Getting more press

Ever wonder why your competitors’ product news releases make the columns of the trade press and yours do not? Your new products are just as newsworthy as the competitions’—from your perspective, even more so. Here are some tips for getting more ink.

Keep your mailing list current

Releases addressed to an editor by name usually grab more attention, but it is difficult to keep up with personnel changes at the publications. If you cannot keep the names up to date, you are better off to use only a title than to risk offending the current editor by sending to an incorrect name.

Know the editors of key publications

Become a resource for the editors of key publications. Ultimately, you would like them to come to you for stories at times. Get to know them and provide them with quality releases and information.

Make it easy for the editors

Trade publication editors receive hundreds of releases weekly. Do they thoroughly read them all? Probably not. Make your releases easy for the editors to select. Use a brief, but attention-grabbing headline so the editor immediately knows what the release is about.

Keep it short

Most product stories are less than 200 words. If you keep your release short and snappy, there is less editing required and the editor will be more likely to use it. On the more important new products, you can prepare a longer release, but keep it within the length that the publication is likely to use.

Keep it factual and relevant

Stick to the facts—the features and benefits of the new product. It is your new widget that is important, not that the company has been in business for 50 years. Tailor the release for specific publications and their circulation. Purchasing agents are liable to have different hot buttons than production management.

Grammar, writing, and appearance count

Good grammar, spelling, and style make it easier for the editor and lend credibility to your release. Poor quality reproduction ends up in the circular file.

Send e-mail releases as text files

When sending releases by e-mail, send as text files unless you know for certain that an editor can use your word processing version. If the editor cannot open the file with a word processor, the release cannot be read or used. (Remember to use that attention-grabbing headline as your subject line.)

Include photographs

When appropriate include high quality photographs (of the product, not the company president). Photos increase usage.

Include pricing as appropriate

If appropriate, include pricing, availability, or distribution information. It adds value to the reader and value to the editor.

Advertising is not editorial leverage

Advertising dollars do not buy you editorial coverage. Most reputable publications still judge editorial material on its merit.

Product news releases can be an effective part of most marketing communications programs. Make sure that you get your money's worth from your efforts.

Michael T. Brandt
June 2003

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Updated:
15-Jul-2003