Are you about to make a big announcement for your business?
Are you hosting a fundraising event that needs some free press?
Do you want to share a story with the community?
Then you’re gonna wanna submit a press release that an editor will love. The online avenues are definitely the way to go. But going the traditional media route will reach a different market and give you further publicity.
After working for a newspaper as a reporter and associate editor, I learned what I loved and didn’t love when someone submitted a press release for publication (no, thanks, Mr. Fax!). I also recently reached out to an editor of a local newspaper, asking for her input on good press release etiquette.
So, here are tips for submitting a press release that an editor will love:
- Use Word docs and copy and paste the article into the body of an email.
- Keep it short (300 to 500 words is best).
- Simple fonts – no highlighting/no crazy creative stuff – that is a pain to edit. For example, keep it all Times New Roman font, or Courier, 10pt, single spaced. Perfect.
- If there are photos, please attach as a jpg file, at least 200 DPI 5×7 in size is ideal.
- If there are images, please ensure there is a photo caption, with all people’s names included.
- If there are multiple images, please use drop box, a USB or CD, but ensure you have cleared this with an editor first. There is nothing worse than getting inundated with photos that aren’t expected. They clog up the inbox.
- Sell it by highlighting the area it’s important to, and why – if it’s an event, please state that in your greeting to me in an email.
- Name the press release something other than or along with ‘PRESS RELEASE’ – I get a million of them; so if it’s important it gets into the paper, please see above.
- Provide contact information of the writer for clarification purposes.
- If you’re promoting an event, send the release at least two weeks in advance. The newspaper could follow up by coming to your event and taking a photo. The more notification, the better.
- Don’t use PDF’s. Or send a fax. They are a nightmare.
Don’t be an a-hole. Don’t expect it will be published just because you sent it to the paper. Remember, it’s the newspaper’s final decision as to what gets published. If your press release doesn’t make the cut and you go dark on the editor, your chances of a future press release getting published will shrink by a million.
If you are selling something for profit, buy an ad.
There you have it.
P.S. Want to create a marketing plan for your business? Then let’s chat.