Publicity is really a powerful method of getting the word out about your company, products and people. It's news and carries third-party credibility that many advertising can't deliver. How do we generate it? While there are a lot of ways to spread information, press announcements are part of most public relations efforts. However they are only effective if they get published.
Your pr release should have the outcome to obtain the coverage you would like. Here are a couple methods for getting yours noticed as well as in print:
Make It Newsworthy
Public interest rates are essential. So focus on topics which are highly relevant to the publication's readers. What's happening in the news now - locally, regionally or nationally - that you could tap into. Here's some news that you can spin to get coverage: new openings, management hires, community efforts, sponsorships, new services or services, events and fundraisers.
Know Your Audience
While the press release is listed in an editor or journalist, the content needs to be relevant and written for that publication's audience. Use easy language. Research past editions to obtain a sense of the publication, topics they cover and style they prefer - before preparing and submitting the pr release.
Since a press release is news, you should utilize short but intelligent quotes to strengthen the facts assuring opinions. You are able to integrate a few of them using different experts and influencers. Don't be afraid to ask people to provide quotes. Depending on the topic, these can be compelling.
Incorporate a Photo
An image helps produce a richer, fuller story - and publishers want them. If submitting to a print publication, the image must be high-quality to allow them to use it.
Make use of a Powerful Headline & Lead Paragraph
Write a short and concise headline to seize the readers' attention. Make your lead paragraph count because some publications will only print that (as well as your audience may see clearly too). Your lead paragraph should be 3-5 sentences capturing the 5W's - who, what, where, when and why. Put the most relevant points upfront. You can always expand on them later within the release.
Nothing says unprofessional a lot more than spelling and grammar mistakes. Ask others to check on it. Multiple perspectives are wonderful ways to find mistakes and make sure the message is clear.
The Who Care's Test
Before submitting the press release, put it through the litmus test. While you read it, think about "Who Cares?". Is it relevant to the audience? Otherwise, time to tweak. If so, let it go!