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Marketing Tips, Ideas and Secrets
Press Release Writing Tips
* Make it newsworthy. Are you solving a problem or filling your readers' needs?
Pinpoint what that need or problem is and write the release from that perspective.
* A headline that gets to the point. Craft a headline which conveys immediately
why this news is important. Avoid promotional sounding words. What you say here
determines whether the reader will read the rest of the release.
* A strong leading paragraph. Answer who, what, where, when, why, and how.
Use this paragraph as an abstract or summary for the release.
* Detailed explanation from the reader's perspective. Give details of the
news so the editor understands why it's important to his/her readers. Any background
information, quotes of note, comparisons to similar products or services, etc.,
which illustrate the importance of this news should be included here. If you're
announcing a new product, mention shipping date, price, and other points of
* Short corporate summary. Include especially any information about products
or services which help establish your expertise. Also mention your location,
years in business, etc. Keep it short; don't include the annual report.
* Include complete contact information. Contact name, company name, full address,
phone number, email address, and Web site URL. The contact name should be someone
who's available and capable of answering questions.
* Keep it short. Maximum length should be one to two pages and no more than
Tips for Sending a Press Release
* Target your audience. Only contact editors who write about your industry
* Find out the best way to contact your audience. Is it by snail mail, email,
or fax? Not everyone wants press releases by email.
* Don't send email releases with attachments. Send the release within the
body of the message.
* Don't follow up. You will annoy most editors by making a second contact.
* Know the editor's deadlines. Don't expect a magazine editor to cover your
event scheduled for next week.
* Update your Web site with the "news" before sending your release.
If it's a new product, update that section of your site. If it's not important
enough to be added to your own site, why should anyone write about it?
* Do not call editors, publications, etc., on their 800 numbers. This includes
calling to get the name and address of the appropriate editor as well as worthless
follow up calls ("did you get my release?"). Don't expect others to
pick up the tab for your marketing costs.
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