Let’s assume that your Press Release is announcing the world wide availability of a new product.  You have put your international Sales Force on alert that the product is available and ready to ship.  You also prepared them for what you hope will be an onslaught of orders and inquiries if and when the press release is picked up by the media.

In this example, you want to ensure that the media in markets where you have your sales force located are included in the distribution.  You also want to include new markets.  Your product is targeted at internet and computer users.  You determine your Press Release distribution should include national and international newspapers, the Internet wire services (i.e. google or yahoo!); computer magazines, computer professional associations; and of course, TV and radio stations.

Seems like a daunting task doesn’t it?  How could you possibly look up all the addresses, fax numbers and email contacts for this world wide distribution?

Lucky for you there are many companies that have this information at their fingertips.  They specialize in Press Release distribution and offer many different types of Press Release Distribution packages to meet your specific distribution needs.  The packages are priced based upon how narrow or wide the distribution.  These companies have the names and addresses of most newspapers and magazines as well as the ability to distribute your one press release to hundreds of wire services on the Internet with the push of the button.  They also have magazine lists by industry category.  This is helpful if your product is of the most interest to a particular consumer or business group. In this example, you would need a world wide, comprehensive Press Release distribution package.

Keep in mind the publicity and hopefully, new business generated as a result of the Press Release, can easily and quickly pay for the cost of distribution. It has been proven time and again that the return on investment for a Press Release is the higher than any other advertisement.

While planning for your Press Release distribution, it is critical that you determine who is your target audience; where are they located; and how do they receive their news. Once you have answered these questions, you can easily communicate your needs to the professionals that provide Press Release Distribution Packages.

This standard format is expected by every journalist on your distribution list. It is a simple template that helps you to compose your press release. It ensures you have included the necessary information for the journalist to determine if your message is audience worthy.

Because the first question a journalist might ask is “Who submitted this Press Release to me?”, your contact information is expected at the top of the front page on the left hand side.  Include the contact person’s name, company, address, and phone number.  The next requirement is a “Headline” in bold letters and larger print than the rest of the press release.  Think of the headlines you see in the paper each and every day.  These will give you an idea of what evokes the reader to  read a particular item in the newspaper.  The headline should grab the attention of the journalist and encourage them to read more of your release.  After the headline, the first paragraph is introduced by the City, State of you or your company and the date of its release.

Journalists are inundated with Press Releases.  They don’t have time to read every word and are in the habit of “skimming” press releases for information.  Therefore, you must put your most important information in the first paragraph.  You must write concisely using proper grammar and language that is understandable.  Avoid run on sentences.  It is faster and easier to read short, succinct statements.

Subsequent paragraphs can answer the Who, What, When, Where and Why, but keeping their interest between the headline and first sentences and paragraphs goes a long way in getting your release covered by the media.     At the end of the release, you want to include a summary paragraph about you or your company.

Take the time to proofread, proofread and proofread again your Press Release.  If you didn’t care enough to check the accuracy of facts or spelling or grammar, the journalist is likely not to care as well.

Use the journalist standard and accepted Press Release format and your Press Release will be skimmed and perhaps read for its newsworthiness.  It is the first thing a journalist will notice about your Press Release.  The first impression is the most lasting impression. Make a good first impression by following the Press Release format.

The Press Release is the perfect communication instrument for letting the newspaper readers and radio audience know about your lecture.  There’s only one possibility that would prevent this information from getting to its intended audience.  What if the paper ignores your Press Release or the Radio Station decides it is not going make an announcement?  Can they do that?  Yes they can, and they will if they decide the information in your Press Release is NOT newsworthy.

Journalists and radio and television news directors are inundated with hundreds of press releases in the form of faxes, e-mails and standard USPS.  They have the interests of their audience at the top of their consideration.  If you want to get the attention of the journalist and get your press release noticed, you need to ask yourself:

• Is the press release newsworthy to the public?
• If you were the journalist, would you see value to your readers or audience?
• In a stack of Press Releases, will your release catch the attention of the journalist?

Although this lecture seems to you to be a very important event and you believe the topic should be of interest to everyone, you must ensure the Press Release communicates that information to the newspaper and radio station.

For example, you will need an eye catching headline that persuades the reader to continue reading.  You want to state the facts about who, when, where, why and how as concisely as possible.  When you read it yourself, are you excited about it and think “This is very interesting”.  Make sure that you have included points that are important to their readers and audience.

For instance, your lecture is about the local jazz scene and FM 99.9 is the local Jazz Station.  You might make an assumption that their listeners would automatically be interested in a jazz related topic.  But if you didn’t give the radio station enough specifics in the Press Release as to “Why” it would be appealing to their listeners, they may decide not to report your Press Release because it does not appeal to their audience.

A well written press release can give you publicity that is priceless.  It can greatly enhance you or your company’s exposure to the masses.

You are probably familiar with the term “clipping service”.  No, it is not used for clipping coupons.  Clipping services have been around since the 1890s.  Before the electronic, computer and internet explosions, these services were performed manually by companies that perused hundreds of newspapers, magazines and broadcast manuscripts.

