Seventeen Tips On How To Get Free Publicity For Your Product Or Service
By John J.O'Callaghan
1. WRITE A PRESS RELEASE
Sending a press release is the accepted way of informing the local and national media about your product or service. Almost all press releases are headed: PRESS RELEASE IMMEDIATE. The alternative is to say, PRESS RELEASE--NOT BEFORE...and mention an advance date. That way there's a good chance your news item will be placed in the advance file for that day--and in due course, taken out and used. Of course, there's no guarantee.
The editor of Harvard Business Journal told me she receives over 3,000 submissions a year. That's over 60 a week. Most newspaper and popular magazine editors receive at least that many every day. The more professional and interesting you can make your press release, the greater your chances of having it published.
2. WRITE A HEADLINE THAT PRESENTS A MAJOR BENEFIT
The headline should summarize what the press release is about. Editors are so busy they usually decide just by looking at the headline, whether they will read on or toss it in the waste bin.
3. USE A ONE-PAGE PRESS RELEASE
Confine your release to one page only. Resist the temptation to use two pages. Short, one-page stories stand a better chance of being published. If your release needs two pages, put (more) at the bottom of the first page, and (continued) plus the title of your press release on the second page.
4. KEEP YOUR MESSAGE SHORT
Try to tell your whole story in the first two paragraphs of your release. Do not use more than 30-words per paragraph. While you may include additional information in the next two or three paragraphs, chances are your press release will be cut after the first two.
5. USE DOUBLE SPACING THROUGHOUT
Use double spacing throughout. Keep sentences short. Write tight. Edit the story after you have written it and cut out all unnecessary words. Allow an extra wide right margin for editorial notes.
6. WRITE IT AS NEWS, NOT AS AN ADVERTISEMENT
Your story has to be newsworthy. Avoid superlatives and anything that might be classed as an advertisement. Confine yourself to the facts. Refrain from using flowery description. Don't keep repeating and plugging the company or product name at every opportunity. Use white rather than colored paper. Use plain rather than fancy type.
7. LIST THE BENEFITS OF YOUR PRODUCT OR SERVICE Special features are interesting, but the accent should be on explaining the benefits to the consumer. Try to see it from the customers point of view. How will he or she benefit? Answering the following six questions will help you sell the benefits: What? How? Why? When? Who? Where?
8. INCLUDE AN INTERESTING QUOTE
If you have to, interview yourself to include a quote that presents an important customer benefit. Example: Asked to explain the success of the new business, Your Name said, "..."
9. INCLUDE CONTACT DETAILS AT THE END
Your name, company name and phone number are best placed at the bottom of the release. Editors can choose not to read it unless they intend running your story. Consider using a fictitious name as if a press agent were sending out the press release on behalf of your company.
10. INCLUDE A NOTE TO THE EDITOR
For example: "Word count: 000. Free sample and technical data sheet on request. Fax: 000 0000. Tel: 000 0000. Name and address."
11. ADD "###" AT THE END
At the bottom of the page, add ### to indicate the press release ends. Proof it. Have someone else proof it. Then proof it again!
12. THE FULL MEDIA KIT
Media Kits normally contain a press release, a technical fact sheet, an illustrated sales brochure, a glossy black and white picture of the white picture of the business owner. Is it worth the additional cost? Rarely, except in exceptional circumstance.
13. SELECT THE APPROPRIATE MEDIA
Send your press release only to those publications whose readers are likely to be interested in your product or service. Compile a media list from media directories available in the reference section at your local public library.
14. SEND YOUR RELEASE TO A NAMED INDIVIDUAL
It's best to send your press release to a named individual rather than just to the editor. Consider telephoning the newspapers or magazines that are most important to you. Tell the receptionist you want to send a press release to the editor or features editor, and ask for the name of the appropriate individual.
15. CONTACT USENET NEWS GROUPS ON THE WORLD WIDE WEB
E-mail your news item to selected news groups on the world wide web. There are over 30,000 sites to select from. It's best to subscribe to a few groups and read their messages before posting yours. Netiquette demands that you do not attempt to sell. Inform. Be helpful. Give free expert advice. Offer to provide additional free information. Include your e-mail address and fax number if you have one.
16. SEND HARD COPY AND E-MAIL ARTICLES TO MAGAZINE EDITORS
If you are an expert in your particular field, write short, helpful, how-to articles, and submit them to the editors of hard copy and on-line magazines. Because they do not pay you for this useful information, the editors are usually willing to publish them provided they are not obvious commercial messages. Ordering information or a resource box at the end containing your name, address, price and ordering details is permitted. This is one of the thing I do and I have received thousands of dollars worth of free publicity.
17. DO NOT SEND UNSOLICITED BULK E-MAIL OR SPAM
You may have heard about "Road Rage" and how angry some motorists become when another motorist does something that upsets them. You wouldn't believe just how mad some seemingly nice people get about unsolicited bulk e-mail. Apart from complaining directly to your Internet Provider, a few angry people may decide to bomb your mailbox with massive amounts of unwanted garbage. Play it safe. Don't do it!
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