Press releases can be an excellent way to promote your business, one of your accounts, or just getting your name in the public eye…and it is FREE! It has to be news and it should be to the point, and non-technical. Remember, newspapers write on an 8th grade level. Sentences should also be kept short. The most important facts covering the who, where, why, what, and how (the 5 "W's") should be in the first paragraph. Don't be surprised if that is all that gets printed. Newspapers have just so much room for so much material, and if one paragraph is all that fits in their space, consider yourself lucky it got in at all. It can be any length, as you never know how much space is available.
It should be neatly typed, double spaced, your name and title on each page, and at the end a -30- (end). PRESS RELEASE should be clearly marked on the envelope as well as each page, and don't forget to number the pages. At the bottom write: For More Information Contact: You never know when or who might decide to do a major article for the SUNDAY SUPPLEMENT! (It has happened to me). It is also important to have a listing of media names, addresses, and contact person and their deadlines. If a show or event is happening on ____day and you miss the deadline before that day, don't bother.
Don't limit yourself to the weekly and daily local papers. Go all the way and send all of the TV and radio stations one also as well as any newspaper in the surrounding areas, both large and small. The purpose is to make Amsoil known and this is a good way to do it. Military bases and advertisers should not be overlooked either. It is like playing the lottery…you never know what will happen. Maybe a radio or TV station has been looking for an event to do an "on the spot remote". This is why you need to get information to the media as early as possible. If they like your show ( or whatever you are promoting), and they have already scheduled that day, you may loose out on a great opportunity. It is also a good idea to become familiar with your contact person so you have a friendship. Simply hand delivering this to him/her will help, so the next time you have something for him, he knows who you are.
REMEMBER: This is a news article, not an advertisement.
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