In Part I we talked about the kind of information that will go into a successful press release. To review, we need to put ourselves into the shoes of the editors who will receive your press release. They are desperate for interesting, informative, useful, funny, human interest, money-saving, money-making, time conserving, problem solving stories. If you could bundle all those elements into one release, you might be talking to Katie or Matt on the Today show the following day. It is not likely that you can have all those elements, but you should attempt to find at least one.

So, what does a press release look like?

They generally take the following form:

Give 'em a BIG headline:

Example: Webmasters Find Targeted Traffic Leads to More Sales.

A big part of your acceptance/rejection comes from the headline. It must capture the attention of the reader and offer information about why the reader should go any further. Tell you reader information that answer to the "Who cares?" question.

Next, give a fact-based sub-headline that expands on the headline.

Example: Simple Change to Web Page Increases Traffic

The sub-heading must bridge the gap between headline and story.

Next, remember that all media people want to know quickly the answers to the four Ws: who, when , where and why. After the headline and sub-headline, it is time to deliver the information you promised in above.

Example: Chris Kilian, webmaster for Stealth Promotions, is bringing hundreds of new visitors to fellow webmasters' web sites - for free. With the addition of simple cut & paste HTML code, visitors to web pages can now use his "Suggest This Site" service to invite others to the page with the code installed.

You must start with the most compelling facts and information first. Do not use a joke delivery style where the importance of your "story" is hidden until the punch-line.

Take the opposite approach. Use a five-year old delivery method. Ever notice that a five-year old does not tell you that it has been 5 hours since you feed them something, and that they are growing, and that the early years of child development depend in part on good nutrition, and so on? They use a verbal press release style, "I'm hungry! Feed me. Feed me now!"

Next, you should include a quote from a high-level officer of your organization, if possible. This should crystallize your unique selling proposition that makes your product/service stand out.

Example: "Building traffic to web sites is increasingly difficult. We find that our service is adding visitors to home pages, as well as commercial web sites, and we know they like the price. When a friend tells you to go somewhere, you go. That is the power behind what we offer," said Chris Kilian.

Next, if you can, you should offer information from a neutral third party that bolsters, or strengthens, the sales message you are trying to deliver. Use this as evidence that your product addresses a vital need of your target audience.

Example: Barney, the Dinosaur (could say, did not say, but could have said), "I love it when my friends invite me to places, and I guess it is the same way online too."

Next, tell the press release reader how to get your product/service. Tell them where to find it. How to buy it? How much it costs? Tell them whatever they need to know to get your product/service.

Example: The "Suggest This Site" service is available to anyone who sends an email to: mailto:suggest@stealthpromotions.com or you can just copy and paste it from Stealth Promotions web site at http://www.stealthpromotions.com/suggest.htm.

Lastly, give them your contact information, (in case Matt or Katie do want to talk to you and need to ask your availability.)

Example: For more information about this service, visit Stealth Promotions' web site at Stealth Promotions or send an email to webmaster@stealthpromotions.com or call them at 1-512-330-0404.

Follow this formula. Let one or more people read/critique your work. Then, send it out and wait for your results.

Good luck.

----------
Chris Kilian operates Stealth Promotions.
Stealth Promotions will create your internet presence from scratch or improve the effectiveness of existing web sites. Subscribe to his newsletter with email to: mailto:secrets@oaknetpub.com?body=subscribe