In recent blog posts for HBS we looked at using Facebook and Twitter, two quintessentially modern technologies that didn’t even exist a decade ago, in order to help promote your business. In addition to harnessing the latest in social media, entrepreneurs should also learn the decidedly old-fashioned skill of writing a press release in order to help promote their companies. And when it comes to crafting a winning press release, you’ll need to get two things right: the structure and the content.
Structure is the easier part, as press releases follow a fairly standard format. Begin with a catchy but succinct headline and follow that up by giving the reader the who, what, why, where, when, and how in a few short paragraphs. Then go on to flesh out the why—as in why this matters to a newspaper or magazine editor and why anyone would be interested in reading an article about what your business is doing. Make sure to include one or more quotes from relevant sources. If you need help getting started, try doing a web search for “press release template”, and you should be able to find a sample that you can adapt for your company.
Now that you’ve got the structure down, it’s time to focus on the heart of the matter: the content. There are two golden rules to follow here. First is that a press release must describe something newsworthy. Second is that press releases are not marketing materials. There is no faster way to turn off an editor or writer than to give him a thinly veiled promotional piece or sales letter disguised as a press release. Make sure to stay away from hyperbole, exclamation points, and industry jargon if you want your press release to be taken seriously.
So what constitutes newsworthy when it comes to the world of small business? You are probably excited by all sorts of things that your company does, but you need to ask yourself the question, “Why should anyone else care?” For example, if you’re opening a large new retail location, it’s probably a big deal for you, and you want to get the word out to as many consumers as possible. Unfortunately, opening a new store is not a newsworthy event—thousands of them open every day. But say you’ve managed to convince some local VIPS from the community to take part in a ribbon-cutting ceremony and provide free entertainment. Now that’s something that people might want to show up for, and that news outlets might want to highlight.
As you are crafting your press release it also helps to think about how you can tie the release in to other current events or trends that have captured the public’s attention. If you can demonstrate how your firm is in the middle of something that is “hot” at the moment, you’ll give editors a great reason to produce a feature about your business.
Once you’ve completed and proofread your press release, it’s time to get the word out. Compile a list of all of the relevant local and national publications—both print and online—that may have an interest and email them a copy of the release. It’s best to indicate in the subject line that you are sending a press release and to include the release in the body of the email, not as an attachment. If you wind up generating some interest from the press, you may get asked for an interview. If so, then stick to the same principles you used to fill the content of your press release—a focus on newsworthiness and not sales—and let the writer do his job of making your business sound exciting and relevant to the public at large.
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2 Responses to “How to Write a Press Release”
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Nice article, although please let me add a few statements.
When writing a press release, I write the “Objective” first. The objective is why I am writing the release in the first place – what do I want the reader to do if it works perfectly. Do I want the reader to order a product we are selling? To come into our retail store? Public awareness of our firm, idea, or product line? Then I write the release to fulfill the objective.
Most press releases actually are marketing tools. If you write a release about your store opening it doesn’t do you any good unless people come to your store (fulfilling the objective.)
If you write a press release about your new book and no one buys it (or at least checks it out), your press release failed.
To create your best and most effective “interest arousing” headline – which is what drives people to read your release – use the Jeff Dobkin 100 to 1 Rule, as found in my book, “Uncommon Marketing Techniques” write 100 headlines then go back and pick out your best one. Hey, I didn’t say you’d like it, just that it would be the best, most effective way to write the headline.
Write your release in a news style of writing – be brief, writing without many adjectives. Who, what, why, where and when in a pyramid style of writing with the important stuff at the TOP – just like newspaper stories: “Fire Kills 3, ten fire trucks rolled out to…” then on to the less important stuff. Besides, editors cut from the bottom.
Keep it short. If sending a print version – double space the body copy so editors have space to edit your writing. This is about 400 words at most – one page.
Finally – call the editor before sending. Simple ask if he or she is the correct person to send the release to. This sets up a “Can you help me” dialog in a few seconds. If they are to right person, give a 30 second pitch then send your release with a cover letter.
In your cover letter – and EVERY press release should go with a cover letter, say in the first line, “Thanks for receiving my call. It was a pleasure speaking with you,” even if it wasn’t. This will remind the editor you called, and it’s very important for your release to appear. This phone call will more than double your chance of having your release published. Hope this is helpful.
For more information about writing and sending and effective press release campaign, see over 100 pages specifically on creating press releases in my direct marketing book, “How To Market a Product for Under $500.” Jeff Dobkin.
Jeff, thanks for contributing these additional tips!