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You know those great companies you read about in newspapers and magazines? Or the ones that get featured on TV for having a great product? Or maybe the executive at some company who always gets quoted as an “industry expert?”
You could be one of them.
Generating positive press in newspapers, magazines, and even electronic media isn’t as complicated as it may seem. And this kind of publicity is priceless in generating a positive image — and generating business — for you and your company.
So how do you generate your own positive press? The workhorse tool in media relations is the press release. A press release is simply a brief document, written like a news story and in the third person that demonstrates to a reporter that you have a story worth publishing.
Since most reporters and editors get 1,000s of press releases each day, the key to getting your press released noticed is to write a release that contains all the elements reporters are looking for. Here’s a cheat sheet to show you how it’s done.
Press Release Template
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| Helpful Tips on Getting Your Press Release Recognized
by Reporters and Editors |
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Target your media list. Only send your release to those reporters who cover and are interested in your topic. This list can change for each release you create. For instance, the reporter who works in the “lifestyle” section of your local paper will be more interested in your charity event, while the “real estate” editor may be more interested in your new first time homebuyer’s class. In general, target the media who writes about interest rates, home mortgages, or real estate. Include the business section of local newspapers; business journals and publications; real estate and financial journals. Think about the publications your intended audience is reading and submit your information to those outlets. |
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Most media outlets accept press releases by email or fax. You should call ahead to get their requested delivery method. |
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Contact information for each media outlet is available on the publication’s masthead or contact information page, and usually on its website – typically a “Contact us” or “Editorial staff” page. |
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Look for the appropriate contact associated with the section that is most suited for your news. For example, many business sections and professional journals have a “people in the news” or “on the move” feature where such news is highlighted. Look to the publication for instructions on how to submit news for that section. If in doubt, send to the business editor. |
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A photo, if permitted, will help your news stand out. Professional shots look best; cropping from candid photos is not recommended. |
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Peter A. Phelps
COO&CFO |
Q. Given how tough the market is right now, what can I do to boost my bottom line?
A. “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness…” Charles Dickens, A Tale of Two Cities...Keep reading > |
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