Laurent Kretz

I have to write a press release for the beta launch of CabEasy.com and I never did that in the past. A great way to learn from scratch, but also to collect feedback from the crowd !

Why?

Why would I write a press release? It sounds very “offline” to me, and maybe not adapted or well suited to web services at launch phase: blogs, twitter, social networks, meetups, … Well, that’s true, but at the end of the day, whether it is for paper press or online media (and they actually now merge 99% of the time), a press release is to communication what an executive summary or elevator pitch is to fundraising: a brief and sexy way to make people talk about you.

And besides, it’s also a great way to prepare yourself to communicate efficiently. A way to get a few facts, phrases, selling points and a sexy story down. Brief, concise, and appealing.

For whom?

Bloggers and journalists (if there is still a difference …). I will never send a blank press release, but it’s a good support for your introduction, explanation, …

How?

The key is to always remember that: you are not unique, bloggers/journalists receive hundreds of releases every day, they have a lot of writing to do, and they want readership and pageviews.

All this means that you have to be brief to save their time, sexy so that they will pick your story, and appealing so that your story will interest their readership. Finally your release has to be written in a way that allows the blogger/journalist to “copy paste” part of it: the less writing he/she has to do, the better chance you’ll have to be covered. Include sensational facts and figures, it also helps give a reason to write about you.

And, if like me you have a journalist roommate, ask for some help ;)

Here are some good sources:
http://www.publicityinsider.com/release.asp
www.centernetworks.com/title-not-important
http://www.wikihow.com/Write-a-Press-Release
http://www.ehow.com/how_8793_write-proper-press-release.html
http://www.alouwebdesign.ca/smallbusiness/how_to_write_a_press_release.htm

Your opinion?

So here is a first draft of my first press release of my  first web service.
Let me know what your think !

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