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The Plumtree Marketing Minute                                December 10, 2009 
 
                               

In past issues I've talked about 12 Reasons to Send a Press Release and How to Build a Powerful Media List. This month I tackle the subject of common media release errors that you should avoid.

Of course, the easiest way to avoid media release errors is to hire a professional to write the release for you! As your marketing writer I can help you with all of your writing needs.


Linda Coss
949-699-2749
 

7 Common Errors That Will
Doom Your Media Release

Many organizations use media releases as a way to try to garner free publicity. Whether you're writing a straightforward "hard news" story or a feel good "soft news" narrative, the following seven common errors are likely to cause your release to go directly into the recycling bin:
  1. Writing a "Media Release" That's Really an "Ad." Press releases are not "ads" dressed up in different clothing. They are objective announcements about something that is going on in your company. Any claims about your product or service's superiority (such as "this product will revolutionize the brick laying field") must be attributed to someone as a quote.

  2. Starting with a Terrible Lead. The "lead" is the first few sentences of your release. It is the "hook" that hopefully entices the recipient into looking at the rest of the release. Few people will keep reading if your release begins with a poorly written or "who cares?" lead.

  3. Telling Lies. Don't exaggerate, invent "facts," attribute quotes to people who had nothing to do with the story, play "loosey goosey" with the numbers, etc. If you're exposed, your company's reputation will suffer.

  4. Having an Unprofessional Appearance. Non business-like fonts, multi-colored type, oddball paper, or other gimmicks are not a good idea.

  5. Being Overly Wordy. Cut to the chase; journalists are very busy people.

  6. Presenting Information Poorly. A hard news story should follow the old "inverted pyramid" format that you learned in school, with the most important "who, what, where, why, when, and how" information coming first. Don't expect the reader to sift through a jumbled pile of seemingly unrelated facts.

  7. Putting the Reader to Sleep. Regardless of how dry your subject matter is, there's just no excuse for being completely boring. Your intended recipient is a person, not a machine.


 
© 2009 Linda Marienhoff Coss
 
 
 

About Linda

 

Linda Coss is a freelance marketing writer who helps businesses become more profitable by writing persuasive, targeted and effective messages for their brochures, websites, letters, ads, fliers, press releases, newsletters and other written materials.

 

Whether you need something written "from scratch" or want a professional to edit what you've created, Linda is your on-call marketing writer. 

 
For more information
click here or call 949-699-2749!