Guerilla Web Promotion and Marketing (v. 1.2)
Events and Press Releases

I have seen so many press releases out there that look something like this:

Press Release

There is a new website at http://www.iownawebsite.com/ We have all kinds of cool stuff. Come check us out.

Honestly, do you think any editor in their right mind would be interested in this? Firstly, it doesn't promote an event. A new website is not an event and is certainly not newsworthy (unless you're Bill Gates).

A press release needs to be these things:

1. Newsworthy
   No editor will print about your event unless they think other people will be interested in it. There are certain media that cater to new websites, most of them being web based. You should certainly let these people know, but they probably won't require a press release. The thing to remember is that what is newsworthy to one editor may be totally bland to another. Find out who will be interested in your story.

2. Timely
   If it is about a past event, it's probably not news unless it's something quite significant (election results, disasters etc...)

3. Concise
   Most editors don't have time to sit around and read a novel about your event. Make it to the point. Put the bottom line up front. The release should read like a good newspaper article. That is, use the "inverted pyramid". The main meat of the story goes in the first paragraph (who, what, when, where, why). The remaining details go in the following paragraph in descending order of importance. A full page is acceptable, but a release of just a couple short paragraphs will be far more successful.

OK, so what does a good release look like? You should probably go to the websites of some major companies that have something to do with your topic and look at their press release archive. Don't just look at one. Look at several. You will see some good examples and bad. Compare them to the criteria you see above and ask yourself "if I were a busy editor, would I print about this".

The following format will almost always be acceptable (italics are for emphasis, don't italicize your entire press release as you see here):

FOR IMMEDIATE RELEASE


CONTACT:
Use this space to show who and how
to be reached

_________________________________
Your Headline Here. Make it Catchy. If it's
not, the editor won't read the rest.
_________________________________


Lawton, OK - 7 September, 1997 -- Here is the text of your release. Remember to use the inverted pyramid. Five W's here.

In the following paragraphs, place other important information in descending order of importance. If it isn't necessary to tell the story or relay critical information, don't put it in. Be concise!

OK, now you know how to write a good press release. So who do you send it to? Well, that's the tricky part. It will take you a while to build a good database of release recipients.

You may want to use our press release submission service...

Or you may want to do it yourself...

Identify media that will be interested in your event. Send an email to someone there and ask who you should send your release to. If you are courteous and professional, they will probably point you in the right direction. Send your release to as many people as possible, but don't waste your time sending it to people that won't be interested.

Here are some resources that you will find extremely helpful:

Web Wire
A service that will post your press release. The service is used by many newspapers and other media to find story ideas. Your story may get picked up, but you are listed there with many others...
World Press Library
Like above, but probably not as widely received.
AJR Newslink
Contains links to just about every media (newspapers, radio stations, TV) source that has a website. Follow the links to the media you think will be interested in your release and find out who to send it to. This is great for building your contact base. Also contains some great articles and many other convenient resources.
Reporter's Network
Among other things, contains a great searchable database of reporters. Want to find a reporter interested in silver widgets? Do a search here for "silver widgets" and a list of reporters who have reported interest in this will pop up. Very cool.

You may be asking yourself, "what if I don't have an event to publicize?" To this I say: "make one!" Use your ingenuity. Host an online event like a celebrity chat or forum. The only limits here are your imagination.

Joe Vitale in his brilliant "Project Phineas" shows people how create news events and harness the power of national media.

One of the graduates of this home study course used the techniques to convince George Bush to attend an otherwise dull trade show. The show subsequently received national coverage!

If you're at all interested in learning the promotional techniques of the great tycoons, Project Phineas is the only place you'll get the straight dope.

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