How to Write a Best Press Release For Your Business

Most everyone has heard the "Want free publicity, write a press release" spiel. Yet, too many small business owners still neglect this excellent source of exposure for their company and products. Why? Often because they don't know how to write an Affordable Press Release. Here are some guidelines to help. By following these simple tips, you can ensure every release you write accomplishes its purpose of getting you free news coverage that far outweighs any amount of paid advertising you might place.

1. Write a news item, not a sales letter.

2. Explain how your news benefits readers.

To interest an editor, you should ultimately aim your release at the reader. It's the editor's job to satisfy the reader, and if you can do that, you're half way there. To do this, consider why someone reads a news story or an article. Typically, though we hate to admit, our number one thought is "What's In It For Me?" (WIIFM).

What's in it for me? Why should I read this story?

* How will your product solve my problem?

* How will your product entertain me?

* How will your product make me more beautiful, intelligent, wealthy, well-liked?

* How will your product save me time or money?

* How will your product make me more comfortable?

Answer these questions for the reader and you've met the editor's needs for information the reader wants and are well on your way to publication.

3. Give 'em the facts.

The simplest way to remember to include all the necessary information is to answer the journalist's questions of Who? What? Where? When? Why? and How? Embellish each answer as necessary, but don't leave out important details.

4. Spend as much, or more, time on your headline as you do the release itself.

Use simple language. Short words and sentences. And keep it short. NEVER go over two pages. One is better. The idea is to tease an editor with enough information to show that your item is newsworthy and encourage him to call or contact you for the "rest of the story."

6. Target your release.

While the common mindset is that the more editors who see your release, the more chance that someone will publish it, this isn't necessarily true. Target your press release to editors who are interested in your style of news. If you're writing about gift ideas for Secretary's Day, don't target the Home and Garden editor. If you're sharing information about your new product for grandparents, you're wasting your time submitting to a teen magazine. Consider the audience you want to reach and submit your release appropriately.

7. Ask yourself, "What makes this newsworthy?"

If you can't satisfy yourself with the answer, chances are you can't satisfy an editor, either. Yet, don't give up too easily! All too often we think, "I don't have any news to share" when in reality, it's all a matter of how you see things. Look for unusual angles, a different approach. You may surprise yourself by what you find worth writing about.

8. Format your release properly.

There is a typical layout to press releases that editors expect. Following this basic format will alert an editor to the fact that you are a professional and that you care about your submission. Ignoring this format can harm your chances of publication.

9. Proofread your press release thoroughly!

Once you've written what you believe to be your best release, take a break. Walk away from it for an hour or two, or a day or two, if you can. Then return to your release and read it again. Read it aloud. Ask others to read it. Listen for errors, poor sentence structure, awkward phrases. Then rewrite and polish your release until it shines!

10. Distribute your release.

Obviously, this is an important step in the press release process, yet I've known people who went to all the trouble of writing a release and never bothered to distribute it. Be sure you follow-through to submission. Building a distribution list can be time-consuming. You may prefer to use one of the number of services available online Low-Cost Press Release Distribution Websites. Most of these companies offer a targeted list based on your industry and audience.

Press Release Power PRWeb 24-7 Press Release Business Wire PR Newswire Press Release Network Internet News Bureau PR9-Net PR Leap

Throwing together a few sentences with some sales copy and contact information thrown in for good measure does not create a press release. Yet, all too often, that's the type of release that lands on an editor's desk. If you'll take the time to craft your release properly and offer an editor a newsworthy item that's suitable for his or her audience, however, you'll be amazed at how readily editor's will publish your release.

Darlene "Dee" Bishop and Business Support Group. All rights reserved worldwide.

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