A Handful of Tips 91 – Press Release
The five best tips to publicise an event with a press release to the media
1. Get people’s attention
Your opening paragraph should be the lead in to your story. It should be explicit and contain a summary of what you want to say.
It should answer the 5 W’s of who, what, where, when and why (and perhaps how and how much) so the scanning reader can see the vital facts.
2. Use short crisp sentences
Be factual and concise. Avoid flowery adjectives and superlatives.
3. Keep your releases short and to the point
The least important messages should be at the end of your release so they can be removed if space is limited.
4. Avoid blatant advertising
Make your copy ‘newsworthy’ – something people will be talking about tomorrow!
Tell them something new – something they should know.
5. Cultivate good relations with the media
Liaise regularly with editors and reporters.
If you give them leads to newsworthy stories and advertise in their media, you will probably get a favourable response to your request for publicity.
Make sure every press release has your contact details on the top of the first page so you can be contacted for further information.
“Be different from others. Tell them something new.”
SOURCE: For more details on this topic read, “Persuasive Ways” published by Moss Associates Ltd, New Zealand, or the Chinese language version by the Shanghai People’s Publishing House. It’s also published as “Secrets of Persuasion” by Cengage Learning Asia and available as an e-book from Amazon.com.