So you’ve decided it’s time to tell the world. You’re going to write a press release.

One of the questions I’m asked most is what to do with a press release. Note: I’m not asked first if they need one, but I’m asked what they should do with the shining piece of prose now in their hand. The first thing to know is that, unless you are a Kardashian issuing a press release about your romantic life, a public company reporting earnings, or a new Republican candidate jumping into the race, no one cares. I hate to disabuse you of the romantic notions of your phone ringing off the hook. Again, it may, but more likely so if you are one of the above, or better yet, a hybrid of them.

More likely, your beautiful press release that you work so hard on is likely to go fluttering to the wind like the piece of paper it is. Unfortunately, the editors of the New York Times are not awaiting your release with eager hands, outstretched to the fax machine.

I can tell you this because, once upon a time, like you, I thought every press release was Big News. I learned through years of experience that the value of a press release isn’t in the piece itself but what you do with it. The strength of a press release is largely in creating a public record about important steps your organization is taking or statements you are making. Press releases, if done well, can be part of a bigger story about your organization.

Now, there are a few basic rules to write your best press release.

1. Tell me what it’s about. Make it unmistakable.
2. Tell me why I should care. Bring out the most compelling information up top. Don’t be coy – if someone has a reason to stop reading, they will. Don’t let them. All readers are thinking “What’s in it for me?” Tell them, and quickly.
3. Tell me what to do. Put a clear call to action. Don’t just imply it, directly tell them. If you get people to read your release and you don’t do something with it, then shame on you! Include an obvious call to action, whether it’s to contact the organization, purchase something, or anything else.
4. Provide contact information. On the off chance the Wall Street Journal does respond to you, make sure someone would pick up the phone/answer the email. While media may ultimately want to talk with your CEO, list someone more accessible first.

I recently worked with my pal at the nonprofit Michael Vincent Sage Dragonheart Foundation to write a press release about their upcoming fundraiser. This is an interesting press release because they needed to write it to appeal to both media and potential event attendees. Take a look:

They follow all the best practices I mentioned above. To write a good press release, they brought up interesting and important facts first, they told you what you can do about it, and they gave clear contact information. Done and done. In one page, they help you understand the cause and why this press release should stay in your hands.

 

NOW THAT YOU HAVE A PRESS RELEASE, WHAT DO YOU DO WITH IT?

Press releases should go on your website, but they are more valuable if you do something with them.

If you have fans or followers or a mailing list, if appropriate, send to them. Let them know why you’re sharing this news. Remember, they are already invested in your success on some level and a drop of new information can nurture the relationship and inspire new action.

You may choose to put the press release on the wire. What I’ll say here is that you get what you pay for where wire services are concerned. Some wire services offer bundle pre-paid packages. Or you may choose online distribution vs. the print outlets, depending on your target receivers. Work with your account rep to use best practices in attaching media, identifying groups or keywords, and maximizing your reach.

If your goal was to get in front of media, this is your chance. Don’t just send them the release! Send a personal email with a brief and compelling note about why this deserves their attention.  And, as with anything else, include a clear call to action in your note – do you want a call with them, are you inviting them to an event, would you like them to consider covering a topic that is important to your organization, etc.

From the start, identify why you’re writing it (be honest with yourself it it’s about ego and looking fancy, that’s fine!), and that will lead you to what to do with it. May your press release flutter into the right hands!

Want some major good business karma? YES! You read the release above, so you already know what an urgent health matters Sudden Cardiac Arrest (SCA) is. Please visit the Michael Vincent Sage Dragonheart Foundation TODAY to make a tax-deductible donation that supports education about Sudden Cardiac Arrest (SCA) and places defibrillators in buildings, so they’re ready to use when someone has that unexpected episode. Thank you!