HOW TO WRITE A PRESS RELEASE

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The following is from the Business Builders Weekly Newsletter

stsbvrep@tir.com

A press release is the accepted standard for communicating information to the media. It describes what's different, and new about your product, sevice, or business, and builds awareness. And since a press release is not paid, it's credibility on readers is much higher than advertisement.

Who Should Receive Your Press Release: Start your list with those who would most likely have an interest in your product. For example; With a product for golfers, I would target the sports, and golf magazine editors first. Make a list of all up-coming events, such as trade shows, or any event that is related to your product, service, or business. Build your list to include, TV, radio, magazines, newspapers, and local community publications. Remember, your press release should be sent to anyone who might be a potential customer.

Before you begin writing, you should determine what you are trying to accomplish with your press release, and who is going to receive it. Your objectives will be easier to obtain with goals in mind. Write down what makes your product better, more useful and different from your competitors. Maby it does or accomplishes something that your competitors does not. Now, write down why any one would want to read or learn more about your product, business or service. This will help you write what others are wanting to read!

Tip: Try combining your topic with a current statistic. Example; A national survey shows that 92% of all golfers slice when hitting a ball off the tee with their driver. You now mail your press release stating that your product The "Anti-Slice-Device" can cure the single most reported problem of all golfers and do so within the first three tries.
Every press release should provide content in the following areas. First on your page is your letterhead; Next, you should have FOR IMMEDIATE RELEASE in the upper left, bold face, all caps.

Skip (2) lines and write: Contact Information. Here, you will include your company spokes-man, work /home telephone, fax numbers and e-mail address.

Skip (2) lines: and enter your headline bold face, all caps.

Skip (2) lines then enter the dateline. The city in which your press release is issued, and the date of the mailing. This also begins your very first sentence.

Before writing your lead paragraph. You need to write the who, what, when, where and why, (also known as the 5 w's amongst journalists.) about your story. This information will be used in the first paragraph. Spend some extra time on your first paragraph, it is the most important one. Make sure the first sentence captures the readers attention and goes into key information such as your five W's.

Through the rest of your text cover all points of your offer to their fullest, and and tell your story.

Use bullets also, they work well when listing the benefits of a product or service.

At the very bottom left hand corner recap your product, service or business. Note: Press Releases are generally three pages or less. The first page is not numbered, but you should write the word -more- at the bottom of your second page if there is a third.

Paper- use 20lb, white 8.5 by 11, with your company letterhead.

Skip (2) lines between paragraph's or indent 5 spaces. Print text on one side of paper only and flush left. To symbolize the conculision of your press release type -30- or use three number symbols ###.

The following is a sample press release template:
Your company letterhead.
FOR IMMEDIATE RELEASE
(ALL CAPS)-Contact: Spokes-man
Day telephone
Evening telephone
Fax number
E-mail

HEADLINE
City, State, Date.. Starte your paragraph here and include the 5 W's (who, what, when, where and why) in this paragraph.

Continue with the rest of the story. Be sure to use bullets when you can in sharing the benefits and information of you product, service or business.

Summarize product, service or business highlights at the end and contact information. You may also include a short paragraph on the history of your company if you feel its necessary.