The multi-purpose news release: How to get it right

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art and science of publicity
A booklet I wrote a few years ago on the publicity topic.

If you are looking for an inexpensive, effective and relatively easy-to-implement marketing strategy, consider the power of effective and systematized news release distribution.

A well-written announcement/release can serve as a blog posting and will be easily shared on social media.  As well, of course, relevant publications and media services (both on and offline) could pick up the story and provide you with additional powerful publicity.

News releases don’t need to be earth-shattering but should adhere to some fundamental rules:

  • They should be written in a news/editorial format, with direct (attributed) quotes.
  • Often news release writers spew superlatives and clichés, which generally diminish their credibility and ‘pick-up’ by independent media. Generally, sticking to the facts works best — if there is drama or real significance, the story will best be told with a degree of understatement.
  • Photos and videos are always helpful. Make sure you have the rights to use the materials, of course. Video can be especially effective and can easily be loaded on a YouTube link (you can keep it “private” if you want to control its sharing.

You can learn some more insights in The Art and Science of Publicity.

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