Seven tips from lifelong journalist Ronald Ted Smith (ex-executive editor of United Press International in New York) to help your press releases get more media attention. The author is managing member of JournalistPR LLC (www.JournalistPR.com) which serves clients in Tampa Bay and elsewhere from its headquarters in Sarasota, FL. The company produces press releases for clients, and major interviews and articles, and also offers social networking, viral marketing, and web services.
1. You're writing for a news organization, not for your management. So if you have a management willing to learn, then resist starting with your company name and braggadocio. Try to figure out what is the news, and lead with it. To illustrate, DO NOT start this way:
XYZ Company, a leader in something, proudly announced today...
Instead, start this way:
A cure for cancer has been announced by XYZ Company...etc.
Or, given that a cure for cancer is going to attract a lot of critical attention, you might start qualifiedly like this:
What is described as a likely cure for cancer has been announced...
It would be even stronger if you added:
What is described as a possible "or even likely" cure for cancer...
And then within the first few paragraphs, quote someone as saying, "...even likely." You need that quote to back up your lead.
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