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Are You Crafting a Killer Press Release?
April 6, 2008
Journalists want to grab their audience’s attention, which means that your release must grab theirs as well. Here are some tips to help your headline read like a newspaper headline (highlighting the most significant or shocking fact):
- Keep your company name out of the headline. You may need the publicity, but journalists need a story. Including your company name in the headliner is like shouting to the person reading it, “We think we’re the story.” Your not—your information is though.
- Answer the 5W’s. The body of your release must answer who, what, where, when, and why. Use the first paragraph to tell briefly what it’s about. The second paragraph needs to explain who cares, why they should care, where one can find it, and when it will happen.
- A quote or two helps. In your second paragraph, include a quote that gives the release a personal touch.
- Photographs set the scene. Hire a professional photographer to cover your event and include photos with your release. Many newspapers and local magazines appreciate not having to send out a photographer—and with your photos in hand, they just might plug you into an empty slot they wouldn’t otherwise have been able to fill.
Posted by Shanu Singh Guliani on April 6, 2008 | Comments (0)
