Michael Hart Speaks and writes too!
Speaker - Author - Talk Radio Host - Shameless Publicity Hound For booking information Call 866.238.5294 Get Inside Michael's Head - Subscribe Here
The Press Release - Where it all, okay mostly all, begins!
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The media can be very fickle. Whether newspapers, magaizines, radio, or television, what they consider newsworthy today is outdated tomorrow. Much of this is is due to the rapid news cycle world we live in. However in the case of business related news, this cycle spins much slower because business news is rarely breaking (Unless you're trying to piggyback a national news story.)
But the key point I want you to learn before we start is this:
Unlike breaking news where the shelf life might be days, even hours, business news can be pertinent for days even weeks. However a story that gets no "legs" today may very well be a hot topic tomorrow. This happens for a variety of reasons ranging from slow news days to changes in the industry that affect the local story. Sometimes a reporter may just have a bad day or simply not need the story.
In the Media 101 section I tell a story about a reporter showing up in my parking lot hoping to get a story on a company I owned. This same reporter had declined the same story just a week before. However things changed, a child had drowned during the week and I became a hot source.
I'm telling you this because releases are not magic. They rarely do all the heavy lifting. It helps greatly to contact the reporters/producers you send it to. Some PR folk will tell you to fax blast your release or put it up on a dozen news wires.
Of course if you send 1000 releases across the country you cannot possibly contact everyone. BIG HOWEVER - The majority of people I consult to and speak in front of are promoting a local or regional business, not creating a national media campaign.
Remember I'm not about getting tons of press releases into the market with the hopes you get some coverage. I specialize in getting publicity that can be converted into measurable profit gains. I'll let the guru's teach you how to get publicity that strokes your ego.
Regardless how many PR pros you talk to press releases are not an exact science. There is some flexibility and despite what they say - you can be creative. There are however several absolutes. The following release is an actual press release used by my firm shortly after I began my speaking business. I chose this one because it contains most of the elements you could place in a release and because it not only generated a couple of full print stories on me and my business, but allowed me to estabished myself as an expert resource on public speaking which spun off numerous additional articles that I wrote on the subject for newspapers and Business Journals across the country.
By studying and following format you will greatly increase the chances your releases will get you the attention you desire.
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The original release is highlighted in bold print
<> - These marks indicate notes from me to you () - These are actual parenthesis used in the original release ______________________________________
For Immediate release: -<This opening should be used on every release> (Photo available upon request) -<This is optional - however if you offer a photo you need to have a black and white picture. It is now common to submit releases by email so you should have a jpeg (Digital) picture handy if a reporter requests it>
Contact: Becci Collins (205) 776. xxxx -<Contact information can be YOU and is mandatory. rcollins@MichaelHartSpeaks.comIf you email your release contact info should be at the end>
First Man From Alabama To Address International Convention
<<Special note: The media loves "firsts". More detail will be given later on in this report. The word FIRST was NOT highligted in red in the original release>>
<<Double, Ultra, Super Duper note: The title of your release is the most important part. It's so important I've dedicated an entire page to it. When ready visit Mastering Release Titles. But for now let's keep going>>
<Body of the release> (Birmingham, AL - July 30 1999) -<Note City, State, Date and parenthesis usage> Michael P. Hart of Birmingham has been invited to address Toastmasters International during their August convention in Chicago, IL. Each year Toastmasters from around the world gather to discuss organization business, learn public speaking skills and to hear some of the worlds best speakers perform. Mr. Hart will be one of a select handful of professionals, which include Morgan McArthur, Bob Richards, and the ever popular Zig Ziglar, Mr. Hart, an internationally recognized marketing and presentation skills speaker and trainer is making his second appearance at the convention in as many years. A feat few others, and no one from the state of Alabama, have ever accomplished in the organizations seventy-four year history.
-<Notice the Who, What, Where, and Why are established in the FIRST paragraph> -<Name dropping, such as Zig Ziglar and the mention of the rarity of the event make your release more newsworthy>
Upon learning that Mr. Hart had been invited to speak at the convention for a second time, James Malinchak, associate editor for the Chicken Soup for the Soul Series wrote to him saying: "I couldn't believe my eyes. I opened the magazine (convention program) and there you were again! Congratulations on two in a row, now let's see if you can make it three."
-<Although not mandatory, a third party endorsement can go a long way towards revving up interest>
-<This release got the results it did because the feat itself was rare for the Although not mandatory, a third party endorsement can go a long way towards revving up interest This release got the results it did because the feat itself was rare for the market, (Birmingham, AL) And the TITLE exploited the rarity. If I lived in New York for example, the story would have less appeal since the accomplishment was less rare in THAT market. This does not mean it would not have worked, only that the angle would have been different. Example: Since I dropped out of High School and in many peoples mind was not qualified to address such a lofty organization, the release title is another market might be...
