From Wikipedia, the free encyclopedia
A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, television stations or television networks.
So you’ve been given the green light to tell the world about your new product. And, like with all major announcements, you want this one to be special. Before we get into the how-to, it is important to manage your expectations from the get-go. Purchasing a release does not in any way guarantee your announcement will be picked up. Really? Yes. The AP Wire is flooded with stories daily, all of which are vying to catch the eye of an writer or editor to run with. So for example if you know Apple is about to announce a new iPhone 6, you’d probably want to hold off announcing your new “gizmo” that day. Remember, you’re release is competing against all other news of the day. Yikes? Yes yikes. Knowing its an uphill battle, there are some best practices to follow. Here are a few basic tips from the folks over at Invent Help:
Don’t write an advertisement. Editors are notoriously picky folks. The last thing they want to look at is a screaming advertisement masquerading as a press release (think along the lines of: “NOTHING ELSE LIKE IT ON THE MARKET!!!!”) Revenue for publications is based on advertising revenue. This makes them very uninterested in publishing an ad for your product for free!
Get to the point. Focus on the newsworthy aspect of your invention. Describe how your invention solves a problem. And try to think beyond simply: “It saves time and money.” Be specific…This idea will prevent you from losing your keys, etc…
Choose your magazines carefully. Say you’ve got a new fishing invention. Seems logical to send it to the editor-in-chief at Sports Illustrated, right? Not exactly. Because larger, commercial magazines are generally looking for news about products already on the market, you may miss your target audience altogether. Namely manufacturers and marketers, who tend to read industry-specific trade publications. So instead of Sports Illustrated for your invention, why not try a trade publication like American Sport Fishing? This is where business information about new inventions may be picked up by an editor.
Go to a pro. Publicity is a time-consuming marketing activity, which is why you might want to consider hiring a publicity firm that can handle the writing and distribution of releases for you. Many companies charge by the word for such services so be sure to ask about pricing up front.