For anyone who's looking to get press attention for a company, a couple page press release will actually provide an extremely valuable device. Provided it's always well-written, contains an aspect of news as well as a novel slant, you can get placements online, from magazines, newspapers and even, by means of a good twist, in the broadcast media.
Receiving media coverage can mean huge publicity and lots of new customers to a small or growing enterprise. Therefore, assuming your own business just isn't flowing enough cash to be capable of hiring a PR specialist, it pays to have the skill necessary to be able to write a straightforward press release.
Finding a template to utilize with the proper format should be as uncomplicated as a quick internet search, but as far as the substance, let's have a look at what goes into a good press release.
The Headline
The primary idea of the headline is to stop the reviewer, an editor or producer, in his or her tracks. It should seize the reader's attention as well as offer a distinctive picture of the story without tooting its own horn (i.e., not be overly promotional). A first-class headline makes you want to read the story and contains an element of news.
It's tempting to attempt to make a headline "cute". However it's better advised that the headline provide a summary of the story. An editor should have the ability to glance at your headline and have a sense of what the story is. If your article idea is more of a feature, coming up with something clever is all right.
The Lead
If your item is a straight news story -- i.e., your graphics company being hired to create a new logo for the local business council -- keep the lead direct and clarifying. Answer the important questions (i.e., who, what, when, where, how and why).
"Anytown, IL - Pupnik Graphics has been engaged to design a new logo for the Anytown Business Council. The new logo will represent the council's pledge to getting business for local merchants from neighboring Sometown."
If you are pitching a feature story - i.e., your design business is recruiting assistance from kindergartners at the local grammar school to paint a mural on the outer wall of the Business Council structure - it's fitting to use a little more finesse in your lead.
"Anytown, IL - When a local designer told parents of Anytown Elementary School children that she wanted to teach their kids to draw on the wall, at first they needed some persuasion. But all was well when they were told that the artist had been contracted by the Anytown Business Council to produce a mural on the wall of its headquarters with the motif, "The Future of Anytown."
The Body
The body is where you give extra information and background to fill out your story. Make sure to get all of the main details in your lead. Often, editors will cut at the end of the lead and only use that bit. Editors will get in touch with you for supplementary information if they wish to expand your story, but make it as easy as possible for them by providing a complete, well-constructed story at the outset.
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