The press release is my #1 marketing tool and continues to be integral to my success. The press release for my most recent drawing was covered by over 20 news organizations and reached hundreds of thousands of new eyeballs. This type of exposure would cost $20,000. I got it all for free and so can you.
Read on to learn how to use the press release to your advantage. I’ve included a sample release below for reference.
WHAT IS A PRESS RELEASE
A press release is nothing more than a short story distributed to the media which can announce a wide range of news items such as awards, products, special events, interesting life story, etc. It should be sent to the editor or producer by e-mail, fax or snail mail. A small amount of research will help you track down the proper contact for each company.
HOW LONG SHOULD MY RELEASE BE
Stay at two pages or less. Ideally your release should be under 300 words.
WRITING YOUR PRESS RELEASE
A press release should always be written in third person. Avoid writing ‘sales speak’. Editors aren’t interested in selling your products. Their interest is giving readers stories they want to read.
At the very top of the page PRESS RELEASE should be spelled out in all CAPS and centered in bold. If the press release is for IMMEDIATE RELEASE, say so. A release with no release date is presumed to be for immediate release.
The headline and opening paragraph are the most important elements. Keep the headline short, catchy and to the point; ideally 5-7 words is enough. It should be centered, and in bold.
Take out unnecessary words like “the,” “an,” and “that.” Avoid anything that appears as sales pitch (ie: exclamation points!!).
Begin with the date and city for which the press release is originated. It should contain in brief detail what the press release is about. Focus on the main idea, not the little details. Concise and to the point is your goal.
A good place to drop a quote. Use quotes to expand the key points in paragraph 1, but keep them short. This paragraph also explains detail: who cares; why you should care; where one can find it; when it will happen.
Answer any questions the main paragraph may have raised. The paragraph is a summation of the release and further information on you with your contact information clearly spelled out
Name, website, location and phone number should be printed clearly at the end of the third paragraph. The contact details should include:
Telephone with proper country/city codes and extension numbers
Mobile Phone Number (optional)
Timings of availability
Web site Address
Journalistic standards have basic parameters that define the end of a press release: ###. Three # symbols, centered directly underneath the last line of the release indicate the end of a press release.
BEST TIME OF DAY FOR RELEASE
If you’re release is time sensitive (announcing a specific event at a specific time) target between 9:30 -11:00am and no later than 2:00pm. You’ll want to give the editor time to send out a reporter. If your release does not have a deadline, don’t sweat the time of day.
Whether or not your release is time sensitive ALWAYS follow up with a phone call to the editor/producer to make sure they received it. I send most releases by e-mail which can get caught in spam filters (especially if an image is included). A follow up phone call can also develop the release into a full story.
Avoid sending out your news release when a major all-consuming world event is happening. It’s best to pick a slow news day if possible. When you send your release can also depend according to publication. Keep in mind the schedules of the differing publications. Bottom line in any marketing is to know your target market.
SAMPLE PRESS RELEASE:
Legendary race horse carries hopes of rising artist
(Truro, Nova Scotia) – The career of Nova Scotia artist Robb Scott is now saddled on the back of legendary race horse Somebeachsomewhere and set to ride to new heights. The well-known Maritime artists drawing of the legendary maritime champion has grabbed the attention of the harness racing industry.
“I couldn’t be happier,” said Brent MacGrath, owner and trainer of Somebeachsomewhere who commissioned the drawing. “He captured ‘Beach’ as the individual he was, which was important to me. I think the customers will enjoy it, the staff will enjoy it, I know I certainly will enjoy it.” The original drawing can be viewed at 468 Prince Street at Pye Chevrolet in Truro. Only 100 Limited prints will be made available for sale and as donations to select charities.
Mr. Scott, known for his hyper-realistic drawings, is considered among Canada’s premier pencil artists. He perfectly captured the harness racing stallion as he flies toward victory in Lexington, Kentucky. The detailed drawing was done from a photograph taken by The Canadian Sportsman’s Dave Landry while the horse raced in Lexington, Ky. It shows driver Paul MacDonnell in the bike.
Somebeachsomewhere exploded onto the harness racing scene in the summer of 2007 and during the next 17 months went on to win 20 of his 21 lifetime races. He set 4 world records, garnered more than $3.3 million in purse earnings and several industry awards, including the U.S. horse of the year in 2008 and the Canadian horse of the year in both 2007 and 2008. He was inducted into the Canadian Horse Racing Hall of Fame this year and is now retired, providing stud services at Hanover Shoe Farm in Pennsylvania.
All are invited to view this beautiful 2 foot by 4 foot drawing at Pye Chevrolet. You can also visit Robb’s website to purchase your own limited edition print.
For more information about this story, or to schedule an interview:
Contact: Robb Scott
Business Address: 113 That Street, Truro, Nova Scotia
Available: All day until 5:00pm on Mon., Wed., Fri., Sat. & Sunday.
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Let me how your success goes. Be sure to drop me a comment with any questions or positive press release stories you have. Get more info you can try these out and treatmentqck.com