Lesson 11: Tips Style Press Release
The second release I want to review is the tips-style press release. Media love these because they’re basically plug-n-play. That is, they can take the information and just use it quickly.
A tips-style release is pretty easy to construct.
First come up with 4-5 tips about your subject of expertise framed in a way to provide a useful benefit to readers. Then, at the top add a snazzy headline and a paragraph that explains the reason for the tips. In that paragraph, you’ll want to allude to your credibility on the subject.
You may want to throw in a quote from you in that second paragraph.
Then just before you give them your tips, you will want to say something like, ” In honor of <insert The Title of Your Holiday>, <Your Last Name> shares the following tips to help:”
After the tips, you’ll want to remind people about the holiday and where to go to get their free gifts.
Then end the release with ‘###’ (three hashtags) and put your contact details at the bottom.
If you’re like me, you need to see what I am talking about. That’s why as a bonus this week, I am giving you a sample tips-style press release – the one I have used for Be Heard Day in the past. I am sure it will help you craft your own.
Have you noticed that the tips-style release is very similar to some of the articles you have written? So don’t reinvent the wheel here. Repurpose the article you have already created as this press release following the format I have given you. It’s THAT easy.
Now last week, I did talk about sending out the release. I want to expand on that a bit.
How do you get your release into the right reporter’s hands?
There’s a lot of media databases out there that are great – and because it’s what I do for a living I use one that’s quite expensive but totally worth it for me.
But I know for a small business owner, they can be way out of your price range. So here’s some suggestions to where to go online to find media listings.
• http://www.prplace.com
• http://dir.yahoo.com/News_and_Media/
• http://www.usnpl.com/
• http://newslink.org/
• http://www.allnewspapers.com/
• http://www.mondotimes.com/
• http://www.google.com/Top/News/Media/
• http://dmoz.org/News/Directories/
I must warn you however, that these listings can be very out of date. Reporters tend to change jobs a lot in order to get ahead. So use these listings as a guide, not as your bible.
And remember, as part of this course, you get a free media list of small business editor, which is now available for you to download in the bonus section (along with the tips-style release sample).
But for a small business owner, the best way to get a contact is let your fingers do the walking.
Yup, pick up the phone and call the media outlet and ask for the reporter that covers your topic. When you get him or her on the phone, compliment his or her. After all, everyone loves to be flattered. I usually say that I’ve been following her stories and really enjoyed a certain piece. Then I ask how she would like to be contacted in the future for story ideas and press releases. If she says fax or email, ask her for the details. If she says snail mail, confirm the address. Then thank her for her time.
Do not pitch your ideas to her unless she asks.
Send the reporter a thank you card via snail mail afterwards. Why? You’ve already made a good impression on the phone call and this will seal the deal. Then when you are ready to send her your news, she’ll remember you and take more interest in what you are pitching her.
ASSIGNMENT!
- Download the tips-style press release. Write your own based on it. Prepare to send to the media 3 weeks prior to your event.
- Download the media list to use for press release distribution.
- Add to the media list by searching for media online, then make phone call contact to confirm.
Be on the lookout in the next few days for a special report, which will help you search engine optimize your press releases to distribute them online, if you so choose!
Click on the links below to download your bonuses:
