I wrote a post previously on How To Use Press Releases To Gain Exposure For Your Website? If you haven’t read this, please take time to read this first. If you have, let’s move on. Before you release a press release to the market you must spend time preparing and creating the right elements. Spend more time here and I can assure you that you will have greater success when you speak with the media. They want to know that you are knowledgeable in your area of expertise and don’t want to waste time. So let’s begin with preparation…

The Secret Is In Preparation!

The key to dealing with the media is demonstrating your ability to act quickly and to have information ready when people ask for it. Before reaching out to the media, develop the following:

1. A good media release (some hints follow)
2. A few backup ideas, in case the first one you present is knocked back by the journalist
3. A one-page biography of yourself highlighting your experience and capabilities, which shows them you are a credible source
4. A list of sample questions for the journalist to ask you (this can be especially helpful when working with radio stations, particularly the smaller or underfunded ones)
5. A digital image of yourself, such as professional photos available for download at 300dpi
6. Samples of your product (or if you’re providing a service, testimonials from customers who have tried it)

By providing a journalist the information they need, it makes the process of writing a story very easy for them and they will appreciate your efforts.

Simple Rules For Writing A Great Press Release:

• Have a great headline – a compelling headline hooks in reporters and editors, just as it does regular readers
• One page only – longer releases might not get read
• Do not share your whole story in a media release. Grab their attention and demonstrate a clearly defined angle
• If your angle is strong, they’ll want to know more about you
• Formatting isn’t critical, but most releases use 12 Point, Times New Roman, with generous left and right margins
• Use short, sharp paragraphs and avoid long sentences
• Add a quote to the story from someone
• Include your contact details, including your mobile phone number
• Check your spelling and grammar, and check it again before you contact your target

Sending Your Press Release

The best way to send a press release is to follow these steps to ensure a greater response:

1. Study the publications you’d like to be featured in, and learn the names of the journalists who cover companies or subjects like yours. Then call that journalist
2. Be prepared with a 20 second pitch that introduces yourself and gives the journalists a little taste of your story. Here is an example: “Hi, my name is Tyrone Shum from Internet Business Path. I have a great story about a young entrepreneur who has developed several internet ventures. Would you be interested in doing a story?” Usually the journalist would ask for more information. If they say yes, ask them for their email address and send them the story. If they say no, offer another angle, which you would have prepared beforehand as mentioned in the “Preparation” section
3. Once you have sent your press release via email, allow for 48 hours before contacting them to follow up. Usually journalists would contact you for an interview if they like your story. Be prepared to have all the information mentioned above.

Once you have successfully sent numerous press releases to different media outlets, you would be on your way to establishing greater credibility. By having this credibility we need to leverage it through the different marketing avenues to build traffic to your e-commerce website.

Action Steps

• Identify the reporters you need to meet, as well as the local, regional, national and industry-focused publications (and radio and TV stations) you’d like to highlight you and your Internet business.
• Buy magazines related to your industry and get to know the writers. Contact them and introduce yourself.
• Read the Papers – Examine the websites of the publications and sites you’re interested in approaching to see what stories and information they’re generally interested in, as well as contact information for the reporters and editors you plan to approach.
• Explore PR Newswire is a leading distribution service for news releases. Internet business owners should check PR Newswire to get ideas about emerging trends that may affect their markets, and examine the headlines and opening paragraphs of other releases to learn how leading companies are trying to hook reporters, editors and readers.

Tyrone Shum
Loving Press Releases