PressRelease.LifeTips.com

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1 PressRelease.LifeTips.com

2 Category: Business Communication Subcategory: Business Communication Tip: Business Communication Skill While some people are naturally effective communicators, it is possible to teach effective business communication strategy. Understanding the audience is the most important factor. Know whether your press release or article is going to the average consumer, or to technology executives. Describe the product or service in a way that the reader (or listener) can understand, but don't be overly simplistic or you'll come off as condescending. Tip: Effective Business Communication Like many things, business communication has changed with the advent of the information age. Our attention span is shorter than ever, so we need to get to the point using fewer words. This can be a challenge for some writers, but it's important to practice effective and efficient business communication, particularly if you're using . Leave out anything that's extraneous, particularly buzzwords and jargon. And be sure to lead with your best shot - write a clear, succinct headline (or subject line) that grabs the readers attention. Subcategory: Business Communication Solutions Tip: A Press Release Is Not Required Don't feel you need to put out releases on a certain schedule. Wait until you have something newsworthy to announce. Don't be like the boy who cried wolf. If your releases aren't substantive, they'll be ignored. Conversely, if you have two newsworthy announcements in the same week, don't be afraid to put out two releases. Tip: Defensive Press Releases Avoid using a press release to rant. Always take the high road in a press release by being factual, polite, and professional. If you need to respond to negative publicity about you or your company, or you need to respond publicly to a lawsuit, state your case objectively. Ranting will make you look desperate, unprofessional, and--possibly--guilty. Tip: Say Something If you don't have a new product or a new customer to talk about, dig a little deeper to find something newsworthy. Personnel changes, a new office location, an industry award, or a trend that favors your product are all newsworthy events. Do any of your

3 employees volunteer time to community service on behalf of your company? If it's been more than six months since your last press release, look hard for newsworthy items to publicize. Category: Business Writing Subcategory: Business Writing Tip: Business Writing Services PRWeb Tip: Company 'insiders' know the products and services better than anyone, that doesn't qualify them to write a press release. In fact, sometimes executives are too close to a product to be objective or to explain the product in terms the public can understand. If this is the case, there are business writers who can write objectively about your product or service. Some companies use outside business writers if they need some specialized type of writing, such as a speech. Subcategory: Writing For Business Tip: Overstating Your Case in Press Releases Overstating your case in a press release will make the reader suspicious of the entire release. Using superlatives or over-emphasizing your point usually backfires. Make sure anything and everything that you say can be backed up. Cite credible sources in the body of your press release, and include contact information of sources for journalists to ask questions of should they wish to do so. Tip: Press Releases and Action Press releases should be strong, affirmative statements. Describe what something is rather than what it isn't. Say, "The company is closed on weekends," rather than, "The company is not usually open on weekends." Better yet, say, "The company is open Monday through Friday." Category: Corporate Communications Subcategory: Corporate Communications Tip: Corporate Communications Consultants PRWeb Tip: Many larger companies have corporate communications consultants who may help the company communicate a variety of issues to the media and the public.

4 Often corporate communications consultants offer consultation on public relations but may also advise their clients on investor relations (for public companies) or crisis management. Sometimes a company will be involved in a high profile incident or a headline-grabbing lawsuit. In these cases, a corporate communications consultant is often called in to do damage control. Tip: Internal Communications Companies are generally concerned with the image they present to the public, and rightly so. But more and more companies are becoming equallly concerned with the image they project to their employees. Internal communications (those memos and s that are sent to employees only) often need to be just as carefully worded as communications to customers and the general public. These internal communications are part of the corporate communications function. Tip: Investor Communications PRWeb Tip: The purview of corporate communications includes public relations, media relations, internal communications and investor relations. Investor relations involves the company's communication with its shareholders. Public companies are governed by strict rules with respect to what they can say to the public and when they can say it. There are certain disclosures public companies have to make at certain times in their fiscal year. If you are involved in a joint venture with a public company, be sure that you know what you can say when. If you are a public company, be sure to adhere to Securities and Exchange Commission regulations regarding communications. Category: Current Events Subcategory: Current Events Tip: Business News Keep up with the general business press as well as the trade publications for your industry. If you spot a trend that is relevant to your product or service, contact the reporter or editor who is writing on that trend. While they may not be willing to run another article to show your point of view right away, you'll be setting yourself up as knowledgeable about that trend. Writing a letter to the editor about a recent article on a current event can also get publicity for your firm. Tip: Real Time News Given the speed at which news is now disseminated, it's unlikely that you'll be able to provide 'breaking news' about your company. These kinds of stories are usually

