Successful Press Releases are probably the most effective form of publicity.
Unlike an advertisement, publication of a press release is seen by the reader as an
endorsement of your product by the magazine.
Unlike an advert', publication of a press release is free.
Getting the wording and presentation of a press release right can dramatically improve
your chances of getting it published.
Make sure that the editor reads YOUR press release. You have five seconds.
He may get over a hundred press release per day. Make sure that he can recognise what
you are telling him within five seconds of looking at it. Give it a good headline. Make it
visually attractive and interesting to his readers. He needs to keep his readers
interested in order to keep his job.
Make it easy for him to use.
The less work he has to do the better. Don't give him lots of editing to do. Don't make
it too long. If he can simply paste it in, and it is good, he will use it. Include the
text and picture (ALWAYS include a picture) as files on disc. Email it as well.
Make his job easy.
He is very important.
Phone the editor, either just before or just after you send your press release. Many of
them welcome the chance to talk to the real players in their industry. It is their chance
to find out what is going on. But don't tell him anything that you wouldn't like to see on
the front page. Chat him up, like all of us, he needs to know that you respect him and
that he is important.
Do you already advertise?
Send a copy to each of the advertising rep's that you deal with. Of course editors have
"total editorial independence" so would not possibly be influenced!
Testing Testing Testing Is an AD' rep pestering you to
advertise?
Test a magazine with a press release before booking adverts. - Another good reason to
send the AD' rep a copy. Tell him that you want to test the magazine. Why should you
advertise in a magazine unless the editor thinks that his readers will be interested in
your products? Wait to see the response from the Press Release before booking
adverts.
We can help you with press releases.
