Category: Tips

More Elements of an Effective Press Release
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Press releases are still important methods for disseminating information to key target audiences. Though social media has evolved into viable methods to reach desired audiences, the press release is not dead.

The Release Date

This is the date your release is distributed. Many feel the date is important because it can indicate whether the release is current or newsworthy. Many media outlets want to be the first to report on what is newsworthy.

The Body – Who, What, When, Where and Why

Media outlets are very busy and don’t have time to research additional information on the release topic. The body of the press release is going to have the important information they need when deciding to share the story. The more information provided, the less work will be required and the happier they will be.

The lead-in paragraph should briefly detail the press release purpose. It should include the five W’s – Who, What, When, Where, and Why.

  • Who or What is the press release about?
  • If it’s about an event, When does it take place?
  • Where does it take place?
  • Why is this newsworthy or why is it happening?

When sending your release, stick to the facts. You don’t want to overdo it with technical or industry jargon. If the information is difficult to understand, it may wind up in the “circular” file.

The second paragraph should provide additional supporting information, such as details about the people, products, services related to this news item.

If the press release is not about you and your business, but about your client – make sure the company name, contact information, address, telephone numbers, website URL, and any other information that will help the reader if there are questions.

Important tips:

  • Proofread, proofread, proofread… and get someone else to proofread your release. I once worked at a newspaper. We were required to have our coworkers read our information. Our biggest fear? To type pubic instead of public.
  • Always use correct grammar and punctuation.
  • Even though the information has been proofread, still spell check the entire document.
  • Never type UPPERCASE letters.
  • If you can accomplish the press release in two pages … great. A one page release is even better.
  • If available, use pictures and captions. If emailing the press release, be sure to attach the image in the appropriate sized JPG format so the media does not have to contact you later for it. You should include a statement giving them publishing approval and photo credit.
  • Do not add into the body or attach any HTML, embedded codes or MP3 audio files. Most will not open the files for fear of computer viruses.  If a journalist needs this information, they will contact you. You may include important links that will provide pertinent information.
  • As often as necessary, do not attach the press release to the email. For the same reason above, include the release in the “body” of the email.

Always know why YOU are sending the press release.  Remember, press releases are for the press or  other information distributors, to inform them of an event, new product or service that you want shared with their audience…which is ultimately YOUR audience.

Need to Be More Visible? Eight Ways to Start Now
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Tips from VMI’s Pocket Book “Be More Visible – Create More Interest in Your, Your Product or Service”

1.    Get out.  Attend an event. It doesn’t matter what it is, as long as you meet someone new, learn something, enjoy yourself and you’re visible.

2.    Take a class. There is always room to become well versed in your profession or personal life. It is an opportunity to talk to people about what you do and what you represent. Remember…always have your cards. Don’t give them out unless you’re asked.

3.    Walk. Get out and into the environment. Join a walking club. There’s always an opportunity to meet others with like interests. Many companies and organizations provide the opportunity for their employees to exercise during breaks. Do you have apparel with your logo or company name? Wear it and wear it often.

4.    Run. Move a bit faster. Not only are you more visible (if you’re the only runner, you will stand out), but you’re keeping fit and healthy as well.

5.    Go to the gym/fitness center. Even if you’re at your desired weight, make your heart  pump a little harder. If you need to lose a few pounds, you are in the right place.

6.    Join an organization. Are you interested in horses? Join an equestrian riding club. There are golf, running or ski clubs. It’s an opportunity to meet people with like interests. Professional organizations help you keep abreast of what’s new in your industry.  There are many organizations from which to choose. Some include:

  • BNI. Business Network International is an organization where people make connections and commit to giving others business referrals.
  • Toastmasters International. This is a public speaking organization where members practice giving speeches. Many communities have several chapters. Rid yourself of your fear of speaking and hone your skills. With practice, the butterflies fade and confidence prevails.
  • Greek fraternities and sororities. Many people join Greek organizations in college. If you missed your collegiate opportunity, check for local graduate chapters. The fellowship, camaraderie and networking can be beneficial.
  • Chambers of Commerce. Most cities have them. They often have opportunities to meet and network.
  • Rotary clubs. Rotary International is an organization that brings together business and professional leaders to provide humanitarian service, encourage high ethical standards in business.
  • The National Organization of (Your Profession). This is different for every industry.  Most national organizations have local chapters. Seek out yours.

7.    Rent a trade booth. Research conferences/exhibitions in your field. Sometimes it’s a matter of getting in front of people that will eventually need your product or service.

8.    Go to your child’s school.  Let the students, teachers and administrators know you care about your child(ren)’s education.

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~Use a tip two days a week…or more. You may find you like some methods better than others. 

Twitter Shortcodes: Making it Simple and Sweet
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If you are just jumping into the Twitter parade, there are a few things you need to know before getting started.

First, you are limited to 140 characters, similar to text messaging. Before you start typing away in that little box, you may want to think about what you want to say or share, then limit it to 140 characters or less. One way to do this is to use “short codes” or abbreviations of commonly used words.

For example, instead of writing “because” you would write “b/c.” Or instead of writing “two” or “to” you would simply type the number “2.”

Some frequently used short codes include:

Hashtag (#) – is a way to organize or categorize your updates. When used, it acts as a search engine to pull all the tweets that have been tweeted with that hashtag, i.e., #bacon would result in anyone talking about bacon.

@reply – means you are replying to a Twitter update that someone else posted. It is directed to the person to whom you are replying, i.e., @reply@BeMoreVisible …

RT – Retweet – you are retweeting someone elses tweet.

MT – Modified Tweet – you are retweeting someone else’s tweet, however you have modified it.

PRT – Partial Retweet – you are retweeting a Tweet but have not included the full original Tweet.

DM – is a direct message to another Twitter user you are following.

#FF or FollowFriday – you write this along with the Twitter accounts of people you would like your Twitter followers to also follow. You can write it with or without the (#) hashtag.

For more short codes and frequently used terms, check out Twitter’s Glossary.

Another way to make sure you fit everything into that little box is to use a URL Shortener that converts a long URL into a shorter length. It still directs the user to the same web location. This is very useful on Twitter, however – URL shorteners are also used to disguise the real URLs to websites that may be harmful to your computer… be cautious using them.

A few URL shortening services include:

Google – http://goo.gl
Bit.ly – http://bit.ly
Tiny Url – http://tinyurl.com
Ow.ly – http://ow.ly/url/shorten-url

If you’ve decided to join the millions that are tweeting and posting – take time to check out Twitter Basics.  Knowing how to navigate within Twitter’s universe will make your Tweeting experience less frustrating and more enjoyable.