How to Get Your Press Release Published
Each week, editors and producers receive dozens, sometimes hundreds, of press releases, seeking to promote a company, product or service. More often than not, these materials claim to offer the first, the best, the only. As any editor will gladly tell you, the bulk of them end up-sometimes unopened-in the "circular file." How do you assure that your press release captures the attention of an editor and motivates him to write an article?
The key is to think of your piece of news, your press release, as a product, one that must go through the cycle of R&D, appear before its public in an attention-getting package, and take advantage of a carefully thought-out marketing plan.
- Know your market. First, find the right publication or program for your materials. A magazine that focuses on computers will not be interested in a press release about cribs, no matter how unusual and appealing they might be. Watch TV news and talk shows to determine which would be appropriate, review periodicals at your local newsstand or library, or examine media directories that list publications and programs by city or subject. Once you've selected the right newspaper or magazine, look for the articles and sections-Lifestyle, Business, Home-that relate to your story. Check bylines on similar articles-on how to furnish a nursery, or great gift ideas-to determine which writer is most likely to be interested in your release. Also look at the masthead or call to find out which editor is in charge of the section. Ask if a national newspaper or television show has a local bureau in your area and contact it as well as the main office. If you can, get a copy of an editorial calendar, which will give you an idea of possible themes to tie into in future issues. Occasionally, publications run special sections that may cover your type of products, your size of business, even your side of town. Find out what's planned, when, and who is in charge.
- Get editors what they want. Start with the basics: who, what, when, where, why and how much - and be sure to give a contact name and phone number on your release. Whenever possible, include a professionally taken color print or slide with an identification label. If you're contacting television, think visually: Explain what will be shown on screen and give the qualifications of the spokesperson. Often, reporters want to develop their own twist on the basic press release. Be sure to indicate that additional information and interviews are available upon request. Include a cover letter that tells why you think the enclosed materials will be of interest to the target audience.
- Meet deadlines. Treat editors like your most important customers. Respond quickly to their requests, and take it seriously when they say they need information by a particular date. Otherwise, you could miss your only opportunity.
- Polish the package. Make sure everything - especially the editor's name - is spelled correctly and check your grammar carefully. Offer your materials on letterhead rather than plain paper for a more professional appearance. Assemble the materials neatly in a folder, with your company name on the outside or a business card on the inside. If you have a wonderful brochure about your company or product, enclose that, too. Avoid the look of a mass mailing by printing the editor's name and address directly onto envelopes rather than onto a plain white mailing label. Promoting a particular product? Send a sample along to immediately grab the editor or producer's eye.
- Call. Never just pop a press release into the mail. No matter how terrific a story you have or how well a press release is written, your opportunity may well vanish into thin air unless you call the editor or producer to follow up. Think of media contact as a sales pitch: Summarize your key points - what the story is about and why you think it would be of interest to their audience-and present them quickly. Time and the individual editor's temperament permitting, call the editor before you send materials to pique his interest, then follow up afterward to confirm receipt, answer questions and determine if anything further is needed to clinch the story. Don't leave a message with a secretary or on voice mail right away if you can avoid it; you'll have greater success if you speak to an editor directly.
- Keep trying. Don't be discouraged. If one editor turns a story down, try another angle, another editor - or, depending on the circumstances, the same editor at another time.
- Go with the gold. Before you begin, determine if what you have to offer is something people want to know about - if it is, in fact, a good story. If it's not, you're wasting your time - clever writing or persistent calling will rarely convince media to run something that's not right for their audience. But if it is a good story, following the steps above will quickly lead you to success.