15 replies to this topic

[arlen]

I need some guidance. I swore I would have accomplished this by now, but have been struggling with link building and the need to actually find paying work while my site gets established (still very little results unfortunately). I've gone back and found the press release sites, and re-read the thread on optimizing press releases, but I need a good example, a guide of sorts.

I've read thru prweb's guidelines, and get stuck pretty quickly …

prweb.com Let's assume that you have just spent a lot of effort to launch a new online store. Announcing your company's opening is always an exciting time for any business, but the last thing the media wants to write about is another online store. This is old news and uninteresting. Instead, focus on the features of your online shopping experience, unique products and services. Answer the question? Why should anyone care? (Avoid clichés such as "customers save money" or "great customer service".) Focus on the aspects of your news item that truly set you apart from everyone else.

I want to draw attention to my new online store, but truthfully, everything I can think of that I have expertise in would probably also be considered "old news" Can anyone point me to a good example?

[Jill]

I'm no press release expert, but from what I understand, you can't just put out a press release without something newsworthy to write about. (Well you can, but it would be a waste of time.)

So first find some sort of cool, unique, special thing that is newsworthy, get that set up, and then put out a press release to promote it.

Jill

[arlen]

Thanks Jill, I appreciate the insight.

The only thing I can think of off hand is to sponsor an event or something of the sort. But the only ones in the immediate future are really only locally news worthy, and doubtful of any value to yahoo or other national news venues. National events exist, but the big ones have passed for the year.

If anyone could point me to a good example of a "newsworthy" press release for a store event I'd really appreciate it. Or maybe point me where I can look for one. I've reviewed Yahoo's news section, and at least some on prweb but none really apply to what I want to do. Guess I should probably just keep digging on prweb till I find something that suits.

[Jill]

Local stuff is good too! You might get a write-up in a local paper, and lots of other stuff can follow from that. Work your way up to national!

[jbelle]

If you were to write a press release about the launch of your kite business, it does seem like you have some unique things to comment on: after 15 years as an architect you decided to make this big career change. Your press release could focus on making a change to follow your passion, about the risks and rewards, and also could talk about the connection between why you were drawn to architecture originally and to kites (it seems like there are some good similarities to be drawn). If a journalist was creating an article, it seems like they'd interview you and write it up as a human interest story (and there's lots of human interest potential in your bio).

[arlen]

That's a really good thought jbelle. My big concern in emphasizing that right now is that until I actually achieve enough traffic to support the business, I'm still quite reliant on architecture and drafting jobs as an income source. Too much emphasis on the change and I might not get the work required to feed myself and weather the startup. I am committed to this path, but don't want to burn bridges ... especially until I know this is a viable alternative. A distinct lack of available work spurred me on to act on what has been a dream for the past several years, but it unfortunately also means I'm limited in resources for the time being. Once I do get established though, this approach would certainly be a great idea and could garner a good deal of traffic I'd think. I really appreciate the idea.

Edited by arlen, 08 June 2004 - 10:50 AM.

[BrianR]

How about organising a local kite-flying competition of some sort??

BrianR

[arlen]

Hey Brian. I think what I'll do is try to hook up with (and join) the omaha kite club and help promote / sponsor some of their already planned kite demos / flying days. Maybe donate a kite or two to give-away or to help fund-raise. One of the members is the regional director of the American Kite Fliers Assn, which I'm a member, and I really need to introduce myself and volunteer to help out when I can. All this could easily also fold into my writing press releases for local events, which would help me too.

I've also thought of doing volunteer programs for kids groups, which I could promote. Design and flying compititions could come in time too. Thanks for the ideas.

[BrianR]

Yep - sounds like there's lots of mileage in that for you, arlen - lots of newsworthy content - go for it!

BrianR

[LibbyLu]

I used to be a community newspaper reporter (for three years) and have seen hundreds of press releases. I've also taken some PR classes in college and used to do sales for a press release distribution company. Here are some tips:

Try to think of your audience. Who are you trying to reach and would this news be worthy to them.

A press release does not just have to be about hard news. A how-to press release could be picked up by a lot of smaller publications looking to fill up space.

