Gaining Publicity – Writing a Press Release

Getting Started

Sometimes getting started is the hardest part in writing a press release. It may seem overwhelming to capture your audience’s attention in a strict format while being concise, clear, and most importantly – exciting. However, once you get a few press releases under your belt, you will be sending them out in no time at all.
To begin a press release, you need to open with a strong headline to grab the reader’s attention. The headline along with your opening paragraph should tell a captivating story of whatever it is you are showcasing in the release. Capturing the reader’s attention in the first paragraph is essential in keeping the reader’s interest as they read through the details in the rest of the release that follows. Your release should not exceed four paragraphs at the most. Remember, you should be concise yet clear in your delivery. Don’t waste your words with fluff or details that don’t sell your story or may distract your audience.

Throughout the release, make sure to stick to the facts. Make your story interesting, but avoid embellishments. Also, when giving the details in your press release, be sure to illustrate the story to your reader. Use real life examples that they will be able to relate to or visualize. We live in a visual world and although words can’t show pictures, pictures can be created with words for your audience. Before sending your release out, you may want to have some friends or trusted associates review your press release to make sure they can see the story you are presenting the way in which you want it be understood.

Make sure that our release is grammatically correct while also avoiding clichés and jargon that may not be understood by the general reader. If for any reason you need quotes or inside information included in your release, make sure you have permission for this. Editors usually check on the information they publish, so you want to be upfront and honest about anything you are representing. And of course, make sure you have followed the proper format.

Who to Send the Press Release To

Writing the press release will seem like a piece of cake compared to getting the right names and contacts in your hands for distributing it. This is where having a professional take care of your press can really come in handy since obtaining all the contacts in the media takes time and persistence. Not to mention, editors play favorites and whether we like to admit it or not, if you “know someone” it can often help. The truth isn’t always fun to hear, but it is what it is.

Assuming you don’t know anyone and don’t have any contacts in the media, you need to take the time to start finding this information out the good old fashioned way. Log onto websites of publications and media outlets you want your product or store to be mentioned in. Through their website you should be able to obtain a general email address to communicate with them. When you do this, send them a short but professional email that requests their editors’ contact information. You can also submit your press release through their general online submission format, if they have one. If phone numbers are provided, simply call the publication or media outlet you are inquiring about and ask for the editor’s information.

Press releases may be faxed, scanned, or emailed to the desired media outlet. I personally prefer email, however I find that editor’s each have their own favorites. This said, email tends to be the norm and is perfectly acceptable. If you should send your press release in an email, make sure your email is professionally written. Simply address whoever it is you are sending the release to with a proper salutation, include a brief sentence outlining why you are emailing them, thank them for their time and consideration, and close the email with your contact information. You can also cut and paste the press release itself to include in the email in addition to the file attachment.  Here is an email example below.

Dear Kelly,

Attached you will find a press release that details the exciting opening of Little Green Baby, a new children’s boutique in Chicago that is environmentally conscious while being hip and trendy.

I appreciate you reviewing this and would be happy to give you more details about Little Green Baby if you would like. You can contact me at Nicole@retailminded.com or 312.925.8562.

Thank you.

Nicole Reyhle

The Ugly Truth

Using press releases as a publicity tool will not guarantee you press, however it will help. For some of you, you may find writing a press release as an easy chore to add to your “to do” list. However for most of you, it may seem like a dreaded chore. You can’t do it all, no matter how much we try, so if writing press releases aren’t for you, this is a great place to outsource for support. A bad press release may be worse than no press release! So be honest with yourself if your press release skills aren’t sharp enough to compete with the million of other press releases being delivered to the media every day. Whatever you decide, though, make sure to include publicity in your equation of making your retail or wholesale business a success!