5 supplied by a wire service or a publication's internal reporters. You can, however, become a source for comment on current events and real time news by cultivating relationships with journalists. If the editor of a local newspaper knows that you're a reliable source for comment on business news in your area, he/she will likely call on you for quotes for relevant stories. Likewise, if you are available as a source for information on a specific topic, cultivate relationships with journalists that might need quotes on that topic. This will provide additional publicity for your company. Tip: Top Business News PRWeb Tip: Check the business publications (Business Week, Forbes, etc.) and your industry's publications for the top business news. If these news stories are related to your product or service, contact the editor. Let him or her know that you're available for interviews or comments on the subject. If it's unlikely that there will be another story on the same topic any times soon, try writing a letter to the editor on the topic. This needs to be done immediately - most weeklies publish letters the following week, so be timely. Category: News Press Releases Subcategory: News Releases Tip: Press Release: Funding Announcements Issue a press release if your company secures a line of credit or funding. Be sure to get permission from any investors if you want to name them. If the funding is from a venture capital firm, ask the senior executive to provide a quote, telling why the firm feels your company is a good investment. Include specific uses for the funds, if any. Tip: Press Releases to Announce Contests or Sweepstakes If your company sponsors a contest or sweepstakes, issue a press release to announce it. Include instructions on where and how to enter, and detail on the prizes being offered. When the winner is chosen, issue another release to announce that, too. Include a quote from the winner. Tip: Press Releases: Announcing a Stock Offering When your company issues stock, issue a press release as well. SEC regulations govern the dissemination of information on a public offering, so be sure to comply with SEC requirements. In the case of a private offering, obtain permission (and a quote if possible) from the investor(s).

6 Tip: Press Releases: Expert Opinion When someone from your company provides an expert opinion on a subject that's related to your industry, announce that in a press release. If someone else in the industry endorses your product, you can issue a release announcing that as well. Include a quote from the expert, whether they are from your company or not. Be sure to get permission to name the outside source. Tip: Press Releases: Filing a Lawsuit If your company files a lawsuit, it may be to your benefit to issue a press release. If the suit involves a prominent company and is likely to become news anyway, you should be proactive in getting out your side of the story. Consult with your attorney to determine what you can say and how best to say it. Tip: Press Releases: Getting Coverage of Timely Events Breaking news stories on TV or in daily newspapers rarely come from publci relations professionals. But in media such as magazines or weekly news programs, you may be able to garner a headline with a timely release. Check the Web site of the media outlet you're targeting to find out what their news cycle is, and stick to it. In any event, get your release out as quickly as you can. No one ever publishes old news. Tip: Press Releases: Industry Trends Current trends in your industry can provide excellent fodder for a news release. Tie your product or service to the trend and, if possible, obtain a quote from an industry analyst or "guru." Failing that, you can use a quote from one of your executives that ties your product to the trend. Be sure to get permission to use any quotes or copyrighted material. Tip: Press Releases: Name Change If your company is changing its name or the name of a product or service, issue a press release as soon as the decision is finalized. Be sure that the release includes both the old and new names, and say when the change will become effective. The quote should indicate why the name was changed and what the new name is expected to accomplish. For example, "The name Widget Tech better reflects the company's state-of-the-art manufacturing capability." Tip: Press Releases: Speeches or Presentations Issue a press release if someone from your company will be speaking or presenting at a major event. Include the name, date, and location of the event. Give a biography of the speaker, being sure to include information that indicates why he or she is qualified to

