In this Issue:

• Featured Article - 12 Handy Steps for Writing Great Press Releases
• How To Write Powerful Press Releases - Downloadable Special
• Effective Public Relations Ensures New And Repeat Customers
  
• PRW Book To Assist Self-Published Authors

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12 Handy Steps for Writing Great Press Releases

As a handy reminder of some of the most important points in press release writing, the following 12-step summary can be printed out and posted on your computer or your wall or anywhere you can access it easily.

1. Keep the length a maximum of one page unless absolutely necessary.

2. Tell about your products or services in one or two clear sentences.

3. Create an angle of interest.

4. Attract your reader with your title.

5. Use active verbs to enliven your release.

6. Follow rules of grammar and style as you would for any piece of writing.

7. Use timely information, preferably related to current events or trends.

8. Make every word count and count every word.

9. Make sure your releases get broad coverage with national and regional
publications, radio and television stations, Internet publications, and all potential clients.

10. Include ample contact information: name, address, phone, after-hours phone, fax, email, Web site.

11. Deal with the facts; avoid fluff.

12. Avoid excessive use of adjectives, adverbs and fancy language.

If you would prefer to have these and other great press release writing tips in printable form, please click here. Simply click on the hyperlink and your download will begin. Writing professional press releases has never been easier.

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Effective Public Relations Ensures New and Repeat Customers

For many, public relations is the art of being persuasive and making a good impression. However, the underlying question that needs to be asked is, how is this good impression being made? Is it by misleading, manipulating, making false statements or intentionally deceiving the audience to buy a product or service? Too many times this is the case. Unfortunately, companies that use these tactics run the inescapable risk that eventually the public will come to realize that they have been deceived. What’s the public’s response when they come to this realization? Obviously, that company is going to see a dramatic decrease in customer loyalty and revenue.

So how can companies avoid the pitfalls of deceptive public relations and advertising? It’s as simple as realizing that honest and ethical behavior is its own reward. It makes good business sense. For a message or advertisement to be effective, the source needs to be believed. Consumers reject or respond to advertisements based on whether or not they trust the source. Although there isn’t a correlation between truth and the effectiveness of statements or advertisements, there is a definite correlation between integrity and effectiveness.

Integrity comes from good sense, high moral character and good will. Good sense is conveyed when a company’s public relations officer demonstrates knowledge of the product or service. For a company’s spokesperson to be unknowledgeable about a product or service reflects badly on a company. Having a knowledgeable staff shows good judgment on the part of the company as well. High moral character not only means avoiding fraudulent behavior, but avoiding the appearance of fraudulent behavior as well. Unquestionable integrity means that the company or spokesperson delivers information in a timely manner whether it’s good or bad. Good will shows that a company is concerned with the welfare of the consumer. This could include donations to local parks or charities in the community.

Public opinion goes a long way in determining how successful a company will be. If the public views a company as untrustworthy, regaining or building trust with the public will take much longer than if the facts were laid out in the beginning; even if it’s against the company’s best short-term interest. The long-term effects could be irreversible. Once the public has a positive or negative view of a company, it goes a very long way. Companies that maintain the highest ethical standards will benefit the most in the long-run from the public’s trust.

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