Press Release Format

·	Is this press release news?

It is important that your press release stress the NEWS angle of your material. Use independently gathered statistics (or your own market research) to bolster your claim that the public needs to know this information RIGHT NOW! In fact, just posting your own marketing survey might, in fact, qualify as news. And if you can tie it in to what is already in the news, that's as good as it gets.

·	Does the press release refer to local problems or events?

Editors and talk show hosts care about THEIR readers. Did I mention this? Bottom line, to get your story noticed by newspaper editors and/or talk show hosts NOT IN YOUR AREA, you must relate your message to "everyman." You must solve THEIR problems -- no matter where they live. If you cannot do this, then chances are that newspaper editors will pass.

TIP: NEVER EVER say things like, “Everyone loves my stuff;” “I have the most popular thing ever created,” etc. Instead, list the awards you have won, or at the very least get people related to you with different last names to give you a quote on how wonderful you are.

So how do you gain national publicity for a local company? Give readers and listeners EVERYWHERE some way to participate. Come out with a book they can read. A Web site they can access. Physical or mental exercises to do. A game plan to follow.

·	Are you the best "expert" to impart the message in your press release?

It’s not enough to convince an editor or talk show host that their readers NEED the information in your press release. You must stress that you are the very best person to deliver this message to their readers. For this, you need to go back to your resume-writing days where your gloried your accomplishments beyond credibility. Don’t lie, just maximize the fine work you or your product have accomplished. Although it is unlikely editors will check your credentials, I cannot condone an out-and-out fabrication of your talents. Simply write from your mother’s point of view.

Remember: Editors and talk show hosts would prefer to quote their own local experts so you must come across as

Publicity - Getting “famous” is a marathon, not a sprint when it comes to sending a press release

How to write a press release

Maximizing the subject matter of your press releases

Use this example of a press release template

Optimizing your press release

Editing your own press release

Example of a press release

Everything else you need to know about how to write a press release

·	Will this press release benefit their readers?

It's not about you. Well, of course it is. But you have to at least pretend it's about the editor's readers and the listeners of radio talk shows and national public radio. The No. 1 thing newspaper editors and talk show hosts are looking for is subject matter which will BENEFIT the GREATEST NUMBER of THEIR READERS or LISTENERS.