7 make such a speech. Tip: Press Releases: What To Announce There are myriad reasons to issue a press release. Besides the obvious ones such as introducing a new product, service, or company, you can announce a new ad campaign, personnel changes, and sponsorship of a contest or a charitable affiliation, to name a few. If your company is laying people off or has been named in a lawsuit, you may want to issue a press release for "damage control." A good rule of thumb is this: If it affects people within a community, it is worthy of a press release. Category: Newswires Subcategory: Newswire Tip: PR Newswire A newswire is a service that distributes news and press releases to journalists in every country and in every industry. PR Newswire ( is the granddaddy of newswire services. Journalists use PR Newswire and other wire services to "sort out" the tens of thousands of stories that "cross the wire" every day. You can use a newswire to distribute your news release for a fee. The fee will vary depending on the length of your release, the number of outlets you want it to go to, and how particular you are about which outlets get it. The fee can run from several hundred to $1,000 for a single release. However, for watershed events that could truly impact your company, it can be well worth it. Category: Online Press Releases Subcategory: Online Press Release Tip: Online Press Release Services There are online companies that will write press releases, distribute them, or both. Most of these companies are reputable, some are even effective. The trick is to wade through all of the hype to find out which one is right for you. The good news is that many of them are very reasonably priced, so even if you choose the wrong one, you haven't lost too much. Still, it pays to do your homework. Look for a service that offers the services you want (writing or distribution or both) and look for one with experience in your industry. Look for a service that targets specific journalists or publications, unless your news has broad based appeal. Make sure that you're only paying for a service that you cannot do yourself.

8 Subcategory: Press Release Online Tip: Press Release Writing Software There are several software programs that offer a "fill in the blanks" approach to writing press releases. Since one of the objectives is to make your release stand out from the crowd, you're usually better off to at least try to write the release on your own. You are most familiar with your product and its unique benefits. If you understand the qualities that make a good press release, you'll be able to evaluate one that's written with software to make sure it meets the criteria. Category: Press Release Basics Subcategory: Free Website Content Tip: Getting Free Content You can probably get free content to enrich your Web site, but beware. You need to make sure that the content you're posting is accurate, and that the source is legitimate. Only accept content from sites that are targeting the same customer base you are. Take a good look at your customers, and try to figure out what other products or services they are likely to be interested in. The companies that make these products or provide these services are a good place to start when looking for content. Subcategory: How to Write Press Releases Tip: Finding Material Many companies like to be on a certain schedule for press releases, to ensure that their name is always in front of the public. There is some merit in this strategy, although you don't want to issue a release if you don't have anything to say. That said, most companies can find something newsworthy to write about on a regular basis. In addition to the obvious subjects of new products or services, or a research breakthrough, you can issue a press release if you hire a new key executive, move your offices, speak at a conference, sponsor a sports team, win a contract or award or are featured in the news. Subcategory: Journalists Tip: Pitching Journalists Sending story ideas to journalists should be a significant part of your public relations

