I recently rewrote and edited my latest Media Motivators article on personal branding McEddie “Everywhere” McGuire and turned it into a press release.
It generated two high-profile radio interviews on ABC and commercial radio and a Google search for the words “Eddie McGuire” put my story on the first page at number 10 out of 3.2 million possible mentions.
He also had a news editor contact me and ask if I could write a column for his influential, high-profile, award-winning newspaper.
So how did I do it? More importantly, how can you turn your expert knowledge into a press release that will earn you tens of thousands of dollars in media coverage for free?
And what are the secrets of writing press releases that get used instead of getting deleted and ranking high on Google?
This is a critical issue in getting consistent, ongoing media coverage for any organization or individual.
How to write a press release that generates free publicity is a great skill to have. The good news is that it is a learned skill!
This article covers writing press releases in detail: the 7 secrets to writing a great press release.
1. Strong informative value
Your press release should be highly newsworthy and not try to sell something or be blatant advertising. The media will see through this.
Conflict, drama, topicality, relevance, proximity, prominence, and topicality are the strongest news values.
Ask: what is new in what we are doing?
2. A well-written headline
A headline should grab the attention of the editor or reporter.
3. A well-written lead paragraph
A lead paragraph should continue to hold the attention of the editor or reporter and summarize what the story is about.
4. Quotable quotes
Quotable quotes add credibility and human interest to a press release. They are the meat that goes over the facts or bare skeletons of the story. They must be memorable and well-crafted.
Take this quote from a famous athlete who had just come out of retirement: “I’m bored, I’m broke, and I’m back!”
Likeable: simple, memorable and direct. Also, the media love it for its honesty, structure, and rhyming nature, especially the alliteration with all first words beginning with the letter ‘b’.
5. Clarity in writing style
Clear writing is a sign of clear thinking. Don’t try to convey the whole story with every detail. Remember, the goal is to get the media interested in the story and then ask for more details.
A press release is not the same as an article, a promotional brochure or a detailed listing on the Australian Stock Exchange!
6. Strong call to action
Your press release should end with a call to action. What do you want people to do after reading or listening to your message?
Invest in your stock, buy your book, or vote for yourself!
7. Full contact details
A press release should always contain up-to-date contact details for the media to follow up on.
At a minimum these are fixed, mobile, web and email.
