Writing a Successful Press Release
Press releases are how the media get a lot of their news. Either the media run the release with their own editing or they follow up on the release to develop their own story. Press releases are a way of garnering free advertising. They are typically the first step in getting your name in an article in the paper or a piece done about you on radio or TV. Because press releases are relatively easy to write and send, they should be a regular part of your overall marketing plan. Below are 10 keys to writing a good press release – one which will translate into free media coverage for you and your clinic.
1. Use an active headline to grab the reporter’s attention.
Your headline should be short, active, and descriptive. For instance, instead of “Honora Wolfe Receives Award,” “Honora Wolfe Named Boulder’s Best Acupuncturist.”
2. Put the most important information at the beginning.
The reporter needs to know who, what, when, where, why, and/or how in the first two paragraphs. In a busy newsroom, that’s often all that gets read.
3. Avoid hype and unsubstantiated claims.
If you make a claim, be sure you have some evidence to back it up. In most, if not all, states, it is illegal for a licensed health professional to promise a cure. Whatever you say, be sure it’s true.
4. Be active and to the point.
Try not to use passive voice. Use active verbs as much as you can. Also get to the point quickly. Don’t meander. All you really need to do is answer the questions: Who, What, Where, When, Why, and/or How?
5. Keep your release to a maximum of two pages. One is better.
If you’re not stating your point in two pages or less, you’re not getting to the point. Reporters tend to be busy people. They’re not going to hunt through a poorly written, meandering four page release. The only file such an unfocused, poorly written release is going to go in is the circular kind.
6. Include a contact.
If your release strikes an interest, the reporter is going to want to know how to get more information, how to follow_up. Therefore, every release should have the name and numbers of a contact person on the bottom. But be sure that A) the contact person is knowledgeable about the topic of the release and B) knows releases have been sent with their name on the bottom.
7. Keep jargon to a minimum.
Try to keep any technical terms to a minimum. You know what qi, yin, and yang are, but the general public does not. Also try to use more simple Anglo_Saxon words and less words that come from Latin. Remember, journalists write for the average 6th grade reader. So keep it simple. Communication is more important than showing off your education.
8. Stress benefits.
Everyone wants to know what’s in it for me. Don’t tell people that Chinese medicine is 2,000 years old, is ancient, great, wonderful, or the best. People want to know what benefits they are likely to experience. A better approach is to tell them about freedom from side effects, low cost, proven healing effects, or anything else which expresses a benefit to the prospective patient. Maybe that’s something as prosaic as convenient parking and weekend office hours. Telling them how good Chinese medicine is or how good you are is not a direct benefit to the reader.
9. Be specific and detailed.
Don’t assume that the reporter already knows anything about Chinese medicine and/or acupuncture. Don’t be afraid to say that acupuncture refers to the insertion of very thin, sterile, stainless steel needles into certain specific points on the body for the purpose of re-establishing metabolic harmony and balance. In the foregoing sentence, I was very specific and detailed about my description of the needles most of us use. The reader should be able to visualize what you are talking about. Saying that acupuncture is an ancient system of health care from the Orient which re-establishes balance and harmony in the body just doesn’t have the same effect. People have nothing concrete yet to visualize.
10. Proofread.
Be absolutely sure you and someone else proofreads your press release before sending it off. Proofread your release for spelling and also for grammar. Then proof it again to check to see if you’ve followed the previous nine pieces of advice. Nothing can sink a press release faster than a sloppy, unprofessional presentation. As a corollary of this, don’t use fancy typefaces or dingbats (cute little graphic symbols). They’re hard to read and look amateurish.
Sample press release
Rocky Mountain Holistic Health Clinic
3001 Baseline Ave.
Boulder, CO 80301
303-447-8367
Press Release
For immediate release:
Honora Wolfe Named Boulder’s Best Acupuncturist
Jul. 19, Boulder, CO: Local acupuncturist, Honora Lee Wolfe, received the Best of Boulder Award as
acupuncturist of the year for 2002. This award was given by the Daily Camera yesterday at a ceremony held at the Broker Inn. Each year, the Daily Camera holds a contest for determining the Best of Boulder in 35 different categories. Ms. Wolfe, who is also a Fellow of the National Academy of Acupuncture and Oriental Medicine, has won this award two times before, once in 1997 and the other time in 1995. Ms. Wolfe has practiced acupuncture and Chinese medicine in Boulder since 1988. She is a student of Dr. Eric Tao of Denver and Bob Flaws of Boulder and has attended trainings at the Shanghai College of Chinese Medicine in the People’s Republic of China in 1984, 85, and 87. Besides obviously having the support of her many satisfied patients, Ms. Wolfe has taught at the Southwest Acupuncture College in Gunbarrel and is the author or translator of several books on Chinese medicine, including Better Breast Health Naturally with Chinese Medicine and Managing Menopause Naturally with Chinese Medicine. Ms. Wolfe currently conducts a private practice at Rocky Mountain Holistic Health Clinic which is a multipractitioner alternative health care clinic located at Baseline and 30th in Boulder. For the last several years, Ms. Wolfe has specialized in the treatment of chronic pain and sports injuries.
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For further information, Ms Wolfe can be contacted at: 303-447-8367 or by email at: .
Standard format for a press release is double spacing on one side only of white 8 ½ x 11" paper. Put your name and address in the top of the page. If only sending to one publication, tell them it’s “first run” in addition to “for immediate release.” Be sure to use a typewriter or computer to compose the release. No handwriting.