How to Write a Stunning Press Release?

[MarkPearson]

For my new business 'personalised roses' I feel as its a totally new and unique product for this country we could get some free press coverage about us and our product.

Especially times like valentines day and mothers day...

So to prepare in advance for these times does anybody know where I can find any examples of press releases? so I can create my own.

I feel magazines that run features on Valentines Day Gifts etc would include our new service as its so unique and of course this free coverage will be better than any ad space we could buy!

Also anyone know where I would get addresses of media people who I should contact?

Do you think I should introduce them to our product via letter or maybe email or phone?

[Tiggy]

Hi Mark

I think one of the best ways you can stir their interest in your product is to actually send them a rose with a message (if you now have the equipment to do this) accompanied by a letter and followed up by a phone call if necessary.
Tiggy

[Amber]

Mark,

I can send you some examples of press releases if you like. Feel free to PM me.

Amber

[MorethanWords]

Mark,

Having worked for magazines in the past, I think tiggy has the right idea. Receiving innovative products is always a good way to impress the editorial staff.

Also, I'm not suggesting all magazines work the same, but we'd often appreciate someone making initial contact by phone, which is obviously cost effective for small start ups. Then if we were interested, we'd say 'yes, email it over' or if you said would you like to see a sample, we'd say yes - s'end it with the press release'. Although bearing in mind the fact that most editorial staff on girls/women's titles are girls, i'm sure it'd go down a storm and get some coverage!

One other thing to bear in mind. Magazines work way in advance, so if you're aiming for Valentine's day, you'll want to get cracking fairly quickly. Maybe you could ask the staff you phone what issue they're working on so you can tailor your release accordingly.

If you want any other help or have any more questions feel free to give me a shout!!

:D

[Tiggy]

Hi Mark

Have been searching for some good advice on press releases and I think this site is one of the best I've seen:

http://www.publicityinsider.com/release.asp
http://www.publicityinsider.com/freesecret.asp

I think as business owners it's easy to become myopic and this site emphasises that the magazine, newspaper etc does not give a damn that we are providing an excellent product and giving outstanding service and value for money etc - they just want a riveting 'story' with a good angle.
Tiggy :)

[William Wilson]

Hi Mark

I think one of the best ways you can stir their interest in your product is to actually send them a rose with a message (if you now have the equipment to do this) accompanied by a letter and followed up by a phone call if necessary.
Tiggy

That's an excellent way to get an editors attention well worth trying.

[Amber]

I think as business owners it's easy to become myopic and this site emphasises that the magazine, newspaper etc does not give a damn that we are providing an excellent product and giving outstanding service and value for money etc - they just want a riveting 'story' with a good angle.
Tiggy :)

This is such an important point :-) When I was in journalism I lost count of the amount of press releases I received from businesses who were only interested in promoting themselves and weren't thinking about it from the journalist/reader's point of view.

[Jayne]

Very interesting thread!

When you have done a news letter, which sort of mags do you contact. I've never done or had to do a news letter before, all very new to me.

Also, can anyone do one, for any sort of business?

Thank You

Jayne

[MorethanWords]

Very interesting thread!

When you have done a news letter, which sort of mags do you contact. I've never done or had to do a news letter before, all very new to me.

Also, can anyone do one, for any sort of business?
Jayne

The type of mag/paper you approach all depends on your product or business. For example, if you wanted to publicise a cafe, i would suggest thinking of an innovative angle (as Amber and Tiggy said) for example holding some kind of charity coffee morning and inviting members of the press via a photo call press release. However, something like this is only going to hold the interest of local press, but this would probably be the only coverage you'd need for such a business.

However, if you wanted to push yourself to a larger audience, you'd have to think of something that would appeal to a mass audience. So if you came up with a fab cake that tastes great and helps you lose weight (impossible i know, but just an example) and it was available in your cafe then you could send a press release to all the women's magazines especially those that deal with health and slimming, but you'd have to be able to cope with the demand for your fab cake.

I've digressed a bit, but basically you have to think really hard about who you're targetting, as well as doing it in stages if you're a small run business. A huge promotion would (hopefully) result in lots of interest, and if you're not ready for it, the campaign falls flat on it's face.

As for writing a newsletter or press release yourself, I personally wouldn't recommend it (but then i would say that as my business is helping other people do it!). However, if you're on a tight budget, then think about people you know who might be able to help. Press releases for events don't always have to be greatly indepth - just giving details of where, when, who it's for and the aim. Local papers love these kind of filler stories.

Umm, think that's all for now!

