Press release confusion

[MSC]

I've been reading a lot about press releases-how to write them (angle/story!), who to send them to, when to send them etc

I've also been studying my target magazines and can't see how press releases are utilised I keep reading that when you write a press release make it good so that the journalist or editor can use it pretty much as is, but the spots where I see products like mine in mags are covered by just one line and a pic! Eg under the 'Beauty Editor's Picks' there might be 3 or 4 featured products with literally just one or two lines.

So I am thinking that rather than writing a story I need to let beauty editors (or sub editors and assistants) know the products exist, which doesn't seem to require a lot of fancy copy. Is a press release wasted??

[Nicksyb]

Have you thought about sending them samples of your products with a catchy letter attached.

I suppose what I am trying to say is that they won't write about something or recommend something without trying it first.

[MSC]

Yes I have thought about it but not sure the best way to do it. I posted beofre about this and was told they get sent thousands of products a week So I want to try and do everything I can to make sure my products will get noticed Based on Andy's advice I am going to send a press release with the product but that is where I am stuck now, wondering what sort of press release will be the best. Perhaps I am thinking too much now and just need to do it

[Nicksyb]

You need to do something that catches their attention. I guess they do get loads of products each day but you could send your products in a small gift basket with Muffins or something weird like that.

I know it may be expensive but if you target it right it could be great, you will be loved for the muffins, chocolates, doughnuts etc and they will no doubt be trying your products at the same time, include a press release at the same time and they will get the message loud and clear that you have great products and are a fun and friendly company.

[Paul Norman]

Persistance, I am told, is the name of the game here! You may not be getting much copy today, but at least you are getting a mention!

[BellaMiller]

Just go for it - I strongly believe that sending a sample will be a good thing - I like the idea of the muffins that Fuzzy suggests - offer something else to get their attention too which is a good fit for Maia... hmmmmm

[admagic]

I've been reading a lot about press releases-how to write them (angle/story!), who to send them to, when to send them etc

I've also been studying my target magazines and can't see how press releases are utilised I keep reading that when you write a press release make it good so that the journalist or editor can use it pretty much as is, but the spots where I see products like mine in mags are covered by just one line and a pic! Eg under the 'Beauty Editor's Picks' there might be 3 or 4 featured products with literally just one or two lines.

So I am thinking that rather than writing a story I need to let beauty editors (or sub editors and assistants) know the products exist, which doesn't seem to require a lot of fancy copy. Is a press release wasted??

In essence the press release should not be there to promote your product directly at all - "new product" is the most boring kind of material that does not get readers to the publication - editors want stuff that makes good reading

You should be giving the journo an interesting story preferably hooks into news - ie it is true editorial you are offering, on the sole condition that they put in a url at the end...it doesnt have to contain the product.

So what ingredient is it that makes your product special - make it an article about that ingredient (not the product) - or what story led you to where you are now? - how does that story hook into some news of the day ? - can the article be a warning about some active ingredient in many competitors products can it be tied into something that links "skin care" with "green" or "holidays"...

In the end your piece needs to be great reading, not any kind of direct pitch for a product.

Your objective here is several fold - it isnt just about trying to get traffic

You are trying to establish YOU as an industry expert - that stature gives immediate credibility to anything you sell - and an interest in what you sell.

So if you produce something that is
- a great story
- cracking research on something the mag hasnt covered yet
- links into a hot new item or theme of the moment
Then you are onto a winner

The standard " xyz company have now released a new product for this..."
... you can hear the readers yawning!!

Dont know if he posts here, but it maybe worth talking to pressmanpr - on other forums - hes got some great articles into the sunday newspapers - and he guarantees that he will!! - you take a look at what he does - and you will see it is a story, not a pitch.

If you get the chance, listen to guys like paul hartunian talk about press releases - or buy some of his course stuff.

He is a master at this.. for example, at one point he was trying to sell courses on autographs.

So he tied this into the presidential election, and wrote an article about what might happen to the value of an autograph of either the candidate, or the outgoing president , if he lost. The fact that it added a slant on an existing story (the election) is what got it published, and the publicity sold him a fortune in auograph courses, despite the fact that it was never directly pitched in the release

[YetiAndy]

Sorry, only just seen this post.

My thoughts... if it is a new product, you should write the press release specifically about the product being launched in the UK, how you are going to be launching it etc, why it is unique and alike.

Although the mags do get hundreds of new prod releases every day, there is no reason why they would not use yours, especially if you are going to be sending it with the product, or something else for that matter.

I am going to paste a press release that we did a few years ago that targetted the mother and baby market that was a straight forward product launch... this release got in every mother and baby mag, the Sunday Times Style Mag (no really!), The Daily Express mothers section, the Mail on Sunday mums section and resulted in huge amounts of sales.

Whilst I am sure you would agree that our press release was not ground breaking, it shows the value of the follow up call, which is how we sold it in.
There is no editors notes in here cos I have just copy'd it from our website.. hope it makes sense.

Modest Mums Encouraged to Breastfeed in Public

Breastfeeding Wrap launches this week in the UK in order to give nursing mothers the privacy they need in public.

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