The Seven Deadly Sins of News Releases

By Joan Stewart

Whether you're announcing a new book contract, a book signing, or anything else related to your publishing business, a news release is often your only chance to make a great first impression.

Newspapers, magazines and trade publications receive them by the truckload. That means sloppy, inaccurate, pointless releases are the first to hit the newsroom wastebasket. To make sure yours isn't one of them, avoid these 7 Deadly Sins:

1. Providing insufficient or wrong information. Particularly telephone numbers. Releases must be complete, accurate and specific.

2. Writing too long. They should be no longer than two pages.

3. Sending it too late. Mail or fax it at least two weeks before an event, preferably three or four. Major magazines work four to six months ahead of time.

4. Sending a release with no news value. News is what happens that is different. If it isn't different, it isn't news.

5. Blatant commercialism. Avoid hackneyed words and phrases such as spectacular, incredible, the only one of its kind, breakthrough, cutting-edge, unique and state-of-the-art.

6. Omitting a contact name and phone number. At the top of the first page in the left corner, let editors know who they can call if they have questions.

7. Calling after you send a release. Questions like "Did you get my news release?" or "Do you know when it will be printed?" will brand you as a pest. Don't follow up with a phone call to see if the media got your release, unless you are absolutely sure that someone will check for you. Most reporters and editors don't have time.

Other bonehead mistakes to avoid:

About Joan Stewart

Joan Stewart, a consultant and professional speaker, works with companies, nonprofits and government agencies that want to capitalize on free publicity. She also publishes the print newsletter The Publicity Hound, featuring tips, tricks and tools for free (or really cheap) publicity. For a free sample, send a check for $6 payable to The Publicity Hound to 3930 Highway O, Saukville, WI 53080. More tips are at her Web site at www.publicityhound.com. Contact her at jstewart@publicityhound.com.

Reprinted from http://www.writerswrite.com/

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