![]() The third one (from Microsoft) is an excellent example of how to write a press release that will intrigue reporters and editors.ĮXAMPLE #1: Apple Launches Online Store in ChinaĬUPERTINO, California-October 26, 2010-Apple® today introduced the Apple Store® in China (), the easiest way to shop online for Apple products including the revolutionary iPhone® 4 and the magical iPad TM. The first two have a little biz-blab in them, but are still reasonably effective. What follows are three examples, pretty much picked randomly, which show how it's done. Luckily there are plenty out-of-work reporters out there right now. Any good reporter will make the release look like a story, which means it's more likely to be picked up and republished. If all that sounds too difficult, you may want to spend the extra money to get a reporter to write the press release. You might even want to rewrite the press release to fit their beat. In addition to sending a press release, personally contact the reporters that you really want to cover the story. RULE #5: Contact your top outlets personally.Have him say something memorable and personal, if possible. Even if your CEO is a complete idiot, don't make him sound like one by providing a quote that's a series of business clichés. Therefore, it's up to you to make sure that your press release looks and feels like a real article. If your press release looks and feels like a real article, reporters will often just file it as a story with minimal editing. RULE #3: Write it like a reporter would write it. ![]() So it's got to have appeal to the entire readership of the publication. To get your message communicated through the publication, you need to convince the reporter/editor that your message (or the story surrounding it) is newsworthy. ![]() The idea is to communicate a message to customers and prospects, through the vehicle of a print or online article, hopefully adding the authority and credibility of the publication, website and/or reporter to the message.
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