"89 Ways to Write Powerful Press Releases"

Lesson #18:  A new group

If you're forming a new group for personal or business reasons, write a press release.

Author, activist and publicity copywriter Shel Horowitz wrote the press release below when he organized a group in 1999 specifically to oppose plans for a housing development in his neighborhood in Hadley, Massachusetts.

The release was picked up by at least three newspapers, two TV stations, and two radio stations, out of about a dozen outlets that received it. More than 70 people attended the first meeting "and we went on to beat the project in just 13 months, during which we were featured in over 70 news stories," Shel says.

Things I like about this release:

• The date of the first meeting in the headline
   
• Succinct details of the housing development in the second paragraph
   
• Specific objections about the development
   
• A great quote from Shel that showed emotion
   

• The two calls to action at the end, which I've highlighted in yellow

Here's the release:

For Immediate Release                                     Contact: Shel Horowitz
                                                                              413-586-2388
                                                                       shel@frugalfun.com 

New "Save the Mountain" Group Forms to Block Proposed Bercume Development; First Meeting November 22
 

HADLEY, MASSACHUSETTS: Save the Mountain, a new citizen action group, has been formed to preserve the Mount Holyoke Range and Joseph Allen Skinner State Parks and surrounding areas.

The group sprang into being to oppose a proposal to build 40-60 luxury homes on the north slope of Mount Holyoke, announced Friday by builder Ron Bercume. The homes, which would sell for about $300,000 each, will take at least 10 years to build and will impact the range and the neighborhood both during the construction and once they are sold.

Issues for opposition center around: endangered plant and animal habitats, traffic and noise, destruction of the rural character of the neighborhood, water protection, strain on town services, and similar issues.

"Judging from conversations I've had in the neighborhood and around the Valley, Mr. Bercume wildly underestimated the strength of love for this beautiful mountain and the depth of outrage over his plan," said Save the Mountain member Shel Horowitz. "This will not go in without a struggle."

The group has called an initial meeting for Monday, November 22, 1999, 7:30 p.m. at 16 Barstow Lane, Hadley. The meeting is open to the public. Call 413-584-3490 or e-mail shel@frugalfun.com for directions or more information.
Also, interested people can join an e-mail discussion list by sending an e-mail to: savemtholyoke-subscribe@onelist.com, or by visiting the group's brand new web page at http://www.frugalfun.com/savemtholyoke.html

                                               ###
 

If you're writing a press release about your move to a bigger office or an addition to your facilities, include details like the cost of the project, square footage, and the benefits of having more space. How will it allow you to better serve your customers? Will it be easier for employees to do their jobs? You can also include an architect's rendering or a map showing the new location. Learn how to produce informational graphics inexpensively in my ebook "How to Use Photos & Graphics in Your Publicity Campaign."

Tomorrow: A meeting announcement


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