ant to get the most media attention and spotlight for your business? Then the first place to start is with a GREAT press release. Now I can almost see half of you leaving now, dreading the thought of having to write one of these. But wait!! I’m going to show you easy methods to make your press release work for you and get the attention it deserves. Ready? Let’s go.

We’ll briefly go over the basics because of their importance. Editors want to see things done the RIGHT way. I would bet that a lot of good releases simply get tossed out just because they aren’t set up properly. To a busy editor, that all too familiar “10 second glance” says a lot for you and your business; it let’s them know if you’ve done your research enough to warrant that release to be placed in their newspaper or magazine.

Here are your essentials:

“FOR IMMEDIATE RELEASE” on the top left of the page.

Your contact name, phone number, e-mail address, and website follows.

Headline is next, normally in bold and centered on the page. Summarize what the release is about and capture their attention. Spend almost as much time on your headline as you do writing the release. It’s that important.
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A musician spends years honing his craft. He writes world-class songs and performs them in a manner that moves his listeners to tears. He records a demo tape and sends it to record labels. He gets a contract and becomes rich, famous and adored.

The lesson: demo tapes are the secret of becoming a famous musician.

Wait, you say, the demo tape was just a tool, just his way of conveying his talent. It’s his ability as a musician that got him the contract and made him famous.

You’re right, of course. He could have become just as famous if a record executive saw him in person, or heard about him from a friend, or as a result of a variety of other events.

Which brings us to the press release.

Somehow, the press release has taken on a magical reputation as the alpha and omega of publicity. Wanna become rich? Send out a press release. Wanna become famous? Press release. Wanna get on the cover of Newsweek? Press release.

Publicity “gurus” are springing up all over the Internet touting the press release as the answer to all marketing ills. Just knock out a release, mass e-mail it to journalists, sit back and wait for Oprah to call.
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Your media pitches can go straight over the plate. With a little forethought, and a few tips, you can throw fewer balls and more media relations strikes.

Brevity is the soul of wit. Shakespeare could have been giving media relations tips when he penned this gem several hundred years ago. If you can’t get to the point in your subject line in 10 words or less, you need to work on your message. Keep the subject line short and to the point, and include the time frame if it is important to the pitch. For instance: “Entrepreneurs Storming NC General Assembly Tuesday”

Surprise! If you have a startling or interesting fact, use it as a hook. I am developing a story idea about local home prices. My initial thought for a subject line is: “Average Lake Norman Home Listing Price Spikes To $413,000.” Recently I used these subject lines to get coverage: “Interest Rates Hit Six Month Low” and “No Credit Score, No Problem”.

Humor Me. Humor is not for everyone. It is best to use it only if you know the reporter has a sense of humor or appreciates quirky items. Maria Stainer, assistant managing editor of the Washington Times, was quoted recently about an email pitch that got her attention and coverage. “Teach Your Dog To Meditate” was the line that hooked her on a story about a new book on animal behavior.
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The holiday season is around the season. There are lots of cards and gifts being exchanged, with lots of money being spent in the air. This is the season to be jolly, and also to make others jolly through greeting cards and phone calls.

When the holiday season comes, one starts deciding on whom to send business greeting cards to, and on whom not to send cards to. Then comes the decision of what kind of business greeting card to choose, and how to address the envelope. The main reasons business greeting cards are exchanged are to attract new customers to your business, enhance your current business relationships with people, to show appreciation to all your supportive clients and to remind old clients that you are still existing! Whatever the reason, proper business greeting card etiquette has to be exercised as a well meaning gesture may offend the person you tend to impress, if not done properly.

When sending business greeting cards, it is important that you buy and send good quality greeting cards. It is better to start with a good quality business greeting card to show the value you hold of your clients and colleagues. If you do skimp in your selection, it may be interpreted in a number of ways, to thus lead to misunderstandings like that the business is not doing good or that the clients aren’t worth a little investment. Even though you may have preprinted information on the business greeting card, it is important that you add your own handwritten signature on the card. Even the most elegant of business cards should have your personal signature and a handwritten message to give that personal touch to the business greeting card. The recipient is sure to feel happy at seeing your personal signature on the card. Before starting on sending business greeting cards, it is important that your list is up-to-date with correct names and addresses. It will be easier if you do this on a regular basis, to avoid it becoming a dreaded holiday chore. Change changed addresses periodically to avoid embarrassing yourself by sending the card to the old address!
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