9 campaign. Carefully read the publication and craft a story idea that shows that you know what kind of articles the magazine or newspaper publishes, and who their audience is. Then send a synopsis or abstract of the story to the editor or the appropriate writer. If you prove that you're a valuable asset to their readership, it will better your chances of getting into print. Subcategory: Magazine Article Tip: Educational Article If your product or service warrants it, writing an educational article for a magazine or other publication can be a great way to get publicity for your company and position yourself as an industry expert. Write an informative piece that will teach people something new. Remember to keep it factual. The benefit to your company will be somewhat tangential, but it will keep your name in the news. Subcategory: Press Release Tip: Getting It Read When a journalist receives a press release, he or she will usually scan it briefly, perhaps reading the headline and first paragraph or two, in order to determine if it merits further investigation. While a compelling introduction doesn't guarantee publicity, a poorly written or inconsequential beginning pretty much ensures a trip to the circular file. Tip: Keep It Factual A press release needs to be factual. While it's acceptable, and even preferable, to present your company and its products and services in the best possible light, do not include claims that cannot be substantiated. In general, superlatives like 'best,' 'most popular,' 'market leader,' and so on, are best left to advertising. If your product is the best selling one of its kind, you can say so, but you'd better be able to prove it. Better yet, include substantiating detail in your release (e.g., 'Highest in customer satisfaction according to J.D. Power and Associates). Subcategory: Press Release Distribution Tip: Press Release Distribution Don't bother with cutesy ways of getting your press release in front of journalists. They don't have time for singing telegrams, and fruit baskets usually stay in the mailroom. Stick to or fax, and be sure the send your release using the method the journalist prefers. These days, that's usually . Also follow any guidelines on the Web site regarding follow up. Some publications will give you a timetable, others have a 'don't

10 call us, we'll call you' philosophy. Subcategory: Press Release Submission Tip: Free Press Release Submission Services There are online companies who offer to submit your press release for free. Carefully research any company who offers to do this. Many will simply blast your release to anyone and everyone in their database. While it's possible that the blast includes reproters who cover the industry you're in, it's a good idea to always follow-up with specific publications after your release is sent. Subcategory: Press Release Template Tip: Online Templates PRWeb Tip: You can find press release templates online, or there are software packages that include templates and will guide you through the press release writing process. While these can be useful and timesaving tools, use them judiciously. Always have several people who are familiar with the subject matter (and one or two who aren't) read through your release to be sure it's clear, understandable and factual. If a mistake slips by you it can damage your credibility. Tip: What To Include in a Template A press release template includes the elements found in every release. It will have contact information (the name, phone number and address of someone in the company who can answer journalists' questions), the line, 'For Immediate Release', followed by space for a headline and a subhead. The first line begins with the dateline, which includes the date of release and location of the release (typically the city and state where the company's headquarters are located). The first paragraph includes the basic facts about the announcement, and should answer the questions who, what, when, where, why and how. The second paragraph typically includes a quote from the CEO or other high ranking executive in the company. The third, fourth and subsequent paragraphs provide more detail on the announcement. The end of the body of the release is signified by three pound signs (###) centered on the next line. After that line, a paragraph titled 'About ABC Company' provides basic information about the company, including when and where it was founded, what business the company is in, and any awards, recognition or success the company has had. At the end of this paragraph, the contact information, including the company's Web site, is included. Subcategory: Public Relations

11 Tip: Public Relations Opportunities There are other public relations opportunities besides press releases and bylined articles. With a few connections and a little ingenuity, your PR efforts can help secure speaking engagements for your executives, and position your company as a leader or expert in the industry. Cultivating relationships with journalists will speed you on this path. Also, be on the lookout for upcoming conferences, trade shows and other events. Contact the producer of the event as early as possible in the process. Offer to speak or give a presentation that relates to the conference or event. This will provide added exposure to your company. Tip: Public Relations Practitioner PRWeb Tip: Freelance public relations professionals provide public relations services to smaller companies on an as-needed basis. This can be particularly helpful if you have a new product launch or other major event and need help publicizing it. Be sure to select a practitioner who has experience in your industry, and get references. Most practitioners will work on either a retainer basis or project basis. Be sure to clearly spell out your expectations to the practitioner and in the contract. Subcategory: RSS Tip: Really Simple Syndication Really Simple Syndication (RSS) is a way to make news accessible on any Web site. It's an XML (extensible Markup Language) application that anyone can use. If you want a news story about your company to be available as and RSS feed, create a description of the story and its address on your site, and register that information with a directory of RSS publishers. Any user with a Web browser can then read your news, or put a link to it on his or her site. Category: Press Release Distribution Subcategory: Press Release Services Tip: Targeting Journalists It's important to target the journalists that report on your company or industry for trade publications, national business magazines, and other media outlets. Sending a press release to the newsroom--or worse, to a journalist who covers another beat entirely--is a waste of time. Check the Web site of each media outlet you're targeting to find the names and contact information of journalists who cover companies such as yours. Be sure to look to see which journalists are covering your competitors, and target your release to them as well.

