Create newsworthy deeds or events that get people talking about your company and catch media attention. It's FREE advertising!
Whether it is your grand opening, the launch of a new product or service, or an award you have won, use every opportunity that comes your way to get your name in the news or on people’s minds. Even a timely letter to the editor can create notice for your business.
Newspapers occasionally publish a photograph of a grand opening or event for a fee. Photos attract more attention than an article. A picture can be worth a thousand words!
A press release is a short notice that is designed to draw attention to your event or noteworthy deed. It is sent to your local news media.
There is a certain protocol to follow if you want your press release to be noticed and picked up by news editors.
First, research the name of the current city editor of your local newspaper. Find out the editorial department email address and fax number. The newspaper’s receptionist will be able to provide this information.
At the top of a blank page without a letterhead write "MEDIA RELEASE" in bold letters centred at the top of the page.
Below this, left or right justified , write the current date, the date for release, your topic and contact information, and the number of pages.
Keep your press release to a couple of pertinent paragraphs. Use a "hook" in the first sentence or in the title. If you don’t catch the editor’s attention at the onset, he or she may bypass your press release.
Keep your press release short, and to the point. Answer the "five W’s"—who, what, why, where, when. If possible, keep to one page. Details can be provided during an interview. Make certain grammar, spelling and punctuation are correct.
For multiple pages, number each page at the top, with the phrase "page 1 of 2" or "2 of 2" according to which page it is. At the bottom of each continuing page write "more". Use the number "30" to indicate the end of your press release.
Follow this with a bibliography containing contact information for all persons mentioned in the press release and key people relating to your event. This allows a journalist to interview pertinent people. If you would like a photographer or reporter for your event, indicate "live coverage requested" or "photographer requested".
Allow at least a week’s lead time before your event, when sending out your press release. Don’t send it out too soon or it will be forgotten. Follow up with a telephone call 2-3 days after you send the press release to ensure that the editor received it.
In the event that your press release is accepted as newsworthy, the editor will assign a journalist to call you for an interview. This is when you can provide more details on your event.
Always be certain to send an acknowledgement or thank you note following publication. Never send thank you gifts. ~~
