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PRW Newsletter, February 20, 2007 - Tips from an Expert for Writing Press Releases that Work

In this Issue:

  • Featured Article - Tips from an Expert for Writing Press Releases that Work
  • How to Write Powerful Press Releases - Book From Press-Release-Writing.com
  • PRW Introduces Brand New Book To Assist Self-Published Authors

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Tips from an Expert for Writing Press Releases that Work

Since the purpose of this newsletter is to help you write successful press releases, we will share techniques that we and other communication experts have learned through experience. While there is no set formula to write a press release, there are basic guidelines that point the way to more successful press releases.

In this edition of the PRW Newsletter we will revisit an interview with expert Jennifer de la Cruz, Director of Public Relations, Carnival Cruise Lines, the world's largest cruise line. Carnival is the leader in the contemporary market of the cruise industry. As you would expect, Ms. de la Cruz has written thousands of successful press releases.

Question: In your opinion, what is the one thing that really separates the good press releases from the mediocre ones?
Answer: The news value of the release combined with a unique angle.

Question: How long do you feel a press release should be?
Answer:
One to two pages.

Question: The current wisdom seems to be that if it can't be said in one page, it's not a good press release. Do you concur with that?
Answer: Basically, I like to stick to one to two pages except in rare instances. Most editors and journalists are inundated with press releases on a daily basis and have limited time. If there is extensive information that must be presented in the release, however, it can be longer.

Question: As most editors are extremely busy, how far into the press release do you actually read before you feel it's something that may be of interest?
Answer: I read the title and first paragraph.

Question: If you like what you read, how do you prefer to get in touch with the contact person?
Answer: I like e-mail. It's less intrusive. It's fast and takes just a moment to respond. If it's a first contact or cold call, I use e-mail. Telephone calls are generally unwanted. If you listen to the voice mail of most editors and journalists, what it basically says is, 'If you're a public relations person, go away.' If it's somebody I deal with on a regular basis, then I will telephone.

Question: If there is one thing that should be avoided in press release writing, what would that be?
Answer: Too much "marketing speak" that really lacks substance. The words just take up space. The best place to put the marketing pitch is in one direct quote or maybe two. That's where it belongs. The rest of the information should be factual and/or newsworthy.

Question: If you had to sum it up, what do you think is overall the most important emphasis in press release writing?
Answer: Get your point out at the top. Try and tie in your message with a current trend or major news story.


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Now offered by Press-Release-Writing.com

How to Write Powerful Press Releases

Divided into sections, the book covers the art and craft of writing press releases from beginning to end. It covers every aspect of constructing the press release and leads the reader through the process, emphasizing the many angles and subtleties inherent in a successful press release.

Sections of the book are divided into such subjects as technique, sales tools, rules of grammar and style, how often to send a press release and what to avoid, how to incorporate expert interviews and how to make them newsworthy. The book adds new meaning to the word press release as it plumbs and combs its depth and breadth.

Available in downloadable PDF format or hardcopy.

To order click here: http://www.press-release-writing.com/prw-books-special-reports/


 

PRW Introduces Brand New Book To Assist Self-Published Authors

Due to the overwhelming demand of self-published writers seeking answers to their unique publicity concerns, Press-Release-Writing.com (PRW) is now offering the downloadable booklet, "Powerful Press Releases for the Self-Published Writer." This how-to guide will succinctly take the writer step-by-step through the often confusing world of book publishing, distribution, and promotion. With a sample press release, writer's resources, industry standards and terminology, and press release writing and formatting advice, this downloadable booklet is a must-have for every self-published writer. In addition to the press release promotion information, the guide also explores other simple, low-cost options for marketing your self-published book.

A properly-written and properly-distributed press release campaign will give your self-published book the third-party credibility needed for bigger sales without breaking the bank. To order click here:

 

http://www.press-release-writing.com/prw-books-special-reports/

 


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