Everyone loves a press release. By their very nature they are designed to make life simpler for everyone involved.
That’s if they are created correctly.
All too often, the most basic and essential information is left out of press releases because people try to cover too many areas.
Remember a press release isn’t a life story. You want to convey the most interesting parts of your event/promotion to result in exposure.
For this to work, you will need to start off with a great hook – something that will make the reader digest the whole of your release. Of course there’s also room for essential bits of information – it just doesn’t have to feature at the very top of the release.
If pictures play an important part in your release, only use a couple in your initial approach to new organisations. If they are interested, this will encourage them to get in touch and give you the opportunity to expand on the original information you have provided. Sending lots of pictures may sound like a great idea but all too often they clog up emails and can hinder the success of your release.
However always remember to include contact details in any Press Release you create. Include a land line, mobile number and email address so that you are instantly contactable. If you know that there are times you won’t be able to deal with enquiries, include contact details of a second person to ensure no line of enquiry gets lost.
If you don’t get an immediate reply to your release, try to resist the temptation of calling everyone up. Sometimes it takes people a while to get through every piece of information they are sent. Harassing them about your story might just hinder any hope it may have of making it to print.
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