Page 213 - Duct Tape Marketing

Duct Tape Marketing

entire PR system, but very little will happen until you understand how
to craft an effective press release.

Media outlets will rarely use the content in your press release for
a story, but you can bet they will dismiss your pitch for a story if they
feel you don’t understand how to write a press release.

One Page, One Subject
The point of a press release is to get the attention of a reporter

and editor and make them want to know more about your story or
firm. Many people believe that writing a press release is like handing
a reporter a story. This single assumption will ruin your PR efforts.
There are some isolated cases in which a publication may use the
facts in your press release or announcement to fill some space, but we
repeat for emphasis: the purpose of a press release is to get attention so
you can talk to a reporter who wants to know more. That’s it.

Keep your press release to one page, and focus on one topic. Some
reporters get hundreds of story ideas every day. If your press release is
three or four pages long, chances are they won’t even look at it. Get
their attention; then offer up a story when they call. In fact, if you can
leave them hanging and wondering just a bit, all the better.

Your Publicity Kit
Your PR program will benefit from the careful creation of a pub-

licity kit. This is essentially a fancy term for a pocket folder filled with
a collection of press releases and relevant photos. If you have read the
information contained in the marketing kit chapter, you are well on
your way to understanding what you need for a press kit. Much of the
information is similar to your marketing materials, only formatted
and presented in a slightly different manner.

After you complete these documents, you should assemble a hand-
ful of kits and have them on hand. If you are presenting a specific topic
or press release, you can always add it as needed. It is a good idea to

194