Re: Editorial/Press Release - What are some points to consider while writing?

[Anthony Davey <ant -at- ant-davey -dot- com>]

Hi Jennifer,

I have to support what Geoff has said.  The first question to answer is 
why the reader should want to carry on reading.

Then, you may know all about the features of the application, but what 
are the benefits, of your app, and of your app over others (but don't 
mention any names).

The job of a press release is to whet the appetite and arouse interest. 
 If, the next time someone mentions your app, the reader remembers it 
with a warm fuzzy feeling, or better still picks up the phone and calls 
a salesman to ask more, or fills in a response coupon, then you have 
done all you can achieve.

I recently saw a product upgrade press release produced by a novice, 
which ran to over twenty pages, including screen shots.

In this instance 'know your audience' refers as much to the editors as 
it does their readers.  What do your target magazines look like inside? 
Pages and pages of small photographs and two short paragraphs, or a 
decent half column of well laid out copy for each news item?  If your 
target mags only print one hundred words per item don't write a 300 word 
release.  If they print 300, give them all they need. If the target 
group includes all sorts, remeber, the lazy - or should I say overworked 
- editor cuts when he runs out of allocated space; he doesn't edit it 
for the most interesting bits.

And, as this is your first (and possibly the company's first?) don't 
expect to get published immediately.  There is a reason that PR's a full 
time job for some.  If you have time (and it's your responsibility) call 
the editors before sending it, or before writing it if you can, and ask 
them what angle they would be most interested in.  You may even find 
that one of them is running a special feature on exactly your type of 
app in a couple of months (or worse still, you've just missed it!).  It 
could get you more space to expand on the features and benefits of your 
application.

And, to finish off with my pet hate, <b> the most interesting thing 
about your news is not the date and place whence it was issued</b>.

HTH,
Ant

Jennifer C. Bennett wrote: