7 Tips to Get Your Press Release Published

By Joan Nowak

Publicity is a powerful way to get the word out about your company, products and people. It's news and carries third-party credibility that most advertising can't deliver. So how do you generate it? While there are a lot of ways to spread information, press releases are part of most public relations efforts. But they're only effective if they get published.

Your press release must have the impact to get the coverage you want. Here's a few ways to get yours noticed and in print:

Make It Newsworthy

Public interest is a must. So focus on topics that are relevant to the publication's readers. What's going on in the news now - locally, regionally or nationally - that you can tap into. Here's some news that you can spin to get coverage: new openings, management hires, community efforts, sponsorships, new products or services, events and fundraisers.

Know Your Audience

While the press release is submitted to an editor or journalist, the content needs to be relevant and written for the publication's audience. Use straight forward language. Research past editions to get a feel for the publication, topics they cover and style they prefer - before preparing and submitting the press release.

Write Good Quotes

Since a press release is news, you need to use short but intelligent quotes to reinforce the facts and state opinions. You can integrate a variety of them using different experts and influencers. Don't be afraid to ask customers to provide quotes. Depending on the topic, these can be compelling.

Include a Photo

An image helps create a richer, fuller story - and publishers want them. If submitting to a print publication, the image must be high-quality for them to use it.

Use a Powerful Headline & Lead Paragraph

Write a short and concise headline to grab the readers' attention. Make your lead paragraph count because some publications will only print that (and your audience may only read it too). Your lead paragraph should be 3-5 sentences capturing the 5W's - who, what, where, when and why. Put the most relevant points upfront. You can always expand on them later in the release.

Proofread.

Nothing says unprofessional more than spelling and grammar mistakes. Ask others to check it. Multiple perspectives are great ways to find mistakes and ensure the message is clear.

The Who Care's Test

Before submitting the press release, put it through the litmus test. As you read it, ask yourself "Who Cares?". Is it relevant to the audience? If not, time to tweak. If so, let it go!

Joan Nowak is a results-oriented Business Coach, Consultant and creator of the Hybrid Coaching System for small business owners. For additional resources and ideas to grow your small business, visit http://www.HybridBizAdvisors.com. While you are there, join her mailing list to get her monthly eNewsletter and receive a FREE copy of her eBook, Mastering the 7 Elements of Business Success.

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