BULDING THE FUTURE

The press release is the most powerful marketing tool you can use. Studies have shown the press release, which gets your information out to the public free, has substantially superior to paid advertising. Just one media publication can expose your organization to a completely new market of potential members numbering in the thousands.

If you haven't been utilizing this free tool, it is time for you to start. There isn't a single organization or group that can't produce free publicity with press releases and generate results better than using any paid advertising.

In addition to the exposure and publicity, there is a built in credibility factor that money can't buy, when your organization is covered by the media, unlike paid advertisements. With the press release you are also seen as an expert in your area of expertise and not as someone trying to sell something.

The key to writing a successful press release is to tie it in with a good angle or idea that the media will salivate over. The press release, however, must be a news item and not a sales presentation. That means you aren't "selling" your organization, but releasing "news." That means you are informing the reader as any news article does. The press release must be newsworthy in the sense that other people would be interested in reading it. A good way to improve your press release writing skills is to check your daily newspaper or various magazines and see how their various informational articles are written. Using the same format you can write and improve your own press releases.

Target your Contact Source

The most important and inviolate rule in sending a press release is to target the quality of your contacts, not quantity. That rule applies regardless of whether you are sending a printed release or an email press release. Choose your target recipients very carefully. Never send an press release to a media professional unless the subject matter of the release is an area that the reporter will have an interest in.

Know your media contact's name, role and area of interest. This is particularly useful when dealing with your local media. As often as possible, personalize your press release to the recipient by name, title.

Keep it short and simple

If you can, keep your press release to three short paragraphs. It is recommended you stick to a two-page limit. When working with email press releases, they should be even shorter. Remember, your media contacts may receive hundreds of press releases a day. If the release is too long, it may just get tossed aside. Keep it short so there is a good chance it will actually be read and acted on. Most important, remember the basics:

• Double-space.
• Include date of release (usually "FOR IMMEDIATE RELEASE" in all capital letters)
• List CONTACT name and telephone number
• Enter a headline for your press release
• Enter a dateline set off in parenthesis followed by a dash (city and state where the organization or event is based.)
• Write clearly, addressing who, what, where, why and when in the first two paragraphs.
• Identify the organization or individual sending the release and include the name and daytime phone number (with area code) of someone to contact if there are questions.
• Date the release and include whether the material is for immediate use or for release at a later date.
• If the release is longer than one page, type "-more-" at the bottom of each page and identify following pages with either the subject of the release or the name of your organization.
• Type "end" or "30" at the bottom of the last page.

Sample press release format