"Creating News Releases: Easy and Free Publicity For Your Business"
What's news? You are! If you're not creating monthly news releases for your
business, you're missing out on giving your business an instant boost.
As a tech journalist, I received dozens of news releases every day. Most of
them went into the recycling bin, or were used as scrap paper.
However, the releases I did use received a fantastic boost of free publicity
and instant credibility for the businesses which sent them.
Years ago, when I managed a dog training and boarding business, we spent huge
dollars every week buying display advertising in a Sunday paper. It bit a massive
chunk out of our cash flow, and I knew there had to be a better way. At the
time, I wrote romance novels, and didn't think of myself as a copywriter. However,
I figured that if I could get some free publicity for us, maybe we could save
on advertising.
I sent dozens of news releases to newspapers, radio stations, and TV shows,
and we got a wonderful response.
Lots of interviews and television appearances. Great coverage. I managed to
position our business as experts in dog behavioral problems, so whenever anything
dog-related made news, journalists would call us as the experts on dog behavior.
One of our trainers would then give newspaper and TV interviews, dispensing
advice while promoting our business. Once the publicity ball got rolling, the
only paid advertising we needed to do was in the Yellow Pages.
That taught me that if you're willing to put thought, creativity, and time
into promoting your business, not only can you save on advertising, but you
can also build an image for your business.
=> The major element of your release
Here's a list of the elements of a news story. The story you're presenting
must contain at least one of these elements: TIMELINESS, PUBLIC INTEREST, CONFLICT,
TRAGEDY, HUMOR, SEX, MONEY, HUMAN INTEREST, THE FUTURE, or ANIMALS.
=> Rules for news releases
IDENTIFICATION: Display the words "News Release" prominently. DATE
THE RELEASE. LETTERHEAD: Use your own business letterhead. (Create it in your
word processor.) TIMING OF THE RELEASE: Underneath the letterhead, type in caps,
underlined: FOR IMMEDIATE RELEASE. USE DOUBLE SPACING. LEAVE WIDE MARGINS, for
journalists and producers to make notes. FINISH OFF THE COPY: type **ENDS**
or ### at the end of the copy. CONTACT INFORMATION: vital. You can end the release
with it, or begin the release with it, your preference. You need to include
the name of the contact person: you, or your client, or both of you, and the
phone numbers you can reliably be reached at.
=> The structure of a news release: the inverted pyramid
After you've done a lot of news releases, you'll get in the habit of writing
in inverted-pyramid style automatically. "Inverted pyramid" writing
is used in newspapers.
You can remember what IV style is if you imagine it. Imagine a pyramid. Stand
it on its apex. You now have the broad base uppermost. This signifies that the
base of the story, or the root of the story, comes first.
Therefore, news releases have this structure: a headline, and the first paragraph
giving the most important information. The first Then each succeeding paragraph
gives more information in order of descending importance. You can chop off any
of the later paragraphs and still have the story make sense.
I like using a headline in a news release, but it's optional. Unlike the headline
in an ad, your headline shouldn't be cute or gimmicky, it should summarize the
story in five or six words. For example: 'Nursery Gives Away Free Trees'; 'New
Store Opens'; 'Delaney Sponsors Local Swimmers'.
The first paragraph is your story in a nutshell: who, what, how, when, where
and why. It's easy to write. Just state your case. Tell who you are, what you're
doing, how you're doing it, where you're doing it, and why.
For news release examples, visit http://www.prweb.com . (PRWeb.com lets you
send out free news releases.)
When you get into the swing of whizzing out monthly news releases, they take
less than an hour write. After all, they're just a page of straightforward information.
However, that hour can have a powerful impact on your business.
Make some news today!
***Resource box: if using, please include***
Author and copywriter Angela Booth crafts words for your business. Words to
sell, educate or persuade. Contact her today for a free quote:
http://www.digital-e.biz/
Free ezine: Creative Small Biz --- subscribe at:
http://groups.yahoo.com/group/Creative_Small_Biz
About the Author:
Author, journalist and copywriter Angela Booth writes for businesses large and
small. |
