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Poor Press Releases Mean Poor Media Coverage
Copyright © 2002 - 2010 by Susan Harrow. All rights reserved.
When you write a Press (or "News") Release the
headline is the most important thing. Next is the opening paragraph. John
Kremer, author of "1001 Ways to Market Your Books," has a news
release critique service. Here's what he says, "I find that the greatest
weakness of most news releases is the opening paragraph. In general, it
doesn't hook the reader into the news release and, if it doesn't do that,
it won't hook the reporter or editor either. If you want your news release
to be printed, you have to create a zinger of an opening paragraph."
Compare the following two leads . . . Original news release . . . "No
saint has been satisfied with too 'nice' a relationship to God, and Regina
Sara Ryan doesn't think you should be, either. Her new book, Praying Dangerously
(October 2001), shares her lifetime of work in prayer as a nun, a spiritual
pilgrim, and a theological professor." His rewrite . . .
"Have you ever wanted to tell God to go to hell? You can.
Many saints have. In her new book, Praying Dangerously,
Regina Sara Ryan shows you how to pray to get God's
attention. More importantly, she shows how to get in
touch with the raw divine, which is filled with passion,
energy, and the essence of selfless love."
Notice how the new lead hooks people in. It challenges
people.
Kremer does news release critiques for $50. [MY NOTE: This
is an incredible value! What many people don't realize is that a great
press release often does the work of a publicist. It increases the chances
of a reporter using it as is, or to spur a story idea.] Send the news
release via email or fax. He will call you within a couple of days with
a critique. Fax: 641-472-1560. Email JohnKremer@bookmarket.com
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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