How To's: PR Essentials
What is a Press Release?
Press Releases are a powerful tool that helps your company promote and announce products and services. Press releases that have the most useful, specific, factual and substantiated information are the ones most likely to see print.
Download a Press Release Template (.zip) or Press Release Template (.doc).
Ten Essential Tips For Press Release Writing
1) Make sure the information is newsworthy.
2) Tell the audience that the information is intended for them and why they should continue to read it.
3) Deal with the facts.
4) Ask yourself, "How are people going to relate to this and will they be able to connect?"
5) Make sure the first 10 words of your release are effective, as they are the most important.
6) Start with a brief description of the news, then distinguish who announced it, and not the other way around.
7) Avoid excessive use of adjectives, jargon and fancy language.
8) Provide as much contact information as possible: Individual to contact, address, phone, fax, e-Mail, Web site address.
9) Make sure you wait until you have something with enough substance to issue a release.
10) Make it as easy as possible for media representatives to do their jobs.
Press Release Primer
Don't have a PR firm to produce polished media releases for NA 2008? Novice publicity do-it-yourselfers can produce professional communications by understanding a few basics.
Start by securing some company letterhead or creating a template with your company logo. Make sure your document is formatted with double spacing. Then follow these format and content guidelines:
A. Company name, web address, location address and phone number, printed clearly at the top of the page.
B. The words PRESS RELEASE spelled out in all CAPS and centered
in bold.
C. Contact person's name and numbers.
D. FOR IMMEDIATE RELEASE on the left margin directly above the title in all caps.
E. Short headline or title, centered in bold.
F. Body of the press release, beginning with the date and city of its origination. Body tells who, what, where, when and why.
G. If release continues past one page, put Page Two in the upper right corner.
H. Three # symbols, centered directly underneath the last line of the release indicate the end of a press release.
Details, Details, Details
Writing a press release about your exhibit at NA 2008? Take this tip from top editors. Press releases that have the most useful, specific, factual and substantiated information are the ones most likely to see print. Here's a quick checklist to make sure your release includes the right stuff. Include the following:
- Name and model number of the product you're introducing.
- Actual and potential uses of the solution in the material handling and logistics industry.
- Details of design and construction that may be important to the user-omit those that only excite your chief engineer.
- How the product operates or is applied.
- Features/benefits, i.e. "Our new widget has six sides, so it performs more efficiently."
- Sizes, weights, ratings and other relevant factors.
- Where the product may be purchased-direct sales offices, dealers, etc.
- Where to get more information.
- Date when the product will be available, if not already available.
Remember that sending a good photograph will also increase your odds of publication. The photo should show the product clearly, in sharp focus, with adequate depth of field. If you are showing special innovations, take close-ups. If the size of the product is important, show something to help indicate how big it is. For example, a pencil for something small, a person for a large machine.
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