By Nicholas Beeson, Marketing Associate, Buzzwords Manchester
Editors get hundreds of press releases a week – and most of them bite the dust. Why should this be? It’s obviously important that your release is professionally written. More important, however, is your content. This will be the decider when it comes to whether your release is read and used.
To save you from the agony of rejection, here are four simple ways to make sure your press release stands out from the crowd and that it is actually published:
- Make sure the subject of your release is relevant to the readership of the publication
Sounds obvious, but many people forget this. The information and story in your release need to be important to the publication’s readership, and not just to your business.
- Don’t use your press release as a means of free advertising
Editors are wised-up to companies using press releases as free advertising, and can distinguish a genuine press release from ‘advertising in disguise’. Trying to use press releases as a means of free advertising will almost certainly see your release in the bin. Press releases do provide a great means of publicity, but write your publicity to give news or information only.
- Short and simple is key
Editorial space is limited, meaning your release needs to be short and to the point. Write clear and concise sentences using only the important, relevant information. Avoid jargon, repetition and create lively text that is relevant to the publication’s readership.
- The release should be able to stand on its own
If you feel a cover letter – or e-mail – is needed to explain why you have sent the press release or why it should be published, then the release isn’t good enough in the first place. Editors should want to publish your press release, so there’s no need to bother with a letter or explanatory e-mail.