15 Magic Words to Make Sure Your Press Release Gets Published

January 2001
by Jeffrey Dobkin

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Just so you don’t accuse me of making you wade through the entire
article to get to the 15 words, the first 11 are: “Are you the person
I should send this press release to?” Story follows….

Let’s face it-the most valuable single page in all of marketing
is a press release. A press release is a one-page typewritten sheet
of paper that is sent to editors who-if they like it-will publish
it in their magazine or newspaper. If your release is selected,
the publication will typeset it, format it in the same style as
the rest of the publication, and print it as a story. For free!

Most magazines have new product sections where press releases are
published. They often also have new book sections. And newspapers-outside
the first few pages of hard news-get about 70% of their editorial
content from press releases. Yours could be one of them.

Imagine being the editor of the travel section. Ugh. You’d have
to fill up that section of a newspaper every week. It would be impossible
if you had to do all your own writing. Press releases are your lifeblood.
The entertainment section-even more so! The editor of the entertainment
section lives on stories generated from press agents. Television
talk shows rely on press releases to find interesting gue…IBPA Members – Click here to view the full article (login required).

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