So-called “news releases” are story ideas sent to media outlets in hopes of generating press coverage. They can be a great way for small businesses, self-employed professionals and community and charity organizations to receive publicity without paying for advertising or direct mailings.

An effective news release typically doesn’t just tout an organization or a product. It provides insight into a newsworthy topic related to one’s field.

Strategy: “Piggyback” your news releases onto stories already in the headlines. Distribute a news release to the local media explaining how a national or international news story affects your community…or providing some other insight or perspective on the topic that the original reports lacked. “Piggybacked” news releases should be sent out within 24 to 48 hours of when the initial reports appeared.

Example: A doctor might issue a news release commenting on the possibility that a recent disease outbreak in Asia will reach his region.

Consult The News Media Yellow Book to find contact information for journalists, and E-mail your press release. The Yellow Book is available in libraries or by subscription ($450 for four quarterly editions, 212-627-4140, www.leadershipdirectories.com).

COMMON MISTAKES

With so much competition for journalists’ attention, it’s vital to avoid these common errors…

  • Omitting the headline. Busy journalists won’t read your news release if there’s no headline to catch their attention. Timely headlines are best.

    • Example: A New York restaurant’s rat problems make national news. The next day, an exterminator in a different city puts out a release with the headline, “Rats a Major Problem in Local Restaurants.”

  • Dull opening paragraph. The first paragraph of your news release should briefly explain what’s happening and why it’s important. Include a compelling fact, statistic or a quotation from yourself (in the third person). Save the extended details about you and your company for later in the news release.

  • Too much hyperbole. A news release should read like a news story, not ad copy. Use facts to establish your qualifications. Mention the number of years you’ve been in this industry…your advanced degrees…or that your company is the leader in its field.

    • Example: Replace “John Jones, Johnsonville’s best dry cleaner” with “John Jones, who has operated a dry-cleaning business in Johnsonville for 34 years.”

  • Failing to cite evidence. When possible, attribute facts to recognized, respected outside sources.

    • Example: “The US Department of Energy estimates that replacing a clogged air filter can save drivers as much as 10% on their gas bills. Larry Walters, owner of Larry’s Auto Parts in Thomaston, says that many drivers are wasting money on gas by not maintaining their cars properly.”

  • Going on too long. Long press releases are less likely to be read. Keep yours between 750 and 1,000 words.

  • Spelling, punctuation and grammar mistakes. Ask a friend to proofread your news release…or find a retired reporter in your region who is willing to edit your news releases for perhaps $20 to $50 apiece.

  • Being hard to reach. If journalists can’t reach you by their deadlines, your release accomplished nothing. Include your phone number and E-mail address, and remain accessible at all hours.

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