Getting your corporation or business covered or reported by the media may be a good way to make your company stand out from your competition. Having good media coverage can also potentially make or break your corporation’s or organization’s reputation or image. To make sure that you get the right media attention that you need, I have prepared this simple guideline in making a media friendly press release.
Be Relevant
Probably one of the most important things to remember in making press releases is to be relevant. Make sure you create a press release that talk of only relevant and news worthy stories about you and your corporation or business. Otherwise, if you make a press release of every single minute and mundane event in your corporation or business, you may end up never getting published at all, even if eventually you do have a potentially explosive story to tell. Aside from being news relevant, you must also only send press releases to the relevant persons. Don’t send entertainment news to the editor of the business section. Make sure you send the right story to the right person at the right time. To make sure that you are sending it at the right time, inquire with your media contact if it is a good time for them to receive a press release. This way you not only appear concerned and courteous, you also get a higher chance of getting your story read. Also remember to put the correct date in your press release and the specific contact details of the person the media can get in touch with.
Be Brief and Specific
In making press releases make sure that you make it obvious that you are sending a press release. Indicate in big letters the phrase ‘Press Release’ or ‘Media Information’ to inform journalists what it is they are reading. Include a short boiler plate description of your corporation or organization as well as any other information you think relevant to make your corporation stand-out (e.g., any awards or recognition you have been given). Make the heading of your press release catchy and interesting. In the first paragraph, that should be no more than two to three sentences with 50 to 60 words, make a summary of your press release with the more specific details in the following pages. Make the press release at most two pages and at best one page, making sure that you include all the pertinent details especially answering the who, what, when, where, how and why of your story.
Tailor your Press Release
If you really, really, really want to get your news published, you would go the extra mile for the specific news organization that you are targeting. Research on their style of writing and the specific format they use to publish their news. Follow this format to increase your press release’s chances of getting published ‘as is’ or at least garnering your corporation or organization a reputation of an ‘easy edit’ press release. Needless to say, a grammatically flawless press release is a must. Avoid technical words, flowery words and exclamation points as much as possible. Sensationalizing your story won’t help you at all. Lastly, remember to let at least two to three persons proof read your work before submitting it to the media.
