...“How does this story impact and affect the general public? Why should the reporters care about my release?”

Your press release (your product or service) should be the vehicle to provide a solution to a problem that people need help with. If you write a clear and succinct tip-sheet style release on how a certain problem exists in the marketplace and your company has the solution (the product or service), it will get noticed.

The key will be your ability to use your news writing skills to share a compelling and interesting story about your product or service and someone who has benefited from it. Putting a real face on the story is essential. A quote from your CEO is not nearly as credible as the words of someone from the general public who has been directly touched by the news. Go straight to the horse’s mouth.

Once you have someone who has been affected by your news, you must be able to use your creativity and writing skills to share their story on paper. When you remove the sales pitch, rhetoric and industry jargon from your press release and focus on the human factor, emotions and results of your product or service, you’ll get the attention of the media.

Susan Young and Get In Front Communications successfully helps businesses, non-profits and professional trade associations to increase their publicity, name recognition and revenues. Call (210) 375-6422, or visit www.getinfrontcommunications.com.

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