"89 Ways to Write Powerful Press Releases"

Lesson #4:  3 rules you can't break  

• People don't want to read a press release that's loaded with hype. If you want a commercial, buy an ad. If you want people to pay attention to your press release, tell them something interesting, like how you can help them solve a problem, or the benefits (not just features) of your products and services.
   
• Avoid using words like "spectacular," "cutting-edge," "the only one of its kind" and "miraculous." That's a dead giveaway that the copy isn't really news, but hype. Don't use any words that an objective reporter wouldn't use when writing about you.   
   
• Unless you are writing a press release specifically for people in your own industry, never use industry jargon that other people outside your industry don't understand. That includes phrases like "interoperability issues," "network protocols" and "control variables." Remember that people all over the world might find your press releases on the Internet. If they do, you want them to understand what you are writing about.   
   

Opportunity #4: Appearances at events

If you are appearing at an event as a speaker, guest author, host, etc., write a press release about it. Don't forget to include all pertinent information about the event such as the time, date, admission, where to call for more information, etc. If you are doing PR for an event your group is sponsoring, you can send a press release about speakers, special guests and celebrities who will be at your event. Don't forget to include photos (more about this in Week 9).
 

P.S. If you're appearing at an event as a speaker, there are more ways to get publicity. The CD I recorded with Tom Antion called "Kick Up a Media Storm (for Professional Speakers)" explains dozens of ways to use free publicity to generate media attention. It's perfect for beginning or advanced speakers.

Tomorrow: Determining your key message
 

Need help with publicity?
The Publicity Hound's Resources List includes products and vendors that can help with many aspects of your publicity campaign. You'll find press release distribution services, publicists, audio experts, ghostwriters and more.

***Have you missed previous lessons in this tutorial? You
      can find them below:

Lesson 1     Lesson 2     Lesson 3