If sending a how-to or advice press release, try to make it "evergreen" or something that could be relevant for a long time. A lot of these smaller publications looking to fill space in their papers keep folders of press releases that they can pull to fill up space with. Having something that is non-dated increases your chance of publication.

Try to remember basic rules of journalism. Put the point of your story in the first paragraph. This is your lead and lets readers know if this is something that they want to read or not. Do not state your opinion in your copy. If the press release is about an event in which free Mexican food will be served then say just that instead of "free mouth-watering Mexican food" (this is something that actually came across my desk and got a good laugh). ~However~ you can quote someone in the press release and that person can say anything that he/she wants. This is a good way to get around the opinion rule (however, I would avoid the free mouth-watering Mexican food bit and use the quote to focus on something more important).

If possible, keep it to one page. Don't let your lead be more than three sentences and if possible keep the lead to less than 200 words. Fewer words are better here. Omit any unnecessary words.

Finally, if E-mailing the press release, put a one paragraph synapses in the E-mail with a link to the press release itself. That way if the reporter is interested then he/she can click on the link and access your press release.

[willthegeek]

OK, here's my tuppence.

When we were kids, we used to tie a camera to a kite. It was a small mechanical camera with a pull latch type of trigger. We would put two rubber bands around the camera and latch, one pulling up and the other down. In the 'up' one we would put a lighted cigarette. When the wind blew, the cig would burn down until it burned through the 'band, which would break. This left the 'down' rubber band to trigger the pic. Crude, but it worked!

I am sure there is some sort of modern day equivalent, to those old cameras, so why not offer some contests? Best Pic, Highest Pic, Most Interesting, yadda, yadda, yadda. Huge local appeal, very interesting to the community.

Second, what is the largest / smallest / most intricate kite ever flown? I don't know either. Challenge them. I once made a kite the size of a postage stamp. The thread I used was too heavy and the kite would not fly, so I unravelled my mum's nylons (I'm giving away my age here) and used the thread to get the kite in the air.

Probably couldn't get away with this today, but we would also attach double-edge razor blades to the tail and dog fight the kites.

Ever try night kite flying? Me either, but the Chinese hold lantern festivals every year with paper lanterns. Why not fly them? Can you imagine the night sky filled with flying lanterns? Damn, I gotta patent that one! Copyright hereby declared! But you have my permission to use it with proper credit given. Enjoy!

Now just write it all up and get on with it.

Cheers

Will

[nedguy]

Hi Arlen

If you are not sure that you have something unique about your store to talk about, then why not ride on the back of your merchandise?

EG. 'The latest state-of-the-art Sony techno-kite out flies all other competition kites at altitudes upto 10,000 ft and allows you to simultaneously surf the web while flying. Specialist kite store, Arlen Kites Inc, say the new range of kites represent a technological leap forward.

"We can't stock enough of them", says store owner, Arlen. "They literally fly off the shelves".'


Another thing you can try is bundling in a really stunning photo. Perhaps your suppliers can help here? A really colourful and striking photo might make all the difference, and kites are notoriously photogenic.


Also

Six golden rules for press releases...

1) Try to keep to one page only (not always possible but at two pages you've lost half your readers. At three pages another quarter, at four pages another eighth... you get the picture). Remember, less is more.

2) Tell the whole story (summerised) in first paragraph.

3) Always have one quote

4) Always date it (to the day, not month)

5) Always supply contact details for a journalist to follow up. And be there. (Don't distribute a press release and then go away on your hols).

6) Double check you have answered the five basic questions: who, why, what, where, when.

That's my 2 cents worth!

NG

[Jill]

Just so you guys know, this was a really old thread that was just posted to again. We actually haven't seen Arlen in awhile so we're not sure if he instituted anything that was written here.

[nedguy]

ah......... yes.....


(cough) Still... er .... Good advice is timeless



(memo to self: check the date next time)

NG

[LibbyLu]

I concur about including a picture if you can. Newspapers are always looking to break up the monotony of the printed word. Sometimes they will use the picture by itself with a caption. I know that it is not the same as a long article, but it is news coverage all the less.