Publicity Tip

How to Write a Press Release Part 2:

7 Keys to Press Releases the Media Will Love

by Diane Eble

Last week I showed you what not to do when you write a press release. The most important thing is to make sure your press release is read. So, by avoiding the mistakes that scream, 'Amateur!" you increase your chances of your recipient actually reading your press release.

Now I want to give you seven important keys to effective press releases that the media will respond to.

Before I do that, though, you need to answer a crucial question: What do you want the reporter/producer to do when they read your press release?

(Note: If you don't already have the sample press releases before you, from when you printed them out last week, please go here now and print out the press release samples. I will refer to them in this article.)

In both these sample press releases, there were two places I ask people to visit for more information (and even a free CD). I had the websites already set up to handle getting contact information to send them their free CDs, and sign up for the teleseminar and to be on my mailing list.

Each press release should have a very clear purpose, and you need to be ready for the response. If you want the media to contact you to set up an interview, do you have your 15-second pitch ready? Do you have your bio sheet and QA ready? Do you have a website where they can find more information on your expertise and what media you've done before?

Before you write your first word of the press release, make sure the follow-up material is all set.

Now, with the press releases before you, I want to point out the 7 crucial aspects of a press release that captures media attention.

7 Keys to an Effective Press Release

1. Hook the reporter with your headline. Think about the persons to whom you are sending this. What would interest them and their readers?

Whenever possible, include a benefit in your headline, or arouse curiosity, or present something truly newsworthy.

Ask the Great Question: "Who cares?" If you can't answer that question, rewrite the headline. In fact, ask that question after you write every sentence.

2.  Do not make the press release about you or your book, per se.  Find another angle, one the media will care about.

In the "Author's 11^th Book" release, notice that I didn't talk about the book itself directly. (As in, "New book on Mothering Styles is Available." Who caress?) I wrote it up as a feature story that talked about a career that many would find intriguing—a book coach. It is a human-interest type feature, and I sent it to the editor of the "Neighbor" section of our local newspaper. (Note that I mention I am a Winfield resident. That would not appear in something I would send to a national publication.)

The "Publishing Expert" release is about publishing trends—trends are always interesting to the media. Note too that I mention that one trend—self-publishing—has affected the media's own industry.

3. When possible, include a "news" angle. In each of these, the triggering event is the upcoming teleseminar on which I would be a featured expert. This made it "urgent."

There are other kinds of releases, called "evergreen." I could easily repurpose either of these releases to be a more "evergreen" release. To do that, instead of putting "To be released on or before [specific date]," I would simply put, "For Immediate Release."

4. Write in an objective style. Even though each release was really promoting me (and my book, in one case), it did so indirectly, in the context of interesting information. The release about MotherStyles also included information about Janet Penley, not just me.

Include at least one quote and at least credential in every press release.

5. Very important—do not write a press release as an ad! Nothing will get your release tossed faster.

How to know the difference? Very simply: Ads sell. Press releases tell. You want to give good information—and leave the reporter hungry for more.

6. Don't include everything in the release.  Ideally, you want the media person to contact you for more information.

In the publishing trends release, I discussed one trend—self-publishing. But the release makes it clear that there's much to this particular trend—and that there are others I will discuss on the teleseminar as well. If they wanted to do a story on publishing trends, I'm the one they would want to call. Both releases hint that there are dangers to not understanding how self-publishing works.

7. Include a "call to action." Give the reporters something to do. In this case, they were given information about Annie Jennings PR and some free gifts from that website, as well as where to go for more information on the topic (publishing), which was my site. Giving both sites also added to the "objective" feel.

Review this checklist every time you sit down to write a press release. Then, after you write the release, go through the grid again, making sure you've included all seven keys.

Next week: "Anatomy of a Successful Press Release"

Further Resources …

If you are interested in going whole-hog with publicity, several experts have products you might want to check out—many of them free. I am impressed by all of these people and their honest, real-world approach to establishing expertise. That is, they do not promise to make you a best-selling author overnight, but they do take you step-by-step through tested systems. It's also interesting that each takes a somewhat different approach--which says something, I guess, about the complexities and possibilities of publicity.

1. Suzanne Falter-Barnes. Suzanne has several programs. One helps you get your platform started. When you sign up for her list, you can get her free list of top 50 media and publishing contacts. She also has a program specifically geared toward business owners who want to garner the incredible power of the media to build their business. Another program is for people who do seminars or otherwise need to fill their groups for marketing purposes (this too comes with a free audio course just for signing up).. Don't miss her informative blog and free teleseminars, either.

2.  Annie Jennings PR. Annie often gives free teleseminars on Wednesdays, and many of them are offered later as free MP3 downloads. She especially has a lot of great stuff about how to put up a media-friendly website. You can also sign up for her free tips on publicity.

3. Steve Harrison. Steve has just opened the doors to his year-long Quantum Leap program. This program is for people who are serious about—well, making a quantum leap in their career through publicity. A friend who went to his publicity summit came back raving at how he over-delivered, it was worth ten times what she paid, and that what she learned will change her life and her business forever. She came back with tons of ideas to implement, and even had a makeover with an image consultant. (I think this is part of the Quantum Leap program as well.) If you're interested, check it out now--his programis limited and tends to sell out quickly.

4. Joan Stewart. Also known as The Publicity Hound®, Joan Stewart teaches thousands of authors how to develop strong relationships with the print, broadcast and Internet media that, in turn, help them sell thousands of books. I've been on her list for years and bought some of her reports; she's a wealth of knowledge. Click here to take a look.

5. Arielle Ford claims that she's helped to sell more than 15 million books sold and has 15 bestselling authors in her stable. I like her website, which is itself an example of an engaging, informative, entertaining and effective sales page. So if for nothing else, check out how she uses media, lays out her site, and "sells" you on her product. Then decide if it's what you need at this point.