The Do's & Don't's of Effective Press Releases
I encounter tons of PR folks in my line of work. Some work for high end clients who have lots of news to send out; others work for smaller companies (sometimes, in a marketing role or under another position with the company) and only send out press releases as needed. The one thing they have in common: doesn't matter the size of the company, sometimes, the press releases are just bad. And when the press release is bad, it's overlooked, not shared on media sites (if a web editor is posting them), and most definitely will not get you a call for an interview or more info.
Here are few tips to help you make sure your press release gets featured!
Do: Make sure your press release covers the important details -- who, what, when, where. Even if it is not an event, make sure you include where the company is based, who's involved, etc. People like to know those things.
Don't: Capitilize words for emphasis. Seriously. A real editor is going to have to go through and re-write those words and if she is crunched for time, your press release is not going to be posted to her website or make her publication. Don't capitlize words that are not proper nouns, either. And no, "Company" is not a proper noun.
Do: Have your facts and information correct when you send it out. If it's news, the market you send it to are counting on you, the publicist, to make sure it is accurate. If it's not, Don't try to make it their problem when you are backpedaling to play damage control.
Do: Send a photo. Even if it is just a logo, a photo or graphic is always appreciated and some sites may not have your logo on file. Plus, if they include your logo or photo, it's just added brand recognition.
Don't: Use funny, cutesy phrases in your copy. It may be part of your culture, it may be part of your schtick, but it has no use in a real press release. If your press release is too cutesy, schtick-y it won't get noticed. Also avoid the bold words, italics, etc. Again, something that will have to be changed and takes time. The easier and more print-ready your press release is, the more likely it will be featured.
Do: Reach out personally to editors to see if they are interested in your news. Editors are busy, but they also appreciate if someone is respectful.
Don't: Be pushy. Acting like the fact your press release wasn't featured was a great insult is not the attitude to take with an editorial team. Odds are, if they didn't use it before, you copping an attitude is a sure fire way of your press release being trash filed.
Do: Be sure to share the publications that shared your news on your sites -- it gives them added exposure (which everyone appreciates!) and shows how much coverage you are getting!
Of course, if you don't have a publicist or PR company writing your press releases for you, feel free to reach out to see how I can help.