What is a Press Release?
A Press Release is a piece of news that goes in the editorial (or sometimes advertorial) part of the newspaper. The journalist at the publication decides if it’s newsworthy. As the writer, your goal is to catch their attention, speak to something they or their readers are particularly interested in.

For you, a press release is free publicity. And once you get the process in place, it’s easy and free publicity. You never know who will see your company’s name in a blurb, you never know what kind of reaction you’ll get. I’ve had publications in Europe call me for more info on a Press Release I sent out—and then they did a 3-page article on my client. So send them out at least every six weeks—but at the same time, make sure they are newsworthy.

The Use of Press Releases:
Once the Press Release goes out, you have no control about where it goes. We are going to try to maximize what you do have control over.

About 90% of the press releases I send out show up somewhere. The least effective—but still good—is as a blurb in a blurb listing—the PD has “On the Move,” or for my restaurant clients, “A La Carte: Food and Wine News.”

Another common result is in the editorial “What’s New” type of items in magazines—and usually, with these, they like good 4-color high-resolution photos.

What we’d really like is to inspire the journalist to call and write a feature story about your business. So, as you write, imagine this sort of low-on-the-totem-pole journalist sitting their sifting through piles of press releases and write something that will turn her on.

I’ve had some surprising results to my press releases. Last year I sent out one for an event I created expressly to get publicity. Three publications came out—one national—two television crews, and coverage like I couldn’t believe.

Click here for a template you can use for your press release.

Step 1:
Your First Press Release is a Royal Pain because you have to create your database. Have a brainstorm session on where to send press releases.

Look them up on the web; many publications have a “contact us” page and then a “press release” page. If they don’t, call the publication. Usually the person answering the phone knows the answer—and will tell you how to send it. Also, don’t forget to send to blogs in your industry.

Be sure and ask how they want to receive them: Most places I send press releases to like them in the body of the e-mail—they don’t want to open Word documents.

The first rule is: do not contact the press room by telephone. Most writers find it annoying. They are on deadlines and anything you do to make their job easier and less complicated will dispose them kindly to you. So, if they say they want the press release via e-mail, don’t send them a fax, too, just for good measure.

That said, they are always looking for news. So if you know of a publication that could really help your business, take some time to find out as much as you can about that. For example, Diane Peterson is the main food writer at the PD, and so every time I talk to someone that works at the PD, or that is in the business, I ask about her. And a couple times I’ve gone to food events, I try and be near her, introduce myself, give her my card or my client’s card, and buzz off. I’m trying to establish a relationship as someone she can trust for good info.

If you read an article in a publication that touches on something similar to your product or service, note down the reporter’s name, and start sending your press releases to that person.

If you have Outlook, you can write notes in the contact area about what they’ve written about, what they responded to, where you met them, etc.

Okay, so put two hours aside and compile a database. Once you do it, you don’t have to do it again. And over time you’ll add to it as you think of new publications. And this will be very valuable. You might even be able to sell it. This is your list and it’s a gold mine.

Step 2:
Think of something newsworthy:
Example:
Funeria gets an award. Funeria moves their office. Funeria’s sales increase by 200%. These go in the business section.
Funeria—a new artform is catching on. That goes in the art department, “Life” section of newspapers.
Funeria leads a new way of looking at death—that goes in publications like San Francisco Magazine, Vanity Fair.

Other examples:
ABC gets new client. Hires new person. Creates new program. Increases sales at … by 400%.

Step 3:
Consider Photos
Somewhat technical. Include photos. In the body of the e-mail, insert a low-resolution jpg with a note that you can link to the high-resolution image on the web server and download it from here.

Step 4:
Write it:
500-1000 words; 2 pages at the most; double space.

Header should be catchy. Can be funny. This is probably the most creative part of the exercise.

City, State, Date — After that, you are writing in a middle-world realm. Theoretically the editor can pull this off her e-mail and put it right in the paper. No typos, no bad grammar. Realistically, they’ll cut it down. So you want to write it as if they are just going to use the first paragraph. It has to sound exciting, but not sales-y. Fewer adjectives than you’d use if you were selling your product, but still, you are excited about this.

Larger publications will re-write it. Often they’ll call and write something completely different.

So remember: you are not selling, you are giving them newsworthy information.

First paragraph has who, what, when, where, why, and how. Preferably in the first two sentences.

Second paragraph: expand, slip in some more salesy copy.

Third paragraph: more expansion—if they’ve gone this far, they are really interested, so put in some interesting stuff to get ‘em to call you here.

Fourth paragraph is just the basic one at the bottom.