Let’s see how much you know about writing press releases. Answer true or false to the following six statements:

1. I write press releases only when I have legitimate news that I think the media will want to cover.
2. I write press releases primarily to encourage journalists at newspapers and magazines to cover me, or for broadcasters who I want to feature my company on the news, or invite me as a guest on talk shows.
3. I try to include “who, what, when, where and why” high in the press release, preferably the first paragraph, so journalists don’t have to spend valuable time hunting for the key facts.
4. Because journalists are busy and don’t have time to read long press releases, my releases are always as short as possible.
5. When I write a release and journalists never print it, or I get no calls for interviews, I chalk it up as a failure. Then I start all over again and find something better to write about so I can get the media coverage I need.
6. I measure the success of my press releases by the number of clippings I have generated, or the number of TV and radio shows that have given me great publicity for my events.

Now, give yourself one point for every statement that you marked as true. Now tally up your points.

How well did you do?

In this little quiz, every point you have earned is a mark against you. If you scored 5 or higher, you’re writing press releases the old way—only for journalists—and you’re completely overlooking an audience that you should be targeting with your message.
Also write your releases for the end user who can find the releases online, read them, attend your special event, or buy your book or whatever you’re selling, even if journalists think your story isn’t worthy of their time and attention.

If your score is 1 to 4, you’re doing some things right but you’re still missing the chance to really make your press releases as effective as possible.

If you scored zero, congratulations! You understand why you are writing press releases. If you’re writing them not only for journalists, but for the end user, you’re doing it right.

Twenty years ago, we wrote press releases only for the media, and we were at their mercy. Today, thanks to the Internet, everything we’ve learned about writing press releases has changed. We no longer have to worry about whether an editor is reading our press release on a day when she woke up in a grouchy mood.

Press releases posted online can include links back to our website. If the press releases include relevant keywords that people use when searching for that kind of information, the search engines can find the releases easily. Then consumers can click on the links within the release and end up at our website.

Sign up for my free tutorial

The Number One problem I hear from most people who email me or attend my presentations is the inability to write a compelling press release. That’s why I’m offering a free course called “89 Ways to Write Powerful Press Releases.”

Every day for 89 days in a row, I’ll give you one lesson, delivered via email, on how to write and distribute a press release. Each day, I’ll also give you one opportunity to write a release. For example, if you’re rolling out a new product, that’s one opportunity. Each day’s lesson will take you just a few minutes to read.

By the time you’re done, you’ll learn everything you need to start writing releases not only for journalists, but for the end user. And I’ll show you how to use your press releases to change people’s behavior. That is, to encourage people to do whatever you want them to do: buy tickets to your event, make a donation, test-drive your new product, see your catalog at your website, visit you at a trade show, or whatever.

You’ll see examples of good and bad press releases, and you’ll get tips from some of the very best publicists, PR practitioners and Publicity Hounds on the planet.

You can start the tutorial at any time, and you can opt out of it at any time. Each week, I’ll concentrate on one specific aspect of press releases. You can see what the entire course includes and sign up for your first tip at http://www.PublicityHound.com/pressreleasetips.htm

Good luck, and let me know what you think about the tutorial.

Joan Stewart, The PublicityHound, has written more than 50 free articles on how to get free publicity. You can read them at her website at www.PublicityHound.com where you can also sign up for her free weekly ezine, “The Publicity Hound’s Tips of the Week.”

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