The AIDA System of Writing Press Releases
In Glengarry Glen Ross (one of the best movies ever), Alec Baldwin’s character Blake delivers a speech to some underperforming salesmen. During the hilarious, profanity-laden speech, Blake discusses the AIDA method of selling.
If you’ve been in the marketing world for a while, you probably know what A… Read more
How to Create News When You Don’t Have Any
In the past, I mentioned that one of the strategies used by PR magnets (those people who always seem to get media coverage for their clients) is the leaky faucet approach to PR. This involves dropping a steady series of press releases over time to eventually get media coverage. Basically, by constantly bei… Read more
How to Create a Media Kit
“Sure thing, I’d be happy to have a look at your company. Just send over your media kit,” says the interested reporter. Except, uh oh, as a small business owner, you had enough trouble getting your website designed. What’s this “media kit” the reporter is talking a… Read more
Break Free from the Basic Press Release Template
Press Release Format
Have you noticed how at least 90% of press releases are pretty much the exact same? Sure, the company name is different and the buzzwords might vary, but overall, nearly every press release reads the exact same. They’re written in the same style, and there’s really nothi… Read more
Press Release Target Audiences: Complete Guide to Audience Targeting
The Target Audience for Your Press Releases
Understanding your press release’s target audience is the foundation of successful media outreach. Whether you’re announcing a product launch, sharing company news, or managing a crisis, knowing exactly who should receive your message determines … Read more
7 Important Benefits of Press Release Distribution
What Is Press Release Distribution?
Most people think of press release distribution as simply the process of sending their press releases out to the journalists on their media list, but when done properly, it’s an intentional process that is much more than that.
Press release distribution is a strategi… Read more
4 Reasons PR Campaigns Fail
I’m a firm believer in studying the mistakes made by other PR campaigns so you can avoid making them yourself. Forget learning from your own mistakes. That’s too costly. The goal should be to let other people make the mistakes, you learn from them, and you never make mistakes at all. … Read more
How to Write Press Release Leads
There’s nothing more disappointing than announcing your great news to the world through a press release only to wait by a phone that doesn’t ring or an email inbox that remains forlornly empty. Your story was newsworthy! Why did no one care? Well, guess what. Sometimes it’s not your ne… Read more
7 Ways to Establish Good Relationships with Reporters
To people seeking press attention for a story, reporters can be like unfathomable magical creatures. When one does call in response to a press release, it’s like a visit from a unicorn. More often, reporters are like the Loch Ness Monster – rumored to exist, but rarely seen or heard from. When … Read more
The History of the Press Release
The History of the Press Release
Have you ever heard the story of how a young man named Ivy Lee responded to a tragedy that took the lives of more than 50 people and used it to create what would become a mainstay of any public relations effort? Don’t worry if you haven’t. The truth is that most publi… Read more