How to Write a 'Trash-Proof' News Release ~ B W C J AOMOLE

Sunday, 9 July 2017

How to Write a 'Trash-Proof' News Release

By BWC J A OMOLE July 09, 2017 No comments:

After sending out over a million faxed news releases on behalf of more than 2,000 clients, I've developed some "secrets" for writing news releases that get published. You can make them work for you as well:

Tell me a story. Give me a local news angle, touch my heart -- make me laugh or cry -- hit me in my pocketbook, make my stomach turn over or grab my gonads. Do this as many times as possible in a one page news release in 30 seconds or less and you will succeed in getting publicity.

A few years ago I spoke at the National Public Relations Society meetings in Omaha. I found out that the most publicists at most big PR firms don't have a real clue about how to write a news release to get news coverage. They write corporate fluff.

All too often, publicists at big public realtions firms write corporate fluff. Rarely do they create something that makes an editor drop what he or she is doing and pick up the phone and call. And yet, this is what you want an editor to do.

Few people who write a news release really think about what they want the editor to do after they receive and read a news release. I've been sending out news releases for people for almost 22 years, and most of the people who come to me initially write detailed book reviews or commercial news and Web site announcements, not short ideas for articles intended to attract editors attention and get a dialog going that results in a feature story published.

Often, I have to tell them to start over or shift gears. Of course, a lot has to do with the content and quality of the book, product service or Web site, but let's just assume that you've written the end all of all whatever you have its in your field. This is the ultimate sensation. The only thing anyone will ever need or want. You're all charged up and rearing to go. Now what?

A Publicity Plan!

First, establish your goals for the release. Write them down. Memorize them. Sleep on it. Wake up and think about them some more.

Remember you have to integrate your marketing with public relations and keep it all within your budget. So, identify how much you have available and write down how much you want to spend, on what and when and with whom.

Let's assume your goal is getting the word out about your product. It could be an initial announcement. It could be part of a year-long monthly campaign to a well targeted media list (again and again to get name recognition).

The task at hand may be to get an article published in as many places as possible, to feed sales, acquire name recognition, drive Web traffic or all the above. Now, it's time to get more specific. Narrow your options and tighten the true alternatives you wish to seriously consider. Think strategically. Narrow the goals and keep it as simple as can be.

What ever your specific publicity goals, you need to be mindful of the types of news releases that can be written, including print releases for feature stories, opinion-editorial pieces, "tips" articles, event announcements, product or service releases, query letters, Internet and/or e-mail news releases.

All these can produce publicity success. But writing each type of release entails arraying different information into a different format and style of presentation. Each release has a different purpose and asks the editor or producer to take a different action. And, doing any of these well in order to succeed is a daunting challenge.

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