By Sue DiFranco
Copyright © 2001 Sue DiFranco/Fun Facts Publishing  

You know that press releases are your key to media publicity, which leads to increased exposure and additional profit for your business. Writing a press release that works is a bit more tricky, as evidenced by the fact that many journalists toss 90% of releases they receive in the trash. The reason for the overflowing press release recycling bin?

Poor spelling, grammar, and structure.
Lack of "news" element, i.e., a blatant ad

A press release that will make journalists jump for joy follows these guidelines:

Proper spelling and grammar. Make sure you have someone proofread it. Spellcheck can cure a lot, but it can't cure a "by" that's supposed to be a "buy."
Remember, journalists typically have a longstanding love of the English language. Poor grammar is like fingernails on a chalkboard.
A "quote" from an expert. Yes, it can be from you.
An attention-grabbing headline.
Contact information.
A "news" story. Think like a journalist - can they use your release as a news story "as is?" This news element can include informational "tips" that the journalist can use. 

Here is an example of an excellent press release that's sure to get a lot of media attention. It comes from Ron Nichols, author of the new book, Picture-Taking for Moms & Dads: Recipes for Great Results With Any Camera.

For Immediate Release
Contact: Christopher Boehm, Amherst Media, 800-622-3278
Ron Nichols, 541-926-5820

Transform Snapshots Into Visual Treasures

BUFFALO, New York, July 27 - Ron Nichols is on a one-person crusade to help scrapbook makers become great picture-takers, too.

Ron Nichols, author of Picture-Taking for Moms & Dads, and a picture-taking dad himself, believes great scrapbooks start with great pictures. "They represent our family's visual history, and not only serve to remind us of our childhood memories, but they also provide a tangible and graphic connection with past and future generations," Nichols said.

According to Nichols, just spending a little more time and creative effort before you take your pictures can be the difference between an average scrapbook page and a magnificent one. Picture-Taking for Moms and Dads provides many tips for scrapbook creators to learn how to take photos in a variety of situations. But for starters, Nichols outlines three simple steps to better picture-taking:

1. Get Close. By far, the biggest mistake most photographers make is not getting close enough. By getting close to your subjects and filling the frame with only the most important information, your photos will be much better.

2. Don't Hit The Bull's Eye. To improve the dynamics of your photographs, avoid placing the subject in the center of the frame. Centering your subject makes for an uninteresting, static picture.

3. Slow Down, Shoot More. Rather than rushing in and taking hurried snapshots, take the time to get in close, carefully compose the scene, and wait for the right moment to make your picture. Once you're there, shoot several frames of the situation as it unfolds. "Film is cheap," Nichols says, "especially when you're recording priceless memories."

Other topics in this easy-to-follow, 80 page, full-color book, include:

Creating Treasured Memories: Techniques for beautiful portraits
Picture-Perfect Vacations: How to shoot spectacular scenic photographs
The Right Light: Seeing the best light for better pictures
Tools of the Trade: Choosing a camera and film that are right for you

"Great pictures will only enhance your pages," Nichols said, "so if you like making beautiful scrapbooks, you'll love making scrapbooks with beautiful pictures.

Picture-Taking for Moms and Dads: Recipes for Great Results With Any Camera lists for $12.95 and is now available.
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Why does this release work?
It is well-written. Simple words, short paragraphs, bullet points, proper grammar.
Attention-grabbing headline and opening paragraph.
Quotes from an expert.
Contains news element. A journalist can easily use this entire release as is. The vital point here is Ron's offering of "three tips" - this practically guarantees publication. 

A good press release uses a standard formula, similar to this one. Think about what's newsworthy about your business, and then get started writing. As with anything, you just need a bit of practice. Soon, you'll be the queen or king of PR!

For more information, or to obtain your own copy of Ron's book, please call 541-926-5820, or email ron-northpeak@home.com