Now, most of these services are performed by some of the same companies but they use the power of the Internet and other electronic sources to more quickly keep track of potential coverage not only in the print media, but also in blogs and any other internet communications. Television and radio stations make their manuscripts available by updating their database and making them available via the internet.

Many of these firms offer you the ability to search for yourself. The improvement of databases and their easy to use searching capabilities allows you to track where, when and by whom your story has been published.

Whether you decide to have the clipping service do the tracking for you or you decide to do it yourself, expect to pay for these services.  Fees vary and you should take the time to find the service that will best meet your needs at a budget you can afford.

If you have a very tight budget and you can’t afford a clipping service, try a standard, free, Internet search engine such as Google or yahoo!.  Both of these services allow you to set up an ongoing, automatic search for your company name or other key words or phrases.  They notify you daily by email if and when your key words are found on the internet.  You receive a link to the information as well as the date, etc. Keep in mind there could be a lag time between the time you distributed your Press Release and the time it takes to be found by Google or yahoo!.  Paid clipping services cost money but most of the time, their data is updated as quickly as every two minutes.  If time is of the essence, you may want a clipping service.

Measuring and knowing the effectiveness of your Press Release is very important.  It helps you determine the return on your investment and keeps you informed as to how information about you or your company is printed, broadcast or “blogged” on the Internet.

This scenario addresses your need to publish locally and in a timely manner.  However, what if this event was of interest to a number of your customers or others located outside of your immediate area? You would want to give them plenty of time to arrange travel plans, child care, and hotel accommodations as necessary. Here’s an example of how to solve this dilemma.

These easiest and perhaps the most effective way to address local AND national coverage, especially for an event, is to prepare two different Press Releases.  The first release you write and distribute is primarily for both local and national media outlets.  It needs to be released and picked up by the media at least four to twelve weeks in advance. This allows your national target audience enough time to prepare to attend.

The Press Release is written in the standard format, including an attention grabbing headline and all the details of who, where, why, when and what.  Remember, this Press Release must be newsworthy enough for it to be published. At the same time, distribute this Press Release to your local media outlets.  By distributing it locally, you give your community ample time to make their plans as well.

The second Press Release would be distributed closer to the actual event date and only to local newspapers, television and radio stations.  This release can be in a simpler press release format used specifically for public service announcements.  This release is a great reminder to the local community that your event will take place in the next week or few days.

Keep in mind using two different types of Press Releases is an acceptable way to communicate local and national newsworthy events. The standard Press Release format can always be used for both local and national audiences.  Don’t be afraid to write different types of Press Releases to meet your publicity needs and target the appropriate audience.

Just because you are “reporting”, why should I believe you?  Hopefully you have answered who, what, when, where and why and provided any facts and figures to support your statements.  Providing quotes from experts in the field or testimonials from your current client(s) can give your press release the most credibility.

Let’s say your press release is going to announce performance enhancements to the lawn mower you manufacture.  You have covered all the technical details about the lawn mower’s power, how long it has been on the market, its’ old vs. new capabilities, the price etc.  You were fortunate enough to design these enhancements by collaborating with the Lawn Mower Manufacture’s Association of America (LMMAA) and using suggestions made by your largest customers.  Now is the time to ask these people for testimonials that can be used in your press release.

Many of us recognize the stamp of approval or endorsement by an Association on a product to mean the product was designed, tested and approved using the Association’s stringent guidelines for production.  The “Good Housekeeping” stamp of approval and “Utilities Laboratories” or UL, are commonly recognized on products that are made to a certain set of standards.

You could ask the President of the LMMA to talk about his experience working on the project and the care your company took in the new design and the enhancements.  “The LMMAA thinks these enhancements to the XYZ Lawn Mower are the first of its kind.  XYZ considered safety and cost at every point in the project.  We are proud to have worked with them and couldn’t be more pleased with the end result.”

Perhaps you delivered the newest mower to your largest customer ACME mowers and they have used it for the past two months.  The ACME owner sent you an email recently saying how wonderful the new mower was and they looked forward to doing business with you for the next 20 years.  Call ACME and ask them if you can quote them in your news release.

These testimonials and quotes let the reader, viewer, or listener know that the story you are reporting is substantiated by outside parties.  One or two testimonials or quotes are all you need to have a credible news release.

Journalists are in the business of reporting the news and stories they deem of interest to their audiences.  With their inboxes overflowing with faxes, mail and e-mail, they have to sift through hundreds of Press Releases looking for those that will be published or broadcast.  These journalists are looking for newsworthy information that is both factual and accurate.

By answering the five Ws, you are sure to have included the necessary facts. Always write the release as if someone else is talking about your company, service, product, etc.

For instance, you want to announce a new product offering.  You think that everyone from a housewife to a scientist will be interested in your new product.  By using the five Ws as your guide, you will include factual information that is important to the journalist. This journalist is the gatekeeper of Press Releases for the very audience you want to see and hear your announcement.

