Did you hear that? It was the sound of that release hitting my circular file. No doubt it will suffer a similar fate at many, if not all of its other intended destinations.
It is frustrating to think that there are actually companies shelling out their hard-earned money to pay for such drivel. Press release writing can be a bit daunting at first, but it is certainly a skill that can be mastered. Armed with the proper tools and a bit of patience, you can be crafting your own killer press releases in relatively short order.
To simplify the process, let's consider this: news is a four-letter word.
N - Neutral Voice. We all have expectations that the news that we read, listen to, and watch will be objective. That said, there is no room for sales jargon, hype, or in-your-face pitching. Sending out a release that is anything less than an objective, well-written, third-person piece is simply a waste - a waste of time, money and opportunity.
E - Entertainment/Education. A solid press release will be framed within the concept of entertainment or education. If you are promoting a product, you need to tell the market why they need it. Was there a recent medical study that provides you with a tie-in? The same holds true with a service. When you are deciding upon the topic of your release, be sure to give it the "so what?" test. If you can't answer that question, you need to dig deeper, or find another angle to approach from.
W - Well-Written. Never underestimate the power of the spell checker, folks. Before you send your press release out in the world, be sure you have checked it over thoroughly, both for spelling and for grammar. Then, give it to a friend or colleague (preferably one with a strong grasp of the language), and ask them to do the same. Make sure that you have followed the proper release format. Have you crafted a strong, attention-grabbing headline? If not, head back to the drawing board. Be sure that you have included all of the necessary contact information to allow interested media outlets to have instant access to you, your business, and your website, if applicable.
S - "Sexy Factor." Don't raise your eyebrows - this is used an attention-grabber. It worked, didn't it?
The "sexy factor" may not be a technical term, but there is no denying its power. It governs not only your headline, but the entire release. In order to harness this power, you need to think like a journalist.
This is an area that you may need to practice; the good news (for lack of a better word) is that there are examples everywhere. Surf on over to your favorite news outlet website, and scan the headlines. The good ones will make you want to click on them. The truly great ones will make you click on them, even if you aren't especially interested in the subject matter. In the eternal words of Paris Hilton, "now that's hot."
The important message that you should take away is this - don't be fooled into thinking that you can't create a press release for your business. Who knows your subject matter better than you do? If you are willing to spend the time studying the good, the bad, and even the ugly examples around you - your patience will be rewarded. But, more importantly, your release will garner the attention that it deserves.
Secretary, knitting instructor, social worker, writer - I've enjoyed my work. I've also enjoyed other peoples' work - like hairdressers. When I'm in a salon, I enjoy watching hairdressers change the look of their clients. Usually people with straight hair want curly hair and those with curly hair want straight hair; but with all the products on the market today, we can have the look we want. Rinses and dyes, perms and straighteners, extensions and implants - I'm continually amazed by how many unnatural ways there are to look natural.
Jobs come in all shapes and sizes. In 2008 seven of the ten most popular jobs were in the medical field and the other three were computer-related. Among the ten most popular jobs for parents returning to the workforce were non-profit manager, marketing analyst, accountant and bookkeeper. Is it just me or do the years I spent as an at-home mom sound like on-the-job-training for those.
According to a study published in "Occupational and Environmental Medicine", long working hours increase the risk of injury and illness; and that risk has nothing to do with how dangerous the job is. In the U.S. up to one-third of overtime is compulsory and employees working overtime are 61% more likely to have work-related injuries or illness. Although both Europe and Japan have laws that limit work time, the U.S. can't get its laws to work.
Because so many companies have moved their manufacturing business to countries with cheaper labor, three million manufacturing jobs have been lost since 2001.That's the bad news. The good news is that the higher-paying, high-skill, manufacturing jobs have grown by 37%. This is because the baby boomers are retiring and leaving 90% of American manufacturers short of qualified workers. By qualified workers they mean workers with strong skills in math, science and computer. Unfortunately, students who are strong in these skills don't think of manufacturing as a career. Nevertheless, because these jobs are predicted to pay about $70,000 a year, students should re-tool their thinking.
Money is the difference between work and a hobby. A hobby gives us a chance to do something the best we can; but because we're not being paid to do it, no one tells us that we're not doing it well enough. Of course, there are exceptions to this rule. Yahoo lists pyrotechnics as a hobby, but that's a hobby I'd have to be paid to have.
Both Traci Vanover & Knight Pierce Hirst are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Traci Vanover has sinced written about articles on various topics from Sales and Negotiation, Public Relations and Sales People. Traci Hayner Vanover, The Promo Diva(R), is the publisher of Create the Dream magazine, , and the president of Market Outside the Box Trad. Traci Vanover's top article generates over 301000 views. to your Favourites.
Knight Pierce Hirst has sinced written about articles on various topics from Web Development, Humour and Internet Marketing. KNIGHT PIERCE HIRST takes humorous looks at life. at. Knight Pierce Hirst's top article generates over 135000 views. to your Favourites.