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Old 3rd May 2008, 07:34 AM   #1

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Default What Makes A Press Release Worth Releasing?

I've been reading through Zero Cash, A Little Talent and 30 Days and on day 3 something caught my attention:
The thing that you need to realize about press releases is that you have to have a reason to send one. Just sending out a release saying that you have a new product or that you landed a new contract isn't going to catch someone's attention. In fact, it's a great way to get put on someone's ignore list. So, if you are going to use a press release as a marketing tool, you have to have a real reason to send one out.
Now, I'd like a bit more info here. What is a good reason to send your press release? Is offering your services for free for the first visitors of your newly launched website good enough? Or do you need something better? Would be great to know your opinions

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Old 3rd May 2008, 09:35 AM   #2
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Well, the new product announcement *can* be a good reason to send a release if it's something truly unique. If you're producing yet another generic printer cartridge that does the same thing all the other 10,000 generic printer cartridges do, nobody will care. There's nothing unique, better or different about it.

But, if you have developed a generic printer cartridge that has some special feature (new type of ink, lasts way longer than usual, only costs a penny, etc.) then that's something newsworthy.

Then there are industry-related topics. Subjects that would not necessarily appeal to the general population might be of significance to someone else in the same industry. For instance, a new manufacturing process for gears and cogs. Joe Public probably won't give a hoot about it, but industries who use these types of cogs absolutely would.

For most of us, a good test is to look at the newspaper. If you can't find a story in the newspaper that's similar to what you're thinking about sending a press release about, it's probably not newsworthy. Likewise, look at industry-specific news sources (newsletters, official websites, etc.) If they don't run stories about what you're releasing, your PR most likely will not be well received.

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Old 4th May 2008, 09:49 AM   #3
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Another factor in a great press release is your intentions for it.

If your goal is to just use it for SEO and backlinks, then your press release will likely be less newsworthy than one written with the intention of getting media attention.

A new product for free might not make the news, but if you tie it in to a charity organization or current event, then you might have a bit more kick.

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Old 5th May 2008, 07:17 AM   #4
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Originally Posted by tchoob View Post
Now, I'd like a bit more info here. What is a good reason to send your press release?
John Wall and Chris Penn of Marketing Over Coffee Podcast talk about press releases in the latest episode of their podcast.


This is one of my favorite podcasts as it's an easy listen. Very high Signal:Noise.


Sixty Second Tech Podcast...think for a minute.
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Old 23rd May 2008, 06:52 PM   #5
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The key is that the release must be newsworthy instead of salesy. Offering a free service for something as common as a new website won't get a look.

What is so unique about the website is the important issue. If you create a unique benefit or breakthrough, you will have a better chance at gaining coverage. Look at your list of product or service benefits and brainstorm what is the one thing that sets it apart. Then focus on that as your hook.

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Old 26th May 2008, 06:07 PM   #6
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It also helps if you can relate your story to something topical.

Though that's not always necessary.

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Old 7th January 2009, 08:04 PM   #7

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Make it as much as possible news-like not a sales type of release. Try to impose an inverted pyramid style of writing starting your PR at who, what, where,when and how. Try to write the most important details down to the least.

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Old 10th January 2009, 01:53 AM   #8
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1 language should be crispy
2. article should be in a presentable form
3. Informative to the core and not just a promotional one
4. focus on what is being offered and its specialty
5. should be written by an experienced copy writer

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Old 24th July 2009, 11:42 AM   #9

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Often times, news releases can be written for the sole purpose of building an archive for your company. This will come in handy if someone from the media wants to get a quick view of the big news from your business.

The key thing here to remember is just because you write a release, doesn't mean you need to push it hard to the media. You can write a release solely for the purpose of filling up your archive and just put it out on the wire and see who bites. In fact, you won't want to pitch out everything that you write a release on because you'll quickly annoy your media contacts relatively quickly.

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Old 25th July 2009, 09:13 AM   #10
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Depends on who you're trying to reach with your press release. If you're looking for actual media exposure (as in getting your release picked up by online or offline news sources), you should generally be looking for a kernel of "hard news" within your story - something that'll make the journalist who reports on you look good.

On the other hand, if you're going directly to your customers or potential customers, I find that a slightly more casual release using a storytelling format works very well.

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