Notes

How to Write a NEWS RELEASE That Gets Your Business Noticed
A press release is a teaser. Its purpose would be to arouse the curiosity of the reporters who receive it so they will observe up with a phone call to find out more. Of course, they could opt to run your release verbatim.

Either way, you must have sufficient information in your release. That information must include the Who, What, Where, When, How and just why of one's story and is presented in a particular way.

The main details come first. That is so that if this article is too much time and is cut from the finish, the critical information - when and where your event is being held, for instance - isn't lost.

Somehow, and this is the tricky bit, you need to encase all this important info within an interesting, curiosity-arousing angle.

The primary task of the media release writer is to develop an angle that editors can immediately see is going to be of interest to their readers. This will justify their publishing it.

Your headline is an important tool in persuading an editor or reporter to read your release. It's sad but true that the majority of releases are discarded before they are even read.

Your angle will determine your headline, which must have high interest value as a way to entice the editor/reporter to learn more.

Your release must include quotes from probably the most senior person in your company, or the person most highly relevant to the release. That spokesperson must be willing to be available for media interviews, should a reporter phone them for more information.

If at all possible, include a photo. The more interesting the photo, the higher the chance your news release has to be used. Two people shaking hands while looking at the camera isn't sufficiently interesting.

Make your release as short as possible, but ensure it includes all the relevant details. Whenever we can, confine it to two pages.

You can distribute your release in a number of ways, either direct to the publication yourself or via an organization like PR Web or PR Newswire. Email is becoming increasingly popular. Faxing is also acceptable but you cannot transmit photos this way. If you hand-deliver your release to a news organization, usually do not expect a reporter to come to leading desk to see you. Rather, leading Additional info will deliver it to the newsroom.

Your release should end with the contact details of your spokesperson - phone, mobile and email. In addition, write a short caption for the photo and include that at the conclusion.

Media releases are an excellent adjunct to your other marketing activities. Constantly look for angles or ideas you need to use to publicize your business via a media release. It will pay you big dividends.

Lynnaire Johnston, the term Wizard, is passionate about helping businesses get noticed. She works with companies to ensure they take full advantage of all the many communication methods obtainable in order to get their messages heard. You will discover free resources associated with business writing at http://www.wordwizard.co.nz or visit her Facebook page at
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