Basic Training

TODAY’S BUZZ TIP | February 9, 2009

This is Basic Training Week. I wil be reviewing the fundamentals of PR including today’s topic, press releases.

A press release is one of the most important tools of any PR program.  It has to be good enough to not only get attention, but also to entice the media to pursue and cover your news.  So here are some general “do’s” for all press releases:

1.  “For Immediate Release” at the top of the page on the left and your contact information straight across on the right of the page.

2.  Craft a compelling headline: This is what will first capture your audience so make it impactful.  Keep it short, active and descriptive.  And if you are not sure how to write one then check out the headlines in your local paper.  You’ll get the idea.

3.  Hook the reader with the first paragraph which must answer the 5Ws: who, what, when, where and why.  By answering these questions quickly and concisely,  you will have captured your reader and enticed them to read further.

4.  Don’t oversell: Wording that is too flowery and self serving will completely discredit your press release.  Stay objective.

5.  Last but not least, be sure to proofread your release.  And if possible, have someone else proofread it for you as well.

6.  Finally, end your press release with ###.  This indicates to the journalist that they’ve reached the end of the release.  Technical, but necessary.

Endnote: Don’t forget about keyword density.  You need just the right amount of key words to ensure pickup by search engines.  See our very first Daily Buzz for a refresher on the topic.  To review all past Buzz’s go to our blog, www.buildabuzz.wordpress.com.

Tomorrow’s topic: The Essential Components of a Press Kit.  Don’t miss it!

Stay tuned for more great tips and tell your friends. Spread the Buzz!


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