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PRESS RELEASES	Click here to print this page \| Open this page in a new window

While there are no guarantees that an editor will pick up your story, the potential is staggering. All you need is one editor who is interested in your story to massively boost your traffic.

What Is The Potential Of A Good Press Release?
by Charlene Rashkow
A good press release is one very significant marketing tool that has great potential for gaining attention and recognition. A press release gives you the opportunity to announce important details and information pertaining to a business or special event and is less costly than most other forms of advertisement. The various subjects that can be considered for press release distribution typically include the announcement of a new product, the release of a book, the opening of a web site, a major happening, a trendy workshop, a new business, changes in a business structure, promotions, updates and a host of other interesting events. Do not automatically assume that your particular subject or business may not have the qualifications of being newsworthy since it's all in the presentation. When done correctly the potential of your press release being reviewed by an infinite number of readers is very great.

Several thousand press releases come across the desks of editors each month making it somewhat challenging to gain an editors attention. Although writing and having a press release picked up by the media is definitely never guaranteed, when you consider the potential, it's certainly worth the effort.

WHERE AND HOW SHOULD YOU DISTRIBUTE?
You may consider using the services of a distribution company or perhaps distribute it yourself for either way can prove to be effective. As an example, I wrote a press release recently for a gentleman who manufactures a special slipper that is based on reflexology and magnet therapy and helps one to lose weight. He requested that I utilize a distribution company in an effort to gain vast exposure. Since I have enjoyed working with a distribution
company in LA, I submitted the release on a Monday morning. The very same day my client was contacted by several major TV stations and newspapers who found the press release of interest. The following week his representative was interviewed on the nightly news on FOX TV as well as ABC, the BBC, the Daily News in New York City and radio stations around the world. It literally catapulted his business to new heights since he now receives 20 times the amount of hits to his website than he was receiving previously.

Another client was holding a huge liquidation sale being presented in Scottsdale, Arizona. My client took on the role of distributing the press release on her own rather than paying for distribution. As host of a large event, she was presenting an entire collection from a renowned New York Curator/Director that recently passed away. It
promised to be a major event and therefore the press release was submitted to the largest local TV station. To her delightful surprise the TV station contacted my client for an interview and offered her four free hours of airtime the day before the liquidation sale. The sale was a major success. As you can see one simple press release can go very far in creating attention for your business or product.

WHERE DO YOU SUBMIT YOUR PRESS RELEASE?
Having a press release distributed to the general public requires time, effort and a lot of persistence. While there are a number of channels for distributing a press release, finding the right niche for your particular market takes diligence. Since no method of distribution can guarantee that a press release will be seen or heard, you simply have to start by communicating with a newspaper, TV station or editor or a magazine. Since newspaper editors receive huge amounts of printed material on a regular basis, the press release chosen is based upon whether or not the editor believes it will interest and attract readers.

In order to attract the attention of an editor, any form of news, which basically means information, always consider that it should not be flagrantly promotional. The press release should be an offering of something the world would like to discover but keep it newsworthy. As far as an editor's role in promoting your press release, if you have something of value to offer, you become important to the editor and he or she will welcome your information.

FIRST THINGS FIRST The following tips will help you as you prepare to submit your release:
1	Begin by calling your local paper and requesting pertinent information regarding press releases. Ask for the appropriate person and of course request deadline dates.
2	If the name of the person to submit to is withheld, you can always direct the press release to the Managing Editor of a paper.
3	Try developing a relationship with an editor but refrain from constant phone calls; editors are very busy people and unless they already know you they may perceive you as annoying.
4	Another potential for distribution is locating a reputable distribution house that will issue your press release to all channels including magazines, newspapers, television and radio stations. This method can be a bit more costly but offers greater opportunity to be noticed.
5	You can of course distribute your press release on your own but it takes some effort and legwork.
6	If you aren't receiving the press coverage you hoped for, perhaps it's due to the fact that your press release is not well written. The press release needs to grab the attention of the editor so be sure you've honed in on your writing skills making sure your press release sparkles.

IMPORTANT DOs AND DON'Ts
1	Avoid sending product samples or demos via e-mail.
2	If you've sent a press release via e-mail be patient; if it's interesting, the editor will contact you as soon as he or she can.
3	If it's necessary to contact the editor with changes or additions you may do so, but do remember not to call too often.
4	In addition to writing a fabulous press release, be sure to include all pertinent information i.e., name, phone number, e-mail address, web address if appropriate, company name and date of release.
5	Keep the press release short and simple; if more is required the editor will let you know; there have been times when I've written long press releases out of necessity and they've worked effectively but in general keep them short. Newspapers Submissions
6	When presenting your press release to a newspaper do so with a friendly, warm approach.
7	Be available to answer reporter's questions. If for some reason you cannot answer any particular question, just inform the editor that you need to be sure your response is accurate and will get back with them.
8	If you are hosting an event it might be a good idea to offer the press a free invitation.

Monthly Magazines
1	Writers start preparing story content in September for features appearing in December, therefore distribution should be two months in advance of the issue date required.
2	Stories with a holiday theme should be sent early enough to allow the reporter or editor adequate time for interviewing, research and coverage.

Radio and Television
1	Consider that radio or television stations might give a plug to your web site or product so don't discount this avenue of media.
2	Designate someone as your spokesperson if you aren't comfortable with interviews and have them prepare for any questions that might be asked.

WHEN YOU'RE READY TO SUBMIT Many newspapers accept both fax and electronic press releases. Of course snail mail is always acceptable.
1	If you're sending it by regular mail, be sure to send the original press release to the editor but keep a copy for yourself.
2	If you're sending it electronically, it's best to send as an attachment; various distribution companies have their own method of acceptance so speak to a representative directly to determine their procedure.
3	Although the editor may use a different headline when the press release is distributed, your introduction should include a lead in line informing the editor immediately as to what is most important about your press release.
4	The best press release should cover the important subjects pertaining to "Who, What, Where, When and Why." Add a How to that and your press release will cover all the bases.
5	The main section of your press release should be double-spaced, leaving room for the editor to edit.
6	At the end of the copy add (###) to signify the conclusion of the press release.
7	If you go into a second page include the word 'continued' at the bottom of the first page.

Hopefully with the previous information you'll be successful at getting your press release published. If you do get accepted, give yourself a pat on the back since this is a new playing field for you. If you aren't successful, don't despair. It does take a bit of practice so study other press releases that get published to determine if your style needs a bit of polishing.

Charlene Rashkow brings 15 years of experience as a Writing Stylist and Author to her creative efforts as a freelance writer/consultant. She has successfully helped companies and individuals reach their objectives by writing outstanding press releases, bios, articles of interest, business plans, resumes, web site content and all other forms of marketing material. You may contact Charlene Rashkow at www.allyourwritingneeds.com or write her at Crwriting@aol.com. You can also call her directly at
(310) 514-4844