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

[Beth Agnew <beth -dot- agnew -at- senecac -dot- on -dot- ca>]

Approach the press release as if you were writing the actual story you'd 
want to see published. What is your slant, i.e. What about this software 
is most going to interest the reader/potential purchaser? Most corporate 
press releases are dry and boring recitations of marketing lingo and 
features/benefits. That's fine if the press release is going to a tech 
column where all they'll do is mention that it has been released, but it 
won't get you noticed by anyone who doesn't read such columns. Release 
of a product is not that newsworthy in and of itself. If you can come up 
with an angle that hooks the readers, it will hook the editor too and 
get you the best chance of press coverage. Editors are hungry to do 
feature pieces on interesting things. You don't need to least all the 
important features, just the ones that will get attention. What problems 
does your product solve for the user? Slant the release to explain how 
the product provides those solutions. Most people would rather read a 
media release about "Cryxyx Software cuts production time by 80%" than 
"Cryxyx version 2.0 with enhanced GUI released this week". If your media 
release is an interesting enough story, they might just publish it as is.
--Beth

Jennifer C. Bennett wrote: