MarketingSherpa – Press Releases from Hell and How to Fix Them
Most press releases stink. The average journalist gets 250-500 press releases a day via email, mail, and the wire services. They trash 80% immediately, skim-and-trash 18%, and maybe contact 2% to write a story.
Now, find out how you can change your releases so you are more likely to get into the coveted 2% must-read category.
In Press Releases From Hell: How to Fix Them publicity expert BL Ochman reveals the secrets she’s used to help clients including Ford Motors, IBM, & Thomas Register. You’ll learn how to:
- Turn a rambling, 708-word traditional release into a crisp, clear 114-word media alert that gives editors several story angles to pursue.
- Write an email pitch letter that makes you a ready-for-prime-time interview subject.
- Convert a downright dull release about a new product into a compelling email pitch letter.
- Find the real hook for your story and state it in 40 words or less. (This is possibly the hardest thing any PR person can do — once you have that skill nailed, you own the world.)
- Create a trend story out of a company history.
- Find the news angle in any company, even when there’s “no news.”
- Learn the words that turn journalists off.
- Make journalists want to call you.
Your goal is to make your story pitch stand out in an editors’ crowded inboxes, and to write releases, emails and media alerts that get results.
Learn quickly and easily via real-life examples
Instead filling pages with long boring expositions about what to do, BL Ochman makes learning how to rewrite a press release simple and fun.
She’s collected 15 typical bad press releases (that will no doubt look familiar in style to many release writers.) You can see her comments on what’s wrong with each. Then you can see exactly how the release is rewritten — fixed for a much more powerful impact.
It’s kind of like seeing before-and-after dieting pictures. Only, these are real-life examples you can put to use for your own PR right away.
Yes, a full range of b-to-b and b-to-c examples are included.