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Keep It Factual
A press release needs to be factual. While it's acceptable, and even preferable, to present your company and its products and services in the best possible light, do not include claims that cannot be substantiated. In general, superlatives like 'best,' 'most popular,' 'market leader,' and so on, are best left to advertising. If your product is the best selling one of its kind, you can say so, but you'd better be able to prove it. Better yet, include substantiating detail in your release (e.g., 'Highest in customer satisfaction according to J.D. Power and Associates).
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Public Relations Jobs
PRWeb Tip: There are many jobs in public relations and the field is vibrant and growing. Many firms want PR specialists with agency experience, so an agency is a good place to start out. Learn all you can while you're at the agency, because you'll need to wear a lot of hats when you move to the corporate side, especially if you're working in a small company.
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Creating Your Own Press Release Template
Many companies create a press release template so that all of its releases follow a similar format. The template will usually include those elements of the release that are standard in every release, such as the contact information, the dateline, and the "boilerplate" company information. A template will ensure that your releases are consistent and that all the required information is included. Just be sure to proofread carefully any release that uses a template to make sure that it flows smoothly and that all the information included is correct for the given event. You should be particularly careful about the dateline and media contact information.
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Public Relations Practitioner
PRWeb Tip: Freelance public relations professionals provide public relations services to smaller companies on an as-needed basis. This can be particularly helpful if you have a new product launch or other major event and need help publicizing it. Be sure to select a practitioner who has experience in your industry, and get references. Most practitioners will work on either a retainer basis or project basis. Be sure to clearly spell out your expectations to the practitioner and in the contract.
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Press Release Contact Information
In the upper-left corner of the press release, include the name, telephone number, and e-mail address of the media contact person within your company. This needs to be a real person, someone who is both willing and able to take inquiries from the media. If an editor calls and doesn't get an answer or a return call, it's unlikely the story will go anywhere. Don't issue a press release the day before the press contact goes on vacation.
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Press Releases: Financial Announcements
PRWeb Tip: Public companies are required by the SEC and other regulatory agencies to issue press releases when they report their quarterly earnings. They may also be required to announce actions that may impact earnings. Private companies can issue financial press releases describing transactions that may affect their financial status. If you are announcing a merger, aquisition, or other transaction that involves one or more other companies, make sure you have the approval of all parties involved. Financial press releases are generally issued through a company's investor relations department.
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Best Length for a Press Release
Press releases are like resumes. They should not be too long. Your headline and opening paragraph should contain all the essential information in your press release. In fact, they should be able to stand alone if necessary. Think of them as a calendar listing or event announcement unto themselves. Editors may receive hundreds (or even thousands) of releases each week, so get to the point.
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Corporate Communications Consultants
PRWeb Tip: Many larger companies have corporate communications consultants who may help the company communicate a variety of issues to the media and the public. Often corporate communications consultants offer consultation on public relations but may also advise their clients on investor relations (for public companies) or crisis management. Sometimes a company will be involved in a high profile incident or a headline-grabbing lawsuit. In these cases, a corporate communications consultant is often called in to do damage control.
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