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Writing An Effective Press Release

Posted on May 25, 2018 at 1:50 PM

10 Steps To Writing An Effective Press Release

By Linda Wright, President of Wright Communications

You have received a promotion; your company has won an award; opened a new office; landed a big new corporate client or is planning an event. All of those are good reasons to write a news release.

But did you know that less than 20 percent of stories pitched actually result in a story -- in print, TV or online media?

So how DO you get your release noticed and read, and not have it end up in the electronic round file -- the trash? Follow the tips below to jump start your company's media play.


1. Get to know who covers your community and the types of news your business will be submitting. If you company is a West Chester massage therapy business, for example, find out who covers health, entrepreneurship and businesses in the community of West Chester.

2. Keep it to one page.

3. Make sure to include the who, what, when, where, why and how of your event or news.

4. Get to the point immediately. Your first two paragraphs should contain the basic who, what and when. Elaborate from there.

5. Include a day and evening telephone number or cell phone number. (And always answer your phone after hours, if you really want coverage.)

6. Call and find out the correct contact person. Send to "Joe Jones, Channel 11 News Director," not a generic title.

7. Send release to more than one person at a given media outlet to increase your chances of coverage.

8. Give reporters an angle -- how it fits into current news, lifestyle and business trends.

9. Find real people served by your business or organization. Contact them first to get their permission, and include their names and contact information in an attached "pitch letter," letter detailing why your news item is "news worthy."

10. Follow-up, follow-up, follow-up! A press release is only as good as its follow-up. Don't just send a release without following up with a phone call and/or follow-up, email note. Be persistent, but also be patient and courteous. No reporter owes you a story.

Want more information? Contact us at (513) 761-3700 or email at [email protected] .



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