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Quick! Issue an email press releaseInternet press releases go out as e-mail, not paper sheets or faxes. The basic structure of a press release remains the same as in the days of manual typewriters, but we've added a few elements, and carved the copy up into shorter chunks, for the sake of the reporters. You need to emphasize your structure more, too, with headings to alert the reporter to each section. The tone's different, too. You have to fight to keep fluff out. Everyone in your company has a pet phrase for you to insert. If you go along with their wishes, you end up with a release that sounds like a robot wrote it. You're answering an impatient reporter's questions.
Based on these questions, we build up a standard structure, one that reporters are familiar with, so they know just where to look for the info they need. You are fitting into the genre, in order to respond to the reporter's questions. Tip: Use headings to introduce some or all of these objects, to help reporters scan through your release. |
Resource: Making news that fits (Hot Text module on news articles, newsletters, and blogs, 868K, or about 16 minutes at 56K) Persuading Niche Markets, Individuals--and the Press (228K PDF file, or about 5 minutes at 56K) |
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Build up your Press SectionToo many Press sections lack the detailed information that reporters need, right away, at 2 am, when they finally get around to writing the story. Jakob Nielsen had a bunch of reporters check out Press sections, and recorded their complaints. They had questions that nobody was answering. Here's a list of key elements you need to put in your Press area:
See: Gable Group (2001), Middleberg (2001), Nielsen Norman Group (2001), Solomon (2001) |
The marketing group said this product would give me a really good scalp massage.
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