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Headline or Trash--How to Ensure Your Press Release is Used by the Media

By: Kahlia Hannah

See Kahlia Hannah's popular press release packages at MarketingHelp.NET. She writes your professional press release, then sends it to thousands of media nationwide. Reach Kahlia at kahlia@marketinghelp.net or 801-328-9006.

The biggest mistake people make when the write a press release is to focus on what they think is interesting, instead of focusing on what editors, publishers and, most importantly, readers find interesting.

When you are promoting your own product, service, company, or business, you are undoubtedly excited about it. That is because you are so close to the thing that you are promoting. You are involved with it, and that is why you find it interesting.

However, the rest of the world has no interest in your press release or story until you make it interesting to them.

Follow these 3 basic guidelines, and you will be on your way to writing press releases that are picked up by the media right and left:
  1. Build the press release around a genuine story, real event, important information, or some other "meaty" topic.

    You are probably thinking, "But what I want to promote has nothing to do with any stories or events." That's when you have to get creative. Let's say you want to write a press release about your security company. With all the security issues in the media right now, you could tie your business into those issues nicely.

    If you can think of no media appeal for your press release, then don't send out a press release. Create some kind of media appeal first. Make it news worthy by featuring new or interesting information that is useful to the public. Tie in some kind of controversy or find a human interest angle.

  2. Your press release has to interest either editors or readers. Editors are interested in press releases that they know will interest their readers, make their own boss happy, or bring in advertisers. They won't publish questionable material that compromises journalistic integrity.

    Remember, the press release has to go through the editor before it goes to the reader, so keep the editor's interests foremost in your mind.

  3. End your press release with an offer or a call to action. Encourage the reader to call, write, buy, fax, visit, email, etc... This ensures that you not only create visibility, but generate new business, leads, revenue and profits.

© 2002, Kahlia Hannah

Other Articles by Kahlia Hannah

The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.

 

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