[10 Yetis]

Hullo hullo,

The earlier post about sending something "alternative" to the media is absolutely spot on... bottom line is that the journo's get so many press releases sent to them that you need to do something special to stand out.

As for writing press releases I can send you over a few examples of the style i personally use if you would like to see them?

I have written a few articles on writing releases and submitting them to papers in my monthly newsletters, http://www.10yetis.co.uk (click on the newsletter page and scroll down to see them.

There is a wide range of press release styles shown on this forum in the press release section, why not have a gander round there?

Oh yeah, and I am with Ann... let a pro do it for you, and if you cannot find any, I will always be about :)

Hope this helps

[Greg]

Good advice above.

See the following link for tips and advice on when to write a press release
http://www.pressdispensary.co.uk/99327/press_release_timing_tips.php

[SillyJokes]

I actually think your roses are so unusual that they will practically promote themselves for Valentines day.

Use the phone and get a lot ready to send out next to you on the desk and in no time you will have.

I think with a product like that as long as you give the basic facts a 'stunning' press release will not be the clincher.

Doing it yourself has BIG advantages. No professional PR company has the passion for your business you do or can answer all the questions that may come. You will be prepared to go the extra mile every time - would they? Plus you can find other little 'ins' whilst on the phone.

The couple of times I have used someone else the results have never been as good as when I have done this myself.

PLUS I find journalists often come to SillyJokes themselves and ask for stuff, I don't even have to find them.

By the way I hope you are ready for the Valentines Day business- it is actually extremely hard to manage because everything MUST arrive on Feb 14th or you make the giver look like a prat. And you don't want them complaining on the phone.

The peak in business for this one day is an enormous spike in an otherwise quiet time of year.

Good luck with it though.

[MarkPearson]

Yes, I also feel that our product uniqueness will help us get some free publicity, especially for valentines day.

Valentines day will be our busiest time of year.

I also think summer weddings will be another major target market and corportate business customers as we can print company logos on the roses so they can be used as promotional items. Think resturants, hotels etc..

[SillyJokes]

Mark, ou are thinking of some great markets.

All you have to do is buy a copy of the publications you want to get into, and then approach them quoting the page you think you could go on and why, in the style of that page, and I am sure you will get good results without the need to pay someone else to do this - that is always assuming you have the time.

I also think it would make a good prize for some magazines.

[MarkPearson]

Thanks for your advice sillyjokes,

I dont plan the business being too busy this side of christmas, so lots of my time will be going on SEO and promotion including press releases.

[Greg]

I dont plan the business being too busy this side of christmas, so lots of my time will be going on SEO and promotion including press releases.

Due to publication lead times, I'd recommend getting your press release to journalists by 16 Nov to hit Valentines.

Plus you can find other little 'ins' whilst on the phone.

We have tips and advice on liaising with journalists at http://www.pressdispensary.co.uk/99328/press_release_journalist_liaison_tips.php

[MarkPearson]

Hi Greg,

Really as early as nov 16th?

would you advise I post it as a valentines day release?


Or do you think they will make the link of our product to feb 14th?

[Greg]

Yes, as a Valentines day release. Some monthly publications might have shorter lead times but if you want to hit them all then you need to start thinking about it now.

Perhaps a second (different) release early Jan to hit weekly/daily publications.

There are three helpful articles about press releases at http://www.pressdispensary.co.uk/99323/press_release_hints_and_tips.php

[MarkPearson]

Good advice thanks.

Is there one set place I can find contact details for different publications?

Like an index?

[Greg]

You can look at a publication called Brad, available from the library (although the contact detials can go out of date quickly). Or simply get the contact details from the publications themselves.

We have a database (updated daily) of over 80,000 media contacts. Our distribution service includes building a targeted press list and sending that to you for approval before distributing the release on your behalf. You can pick out the key publications and make follow-up calls yourself. Our press release distribution service is explained in detail (what you get) at http://www.pressdispensary.co.uk/99316/press_release_distribution.php

[MarkPearson]

Do press releases always have to be in a letter format, or is email also a good choice?

[Greg]

Most journalists prefer (and do) accept releases via email now. The release must be sent in the body of an PLAIN TEXT email, and without attachments.

Plain text - many of the larger publications strip out anything other than this before the email arrives in their inbox.

Attachments - they wont open them unless it was requested (often simply due to viruses). Standard practice dictates that a journalist will request an image if they need one. You should have a hi res image (300dpi) ready to send, or available to download from your site or press office.

[MarkPearson]

I have already created several press releases for different themes of my new business and products.

So how would I address these emails

Title:

Press Release: 'Saying It With Flowers - Now Has A Whole New Meaning'

Something like this?