Presents 4 Pets Campaign
Steps to Creating a Press Release
Hello and welcome to the Press Release Information Sheet created for NAPPS members sponsoring a P4P campaign in their area. Press Releases are a great way to get the word out to your community about your P4P campaign. Since your name and the name of your business will also appear in all press releases you generate, this is also a great way to gain free publicity for your pet sitting business. The value of a published press release cannot be overstated. The general public is not only invited to help you help animals in need, they also now associate your business with charitable efforts – a great way to ‘win hearts and minds’ for your business.
First, we will provide an overview of the steps necessary for a successful press release campaign. Some of the steps have already been completed for you by NAPPS: there is no need for you to design a press release from scratch, as there are sample press releases covering most topics, including P4P, on the NAPPS Web site. Other steps are for you to complete, such as creating a media list and determining the preferred method of submission for the media in your local area.
Next, we will go into detail about the steps that you will need to complete to ensure a successful
campaign. Also, for those who wish to branch out on your own, the steps necessary to create a press release from scratch are included.
Steps to a Successful Press Release Campaign
- Develop a media contact list by finding out the proper individual or department to submit your press release.
- Determine preferred method of submission, e.g., fax, email, regular mail, as well as desired leadtime and deadlines. Be diligent about following submission rules.
- Writing your press release: Determine what your story is. Remember, NAPPS has sample press releases, designed by pros, for almost any eventuality. Check the Web site.
- The most important part of your press release is the headline (title). Your headline is the first thing the editor reads and will most likely be the deciding factor in whether or not he or she continues reading, so spend a lot of time developing your headline.
- Your headline and opening paragraph should answer these questions: Who? Why? What? Where? When? How?
- Keep your press release short and simple.
- Use active words, not passive words.
- Do not use the press release for an advertisement/sales pitch.
- Finish your press release with a quick review of the details. Include your contact information, name, phone #, email and Web site for further information.
- Always edit and proof your press release. Make sure everything is spelled correctly, pay special attention to the editor’s name being correctly spelled.
- Present your press release on letterhead, not plain paper.
- Last, but not least, don’t be discouraged if your first attempt doesn’t get printed. Editors are bombarded with many press releases. Use this experience to fine-tune your skills. You will have other opportunities in the future.
How to create a media list:
A media contact list will include local media who cover issues relevant to your organization or story. Daily and community newspapers, magazines, TV reports, radio shows and bloggers can all be includedin your contact list. Most of the research to compiling your media list can be completed online. Most ofthe journalists’ contact information and emails can be found on the news organization’s Web site.
Conduct a search of local news sources. Check your local newspapers’ bylines and reporters who coverparticular types of stories and events. Call the newspaper and ask for the reporter’s contact information ifit is not available online. Do the same for radio and TV.
Call the publication to find out if the contact information is current. Ask what format they preferforsubmitting a press release (e.g., email, fax, regular mail). If they tell you email, make sure to place thepress release directly into the email as plain text – do not use attachments, no html, no .doc files.
The best way to get featured is to contact the reporter/writer/editor who deals specifically with what yourpress release is about. You can usually find the right person through the company’s Web site. If you are unsure, please call thepublication and ask for the proper contact.
Whom to Contact
Daily Newspapers, depending upon your news:
Section editors (metro, lifestyle, business)
Community/nonprofit reporters
Photo editor
Editorial page editor (for advocacy and issues)
Calendar editors (for events)
Society columnists (if planning a fundraiser or VIP event)
Education reporters
Online content editors
Weekly/Community Newspapers:
Usually the editor
Television Stations:
Assignment editor is your first choice
Morning and noon show producers if they are interested in placing a daytime talk show guest
Some stations may have a reporter assigned to cover specific type of issues
Radio Stations:
News Director
Talk show producers or hosts
Magazines:
Editor or managing editor
If your news is an event, send to the calendar editor
Conduct Further Research
Use these directories to find more local media. You can also use them to find publications of interestoutside your local area.
NewsLink.org - directory for a number of countries
ABYZ News Links - directory for a number of countries
Another good source is your local convention and visitors bureau. The CVB usually has a list of localmedia listed on their Web site. One of the best places to search is Yahoo News & Media and Google News. Go to Google News, enterkeywords relevant to a media story and sort by relevance or date to find a list of publications writingabout the same topic.
Proper Press Release Format
FOR IMMEDIATEThese words should appear at the top left of the page, in upper
RELEASE:case.
HeadlineJust like a headline in a newspaper article. Make sure this describes the
content of the story.
DatelineList your city and state, followed by the date when the press release is
being distributed. These details precede the story and orient the reader.
BodyThis is where the actual story goes. There should be more than one
paragraph, each paragraph no more than a few sentences. Do not indent
paragraphs. Make sure to answer the questions: Who? What? When?
Where? Why? How? If there is more than one page, write "-more-" at the
bottom of the page (although releases of more than one page are rarely
reviewed.
Company infoInclude any pertinent background information about the company or
organization featuring in this press release. Avoid lengthy details, and do
not include any sales pitches.
Contact InformationInclude contact person, company name, phone/fax, email, physical/postal
address.
ENDS or ###This indicates the end of the press release.
Resources to search on the web:
Tip: One of the biggest errors made is to scatter your press release widely across a number of newsorganizations and reporters. This is considered disrespectful.
P4P Success Stories
We would love to hear your success stories, both about the successful publication of your press releases,as well as the success of your P4P campaign. Please feel free to send them to us. NOTE: Your successstory may be chosen to appear on the NAPPS Web site under P4P Success Stories or in an issue of Professional Pet Sitter Magazine in order to inspireothers to host successful P4P campaigns.
This information sheet has been compiled by the Presents 4 Pets Committee in order to assist P4P campaign participants.