While publicity is the most powerful advertising tool there is (since it is more impactful, more far-reaching, and far more credible than advertising), it is often the one that is the least effectively used. For example, all too often business owners view a news release as a form of advertising.

The media are not in the business to provide free advertising. If you are guilty of this, they will most likely tell you -- if they tell you anything at all -- that you should have called the advertising sales department instead. However, they are in business to report on stories that are of interest to their readers or viewers. News releases are therefore the media's best friends -- only if they follow a few important guidelines.

Newsworthiness is the Foundation

Reporters are always looking for newsworthy items on which to report; that's their job. But they like human interest stories that are related to a current event or have emotional appeal. They also like stories that appeal to a wide audience, which is particularly true for the larger media. Targeted or specialized media, on the other hand, love to report on stories that appeal to their specific market and thus help capture more of it.

Newsworthiness is the most important element of a good, almost always published story -- and the one most often ignored. But if you do have a good story to tell, your news release should provide enough information to generate interest but it should not tell everything. It must say just enough to incite the media to want to know more and come forward to get it.

While there are thousands of ways to present a news release, there is no one "correct" way of doing it. The key elements, however, are: 1) The headline, 2) the story, 3) the appeal, 4) the use of quotes and reactions, and 5) the contact information. In fact, a news release must provide good contact information if the media would like to follow-up with you. This includes your name, phone and fax numbers, and e-mail and web site URLs.

But an excellent news release can also be a powerful business tool for possibly gaining free media coverage for your company -- and keep in mind that media coverage tends to be a more effective form of promotion than advertising since it is coming from an objective third party. It can be used for announcing important company changes, new appointments or recruits within your organization, or your company's new product or service.

Capitalize on Leadership or Uniqueness, not Superiority

Being the first in some category is an effective tool that can also help spark more interest in your news release. If you can support the fact that you, your product, or your event is the largest or the first in one area or another for example, you can and should use that information in your news release.

Obviously, a company claiming to be the best is never a news item. But a company claiming to be the first in some category is. Capitalize on it when approaching the media. Also use quotes and reactions. Add a human feel to the story. Look for ways to sell your story differently, possibly with a new angle or twist.

For example, think of the times you have seen a story about someone who established an online business. While that may sound trivial (and oftentimes, it is), it isn't if that person is a celebrity, has ten children, or suffers from a disability. In other words, bring your unique angle into your news release.

Human interest aspects are wonderful tools to spark interest. In most cases, adding your unique twist, a special human element, or some emotional appeal -- even blending it with a current event or social issue -- will up your chances. The key is to be able to capture the interest of the reporters with just a few words and get them to want to know more. The story element and especially the headline of the release are therefore crucial.

Think of the news release as a resume. A resume is not meant to land a job but to land an interview. In the same way, a news release is not meant to get instant media coverage but should be used as a tool for sparking interest and curiosity among a very busy -- and exceedingly leery -- staff of reporters and editors. Therefore, the headline as well as the first few lines should instantly communicate something worthy of their attention.

Blend a Human Interest Feel With Your Story

For a great sample of an effective news release, visit http://www.bizine.com/prhbwm.htm.

Leslie sells memberships in her company called "Home-Based Working Moms," which is an online business offering information and resources for home-based businesses run by mothers.

Her goal, through the release, was ultimately to get exposure to and to increase memberships of a specific target market: Home-based working mothers. (By the way, Leslie follows another important rule of online marketing -- niche marketing, which is also a great way for gaining attention from the media.)

She wrote an excellent news release that blended her online business with an important social issue. She successfully tied-in the benefits of her services with the current challenges faced by stay-at-home moms who wish to be more involved with their kids while also contributing to the family's income.

Nevertheless, remember that media personnel receive thousands of news releases each day. Therefore, being the first in some way, focusing on a niche, and giving your story a human feel is what can captivate the media's attention the most effectively.

The following are sources for help in writing and distributing a news release, particularly electronically or for Internet-related information. Many provide the full service while others only provide guidelines as well as lists of media contacts.

Press Release Workshop
http://www.canadaone.com/promote/pressrelease.html

PR Web
http://www.prweb.com

Do Press Releases Really Work
http://www.netrageous.com/PR/pressrelease.html

Dr. Nunley
http://www.bizine.com/biznews9.htm

Sample Press Release
http://www.bizine.com/prhbwm.htm

Creating Newsworthy Press Materials
http://www.fodreams.com/pr3.html

Gebbie Press, Inc.
http://www.gebbieinc.com

News Bureau
http://www.newsbureau.com

Medialink
http://www.medialink.com

Profnet, Inc.
http://www.profnet.org/press.html

Direct Contact Publishing
http://www.owt.com/dircon

Imediafax
http://www.imediafax.com

Gap Enterprises
http://www.gapent.com/pr/index.htm

MediaPost Communications
http://www.mediapost.com

E-mail:Media
http://www.ping.at/gugerell/media/index.htm

and Frugal Fun
http://www.frugalfun.com/press.html

Finally, Target Your Market... And Your Media

A news release sent to the general media often gets easily lost in a sea of others. However, "Special Features" writers, columnists, radio show hosts, and particularly specialized or targeted media (such as special interest publications, topical e-zines, trade publications, specialty TV/Radio shows, etc) are particularly beneficial for two important reasons.

First, a news release sent to a specific writer or anchorperson (and not the general "newsroom" or media entity, such as the newspaper or TV station) has better chances of it being noticed and reported. While it may require a little research, remember that the media are made up of people too. They like the personalized approach just as much as your clients do.

Second, targeting your news release is more effective for the business, since it will be published or reported in a medium that is read or viewed by a specific target market. Ask: "Where does my niche or target market hang out? What do they read? What shows do they watch? What programs do they prefer? To which e-zines are they subscribed? What web sites do they surf?"

The media's greatest concern is their audience (let alone their ratings) and not the businesses on which they report. If you have read my article on niche marketing, then you know that targeting your release is just as important as market targeting (see http://success-doctor.com/article5.htm). It will increase your chances of being published too since the media love to report on stories that inform or affect their specific audience.

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