-<High School Drop-out Addresses World's Largest Public Speaking Convention>
-<Remember the title must sell the reporter/producer on why the local market will find the story interesting and will therefore be beneficial to the reporter>
Mr. Hart will address approximately 500 attendees on such issues as personal motivation,overcoming adversity, and how to deal with life's obstacles. Additionally his new tapeprogram, Peak Performance is Child's Play will be made available through the conventionproduct division prior to being released for general distribution in the United States.
-<Here I told exactly what the program would consist of and also plugged my newest product. <<Product mentions such as this, especially in a release that is pitching a full feature story, seldom work. This release did generate full feature coverage where the reporters contacted me and in one case the reporter came to my home with a photographer. The final story DID NOT mention the product release. Again product mentions in this type of release can be risky and may even get your release thrown out - HOWEVER as I have clearly stated I'm a salesman. I don't care for "ego publicity" I want publicity that moves my business forward. The product mention, any product mention, was risky. I took the risk and it did not work. My thinking was to offer the reporter another "first". Under the same circumstances I would attempt the same thing again, and have done so successfully. Tread lightly on the overtly promotional stuff <<<Do not use releases of this type to announce your products. There must be a larger story. Straight product releases almost never work because the media does not care. And you run the risk of alienating them. I go into further detail on how to write a release that will get your product coverage on the Mastering Release Titles page. But a quick hint: The story must be larger and simply include the product, not feature it >>>
Toastmasters International is recognized as the world leader in public speaking and communication. The organization was founded in California in 1927 by Dr. Ralph Smedley. Considered one of the most diverse organizations in the world, Toastmasters has over one and a half million members in seventeen countries.
-<Here I told about about the sponsoring organization. If you submit a release about an honor or award you have, or will be receiving, here is where you give the information about the organization bestowing the award>
Michael Hart is President of Michael P. Hart and Company, a training and seminar company. He lives in Birmingham, Alabama and is married to Nancy Hart. They have three children.
-<The name of my company today is Michael Hart Speaks LLC At the end of the release you may wish to share some personal information. This is optional. NOTE: This release was for a regional newspaper. Personal information of this sort is not a good idea if you're submitting to publications with national distribution. You may however choose instead to mention where you attended college or any significant honors that would be recognized nationally EXAMPLE: Mr. Jones is a graduate of MIT and has received numerous honors including the prestigious _________ award>
-<At the end of your release you want to type ### at the bottom middle of the page. The purpose is to tell your reader you are done. (Most people figure this out themselves when there are no words left to read - but this is how to media works) In actuality these marks merely suggest you know the rules for writing a release, but do not fail to use them. The press prefers to work with people they feel grasp their trade and work within the guidlines they themselves do. The use of these marks suggest you know what you are doing. You might also want to pick up a copy of the Associated Press Style Book. This is the journalists bible for proper writing style. It would help to study the techniques writers use.>
The purpose of your release is to interest the media and to get them to call (or email) for more information. Not neccesarily to give the whole story or to write them story for them. It's a release not an article you are writing. Remember the who, what, where, when, and WHY, and your release will be considered. Two things can come from a press release. The reporter may run a small story based solely on the information you provide, or may call for additional information in order to write a more detailed story. If they choose to run it on their own do not expect a call. It may happen but don't be surprised if it doesn't. Send your releases to specific reporters, or producers, not departments. You may have luck sending it to the editor of a Specialty Section such as the Sports or Finance editor. Do not send it to the Editor-in-Chief.
Make it a habit to read the columns of the reporters you are submitting to. This is a great way to get a feel for their style and the kind of stories they write. TV reporters have stories assigned to them with little control, print reporters often have some flexibility. Find your target reporter, fax or email the release, wait a few days then follow-up with a phone call.
The purpose of the call is to verify it was received and to ask about the story's chance of running. Often you will be told the story is not going to make it. Actually reporters rarely so no. Usually what you get is some version of the timing is wrong or they don't cover the topic. You might interpret this as a no - to me it's more a matter of wrong time or wrong reporter. Thats not a no, it's a not now. When a story is turned down ask the reporter what THEY look for in a story. Then ask forpermission to contact them again when you have something more in line with what they cover-Then make sure you do so. This is a great way to start a relationship with your local media
Some words to avoid
Here are a few words and phrases to avoid if you want your release to be considered. Unique - empower - paradigm - outside the box - push the envelope - one of a kind - cutting edge - information superhighway, amazing - remarkable - fantastic - never seen before.
Any word that sounds promotional will be viewed as promotional and 99 of a 100 times will get your release, released!
Simply tell your story. Be open, honest, and to the point. Try not to be too gratuitious or self -serving. Always respect reporters time, talent and deadlines. Their only interest is their customer, their reader/viewer, not your business or cause. Look at anything you send them from their perspective. Is your release news or merely self-promotion. If is sounds promotional it will not make the cut..
All stories are not news, but all news has a story. Find the story behind your product, service, company, or cause and the press will beat your door down to help you tell it.
