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A well crafted press release captures the attention of journalists and is optimized for distribution over the Internet, through e-mail and over specialized network feeds.
We Pay Attention to the Content of your Press Release
When we talk about content we refer to the news story you are telling. We keep the following points in mind when writing your press release.
Is your news "newsworthy"? The purpose of a press release is to inform the world of your news item. We do not use your press release to try and make a sale. A good press release answers all of the "W" questions (who, what, where, when and why), providing the media with useful information about your organization, product, service or event. If your press release reads like an advertisement, it won't get noticed.
We start strong. Your headline and first paragraph will tell the story. The rest of your press release will provide the detail. We have a matter of seconds to grab your reader's attention. We won't blow it with a weak opening.
We write for the Media. On occasion media outlets, especially online media, will pick up our press releases and run it in their publications with little or no modification to what we send. More commonly, journalists will use our press releases as a springboard for a larger feature story. In either case, we try to develop a story as you would like to have it told. Even if your news is not reprinted verbatim, it may provide an acceptable amount of exposure.
We know that not everything is news. Your excitement about something does not necessarily mean that you have a newsworthy story. We think about your audience. Will someone else find your story interesting? This is a common problem. Let's assume that you have just spent a lot of effort to launch a new online store. Announcing your company's opening is always an exciting time for any business, but the last thing the media wants to write about is another online store. This is old news and uninteresting. Instead, we focus on the features of your online shopping experience, unique products and services. We answer the question? Why should anyone care? We focus on the aspects of your news item that truly set you apart from everyone else.
We use real life examples about how your company or organization solved a problem. We identify the problem and identify why your solution is the right solution. We give examples of how your service or product fulfills needs or satisfies desires. What benefits can be expected? We use real life examples to powerfully communicate the benefits of using your product or service.
We stick to the facts. We tell the truth, avoid fluff, embellishments and exaggerations. Journalists are naturally skeptical. If your story sounds too good to be true, it could hurt your own credibility. Even if it is true, we may tone it down a bit.
We avoid the hype. The exclamation point (!) is your enemy. There is no better way to destroy your credibility than to include a bunch of hype. We never do this!!!!!!!!!
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