Targeting the Media

Targeting the media icon - 24-7PressRelease.com Press Release DistributionWho is your audience? Who needs to hear your story, your news? In a perfect world, everyone would read your press release. To accomplish this, you must achieve ‘second level exposure’.

•  First level exposure – have someone else distribute the information for you through press release distribution, such as 24-7pressrelease.com.

•  Second level exposure – the media picks up your story, calls you, or simply modifies it for their own use. An exceptional press release will be picked up by journalists for publication on web sites, in trade publications and on radio or television.

Although first level exposure is always good, second level exposure is where you will ultimately reap the benefits of obtaining customers or getting their attention. You will have a better chance of gaining second level exposure if you write your press release while keeping the media in mind. These are the individuals that will publish your release elsewhere, if they like it.

Keeping your press release unique, to the point, professional, easy to read and grammatically correct will enhance your chances of someone from the media picking up your story.

Formatting a Press Release for Distribution

Formatting for distribution - 24-7PressRelease.com Press Release DistributionThere is a general format for writing all press releases. To format a release correctly and most effectively, you will need to include the following:

Date Instructions: “For Immediate Release”, “For Release Before (date)”, or “For Release After (date)”. Many online distribution services simply ask you to insert a date in the date line or select one from a calendar.

Contact information: Make it easy for the media to contact you about your story by including as much information as possible. It is important to include a phone number, fax number, email address and company address. Failing to leave this information suggests that your press release is either amateurish or illegitimate. Media contacts will ask: “Why don’t they want to be contacted? What do they have to hide?”

Headline: Your headline must ‘hook’ the reader into wanting to read your full release. You may have a fantastic press release. However, failing to write a strong headline will jeopardize your entire release. It will be overlooked and passed by in favor of a release with a more interesting or exciting or controversial headline. So make your headline an attention grabber.

Sell the benefits of your product or service within your headline:

Losing Weight Is Easy If You Follow These Simple Rules

Or ask a question:

Want to Lose Weight the Easy Way?

These headlines draw a reader into the story, simply because they want to know how to solve a particular problem or they want to know the answer to the question.

Summary: This is a sentence or short paragraph that follows your headline. Here is where you continue to draw the media into your story by summarizing the information in your press release with a strong statement or two to keep the reader interested. But don’t give them everything. You still want them to read the entire release.

Body: This is the main area of your press release. Keep it simple, to the point and brief, 175 – 300 words. Use bullets when appropriate and clear, crisp paragraphs for easy reading. Your press release is meant to entice the media to contact you for further information, so encourage the reader to contact you and visit your web site.

About Us/Boiler Plate: Not everyone uses a boiler plate. However, this is the perfect place to add some brief information about your company. (i.e., “XYZ Company is a leading distributor of widgets and has been in the business of building widgets since 1900.”)

End of Press Release: To end your press release, simply enter ### on a blank line at the end of the release. Any information after ### will not be published.