How to Prepare for a Press Release

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‘No news is good news’ does NOT ring true in the arena of press releases. In fact, ‘no news’ is terrible news! You know you want a press release and you have someone to write it, but what do you need to do to prepare for one? Follow these simple steps to be sure that your company is ready for a press release.

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Instructions

Difficulty: Moderate

Things You’ll Need:

Copy writer

Step1

Evaluate what is going on in your business to determine if there is anything news worthy. Remember, press releases are not just marketing schemes; they are actual news clips that must have news-worthy content!

Step2

Create news if there is no news. Find a way to make your company or product news worthy. This means it has to be important to the general public in some way. How has or can your company or product better the world as a whole? Why is it important to the people who will read about it?

Step3

Decide what you hope to achieve by releasing a press release. Are you trying to get more media coverage? Do you need to make the public aware of a new discovery that may impact them in some way? Knowing what you hope to achieve will help you evaluate how successful the press release was once it has been released.

Step4

Determine who will summarize the information. For example, if your company has just developed a new product will the engineer talk with the copy writer, the president, or a salesperson? Will they all meet together with the copy writer? Determine this before hand.

Step5

Write a ‘boilerplate’ for you company. This is a summary of information about your company. If you do not feel comfortable writing this, then at least compile the information so that your copy writer can do this for you.

Step6

Set up contact information. You want a way for the media representatives to reach you for more information! Be sure you have a ‘go to’ person ready to talk with journalists and a way for the ‘go to’ person to be reached.