Now this time of year is a veritable Gold Mine for getting any newsworthy story printed, recorded and interviewed but…..you gotta do it right!
Your press release must be set out in a way that tells the reported that you know how to ‘play the game’ and that you have got a great story for them (see the attached example for ‘Immediate release’ etc).
Once you have got the format right then you need a killer headline that will grab them by the throat (metaphorically) and force them to take notice and action.
Then the story needs to be compelling. Do not be wishy washy. Say what you believe with conviction and power because controversy is what drives the news so really go for it. Whether you are for or against the thing, idea, concept, show…whatever, just be LOUD in your opinion (again see attached).
Lastly make a massive list of your media contacts, everyone from the local paper, to statewide publications, radio and TV. This is critical because the wider you cast your net the more chance of catching fish so cast away….repeatedly!
Don’t be afraid to send the same press release 2 or 3 times, over a 2-3 week period because they may not have run the story for a bunch of reasons but the next week could be just what they are looking for.
Be consistent. Make sure you send out at least 2 press releases a month. Awesome success stories are great, your opinion on latest fads, shows, gadgets are some other great topics.
Don’t blah blah about how good you or your business is, talk about something the readers/listeners/watchers are going to be interested in that’s the hook!
Check out this cracker that pulled me 3 newspaper stories and 2 interviews on radio. Feel free to grab this example, tweak it for you and use it however you like.
Happy New Year!
Ric
Ric Isaac is one of the Australia's most acclaimed fitness industry experts. As a Director of Fit For Profit, Ric is passionate about helping Fitness Professionals realise their potential as business owners and achieve their fitness business goals and dreams. Ric's coaching and mentoring role assists his clients in implementing the tools and resources that he provides. Ric is committed to providing Fitness Professionals with a complete package so that they can have the success that he has enjoyed with his current Fitness Business. 
Andre Sauer is an accomplished manager of multi-million dollar businesses and has created and implemented sales and management programs for many organisations. 
