Here's How To
Write A Killer Press Release
I've seen so much bad
advice on the net about how to write a press release. Not only can
this waste a ton of time and money, it can also affect your standing
with reporters. If you keep sending out lousy press releases, if you
don't play the game according to their rules, you'll get a
reputation as someone who doesn't know what they're doing. Reporters
will avoid you in droves.
So, here's an outline on how
to write a real killer press release. If you'd like to copy this web
page and put it on your site, you are welcome to do so. Just read
the details in the copyright notice section at the end of this
These are rules you should NEVER violate. I
don't care what the other so-called publicity experts say - or those
$20 books on publicity you see in the bookstores and the libraries.
These are rock-solid, never-violate rules.
press releases should be
one page and one page only. If you can't tell you story in one
page, you don't know what you're talking about. There is never a
good reason to have a press release go on for more than one page
your release should be on
8 1/2 x 11" paper only. No odd sizes. No special shapes. No
the paper you write your
press release on must be white - no other color, tint, or shade
you must use plain white
paper - no letterhead, no printed borders, no photographs.
Absolutely nothing, just plain white paper
never single space the
entire body copy. This is probably the #1 reason press releases
are tossed out by reporters. It also screams to the reporter that
you don't know how to play the game
Now let's look at what goes
on this one page.
In the upper left corner, you're
going to only have two options. You choose the one that's more
appropriate for your purpose.
The first option you have
is to put the words "For Immediate Release" in the upper left
corner. You may have seen these words before, but you may not know
exactly what purpose they serve. Actually, these words do two things
for you and the reporter. First, these words tell the reporter that
he can use your information anytime he wishes. He can use it today,
tomorrow, next month, next year - whenever.
Immediate Release" does something even more important, though. When
you put these words in the upper left corner you're letting the
reporter know that you know how to play the publicity game. The more
of these clues you can put in your release, the more confidence the
reporter will have in you. Keep in mind that some reporters get
hundreds of press releases every day. They don't have time to waste
on people who don't already know how to play the publicity game. So,
these words are your first clue to the reporter that you are one of
the people who knows how to play the game.
other option you have for the upper left corner is what I have
termed a "time qualifier". A time qualifier tells the reporter
exactly when - and when not - to use your release. Let's say you're
putting together a release about Fathers Day. In the upper left
corner you would put "For Release On Or Before Fathers Day". Not
only are you telling the reporter exactly when to use your release,
you're again giving him a signal that you know how to play the
publicity game. Not many press releases have time qualifiers. So if
you use one the right way, you just scored big points with the
Now let's look at the upper right corner of
your release. Here you have only one option. You're going to put
these exact words in the upper right corner of every release you
On the first line in the upper right corner
you will put: "For further information contact:".
the second line in the upper right corner you're going to put the
name and direct phone number of a real, live human being. You're not
going to just put the name of a company, church group, organization,
etc. If you do, you'll be screaming to the reporter that you
probably don't know how to play the game. If you really knew how to
play the game, you'd know to put a person's name, not a business
name. So, on that second line, I would put "Paul Hartunian -
Now let's look at the headline. The
headline of a press release has one job and one job only. The only
job of a press release headline is to force the reporter to keep
reading. The headline has no other job. Don't force your press
release headline to do anything more than force the reporter to keep
reading. That's a big enough job!
Let's move on to the
body copy of your release. The body copy of a press release has
three parts. In part one, you tell your whole story in just two or
three sentences. If you can't tell your whole story in two or three
sentences, you don't know what you're talking about. I can tell you
the entire history of the Revolutionary War in two
1) We fought the British.
That's the entire history of the
Revolutionary War. All the rest is detail. If I can tell you the
entire history of the Revolutionary War in two sentences, you can
tell me your story in two sentences.
The second section of
your press release should contain quotes from you and your
credentials. Always quote yourself. Never quote anyone else. Why
give someone else any attention in your release? It's your release.
If they want some attention, let them get their own
The third section of your press release should
contain your call to action. What do you want to happen as a result
of your press release? That's what should go in section
All the time you are writing your release, you
must write in what I call the "Who cares" style of writing. That
means that after every sentence you write, you stop, read the
sentence out loud and ask "Who cares?". If you can't answer that
question, it's a lousy sentence.
Let me give you a few
examples of lousy headlines that don't pass the "Who cares?"
"Janice Jones Promoted To
Who cares that
Janice Jones was promoted to Vice-President of sales? No one cares.
Not even Janice Jones. She didn't get a raise. She just got more
"Allied Manufacturing Announces
35% Increase In
Do you care
that Allied Manufacturing had a 35% increase in sales? I doubt it.
"Tiffany Kelly Takes Tap Lessons"
possibly care about that? Not even the kid's parents. They had to
shuttle her back and forth to the lessons for over 4
Get the idea? Be sure every sentence you write
in your release can pass the "Who cares" test.
as I get time, I'll post more information on the right way to get
publicity. Next time I'll show you how to get your press releases
into the right hands the fastest, cheapest way possible. I'll also
tell you how to avoid the most common mistakes people make when they
try to get publicity. Incredibly, lots of people have been taught
just the opposite (no wonder they have a hard time getting
When that information is ready, I'll post
a notice on the Internet.
If you want more information
on writing press releases, be sure to read my "Million Dollar
Publicity Letter". The regular subscription rate is $197 per year.
But you can get a special 6 month trial subscription for just $7.
Each issue of the newsletter has detailed information about how to
follow my publicity system. There are also success stories from my
publicity students, details of new techniques I've developed,
up-to-the-minute, hot media contacts with all their information
including name, address, phone and fax number, etc. Each issue is
packed with information that can help you get profit-producing
publicity for less than you pay for a typical lunch.
you'd like a $7 trial subscription, just click HERE to go to my site
Publicity has given
me - and many other people - everything I've wanted in life. It's
also given me one of the things I value the most - it's given me my
freedom. I want you to have the same
Copyright © 1998 -2007 Success Strategies International Inc - All
34950 Hwy 58, Eugene, Oregon 97405, USA Phone: 1-541-736-9631 or
Fax:1-541-744-3082 or Fax:1-800-368-4740