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From writing a press release, organizing a special event or
promotion, to one-on-one interviews with the media, public relations
is the driving force behind any marketing campaign.
Whether you’re opening a new business, selling something or offering a
special service,
a basic announcement press release is your key to achieving
recognition and, ultimately, increasing sales.
If you are planning to write and distribute your own press release to
the media, then one of the most important things to remember is that
you need to develop a communications news format style. Rule of thumb
– always double space and avoid adding extra fluff and promotional
words that detract from the main purpose of your release.
Press releases must follow a journalistic style in order to be given
any kind of consideration by the media. To write a successful press
release here are the essential guidelines you’ll need to follow:
Headline – Less is more. In ten words or less the headline
should summarize the information in the release. You have just a few
words to make your release stand out from all the others – so make
your words exciting!
Opening Paragraph – Your first paragraph is critical. This
paragraph must explain the WHO, WHAT, WHEN, WHY, and HOW. It must also
include the “news hook” that makes it relevant to your audience.
Remember, a release is not a hard sell – it’s a factual statement.
Keep it simple.
Second Paragraph – Using the inverted pyramid rule, the second
paragraph should include the most important information and quotes
first. This technique is used so if editors need to cut the story due
to space, they can cut the ending without deleting essential
information.
Closing Paragraph – Summarize the key information, including
the name, phone, fax and email address of the contact person. Finally,
be concise and grammatically correct. Double check your spelling --
and proof, proof, proof!
We hope this information will be helpful as you develop your own press
release. If you have any questions, or need assistance please call
Betty Keepin at 847-458 8387, or email betty@keepintouchpr.com.
KeepinTouch Communications is a full-service marketing public
relations consultancy specializing in corporate and brand marketing PR
for beauty, fashion, home furnishings, retail, health care,
business-to-business and not-for-profit organizations.
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