Making Headlines: Passing the Publicity Litmus Test

You think your press release is perfection…but you may be a bit biased.

At this point you essentially have two options: send it blindly, or give it what I like to call the “publicity litmus test.” And don’t worry, there is no chemistry involved!

The test consists of identifying six components that should be in a press release. Your release doesn’t have to have all of these elements, but it should have at least three of them before you hit send.

Expert Status:
If you are an expert at something (and everyone is, according to Seth Godin), then that is the perfect topic for your release. But, being an expert is no fun when nobody knows about it. Forget everything mom ever taught you about being modest — go ahead and toot your own horn. If your release can convey your expert status, you’re good to go.

Promote Awareness:
Are you passionate about a specific cause? Whether it is the plight of an endangered species or the cancellation of your favorite sitcom, you can create a press release about it. If your goal is to gain support and publicity for your cause, you’ll need to provide the necessary details about your cause. Don’t assume everyone is aware of it — give a bit of general information, and direct them to a website where interested parties can learn more.

Inspire Action:
What is the goal of your release? Do you want to get donations for your favorite charity, or sell tickets for a concert? Provide the necessary details so that folks can take action. If you want to get me to your website, provide me a reason to go, and don’t forget to include the web address. This is in addition to providing it in the contact information. Remember these five little words….“wild thing, you move me.”

Pique Interest:
Have you successfully solved one of life’s problems, like how to get the last bit of toothpaste out of the tube? Your press release should proudly proclaim it — and do so in such a way that everyone who reads the release (and has struggled with this problem), will want to seek you out for the solution. There is a fine line between creating interest and unnecessary hype, so be sure you know the difference, and stay within the boundaries. Save the sales pitch for your store, or your website.

Create Opportunities:
Will your press release bring you other opportunities? Remember this simple truth — press begets press. Leverage coverage you’ve gotten in the past in order to secure new coverage. Nobody wants to be “scooped” — you can use that knowledge to your advantage. You can use a press release to promote a speaking engagement, and use coverage of that event to get yourself on a local radio program, etc. Build upon successes.

Create Controversy:
Think of this as the “Brangelina Effect.” Nothing sells papers like controversy. How do you use that in a press release? Well, it’s easy, actually. You can make a bold statement that will start a heated debate, or you could plan an over-the-top publicity stunt. These are just two ideas, but you get the picture. Remember, don’t go for tabloid talk — if you want to be taken seriously, make sure you maintain a level of professionalism in anything you do.

The important message that you should take away is this – don’t be fooled into thinking that you can’t create a press release for your business. Who knows your subject matter better than you do? If you are willing to spend the time studying the good, the bad, and even the ugly examples around you – your patience will be rewarded. But, more importantly, your release will garner the attention that it deserves.

About the Author:
Traci Hayner Vanover, aka The Promo Diva®, is a freelance writer, coach and consultant that specializes in working with small businesses and startups. Drawing on over twenty years experience in the fields of marketing and promotion, Traci’s blog, located at http://www.PromoDiva.com, blends helpful tips and resources with a healthy dose of humor. Traci is the founder and publisher of Everything Small Business Journal – http://esbjournal.com.

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