Tips on submitting a Press release

A conventional 'hard copy' press release is a brief document generally one to three double-spaced type written pages announcing news about your company, product or service to media professionals.

E-mail press releases are usually shorter in length than their print counterparts. The majority of electronic news releases sent are 500 words of text organized into five, short two to three sentence paragraphs.

E-mail software allows the user to set limits on the size of messages it will download. Since many individuals do not change the default limit on their e-mail software, long messages can be truncated. For this reason we discourage you from sending lengthy electronic news releases.

Information such as photographs, bios of company executives, white papers and other supporting documents usually included in a printed media kit may be publish online where reporters may access them easily at their convenience.

If your company, for example, has completed an online survey of Internet shoppers, include a brief overview of the results in the electronic press release then follow that paragraph with the URL or home page address where complete survey results are published. The URLs for screen shots of your Web site and products may also be included in the news release.

Some reporters have limited online access. As a courtesy, always include a contact method for reporters who prefer to have materials mailed to them by conventional means.

Sending photographs and supplemental information files through e-mail attachments is not acceptable when contacting a reporter.

Information to Include in a News Release

-A compelling e-mail subject header and headline.
-A first paragraph that covers the five W's: who, what, where, when and why.
-Electronic contact information including an e-mail address for the press contact and Web site address of the company. Reporters working on deadline will often choose to call a company representative rather than wait for a reply by e-mail. Be sure that in addition to e-mail contact information a phone number for the press contact is listed.
-The mention of key clients or endorsement from a 'non-biased' source like a university professor or software reviewer. You should have permission from those sources to use their remarks in your press release.
-A short paragraph at the end of the release containing background information about the company. This might include a synopsis of the activities of the company, how long they have been in business, and any area of expertise. If the press release is about a book or entertainer then cover career high-points.

Story Tips

Electronic PR does not differ from conventional PR in that one's ability to write and organize information well is rewarded with press coverage. However, the one-two punch of a creative subject header for your message and a clever "spin" to your news rings extra loud in a crowded inbox.

Many journalists respond to clever writing and news releases that describe how a new product or service is a solution to a business or consumer problem.

Pointing to a new business, consumer or health trend is another way to position a story.

Another popular method for obtaining press coverage is to ride piggyback on a breaking news story by alerting the media to your client's expertise on that particular subject.

Like the Rolling Stones say, "Time is on your side." Be prepared to act fast if you sense a PR opportunity. Time the sending of your news release right and you can receive a windfall of publicity.

Electronic press release delivery is an excellent tool when a story has a limited shelf life and or when a news window will be open only for a limited time.

While Media Magnet Pro will perform the formatting for you, it's important for you to know and understand these guidelines before submitting your release.

1) The first line of the e-mail message should read: FOR IMMEDIATE RELEASE in all caps. This lets the reporter know the news is authorized for publication on the date they receive it.

2) Allow one spacer line then write a headline using a combination of lower case and capital letters. Keep your headline to ten words or less. Do not write the headline in all capital letters because it is harder to read using e-mail software.

3) Allow another empty line for spacing, then begin the text of the release as we show with the city and state followed by a dash. All releases must include a date since reporters do not always use releases immediately.

4) There are a number of conventions for line length of electronic press releases. Media Magnet Pro formats press releases to the style most universal among e-mail readers.

5) Include press contact information below the text of your headline.
A reporter reading your release should be able to make a decision about your story in the first screen of the e-mail message. Don't waste that space with contact information. They will scroll down to find out who to contact if they want to follow-up with you.

6) Finally, close the document with the characters -30- or ### which are style conventions that let the reporter know they have reached the end of the story.

REMINDERS

Don't trust your word processing program to catch errors in grammar and spelling. Have a few individuals read the release before sending it to a reporter or news agency. Common word processing spell check errors including the use of 'to' when it should read 'of' these words often slip by a human reader too.

Additionally, remember that press releases are sent by e-mail and not everyone uses the same software. For that reason we do not suggest using HTML tags, bold type or color text which may not transmit properly to the end receiver of your message.

If you need additional help in formulating a press release, please refer to Press Release Writing and Editorial Services.

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