HOW TO
     Maximize Your Publicity Through Effective Press Releases

By Debra Hunsaker

Public Relations is the ongoing process of providing and shaping both the raw information and perception that the media and public have about an individual, organization, product and/or service.

One aspect of an effective public relations program is a news/press release. Consider the following "News Releases 101" tips and advise garnered from several different sources and personal experience:

1. BE NEWSWORTHY
   A press release is NOT an advertisement. A new service, product, employee, location, company anniversary, etc. may be newsworthy. Your annual sale is not. Think of it from the perspective of the media’s audience – why would they want to know this? How could this help them?
2. GET TO THE POINT
   Write a news release in an inverted "V" and be sure to include a date. Include a compelling headline that really summarizes what the story is about. Write in importance from the most important to the least and remember to include the Five W’s: who, what, when, why and where. Don’t use flowery, pretentious language. Focus on one or two features; don’t include the "kitchen sink." Most releases should be 400-500 words at most.
3. BE PROFESSIONAL
   Check and double-check your grammar, spelling, etc. Then have someone else proof the press release, just in case. It will be hard for people to take you seriously if you’re not professional in your writing, demeanor, etc.
4. LOOK FOR A HOOK
   Why should they care? Along with being "newsworthy," why would the general public want to know this information? How is it relevant to them? Why would the media want to run the release? What does it do for them? Understand your target market. Media outlets and writers are bombarded with news releases and information. You need a reason for your story to rise to the top of the pile.
5. CONTACT INFO
   An e-mail address is not good enough. Provide a name, office phone number, cell phone number, etc. where someone can immediately get in contact with you if needed. Provide proper links or website information.
6. MAKE IT EASY
   The more information you can put at their finger tips, the better: statistics, research, etc. Offer interviews, pictures, whatever makes sense. Realize they may be on a deadline. Be committed to providing them with WHAT they need in a TIMELY manner; you may not get a second chance.
7. SEND (E-MAIL OR FAX)
   Send your press release to the general news e-mail address or to the specific reporters who handle that particular genre — or fax it. Pick up the phone and call in an idea or event. Most news agencies prefer not to receive press releases in the mail.
8. BE REALISTIC
   Developing media relationships takes consistent time and energy. Don’t expect them to pick up everything you send out; thank them when they do. Understand that if even if your media release is picked up, you will not be able to control the overall content of the piece. If you need/want to control everything – place an advertisement.
9. MAXIMIZE RESULTS
   Regularly place press releases on your company website and/or consider an online Media Room. Regularly post printed articles, broadcast links, RSS feeds, etc. Provides legitimacy for your company/products and will also boost traffic to your website.

And remember, the practice of public relations is a process — not a one-time event or a single press release.

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