? What type of quotes do they use? Study different types of stories -- features, executive changes, and news articles. For the most part, you'll see the inverted pyramid style where the most important information is in the lead and the rest of the story flows from there. Despite recent e-word mania, it's time to eliminate jargon and buzz words. Say what you want, but say it simply and plainly. Another sign of weak writing is the use of clich?s. Finally, ever feel like you just can't write that press release? This blockage often indicates you don't have enough information. Do outside research. Interview a customer. Get another perspective. Then you're sure to end up with a solid product that would appeal to any journalist.
10. Keep a "swipe file" of clever advertisements or headlines you can refer to when you need a creative boost.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggitup.net/article/33962/diggitup-How-to-Write-a-Media-Release-That-Wins-You-Coverage--Exposure.html">How to Write a Media Release That Wins You Coverage & Exposure</a>
BB link (for phorums):
[url=http://www.diggitup.net/article/33962/diggitup-How-to-Write-a-Media-Release-That-Wins-You-Coverage--Exposure.html]How to Write a Media Release That Wins You Coverage & Exposure[/url]
Related Articles:
Getting Your Kid Off The Payroll
Manage Your Boss - And Get Ahead!
Can Three Words In Webster's Dictionary Be The Key To Customer Loyalty?
Bookmark it:
|