Contact Information:

Debra Traverso
P.O. Box 4842
Hagerstown, MD 21742-4872
240-782-4218

News releases can promote you and your business. Indeed, they do the good things paid advertising is supposed to do, and they can be more effective. Coverage in a news story is much more subtle than advertising, but can have much more impact.

News stories suggest to readers that you're at the forefront of your profession, whereas advertisements merely say that you have money to burn.

This list will give you an understanding of the top ten merits and how-to's of preparing an effective news release that could help build your reputation, increase customer traffic, and positively affect your bottom line.

1. Practically every newspaper, magazine, journal and newsletter distributed in the United States relies on unsolicited material about people, events, and trends to help fill its pages. You can be someone who helps to fill those pages or column inches.

2. Today every field of endeavor, hobby or past-time has a special interest publication or trade association journal. Find them listed in the Encyclopedia of Associations at the library reference desk (or search the web, of course!). The editors of these publications continually search for information about new techniques and insights to satisfy readers. Thus, the closer you meet the needs of the readers, the better chance your release has of being used.

3. Editors will decide to publish your news release because it meets readers' needs, not because it serves your need for publicity. Thus, if editors see that their readers will benefit from your information, you stand a greater chance of making it into print.

4. Exposure in a publication validates your organization and builds credibility. Therefore, the information in news releases must be based on satisfying a customer problem or making their routines more acceptable, and then including the customer in on the solution. Providing readers with the opportunity to do something themselves builds trust and lets them get to know you and your business under non-intimidating conditions.

5. Never try to pass off advertising as "news." A candy shop adding a dozen new treats will try to pass that off as news. To the candy shop owner, it is news; to the editor, it's advertising. On the other hand, if that same candy shop sold treats in the shape of the city's crest or historical landmarks, then that is news.

6. Editors have total control over placement, timing, and content of news stories. They'll rewrite or cut to suit their needs and the space available. Thus, the more your release resembles something they consider "news," the better chance you will have of being published.

7. Writing a news release is an art, but a learnable one. As taught in our WriteDirections.com course, "Write a Great News Release," news releases must follow standard formats. This format employs the "inverted pyramid" style, and includes an intriguing lead (a first paragraph). Journalists and editors assume news releases with a poor beginning aren't apt to get any better, and they're generally right. Make sure leads include the five W's and H: who, what, when, where and why, and sometimes how. The story itself will dictate which of the five W's and H are most important and therefore what information should appear first, second, etc.

8. Because you are an expert in your field, editors will welcome your information if it offers substance. Editors welcome articles authored by or including quotes from experts these pieces attract readers who are looking for new or updated information. By interpreting trends and analyzing how recent events will affect readers from your business perspective, you're able to enlighten readers. Editors will appreciate that.

9. Quoting prominent people in your field also validates your material with editors. They will believe you to have an understanding of news reporting: that it involves talking to many sources as opposed to just one.

10. Submit news releases to the same publication on a regular schedule. This will increase your chances of being published, and it will help position you as the expert in your field. The result will be more publicity and we all know that publicity heightens name recognition, and name recognition produces more customers. And that, in the end, is what you're seeking, isn't it?

© 1999 Debra Koontz Traverso

Debra Koontz Traverso, M.A., is a creative and commercial writer, public speaker and consultant, having published several books and hundreds of articles. She also serves as a guest instructor at Harvard University and as adjunct faculty at her local community college. She can be reached at Debra@DebraTraverso.com.

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