Press Releases

Just like everything else, press releases are evolving.  I went to school for a degree in public relations about 10 years ago, I was taught to put ### at the bottom of every press release.  So 2000, right?!  Things move so fast in the world today, that it’s going to take a lot more than just 3-4 paragraphs on a page with ### at the bottom to make your press release a success.
Christy and I attended CHA as press this year so we had the opportunity to hang out in the press room and fill our bags with all sorts of press materials.  I was surprised at how dull and boring so many of them were.  Some of them were literally a packet of 20 pages of typed out information.

I couldn’t believe it.  Instead of spending $30 on this well crafted folder with paper that would eventually be thrown away, why not let me feel and touch your handmade buttons, or give me a sample of your paint?  It’s a lot cheaper, and a whole lot more effective too.

Here are a couple tips I have regarding press releases:

• Focus on what sets you apart. Why, as a reporter should I do a story on you?  Tell me your story and what makes it so interesting.
• Keep it short and sweet. I wanted a list, or some highlights that I can quickly read through.  I honestly don’t have time to read 20 pages of material.
• Give me your contact information. I am so amazed at how often this crucial information is left off.  If I want to do a story on you, I will need to talk to you.

How about you?  Do you have any tips for great press releases?

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