12 Category: Press Release Submission Subcategory: Submission of a Press Release Tip: Press Release: Where to submit press releases If you are working on a press release to promote a specific product, these are often called advertorials. Submitting them to newspapers and magazines will most likely get no response unless you hit them at a time they are in need of that particular subject matter. If you are writing about a product for cats, you can submit this to publications that are specifically for cats. Another place to try submission of this press release would be to those companies that specialize in advertorials. There are several large companies who offer this service and they could be found by doing a search for "advertorials." Another GREAT place to send your press release about a cat product, one that you have designed and created, would be to the newspaper that services your area. If you have a weekly community paper available there, they would love to brag about you in their paper and, in the process, help you promote your product. Subcategory: Submit Your Press Release Tip: About Media Outlets PRWeb Tip: You'll want to consider all types of media outlets to get attention for your press release. Look at magazines, newspapers, radio stations, TV stations, Web sites, Web logs (blogs), newletters, and newswires. For best results, visit the Web sites of each outlet to determine the best contact to send your release to. Tip: Send Your Press Release to the Right Person Do your homework so you'll be sure to send your press release to the right person at each media outlet. Most outlets list reporters, editors, and their "beats" on the publication's Web site. If a release goes to the wrong person, it will be ignored. Your address may even be blocked, preventing future s from reaching the anyone at the organization. Category: Press Releases Subcategory: Press Release Tip: Leveraging Locality

13 Local media like to carry local stories, so if you can connect your press release to the geographic area of the audience, you're more likely to have success placing your press release. If you can tie the company or product to businesses or individuals in the community that the media outlet covers, that gives the editor and reporter a local contact to feature in a story. Try to get quotes from locals, and weave them into your release--without making it too long. Tip: Novelty as a Press Release Tool If something is unusual, it's probably newsworthy. It can be the biggest, smallest, best, first, last, or just rare. Any claims will need to be substantiated with real numbers or facts. Beware of words like "best," "leading," "most popular," etc. You need to be able to back up these claims. You can say your company is "a leading provider," but if you say "the leading provider," you need to be able to prove it with market share statistics, for example. Category: Public Relations Subcategory: Public Relations Strategies Tip: Why Companies Need Public Relations Unless your company has a monopoly, you need to win customers and market share. Public relations is the least expensive type of marketing. It's also the easiest to implement. Small and start up companies in particular should take full advantage of the power of public relations to educate the public on products and services offered by the company. Category: Writing Press Releases Subcategory: How to Write a Press Release Tip: Remember the Basics! News reporters are taught to ask six basic questions about any story: who, what, when, where, why, and how. Include the answers to all of these questions within the first paragraph if possible. If you can't fit them all in, make sure they're all answered by the end of the third paragraph. Also, make sure you include contact information at the top of the press release so it is easy for the reporter or editor to follow-up with you should he or she wish to do so.

14 Tip: Why the News Matters Even if the event, product, or service the press release addresses is in the editor or reporter's coverage area, if it is unclear why it matters to the readers, your release won't get picked up. You must address "why" it matters in terms of the benefit offered to the potential reader--who is also the potential customer. If you can, include the "why" in the first paragraph. Since this is the trickiest of the six facts (who, what, where, when, how, why) it may slip into the second or third paragraph. Subcategory: How to Write Press Releases Tip: What To Write About First and foremost, a press release needs to be newsworthy. The subject matter needs to be important or interesting to the audience, not just to you and your company. If something happens that people want to know about, it's worthy of a press release. If something happens that only people internal to your company want to know about, it's probably not.