Press Release Checklist: Are You Getting The Most From Your PR?
A press release is an excellent way to gain publicity and exposure for your business. A press release is a document containing information that you would like a media organization to feature, such as general information about your business, a special event that you are holding, or a special incentive you are offering.
By having a story featured in a newspaper, magazine, or other form of media, your business will receive publicity and credibility. You can also use the clippings of paper stories and links to stories featured through electronic media as part of your press kit.
You can submit a press release at any time, however you may find that the media features stories about businesses when something special is happening, such as a grand opening, special event, or special offer.
There is a simple format to use when writing a press release. If your story can be published at any time, the words ‘For Immediate Release’ should appear at the top left hand corner. However, if the information should only be released after a certain date, use the phrase ‘For Release After [insert date]. Under that, include your contact information.
The body of the press release follows. This contains information that you want to make public. Keep press releases at two pages or less. If it does include a second page, make sure that the word “more” appears at the bottom of page one. The press release should end with three pound signs (###).
Since the information in the body of the press release is addressed to the public at large, it is best for it to be written in a crisp, concise manner. You should answer the most basic questions ??” Who? What? Where? When? Why? How? Tell the public who you are, what it is you are promoting, where your event will be taking place, why it is being held, and how they can take advantage of it.
After preparing a press release, get it into the hands of local media like newspapers, magazines, television stations, and radio stations. Consider your target market and make sure they will be exposed to the information in your press release. Press releases that advertise an event for a specific date need to get to the media early enough to be publicized before the event occurs.
Do all you can to make your public exposure complete. That means taking advantage of Internet talk radio programs, newswire services, and other online media outlets.
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