Words to Avoid
It’s easy to get caught up in jargon, particularly if you are a fugitive from a large corporation awash in acronyms. Nothing is more deadly or stultifying than the overuse of now-meaningless words, including “revolutionary”, “leading edge”, “paradigm”, “solution”, “leader”, “disruptive” (as in “disruptive technology”), “futureproof” and others too numerous to list. Avoid them like the plague. Work hard to use common, everyday language for clarity. It will help you stand out in the crowded marketplace and cause editors to sit up and take notice. Well-written press releases are rare these days.
Distribution Do’s and Don’ts
Once you have your release prepared, take some time to find out how editors would like to receive it. Publication web sites often contain information on how to prepare and send materials. These days, harried, overworked, and underpaid editors like to receive as much information as possible by email. In fact, the majority of B2B trade editors prefer to get their information electronically, so don’t hesitate to include your release text right in the body of your email. Attached documents can slow down transmission and often contain viruses causing some editors to avoid attachments or downright refuse them. If you do have a product or application photo to accompany your release, create a .jpg digital file of it, clearly name it, and send that along with your release email. It makes an editor’s job easier – and increases your chance of getting coverage – if you can provide pertinent, professionally-produced support material and graphics to make your news more attractive and informative.
Before you send your release, make sure you’re sending it to the right editor. Check again. The editor you talked to when you first opened your doors is not necessarily the same one you’d send product releases to.
Good press coverage starts with common sense. Do your homework. Contact the right editors. Use clear, concise language. Be specific. Show value. Make yourself (or somebody else) available for comment. Don’t fudge, lie, or overstate. If you follow these simple guidelines you will be well on the way to getting the press coverage you deserve.