Hi Eileen -

Here’s a little info about the process I used when putting together a successful press release a few months ago. Feel free to share it with your readers.

The Finished Press Release:
Though I don’t have the edited version handy, here’s a link to the version I sent to the press [The link is to a pdf file that needs Acrobat Reader to display it. It's "safe" to download. If you don't have Acrobat Reader, you can download it for free. —ER].

The edited version had no pictures and the quotations were replaced by shortened factual statements or eliminated altogether. Overall text length was about 1/2-2/3 of what I sent out.

Choosing Relevant (and Likely) Publication(s)
I chose local publications that are distributed in our city and which often feature short pieces on local businesses and events that larger regional papers ignore. The papers I selected also publish a portion of their pieces online (our piece didn’t get this treatment).

The Payoff
The important thing is that we didn’t pay a dime, but we got good placement in the paper and a lot of locals read it. Some came in for appointments right away, while others mentioned it when coming in for their appointments weeks or months later.

Making the Piece Fit the Paper
The piece worked because we tailored it to reflect some of the types of articles normally published in local papers:
1. Local business (location)
2. Significant changes that residents may care about (relevant)
3. Positive message and professionalism (tone)
4. Specific details that may benefit some readers (useful)

Prioritizing the Component Messages
If you look at the press release, notice that we present the info from a reminder of local business reputation to obvious external changes to internal less-obvious changes to new services with descriptions. Read another way, it comes off as a series of component messages:
1. We are a top-rated place, and here’s our address.
2. We are a pillar of the community, and we have a new look and new owners.
3. We are conveniently located near a high-traffic area.
4. We are undergoing remodeling, come take a look.
5. The new owners took over a few months ago, and they know what they’re doing.
6. We have a great staff and appreciate our clients.
7. We do an outstanding job of taking care of our clients.
8. We provide a refuge from stress and a beautiful environment to enjoy.
9. We love what we do.
10. The new owners have excellent training and experience.
11. Here are our services, including new specialty services.
12. Here’s a little more info on AIS and why it’s great.
13. Our business clients love our corporate chair massage services.
14. We’ve been around and have many employees.
15. Here’s our number, but feel free to just stop by.
16. Gift cards are available!

Why Prioritize This Way?
The info was presented in this order because newspaper content is normally presented from most important to least important. If you cut this press release from the bottom up, the most critical info would remain even if 1/2 the material was dropped.

Get the Good Stuff to the Skimmers
Newspaper readers often skim just the headline and first paragraph to decide whether they want to read the article. The headline is somewhat catchy and inviting, and the first paragraph is a nice mini-advertisement that also introduces the article’s content.

Different Formats for Different Purposes
The version sent to the newspaper was sent in MS Word format to facilitate editing. For online viewing, we used pdf format.

Take Time for Good Pictures
The pictures were taken by us on a fairly basic digital camera. The images were shot on a day when the weather was favorable and at a time when the light provided good illumination with a minimum of shadows. Cloudless blue skies and a full parking lot looks good! The internal shot of us in the client waiting area was taken when we were both presentable and the lobby was empty. We tried several takes and angles for each pic, then chose those that looked the best and cropped them to fit the press release.

Conclusion
Writing a good press release for publication can be fun and reasonably easy if you take the time to tailor it for the publications you are submitting to. Keep the core message simple (we have a new look and new owners!) and embellish in a way that enhances (rather than distracts from) that core message.

If you aren’t a writer, don’t sweat it. It’s easy to call/e-mail the editor(s) for guidance if you are uncertain about how to proceed. Some may interview you over the phone and write the piece for you, or send a reporter/photographer. Otherwise, get some help from someone that enjoys writing and an opinion from a third party reader.

A person completely ignorant of your business should be able to skim your article and remember the core message … and that’s what it’s all about!

Hope that helps!

Jason Erickson, NCTMB, ACE-PT, CST
Massage Therapist, Personal Trainer, and Yoga Instructor
www.CSTMinnesota.com

Hi Folks—

Jason’s article is an in-depth follow-up to the press release entry Michael did last Monday. I was interested in what Jason had to say in a recent BodyworkOnline forum on press releases. I emailed him asking if he would care to expound and share with my readers (you). And the above is what he sent.

Wow.

Pay close attention to the section on Prioritizing the Component Messages. That’s the most helpful section for me, anyway. I’m always so grateful when I have a formula to keep me organized and on message.

Speaking of which, here is another (free) form to help keep you organized and on task: Writing a Press Release from our Natural Touch Marketing Presentation Kits. Also, for another good article on writing a press release, check out Diana’s article: Public Relations: Your Link with the Community.

Your clients/potential clients tend to peruse the paper when they are in a thoughtful frame of mind; when they are more open to receiving information. Keep this in mind as you develop this year’s marketing plans for your massage / bodywork practice.

Stay warm everyone!

All my best,
Eileen