How should you write a great press release? A lot of people write a press release the way they want it to appear in the newspaper, and that's dead wrong. The main reason that it's wrong is that if you take a one-page sheet of paper and you translate that into a news story, you're going to get about one column by two inches, and that's about it. That's not we're going to be talking. The only job that a press release has is to force the reporter to call you for more information.

We're talking about getting full pages in the newspaper. And if anyone seeing this thinks that that's not possible, they should come to one of my talks where not only I, but lots of my clients, bring in full pages from newspapers, and half pages, and magazine pages, and full hours on the radio, and a half hour on TV. That's what we're talking about. You're not going to get a lot from two inches by one column in the newspaper. You want a big story. You want to tell your whole story. They want a lot of coverage for whatever their story is, whether it's a product, or a service or a business. You don't get that by getting the story printed word for word.

Let's talk about what the job of a press release is. A press release has only one job, with the exception of these little bake sale press releases. But if we're talking about the press release we're going to be discussing today, the only job that press release has is to force the reporter to call you for more information. And I literally mean that word "force." The title of this teleseminar is "How to Write a Killer Press Release That Stops Reporters in Their Tracks." The job of that press release is to stop the reporter in his or her tracks because a reporter will receive dozens, if not hundreds, of press releases in a day. That sounds like a lot, and it is a lot. But the good news is, most of the press releases they get stink. They're terrible. They're boring. They're self-promoting. They're not believable. And we'll talk more about each one of those. So if you know a good formula that works, you will be able to stop them in their tracks, and get them to say, "Wait a minute! Now here's a good story." For more fantastic tips on how to write great press releases, read How to Write a Killer Press Release That Stops Reporters in Their Tracks
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