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How To Write A Press Release AND Get It Published
by Trent Brownrigg ©Copyright 2004

Writing a press release (or news release) AND getting it
published is not difficult.

I say this after struggling for some years to get any of 
my press releases published.

I stumbled on the most important factor for getting a press
release published right *after* my first release got published 
in a UK Internet magazine.

I then decided to piece together all the advice, all the tips 
and tutorials I'd read, into a single checklist, to make writing 
my next successful press release easier.

The press release checklist below is the result.

Like all checklists, it's brief and to the point. So if you need 
to understand more about a particular concept I recommend that 
you read the article Appendix (available in the online version 
of the article at: http://www.howipromotemywebsite.com/press-release ).

Remember, good press releases -- i.e. press releases that get 
published -- are great ways to get invaluable promotion for your 
business or website.

So learning how to write good press releases, and then writing 
them, is definitely 'worth it.'

Read on.

Here are the basic steps of writing a press release:

=> Press Release Checklist

   o  Step 1 - "What's Your Story?"
   o  Step 2 - Think Like A Journalist
   o  Step 3 - Mechanics Of Writing A Press Release
   o  Step 4 - Example Layout Of A Press Release
   o  Step 5 - Is Your Press Release Ready?

   o  The missing ingredient - K-I-S-S


An explanation of these steps follows. (Remember, you can learn 
more from the resources listed in the Appendix.)


=> Step 1 - "What's Your Story?"

1.1) Find your story, and develop it!

1.2) Position yourself as being different (develop 
     different angles). This means thinking about:

     * holiday and event tie-in articles
     * tips, articles, advice
     * politically and socially important editorial
       tie-in articles
     * new, unique products, Internet innovations and
       developments
     * human interest angles
     * interpersonal relationships on difficult issues
     * unusual events, unique personal accomplishments
     * unusual creative ideas
     * humor and wisdom, fun and tragedy

     Some suitable news-sources to aid your research:
     - http://news.bbc.co.uk
     - http://www.zdnet.com
     - http://www.backwash.com
     - http://www.moreover.com


=> Step 2 - Think Like A Journalist

2.1) What reasons would an editor want to publish your news?
     What benefits do their readers get? Is it relevant? Is
     it mildly interesting? Is it newsworthy?

2.2) Make the main benefit of your press release the
     headline. (Your headline has one purpose: to get the
     attention of the editor, to get him/her to read your
     release - use the words YOU, NEW and/or How To)

2.3) Remember the subtext

2.4) Remember to 'keep it simple stupid'! Write for
     scannability. Write short, punchy paragraphs.

2.5) Remember to answer these questions:
     "Who? Why? What? Where? When? & How?" Ideally, answer
     these questions in your headline.

2.6) Write the press release so it can go into a magazine,
     with as few edits as possible. (IMPORTANT!)


=> Step 3 - Mechanics Of Writing A Press Release

3.1) Headline (or title) of your press release is vital -
     see 2.2) above. (Some say that most of your time should
     be spent on writing a powerful headline.)

3.2) Your opening sentence continues on from the headline.

3.3) Tell your story in the headline and leading paragraph.

3.4) Use specific, powerful (and true) testimonials - use
     convincing case studies; use a powerful guarantee, and
     draw attention to it.

3.5) Make sure you use no more than 5 bullet points.

3.6) Change passive words to active; use the words YOU; and
     link selling points.

3.7) For each sentence you write, ask yourself: "So what?".
     And remove the sentence, if you can't think of an answer.

3.8) Edit your copy ruthlessly, over and over again!

3.9) Finally, make sure there are no attachments, no HTML,
     no .DOC files. (Everyone is wary of email viruses
     these days, including editors!)


=> Step 4 - Example Layout Of A Press Release

Here is an example press release layout:

<Title - Headline>      -- Benefit
                           (tell me more, 36-40 chars)

<For immediate release>                   <Simple contact>

<Sub-heading>

<Leading Paragraph>     -- What? Why needed? How it will
                           help (40-75 words). Include
                           quotes.

<Main Paragraph(s)>     -- Who aimed at (the facts)? Who
                           cares?

<Final Paragraph>       -- Summarise; or call to action

<Full contact details>

(Want to look at an example? Visit the link below
http://www.prweb.com/releases/2003/5/prweb66510.htm 
Note: this example didn't get much media attention, because 
it simply wasn't newsworthy enough.)


=> Step 5 - Is Your Press Release Ready?

1) Is your press release published on your website?

2) Better still, do you have an online press pack?

3) Do you know what to do or say if a reporter calls?

--

Phew! That's a lot to take in, I agree!

So can you guess what the main problem is, with doing all 
of the above?

...Your press release will be L-O-N-G (long).


=> The missing ingredient - K-I-S-S

Yes, the vital ingredient to your press release, the one
factor that WILL increase the chances of getting your news
published is to:

      Keep It SHORT Stupid (yet another K-I-S-S !)

Not convinced? Then, ask yourself these questions:

* How many of these press releases do you think editors get
  to read every day?

* How many long, badly-worded releases will they read before,
  eventually, they become instantly put off just by the 
  length of a press release?

* And how much more likely do you think it is that an editor
  will read your SHORT, quick-to-read, press release?

Keep your press release short, simple as that!

So there you are: another promotion tip that *you CAN* do, to 
promote your website or business. Just follow the checklist 
below, to make sure that your next press release gets published:

     * have a story to tell
     * think like a journalist
     * format the press release properly
     * (and keep your press release short!)

Get writing that press release now!


(c) Copyright 2002-2004 Steve Nash. All Rights Reserved.

================================================================
STEVE NASH is the author of the ebook: "3 Super-Tips To Build, 
Promote And Profit More From Your Website." Download your free 
copy now! http://www.wise-buys.info/bonus.shtml 

HIS BEST TIP? Use Site Build It! to develop a profitable
business online! Learn more, here! http://site-buildit.com 
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