How to make journalists read a press release – and even use it
Let them know – without having to try :
What’s the story?
What’s the news?
What does it have to do with me?
Why should I care?
Use
Leads
Photographs
Quotes
Description, action, emotion
Catch attention with:
Facts:
Witch Cackle, of Norton Spotfold in Hampshire, has discovered a liquid that gets rid of acne with just a drop
Story:
Stirring a casserole in her shed, Witch Cackle dropped some on her spotty daughter’s nose. Immediately, the boil on the end of it dried up and disappeared.
Question:
Is there anything that gets rid of serious teenage acne without leaving scars?
First person:
I thought I could never get rid of my acne. My face was covered in horrible pus-filled spots…
Make it interesting.
Write like people talk.
Which would you read, and believe?
The optimum method of removing detritus from crockery is to manipulate a scrubbing utensil in hot water, with a 10ml application of SqueezyClene
OR
The best way to clean your dishes is to use a squirt of Squezyclene and scrub with a brush.
Remember to include:
* Date
* Logo
* Title
* Headline, followed often with a descriptive subhead that makes the point
* Image(s) if relevant – in jpg format
* A lead para to catch the attention of the reader, then detail in paras that follow, including the facts, customer testimonials, quotes and so on. Make your quotes short, sharp, funny if possible, to the point.
* Contact details and offers of help and information: photographs, interviews, visits etc. Some people, with the web in mind, suggest using relevant keywords which mean that search engines will find it eg, Squeezyclene, washing up, dishes, hot water etc (all words that are directly relevant to the product)
Bonus points to bear in mind:
* Solve a problem / create an opportunity.
* Provide useful information journalists can pass on to their readers
* Point out a trend – more and more women are choosing to stay at home and say they love housework, so Squeezyclene is perfect for them to use: smells lovely, looks charming in its Lalique plastic bottle so enhances any kitchen, cleans dishes so they sparkle.
* Make the journalist’s job easy – where do they get information, more photographs? And make sure you find out when the deadline is if you can.
