Journey to Better Marketing: Press Releases according to Michels

If you’re involved with any sort of show, you should generate your own press releases. Don’t depend on the venue or organizer to do so, even if it’s in the contract. You should have one press release before and one for after, especially if you’re doing an informational session of some sort.

Press releases don’t have to be just for the press. You can also send them to friends, family, and other events. You can use your email list and have it on your website. Be sure to send the press release to alternative news sources, like small town newspapers, and not just to the larger publications and news agencies.

After your contact information, you need to have a two-sentence summary of the release with a hook. Grab the press’ attention and answer “Why does this event need to be covered?” Be sure that the spelling and grammar are correct. The closer to print ready you make the press release, the more likely it is that it will be picked up. A press release needs to be newsy; stay away from being boastful or critical and eliminate fluff phrases and clichés.

Your headline should grab attention while not promising something the content doesn’t deliver. In your first two paragraphs, you need to grab the attention of the reader and cover the who, what, where, why and how of the event. Your third paragraph should have a quote related to the second paragraph; don’t go for a perfect quote, go for something natural. If possible, send the press release on the organization’s letterhead.

Adapted from “How to Survive and Prosper as an Artist” 5th edition by Caroll Michels (affiliate link).

For more, check out this article on Public Relations based on information in “Guerrilla Marketing in 30 Days (affiliate link).”