Finish with the headline: The headline of a press release will often determine if the reader even bothers to keep reading. A simple trick to create a headline that is engaging and on topic is too work backward, write the story first and then decide on an appropriate headline.
Include a photo: If you choose to add pictures to your press release, they should be high quality. A blurry image is not going to get a press release picked up by a major news source, consider the services of a professional photographer for better results.
Send it to the right person: No matter the method of sending a press release make sure it is addressed to the right person. If sending a by mail it should be sent to a specific editor. The method of sending will also determine if photos can be added, a faxed would not have a professional image quality and would likely be rejected. Websites run by newspapers, magazines and trade periodicals often offer contact information on where press releases should be sent. If no information is given, simply calling the publication and asking can make sure your press release does not go straight to the trash.
Follow up: After sending a press to wait an adequate amount of time before following up. If you has gotten no attention, do not be afraid to send a follow up email to find out why you were not used. When sending by email or fax you may discover your original never made it too its final destination, in other instances you can receive valuable information about what you can do next time to get a better response from your press release.
Make sure a press release is needed: Before sending, review what the current goal or aim is. Though press releases are great for promoting events, announcing awards, mergers and providing information they are not always the best way of getting out information about your business. The key of press release is to tell a story not to function as a free advertising method and press releases written in this manner are likely to be ignored.
Know where the press release should be sent: Though your press release may be perfectly formatted and contain great information in a national magazine it just might not be relevant. Local news sources on the other hands may find your is relevant to local interest. Trade publications that are specific to your business should also be considered. Review the magazines your business currently subscribes too as well as free publications you receive for options on where to send.
Add an angle: If your press release is just presenting thee facts it may not get much attention but that pulls an emotional cord by appealing to current news, showing conflict or controversy could. An example of a controversial press release is an alcohol company that releases a advocating drinking for those under 18. By using an emotional subject that millions of individuals have an opinion on they know their press release is more likely to be read and commented on.
Jay Nisbett is the founder of The 407 Group. During his studies of Real Estate and Entrepreneurship at Florida State University, he was exposed to the scalable effects of digital marketing through his first digital venture, Tails Casual Outfitters. After learning pain points of the digital world, he took to building a platform to get other brands everywhere - The 407 Group was born to help build the local area’s businesses to BE EVERYWHERE they need to be to achieve their success, too, online and offline.