One feature or mention in a popular, respected business publication can help your phones start ringing off the hook! The reason? Something called "social proof".

Basically, social proof means that we tend to use the behavior of others as an indicator of what we should do in a particular situation. If someone else says, something must be good or noteworthy, than it must be so. This is why getting publicity through press releases is so powerful.

How do you write a quality press release that will grab the attention of the media and your particular audience?" Here are five tips to help you succeed:

1. Pick a "Newsworthy" Angle.

Press releases are not advertisements. Remember, a journalist, editor or reporter is reading your press release, not buying your product/service. It's your job to give them an interesting story they will be happy to share with their audience.

Feed the press information THEY regard as news, and they'll happily spread your message, at no cost to you, as long as you can come up with a timely angle for your message. Here are some ways to be timely:

* What's new about your business?

- Have you just opened?

- Introduced a new product or new version of one?

- Launched a new service? - Hired a new president, vice president?

- Announced impressive sales figures for the quarter?

Even if your answer to this question doesn't seem momentous, you can use it as a basis for a press release to local media or media that serve your profession. However, you'll really be cooking if you have something both new and distinctive...

* What is different or distinctive about your business?

Sometimes it takes imagination to articulate a media worthy answer to this question. Think about, "What can you say about your business that competitors can't?" You may also want to create a sideline service or product that comes across as distinctive.

* Do you have an event you can create or publicize?

Since an event happens at a specific time and place, it gives the media more reason to cover you than if you try to publicize an ongoing service or product. A Grand Opening event or a free lecture at a nearby public library are both examples of potential feature stories.

* Can you piggyback on current news?

For Kathy, my catering client, she successfully obtained a contract from Cellular Field, home of the Chicago White Sox, for baked pies. The Grand Opening of her store coincided with opening day of the White Sox; interesting story!

* Can you suggest a surprising twist on received opinion?

Controversy gets you attention. As long as you can argue effectively for your position, it will pique the interest of the media. Think of an idea, flip it into a controversial position, and pitch your story.

2. Write your press release in an inverted pyramid style.

Journalists often use the "inverted pyramid style" when writing a news story. This simply means they put the most important facts at the beginning of the story, and the least important facts towards the end. Typically you want to get the "Who, What, Where, When, Why and How" of the story written in the first half or third of the press release. After that, you can expand upon what you have said.

3. Keep your release short and to the point. It should contain no more than about 500 words and no more than 2 pages.

4. Keep your title to 10 words or less.

The headline and the first few sentences of the first paragraph are the most important part of the press release. If you don't catch the reader's interest here, you'll lose your audience.

5. Include your contact information.

Provide full contact name, company name, full address, phone number, email address, and Web site URL. The contact name should be someone who is knowledgeable and available to answer any questions by media members.

Targeted press releases to the media have helped thousands of companies succeed. They are the most powerful form of marketing and advertising on earth. Remember: One article is all it takes to get people talking!

Copyright 2008, Bonita L. Richter and Profit Strategies