The greatest form of advertising and publicity is that which is "free". People often overlook using free publicity in the form of press releases when launching a new product or service or when alerting the industry to company developments. One of the best ways to start a successful marketing campaign is to write a press release. An effective press release campaign can generate far more interest and sales than a paid advertising campaign.
Publications are always looking for news or interesting stories about new products or services. Many times they research and investigate these stories. But 80% of what you read in a publication, hear on the radio or see on television regarding a new product or service is the result of an effective press release. The trick is learning how to write an interesting press release and how to get it published!
The first step is to understand the two different types of publications to which press releases should be submitted: Trade and Consumer. Consumer publications are those geared to the general public or the final consumer. An example of a consumer publication is TIME Magazine. Trade publications are targeted toward members of a particular industry. Trade publications are an excellent place to launch a press release campaign because they are smaller, have a more targeted market, and are constantly looking for industry and market news. In addition to magazines, there are thousands of newsletters and tabloids in any industry.
These are all excellent prospects for a press release. But how do you write an effective press release? And, once written, how do you get it distributed and printed?
Define Your Market
First, you need to define your target market. Who is your consumer? What is the exact market you wish to reach? The more specific you get, the better off you will be.
Define Benefits
Once you have your target market defined, write down all the benefits of the product or service. Remember, stress benefits here, not features. Don't say sunglasses have "pretty blue lenses." This is a feature. Say "patented blue lenses block 100% of the sun's harmful UV rays." This is a benefit.
Write "News"
Now comes the tricky part. You are not writing an advertisement, you are writing a news piece. The most common mistake people make when writing a press release is making it sound like an advertisement. If it sounds too much like an advertisement it won't be printed. Publications want news, not ads.
How do you make it newsworthy? Start by reading and studying newspapers, magazines and listening to radio and television news. You'll see a pattern as to how effective news stories are written. Pay particular attention to stories about new products, improved products and news about companies. See how the stories are written, how they flow, and how they keep your interest.
Follow a Format
There is a particular format you should follow in order to have an editor consider your press release for publication. First of all, submit it typed, double spaced. Make it short and sweet. Try to limit the release to a maximum of two pages. At the top of the first page, in the upper right hand corner type the phrase "For Immediate Release". In the upper left hand corner, type your company name, the contact person, the phone number, fax number, e-mail address, and any other contact information. Next, type the date.
Create a Headline
Then comes the headline. Make it powerful and newsworthy! Like an ad, the headline is the most important feature. However, unlike an ad, the headline must be newsworthy and not sensationalized. In other words, don't say "Lose 30 pounds in one week— guaranteed!" unless it is truly realistic. Instead, you might say "California company introduces innovative weight loss program."
Use the Five "W"s
Now it's time for the body of the press release. Here's where you can elaborate more on features and benefits. Your intention is to let your market know about your product or service and to generate interest! Type the place of the release, just like a news story. (Example: "Los Angeles, CA") Next, write your release and answer the "Five W's": who, what, why, when and where! Everything you will ever learn about writing news stories can be summed up with the "Five W's."
- Who?
Who are you? List your qualifications and experience. Make people trust you and build your credibility!
- What?
What is the product or service you offer? Is it new? Improved? What makes it special?
- Why?
Why would people want your product or service? Why buy now?
- When?
When is the product or service available? When will you be able to provide the product or service to your market?
- Where?
Where can the product or service be obtained? If direct from the company, where are you located? Provide the necessary contact information. .
Editors are bombarded with press releases and news stories every day, so make the release as ready to print as possible, with very little editing needed. The more professional and interesting it looks, and the better it is written, the more likely it will be chosen for publication.
Distribute It
Once completed, set out on a campaign to distribute your release! Visit the library or newsstand and look for publications that are distributed to your target market. Get newsletter directories, magazine directories and small press directories at the library or on the Internet. Now, send out releases to editors. Include a photograph or a sample of your product. You might also send a cover letter requesting consideration of your press release.
If you are not comfortable writing your own release seek a professional. The cost may be a few hundred dollars, but it's well worth it. Press releases should be an integral part of any marketing campaign.
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Terry Thomas regularly contributes articles on a wide variety of marketing and mail order subjects. He is the president of TJT Publications and International Marketing Connection, Inc.
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