Press Release Success Criteria – Is it Newsworthy?
July 29th, 2012
You have decided you need to distribute a Press Release to the local newspapers about your upcoming lecture at the neighborhood library. You also think that the listeners at local radio station FM 99.9 would be perfect attendees at this event.
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.
Categories: Press Releases
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