Drafting A Press Release With Impact!
by Paige Eversole McMahon*

It's easy to put off writing a press release about your company or new product. For people who don’t write on a regular basis, the task can be daunting, and getting those first words on paper or the computer screen is hard work. 

But here’s a secret: news organizations are more interested in good ideas for their audiences than in perfectly written releases. When editors realize that the release has been written by a small business owner, or by a handmade toiletries manufacturer, they will most likely overlook any "glitches" and focus on the news. But here’s the catch: while news releases are a wonderful way to quickly tell the appropriate news media about your company news, your release will also be in stiff competition for the editor’s attention and for space in the publication. 

Here are some suggestions to increase the chances that your release will survive the weeding process and actually end up in the news - where you want to be! 

1. Your Headline. Write a headline that states the most important information in 12 words or less. This will take a few tries, and you may want to ask someone to help you. You may not even know yourself what is the most important information until you try to wrestle it into 12 words.

2. Your Story. Write a release that helps the editor figure out the story. A news story basically tells people the following information: who, what, when, where, why and how. (Who is doing something interesting? What is it? When will it happen, and where? Why are they doing it? How is it being done?) Depending on the story, some of the answers will be more interesting than others. Figure out which of the answers about your story are most interesting, and then write two sentences that include them. This is your first paragraph. Use the remaining answers to write your second paragraph.

3. Quote Yourself. Think about quoting yourself in the third or fourth paragraph. Write two sentences that express your motivation for whatever you are announcing, the "deep reason" behind the "why," "what," and "how."

4. Include Background. Don’t forget to include background information that will help the editor understand your news announcement. If you are announcing a new line of products, for example, don’t forget to explain what your business is and a bit of the story behind it.

5. Include Your Contact Information. Make sure the editor knows how to reach you during the day. Include a cell phone number and email address to maximize the chances that they can contact you quickly and efficiently. Remember, they are on deadlines and sometimes the difference between being included or not boils down to who can be contacted quickly and efficiently.

6. Put On Your Thinking Cap! What can you do to make sure your release is one of a kind? Can you invite a reporter over to watch you make your products or service a client? Can you prepare a display of your products that show the different stages of production? Can you offer to explain to a reporter what raw materials are used in your products or where they come from? Don’t be afraid to add a note to the editors at the bottom of the page and let them know what you have that their audience might find interesting.

Once your release is written, go back and polish it so it gleams. This final bit of attention will increase the chance of making news and maybe even being interviewed for a larger story. It also gives you one last chance to make sure the release sounds exactly the way you want, so you and your business won’t sound foolish if the release is used as is.

Follow these steps and your press release will support your professional image. The process helps you think through the "who, what, where, when, why and how" of your business ­ which you’d like everyone to know. When you find yourself repeating these "news bits" over and over again as you talk about handmade toiletries, you’ll find that presenting yourself in a newsworthy way gives you a competitive advantage!

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*Up until the moment she lost her battle with breast cancer on New Year's Day this year, Paige Eversole McMahon was a beloved member of the Washington, DC public relations community. She was the first publicist I ever engaged, and her introduction to the art and science of developing great relationships with the media has served me well over the years. Paige also served for a brief time as a contributing editor to the Handmade Beauty Connection Online Newsletter. Several years before she fell ill, Paige wrote this article and gave it to me, with permission to publish it however I saw fit to help other women. You can read more about Paige here. It is in the spirit of Paige's special brand of generosity that I present this article to inspire and encourage you to get the word out about your business.