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"89 Ways to Write Powerful Press Releases"
Now that you know the six mandatory parts of a press release, it's time to learn about the optional part for everybody, and the Safe Harbor Statement, mandatory only for publicly held companies. The optional part for everybody is right at the end, and I've highlighted it in yellow below. I call this the "Notes" section where you can write a note to the media about extra little things you can offer them such as photos, graphics or illustrations, other sources for stories they are writing, or whatever. Or write a note for readers about anything else you want to tell them. This "Note" is like a post-script. Notice that in my note below, I've addressed newsletter publishers and bloggers. That's because now that I'm posting press releases online, people other than traditional media people will find them. And I want newsletter publishers and bloggers to know that I consider them a part of the media, too. Getting your message out to the blogging community is a fabulous way to generate publicity because, unlike traditional media, bloggers love to link to each other. (See "How to Pitch the Best Bloggers and Create a Publicity Explosion.") The Safe Harbor Statement Publicly held companies must include a Safe Harbor Statement in their press releases. I've highlighted one example in pink below. It goes at the end of the press release issued by a public company in which the information could be considered “forward-looking,” by having an impact on the future performance of the company. Safe Harbor language was required as part of the Private Securities Litigation Reform Act of 1995 and is supposed to be a protection for investors and for companies, letting investors know when content in a press release could have an impact on future performance such as stock price. It's also protection for the public company (hence the title “safe harbor provision), with the idea being if you let the public know in your release that it included “forward-looking statements,” you somewhat reduce your liability from shareholder actions, especially lawsuits. I am not an attorney and the sample below is not to be considered legal advice. If you are a publicly-held company, please consult with your attorney on the exact wording of the Safe Harbor Statement.
– END – Permission to Reprint: Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995. Statements in this press release that are not strictly historical are "forward-looking'' statements within the meaning of Section 27A of the Securities Act of 1933, as amended and Section 21E of the Securities Exchange Act of 1934, as amended. These statements involve a high degree of risk and uncertainty, are predictions only and actual events or results may differ materially from those projected in such forward-looking statements. Factors that could cause or contribute to differences include the uncertainty regarding viability and market acceptance of the Company's products and services, the ability to complete software development plans in a timely manner, changes in relationships with third parties, product mix sold by the Company and other factors described in the Company's most recent periodic filings with the Securities and Exchange Commission, including its ____[YEAR] Annual Report on Form 10-K and quarterly reports on Form 10-Q.
If you or your company contribute to a charity, this is an ideal time to write a press release. It also gives you an opportunity to include a quote that explains all the reasons why you think the charity is worthy of donations. If you're sending a press release about a contribution, please do not include with it the standard "check-passing" photo. You know the kind. You're passing a big cardboard check to the recipient, or a real check that's so small that it can barely be seen in the photo. These photos look cheesy because they're staged. Besides, every check-passing photo looks the same. Here's a better idea. Wait until the recipient uses the money for a worthy cause, then think about a photo. For example, if you're contributing money for a piece of equipment for your local hospital, write the press release and distribute it. Then when the equipment arrives, arrange with the hospital for a photo that shows a patient using the equipment. Then post the photo online along with a caption that mentions your contribution. P.S. "Fun Alternatives to Boring Ground-breakings, Ribbon-cuttings & Check-passings gives you lots of ideas on how to bypass those ghastly photos that few people care about. It also offers ideas for fun events that really attract attention if you're breaking ground for a new building, making a donation or opening a new store or public service project.
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Lesson #14: The optional part of
the press release
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The Publicity Hound Tips, tricks and tools for free publicity www.publicityhound.com Joan Stewart 3434 County KK, Port Washington, WI 53074 Phone: 262-284-7451 Fax: 262-284-1737 Email: jstewart@publicityhound.com |
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