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Posts Tagged ‘media outreach’

Most frequently asked of Write Good! The Blog by small business owners is “Can you teach me how to write a press release?” and “Is my company going into receivership?”

The answer to both is “probably.”

Let us tackle the former and distance ourselves as far as possible from the latter.

Surprisingly, many business professionals, even some with their own office with a door, are unsure how a “press release” differs from a “news release.” In fact, the two are virtually identical, but “press release” harkens back to a time when business announcements were “pressed” into wet adobe bricks, dried in the sun, then hurled through the plate glass window of the local newspaper. On the other hand, news releases are printed on shiny paper.

The purpose of a press release is quite simple: to clearly impart Just read the quote. It's rather catchy.newsworthy information about your company’s products, services and activities to reporters or, as they’re known in developing countries, journalists.

Writing a press release that captures the attention of a reporter is not as easy as it was in the old days when they drank heavily. Shrinking newsroom budgets and staff layoffs have forced remaining reporters to do the work of three – fortunately not three reporters. More like one-and-a-half reporters, three-quarters of an editor, half a custodial worker, and half a delivery boy riding two-thirds of a bicycle. Not sure if that adds up. Better do the math yourselves.

Interestingly, this changed media landscape also offers unprecedented opportunities for the voice of small business to be heard, especially when combined with the Internet’s voracious appetite for information. (Note New York Times Online latest tagline: “All the News that Dogs can Skate!”)

The key to unlocking the marketing potential of the Internet is a well-written news release,Stop wasting time! Read the blog. and the keys to a successful release are brevity, quality and news value. That’s a lot of keys and I’m not sure what those other tarnished ones do, but bring them along just in case we get locked in.

It would take too long to explain “brevity,”* and “news value” is an important enough topic for a later Write Good! The Blog blog. (Proposed title: “What is News? Anyway?”) So you’re stuck with “quality,” which we will explore in our next Write Good!: The Blog blog, titled “Quality is Job Three out of Seven!”

*See “Brevity: A Write Good! The Blog White Paper – Volumes XXII – LXVII

Permission to re-use this material for non-commercial purposes is granted provided that Dave Jaffe, Dave Jaffe Communications, Inc., is appropriately credited as the author and source. Please feel free to link to this page.

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