1. Unless you have a good reason not to do this…Call the document a News Release (as opposed to a Press Release). You are releasing news.
2. Remember who you are trying to influence…it’s the editor or reporter at the publication or broadcast station. Write the release from the reporter’s perspective.
3. Critique your work before sending it out. Ask yourself:
- Is this really news? Make your announcement as interesting and reader friendly as you can.
- Does my headline and first sentence pique the interest of the reporter and cause a reaction of “This looks interesting. I think I’ll do something with this”.
- Did my story resource have an opportunity to review your draft and make corrections or provide additional input? You are a collaborator, not the source. Ask your source to identify media outlets that are important.
4. Include detailed contact information. The reporter may want to contact the story resource directly. The coverage is the key objective, not your prose.
5. Follow up with key media contacts. A phone call can stimulate interest in the story.
6. Build your relationships with key media contacts. If this means connecting with them on social media, so be it.
7. Instead of writing the release yourself, have a professional do it…and get your important news presented in the most word-efficient manner.
View previous monthly morsels on our Free Marketing Advice page.