?2004 Jeffrey Dobkin

Sixty dollars doesn¡¯t go a long way in buying advertising space. But if \ryou spend it creatively, you can get over ten times that value in \rnewspaper or magazine lineage. And it¡¯s easy if you know how. Here¡¯s \rhow.

You¡¯re familiar with press releases, right? A press release is a single \rpage of information about your product or service that is sent to a \rmagazine or a newspaper. If selected to be published, it¡¯s printed as a \rshort story and appears as if the magazine or newspaper wrote it. There \ris no charge for having your press release published by a magazine or \rnewspaper.

So stick around - find out how you can have your press release \rpublished (and your chances are pretty good) even if you can¡¯t write \rworth a hockey puck.

There are certain criteria for having your press release published, no \rmatter who writes it. First, it can¡¯t sound like an ad for your product or \rservice. Nope, no adjectives. If it sounds like an ad, it¡¯ll be tossed out. \rWhile most editors will make minor corrections so a press release will fit \rtheir editorial style, few to none will rewrite your release just to get it in. \rEditors get their choice of press releases every day, and the ones that \rcatch their eye for publishing are the ones closest to their exact needs - \rrequiring the least amount of editing and rewriting. Most editors know a \rgood thing when they see it.

Second, your press release must conform to the standard layout style of \rpress releases. This tells the editor that you know what you¡¯re doing in \rmedia relations and shows your everyday business practices follow suit. \rSo when your release is published, editors will be comfortable with the \rknowledge their readers will get good literature and - if they order - a \rgood product. They can assume their readers will deal with a \rprofessional company on a professional level. If your press release \rlands on their desk with lots of typos and misspellings, it¡¯ll land in the \rtrash next.

Correct layout style means a big header stating ¡°Press Release¡± at the \rtop, followed by a contact name and phone number so editors can call \rfor more information. Next it needs a kill date after which the press \rrelease shouldn¡¯t run. If there is no kill date, state ¡°No kill date¡± so it \rdoesn¡¯t look like you forgot it. Also, don¡¯t forget to include a 5¡± x 7¡± \rblack-and-white photo for increased interest, better readership, and \rmore credibility.

The headline of your release is centered and in bold. Write your \rheadline with care; it¡¯s this line that will make or break your release. If \rit¡¯s a great headline, people will read it ¡ª and the rest of the release. If \rit¡¯s a poor headline, people will read it - and the other articles in the \rmagazine. It¡¯s your choice. My recommendation? The Jeff Dobkin 100 \rto 1 rule: Write 100 headlines, then go back and pick your very best one.

The body of the release follows. Double space, allowing an editor to \reasily make corrections between the lines. Leave room around the \rmargins, too. Make it look easy to read, even if it isn¡¯t. Use short, \rdescriptive sentences without fluff or excess verbiage. Use a pyramid \rstyle of writing - the most important parts in the first paragraph or two - \rbecause editors know to cut from the bottom.

Terse, concise writing just like a reporter from a newspaper would write \rworks best. Holy smokes! Did I just say ¡°just like a reporter from a \rnewspaper would write¡±? What an idea!

How¡¯s this: suppose you aren¡¯t a strong writer, or you¡¯re too busy with \rother activities to write your own release. What do you do? Call the \rlocal newspaper and ask to speak with a reporter. Now, I don¡¯t know \rabout your area, but newspaper reporters here in Philadelphia don¡¯t \rusually make all the money they¡¯d like. When you get a reporter on the \rphone, ask if they know of any reporters who¡¯d like an additional easy \rwriting assignment and would consider writing a press release - for pay. \rChances are better than good that the same reporter you¡¯re speaking \rwith will go for the chance at easy money. If not, they¡¯ll recommend an \rassociate on staff.

Go over your product information with the reporter, and add enough of a \rbenefit summary so they can write a quality release. Ask them to \rrecommend several different angles and what they think their very best \rpitch would be. Then ask what their hourly rate is (usually about $20/\rhour). Your release should take about two to three hours of writing time, \rif that - and should cost around $60.

Now for the best part. Your reporter can submit your release to the \reditor for you. Think about it. The paper¡¯s own reporter writes a press \rrelease - in the newspaper¡¯s exact style of writing - and then hands it to \rthe editor with his own personal recommendation. Nice package.

So without writing a stitch, you get the release written then handed over \rto the editor on a silver platter by a trusted staff member. Your chances \rof getting it published are¡­ you guessed it. When it¡¯s printed, you just \rreceived $1,000 worth of advertising for $60. As promised.

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Jeffrey Dobkin, www.dobkin.com author of the incredible 400-page marketing book, How To Market A Product for Under $500 ($29.95), He \ris also a speaker, and a direct mail copywriter. To order books or speak \rwith Mr. Dobkin personally call 610/642-1000. Fax 610/642-6832. \rSatisfaction Always Guaranteed.