How to Get A Lot of Worth From Your Public Relations


Sixty dollars doesn’t go an extended way in buying advertising space. But if
you spend it creatively, you’ll recover from ten times that value in
newspaper or magazine lineage. And it is easy if you recognize how. Here’s

You’re conversant in press releases, right? A handout may be a single
page of data about your product or service that’s sent to a
magazine or a newspaper. If selected to be published, it’s printed as a
short story and appears as if the magazine or newspaper wrote it. There
is no charge for having your handout published by a magazine or

So stick around – determine how you’ll have your handout
published (and your likelihood is that pretty good) albeit you cannot write
worth a puck .

There are certain criteria for having your handout published, no
matter who writes it. First, it can’t sound like a billboard for your product or
service. Nope, no adjectives. If it seems like a billboard , it’ll be tossed out.
While most editors will make minor corrections so a handout will fit
their editorial style, few to none will rewrite your release just to urge it in.
Editors get their choice of press releases a day and therefore the ones that
catch their eye for publishing are those closest to their exact needs –
requiring the smallest amount amount of editing and rewriting. Most editors know a
good thing once they see it.

Second, your handout must conform to the quality layout sort of
press releases. This tells the editor that you simply know what you’re doing in
media relations and shows your everyday business practices imitate .
So when your release is published, editors are going to be comfortable with the
knowledge their readers will get good literature and – if they order – a
good product. they will assume their readers will affect a
professional company on knowledgeable level. If your handout
lands on their desk with many typos and misspellings, it’ll land within the
trash next.

Correct layout style means an enormous header stating “Press Release” at the
top, followed by a contact name and telephone number so editors can call
for more information. Next it needs a kill date after which the press
release shouldn’t run. If there’s no kill date, state “No kill date” so it
doesn’t appear as if you forgot it. Also, do not forget to incorporate a 5″ x 7″
black-and-white photo for increased interest, better readership, and
more credibility.

The headline of your release is centered and in bold. Write your
headline with care; it’s this line which will make or break your release. If
it’s a great headline, people will read it — and therefore the remainder of the discharge . If
it’s a poor headline, people will read it – and therefore the other articles within the
magazine. it is your choice. My recommendation? The Jeff Dobkin 100
to 1 rule: Write 100 headlines, then return and pick your absolute best one.

The body of the discharge follows. Double space, allowing an editor to
easily make corrections between the lines. Leave room round the
margins, too. Make it look easy to read, albeit it is not . Use short,
descriptive sentences without fluff or excess verbiage. Use a pyramid
style of writing – the foremost important parts within the first paragraph or two –
because editors know to chop from rock bottom .

Terse, concise writing a bit like a reporter from a newspaper would write
works best. Holy smokes! Did I just say “just sort of a reporter from a
newspaper would write”? What an idea!

How’s this: suppose you are not a robust writer, or you’re too busy with
other activities to write down your own release. What does one do? Call the
local newspaper and ask to talk with a reporter. Now, i do not know
about your area, but newspaper reporters here in Philadelphia don’t
usually make all the cash they’d like. once you get a reporter on the
phone, ask if they know of any reporters who’d like a further easy
writing assignment and would consider writing a handout – for pay.
Chances are better than good that an equivalent reporter you’re speaking
with will choose the prospect at easy money. If not, they’ll recommend an
associate on staff.

Go over your product information with the reporter, and add enough of a
benefit summary in order that they can write a top quality release. Ask them to
recommend several different angles and what they think their absolute best
pitch would be. Then ask what their hourly rate is (usually about $20/
hour). Your release should take about two to 3 hours of writing time,
if that – and will cost around $60.

Now for the simplest part. Your reporter can submit your release to the
editor for you. believe it. The paper’s own reporter writes a press
release – within the newspaper’s exact sort of writing – then hands it to
the editor together with his own personal recommendation. Nice package.

So without writing a stitch, you get the discharge written then handed over
to the editor on a silver platter by a trusted staffer . Your chances
of getting it published are… you guessed it. When it’s printed, you just
received $1,000 worth of advertising for $60. As promised.

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