How to write a press release . . yawn
How many articles are there? How many free reports? How many "gifts" on getting your PR into the headlines. I lost count an age ago. But when you read these reports (as I do, just to find a nugget that tells me something different) I see one common, basic and all-encompassing rule: Write news - and write it in a compelling manner.
Sounds fine. So how come most PR that reaches the wires (ie the Net and elsewhere) is so damn boring?
Take this release from the PRNewswire page, headed by a release from KB Home about Martha Stewart, with the pic (above):
KB Home (NYSE: KBH) Chairman and CEO Bruce Karatz and Martha Stewart Living Omnimedia, Inc. Founder Martha Stewart today will unveil the two companies' co-branded community outside Raleigh, North Carolina. The community, known as KB Home Twin Lakes: Homes Created with Martha Stewart, will open to the public on Sunday, March 12, 2006. First announced in October 2005, Twin Lakes is the first of several communities that the two companies will build and design across the U.S.
Does that grab you by the lapels and scream: "Read me!" Where's the flair? Where's the human interest, the drama - God knows there's enough with Martha. I mean, it doesn't mean you have to write: "Isn't Martha's new home better than her last one" or anything - but this is dreary writing. Take a lesson then: what would you want to read. How would you like it to be expressed to capture your attention. You're not writing for morons. You're writing for people just like you.
posted by JohnBowie @ 5:02 PM
1 Comments:
Something tells me that the news wasburied somewhere in the second or (yikes) third graph.
People still believe that celebrity involvement is the NEWS.
Welcome to the block, I will be paying attention because I just picked up a client that will be using SEO releases.
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