"89 Ways to Write Powerful Press Releases"

Lesson #5:  Deciding exactly what you want your press
                          release to accomplish  

In the old days, we measured good publicity by the number of newspaper and magazine articles that journalists wrote after we sent them our press releases. Or the number of radio and TV shows that invited us for interviews.

Today, measuring successful PR campaigns is much more sophisticated than that. It's all about changing people's behavior and prompting them to do something they wouldn't do had you not written the release. The more people who read your press release and take the action you want them to take (visit your website, buy your products, make a donation, attend your Sunday church services, call for a free brochure etc.), the more successful the press release.

So before you start writing, ask yourself the following questions:

• Why am I writing the press release?
   
• What do I want people to do after they read it?
   
• What do they need to know before they do what I want them to do? For example, if you want them to see all the products you sell at your website, you must be sure that the body of the press release includes your website URL, preferably a link that will take them to the exact page where your products are listed so they don't have to hunt for it. This sounds like a no-brainer, but you'd be amazed how many people leave out this critical piece of information.
   
• What do these people need to know?
   
• How much do they already know about our product, service, cause or issue?

If you can't answer these questions, don't start writing.

Opportunity #5: Appointment to a board or committee

If you are appointed to a board or committee, send a press release. And don't forget to include your photo! You'll learn more about how to use photos with press releases in Week 8. You can send this release to local newspapers, your trade industry publication, your alumni publication, etc. But don't forget to post it at your website and other places online. (You'll learn more about places you can post your releases online in Week 11.) 

P.S. Always include your professional photo when sending press releases like the one I suggested you send when you are appointed to a board or committee. But you don't have to spend a fortune on a good-quality photo. My ebook "How to Use Photos & Graphics in Your Publicity Campaign" explains how to find and work with a photographer who will make you look your best. It also explains how to take your own photos and submit them to the media, and how to pitch ideas for photos if you don't want to take your own.    

Tomorrow: Defining your target audience(s)


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     Lesson 4