A news release is often your only chance to make a great first impression.
Newspapers, magazines and trade publications receive them by the truckload. That means sloppy, inaccurate, pointless releases are the first to hit the newsroom wastebasket. To make sure yours isn't one of them, avoid these 7 Deadly Sins:
1. Providing insufficient or wrong information on your news releases, particularly telephone numbers. Releases must be complete, accurate and specific. (Note: A news release is the same as a press release.)
2. Writing too long. They should be no longer than a page.
3. Sending it too late. Mail or fax it to local media at least two weeks before an event, preferably three or four. Major magazines work four to six months ahead of time.
4. Sending a release with no news value. News is what happens that is different. If it isn't different, it isn't news.
5. Blatant commercialism. Avoid hackneyed words and phrases such as spectacular, incredible, the only one of its kind, breakthrough, cutting-edge, unique and state-of-the-art.
6. Omitting a contact name and phone number. At the top of the first page in the left corner, let editors know who they can call if they have questions. Include day, evening and cell phone numbers.
7. Calling after you send a release. Questions like "Did you get my news release?" or "Do you know when it will be printed?" will brand you as a pest. Don't follow up with a phone call to see if the media got your release, unless you are absolutely sure that someone will check for you. Most reporters and editors don't have time. If you do follow up, make sure you have a reason to call. Suggest a particular angle to your story, or ask the media people if they need any other information.
Need More Help with News Releases?
Special Report #39: How to Write Eye-Catching Headlines for Your News Releases and Articles gives you dozens of ideas on how to create sizzling headlines for your press releases, just like the professional copywriters do.
The Do-it-Yourself Press Release Makeover: How to Turn a So-so Press Release Into a Wildly Successful One shows you the most common mistakes you can make when writing a press release--and explains how to avoid them. Joan Stewart interviews author Marcia Yudkin who explains how she writes compelling, attention-grabbing news releases that result in media coverage.
How to Write Killer News Releases That Stop Reporters in Their Tracks shows you how to write news releases that don't end up in the newsroom wastebasket. Joan Stewart interviews publicity expert Paul Hartunian, who shares the secrets of how to capture the attention of busy reporters and editors--and do it on no more than one page.
Fail-Proof Ways to Follow Up After Sending a News Release or Pitch Letter explains in step-by-step detail how to follow up after you send a news release. Joan Stewart interviews author Jill Lublin who tell you how to contact the media after you send a release, and how to entice them with a few other nuggets of information that aren't in the news release.
Direct comments or questions about this article, including requests for reprint rights, to:
Joan Stewart
The Publicity Hound
3434 County KK
Port Washington, WI 53074
Phone: 262-284-7451
JStewart@PublicityHound.com
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