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What is a Press Release?

Earlier today I talked what goes into a good press release and I contrasted it to going into a pizza shot and buying a pizza. If you haven't seen that post then you can find it at Press Releases Are Not Like Pizzas.

Now I want to take a couple of moments to look at what a press release really is and what you can expect from one. Unfortunately the boundaries between press releases and other forms of public relations material has become blurred in recent times. These days people are expecting more from press releases and they must be becoming disillusioned what is a wonderful marketing tool if it is just used correctly.

Robert W. Bly in The Copywriter's Handbook puts press releases in perspective when he says "Press Releases are sent to editors, not advertising departments, in the hope that the editors will publish them in their magazines or papers." He goes on to point out that once the press release is distributed there is absolutely no requirement for an editor to print it and if he does there is no guarantee that he will print it exactly as written.

I've seen some people try to demand that their press release be printed exactly as written but that's just an invitation to have your press release thrown in the garbage without being read at all.

When you send out a press release you are putting yourself at the mercy of the editor and you should never forget that.

Another point that you should never forget is that the editor isn't looking for a way to promote your business. He wants stories that will interest his readers, not advertising copy. You can almost guarantee that if your press release is written like advertising copy it's not going to appear.

That means that your press release has to have something newsworthy about it and it needs to be written in a less commercial style. If you can do that then the chances of getting it published are quite good.

One survey of the Wall Street Journal showed that one edition contained 111 stories taken directly from press releases. 70% of those stories were either direct reprints or slightly paraphrased versions.

So if you can get the technique right you have a very good chance of getting your press release published - as long as you choose the appropriate paper for your release.

If you don't feel as though you have the skills to do the job then contact Copy Text On Line - because when you need words you need us!

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