Greetings Hammer! Thanks for the opportunity to answer this question
and thank you for requesting my PR skills.
Writing an effective press release is not difficult - it simply
requires a solid template. A wonderful example of one may be located
at Press-Release-Writing.com - when you visit the site, you'll be
treated to a pop-up that will allow you to sign up for their free
newsletter - it's probably one of the only pop-ups worth viewing on
the Internet. :) I receive their newsletter and there are many great
tips in it so I suggest you sign up for it, too.
Press release template:
http://www.press-release-writing.com/press-release-template.htm
This template is an industry standard and presents the "-More-" tip
for more than one page as well as the standard "#####" to indicate the
release is finished. However, I suggest you always keep a press
release to a single page. Print and web media prefer one page
releases and keeping your release to a single page will challenge you
to "take out the fluff" and stick to your main topic. Short and sweet
is always memorable.
Here is an example using their sample:
FOR IMMEDIATE RELEASE:
CONTACT:
John Doe
John Doe Enterprises
Phone: 888-555-1212
Fax: 800-555-1212
sales@johndoe.com
http://www.johndoe.com
Chicago, IL - February 17, 2003 - Responding to numerous customer
requests for "a simpler way to find a pseudonym", John Doe
Enterprises, a leading supplier of pseudonyms, will premiere their new
pseudonym generator software, The John Doe Machine, on March 1, 2003,
at the annual Incognito Convention in Los Angeles, CA.
In business since 1998 and with a customer base of over 500,000, John
Doe Enterprises provides quality pseudonyms to satisfied customers
across the globe. With the release of the John Doe Machine, John Doe
Enterprises expects its stock to go public by the end of the year.
The John Doe Machine was created using a sensitive algorithim which
crawls the public records and the Internet to generate unique and
unusual pseudonyms for the user. The brainchild of Jane Doe, John's
business partner and wife of 30 years, the John Doe Machine takes the
stress out of choosing a pseudonym.
"I was privy to their beta program," stated popular writer Stephen
King, "and that is how Richard Bachman was born."
The company website, http://www.johndoe.com, also offerss a free
30-day trial download of the John Doe Machine and the full version
retails for only $69.95. The John Doe Machine is user-friendly and
future upgrades are included in the retail price.
For more information about the John Doe machine and other software
available from John Doe Enterprises, please phone toll-free
888-555-1212, email sales@johndoe.com or visit http://www.johndoe.com.
# # # # # # #
In my opinion, a press release is a glorified advertisement. You need
to take care not to editorialize in the release but you do want it to
be upbeat and positive about your product or service. To get color
for your release, use quotes from satisfied customers. You shouldn't
state "This is the best service ever!" but a customer quote along the
same lines is very acceptable.
Also, mention your product name as often as possible without overdoing
it. Brand name and company name stickiness depends on those names
being remembered.
As far as frequency is concerned, I suggest sending the releases *at
least* once a week and target the editor of the department that would
most likely report on your product or service. Don't expect immediate
results and keep diligently sending releases to your media contacts.
Slightly alter your text from week to week adding new info as it comes
in (and be sure to keep a PR log of your mailings - after sending a
few, you may choose to follow up by phone offering to answer questions
about the product and to introduce yourself to the editors.
You want the media to notice your name and sending releases steadily -
getting your name out there - is your best PR friend. And, if you are
sending to local media, consider including a sample of your product of
invitation to try your service at no charge. Newspeople are
notoriously underpaid and they take more notice of free things. lol
Also, depending what type of media you are sending, tailor your text
to suit that type of media. If you are sending to a website, include
a link where they can view the product or service example. And, if
you are sending a press kit, you would include photos, awards, other
media coverage you have already received and select letters from
satisfied customers along with the initial release.
In addition to your knowledge base, Yahoo offers a good introduction
to PR marketing at http://smallbusiness.yahoo.com/resources/business_plans/marketing_planning_guide.html?f=5.3.1
that may assist you. As quoted from that guide "Creativity, tenacity,
and patience are cornerstones of fruitful public relations work."
Should you require clarification of any of the information I have
provided, please request it and I will be happy to assist you further.
OTHER LINKS THAT MAY BE OF INTEREST:
Internet PR Guide
http://www.internetprguide.com/
Press Release guide email [However, I recommend snail mail for press
releases - holding something substantial gets more attention and so
much email is considered spam, even by media]
http://www.xpresspress.com/PRnotes.html
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