Alert the Media
By Margaret Berry
We tend to react to press releases the way we react to people. If someone drones on and on, our natural response is to tune out.
A tiresome cocktail-party guest can take advantage of a captive audience; unfortunately, your verbose press release doesn't have the same luxury. If an announcement bores its recipient, etiquette won't stop them from tossing it.
Just as a good conversationalist touches only on points that interest a particular listener, so must you filter out excess information and edit your mailing list to ensure that only interested parties receive your announcement.
Even major public relations firms send out press releases that contain useless information or omit essentials. What's more, such releases are often sent to publications that are completely uninterested in the subject matter. If you decide to write and distribute your own press releases, you'll need to avoid these common mistakes.
Of course, there are multiple ways to produce and distribute a press release; however, some are more effective than others.
News That's Fit to Print
Before you begin writing, consider the different ways publications might use your press release. Most often, it's a starting point for an editor or reporter. Releases supply facts necessary to frame interview questions, piece together an article, or prepare for a product review.
Though some publications never run any part of a press release verbatim, others will publish portions of them as blurbs in a new-products or industry-trends section.