In this product announcement example, the five Ws are answered as follows:

• The Who is the company name that produces the product and making the announcement
• The What is your new product, its features and benefits
• The When is the date of the product release and the date(s) it is available for purchase or ordering
• The Where is where product purchases or orders can be made.  Include ordering information such as company name, address, telephone number and price, or include your web site address to encourage on-line ordering
• The Why explains your product’s uses and benefit. You should include any examples as well as facts or figures that help to substantiate your statements.

By using the five Ws, you have written your Press Release in the same manner familiar to most journalists.  When you include an attention getting headline and your first paragraph grabs the journalists’ attention, you greatly improve your chances for having your Press Release picked up by the media.

The facts are the deciding factor as to whether or not a press release is published.  Your press release is only successful if newspapers and magazines publish stories or broadcasters broadcast information based upon receiving and reading your press release.

Because newspapers, magazines, radio and television stations receive hundreds of Press Releases a day, they don’t have time to read creative writing pieces.  They are most interested in releases that give them facts that are going to be of interest to the public masses.

Journalists are looking for NEWS.  They decide which press release will be made public not based on how cleverly it is written; how many words it contains or if it contains the most persuasive point of view of all the press releases received that day.

They are the gatekeeper of the news based upon the facts they read in your press release.  You will need an attention grabbing headline so they will keep reading.  You want to summarize your facts in the first paragraph so the reader can see your information quickly.  You must include your contact information at the beginning and at the end of the press release so they easily know how to reach you in the event they have questions or they want to interview you.  Be sure the information is concise, clear and interesting.

When deciding to use a Press Release to announce your next big product; your upcoming book; or your new location, remember the key to success is having the Press Release picked up by your distribution (newspapers, magazines, radio or television).  The way you ensure your press release is used by the media is to remember Joe Friday’s mantra, “Just the facts ma’am, just the facts.”

Your volunteer organization needs more volunteers to attend the annual beach clean-up Saturday.  How to do you get the word out to everyone in the community when you don’t have any budget for advertising?

You are opening a brand new office in a different part of the City.  You would like to invite the community for a grand opening celebration, but you don’t have the lead time to prepare proper advertising.   How do you invite the community to your grand opening?

The most cost effective and efficient ways to communicate with the general public is through newspapers, magazines, radio and television. How will the media receive the information so it can be published?  They receive Press Releases from individuals, companies, non-profits and government agencies.

The Press Release is not a communication piece that is reserved only for elite, rich or prominent individuals and companies.  It is available to everyone and anyone who wants the media to receive newsworthy information.

Press releases written about a person, new product announcements, personnel changes or new services can put your name in front of vast audiences. It is the perfect marketing tool for receiving FREE publicity.

It is very effective when you want to announce:

New product or service (like your new book)

• An important date for the community calendar (like your Saturday clean-up)
• The opening of a new physical building location or a new branch office (like the opening of your new office)
• Launching the design of a new web site
• Dates for workshops or seminars
• Running for office for a civic or business organization
• New business partnerships or strategic business alliances

Here’s an example where TWO Press Releases are effective.  First, you send out the Press Release regarding your new book.  The press release is picked up by the New York Times. Diane Sawyer sees the article, reads your book and invites you to be interviewed on Good Morning America on November 30^th at 8:00 AM EST.  Now, you want to make sure that your local paper knows that you are going to be interviewed as well as other magazines, etc. You would use a second Press Release to announce you are going to appear on Good Morning America and interviewed by Diane Sawyer on November 30^th at 8:00 AM EST.

As you can see from this abbreviated list and this example, the Press Release should be used to communicate to the media any information that you think others would be interested in reading or hearing about.

A published press release can be the most cost effective advertising you can use as a part of your marketing and selling strategy and budget.   Articles in newspapers and magazines, and stories mentioned on television and radio are FREE. Any sales and brand awareness you receive from a press release creates nearly 100% return on your investment.

You may think, “I can’t afford to write and distribute hundreds of press releases.”  “I don’t know a public relations or advertising firm.”  Most people think only large corporations, movie stars, government agencies and others with big budgets can afford to generate press releases for them.  But, if you are able to follow instructions; have the ability to write factual information concisely; are given the acceptable Press Release format; and have media contact resources, you too can produce and distribute effective, published, press releases.

used to be that you had to first retain a public relations or advertising firm to write and distribute press releases.  Maybe you were lucky and could afford an internal public relations department.  Either way, you can see how getting your message out to the media was a costly and complicated proposition.  The internet changed all that.

The Internet revolutionized the way companies and individuals conduct business. Books became available on-line in the form of e-books or e-booklets; you can complete forms on-line instead of completing them with paper and pen. People started asking “Is there an easier, cheaper, faster way to do this?”

The market demanded changes.  Many internet web sites and marketing companies make their services available on-line including press release templates, formats, writing guidelines, contact lists and distribution packages.  You now have a choice whether you want to buy press release services from start to finish or you want to do all of it or some of it yourself.

Either way the Press Release is a powerful marketing tool.  It can now be used by just about everyone for getting their message out to the media.  If you want to create orders before you advertise (think Microsoft X-Box) or you want people to attend your lecture at the library, don’t be afraid to produce and distribute your very own Press Release.