24 TOBACCO BUSINESS | MAY / JUNE | 22 STARTUP : MARKET I NG the release—or at the very least, the pre-written release summary— as is, without having to edit it or summarize it themselves,” states Jonathan Lipson, director of sales and marketing at Alec Bradley Cigars. “Additionally, a press release can’t be so long that it has too much information or too short that it has too little information. From personal experience, every release I write has at least 10 iterations before the final edit leaves my outbox.” Lipson reveals that in speaking with many journalists, he’s heard a surprising bit of feedback from them: Many companies are sending too few press releases throughout the year. This may be startling for many tobacco businesses that lack an on-staff writer or marketing professional who can dedicate the time to pumping out press releases. Pineres, whose company writes and sends out press releases regularly for various tobacco businesses, says the biggest mistake many make with their press releases is leaving out key and vital information. “I hear from many members of the media that feel they must fish for information after they receive a press release,” he says. “If a media member needs to ask me more than a few questions after I send out a media release, then I feel as if we didn’t do the job correctly.” How do you ensure your press release doesn’t miss its mark? Take the time to fill in the gaps, Pineres advises. If you’re sending out a press release about a new cigar product, for example, consider the time, effort and expertise it took to create that new cigar blend. When writing your press release, you should give that new cigar product the proper attention and platform in the formof a press release that will help themedia properly promote and share the news with their audience. The key is to tell a story and aim to engage the reader of the press release to the point where they will request more information or in some cases will be encouraged to buy the product or service written about in the press release. Mastering the Process Writing a press release is a multiple-step process, and an effective press release answers these key questions: • Who or what entity is making the announcement? • What is the announcement? • Does a stakeholder within the company have something to say? Remember, press releases are an internal process aimed at getting outside attention. Lipson suggests asking yourself what you would do with the information in the press release if you were the recipient. Would you share it with others or send it to your email’s trash can? Also, does the press release properly represent your company? What important information needs to be included in the press release tomake it shareable? Lipson offers additional tips for press releases in the sidebar “5 Tips for Writing Better Press Releases.” A parting piece of advice: If writing is not your area of expertise, you should think twice about trying to write a press release on your own. Working with a professional copy writer or marketing expert can help set you and your company up for success! TB Looking to write a press release that gets results? Alec Bradley Cigars’ director of sales and marketing, Jonathan Lipson, offers these five tips: 1. Start with a catchy headline. The goal is to immediately catch the attention of the editor or journalist and get them to want to print the release as a whole or at the very least as a summary. If the news is bad, the headline/ subject line should be muted and factual but interesting enough for the media to pick it up. 2. Bring attention to the news. If the news is good, write a fluffy first paragraph that is vivid and descriptive. It should summarize the balance of the release but still encapsulate the reader to continue to read for further details. If the news is bad, start with just the facts. In my opinion, the first paragraph should be followed immediately by a quote from a major stakeholder. 3. Offer a quote. Include quotes from stakeholders, but only when it’s 100 percent necessary and relevant. People relate to people, so when news happens readers want to know what an owner, face of the company or executive has to say. If a quote doesn’t fit or isn’t necessary, I believe some type of messaging from an important stakeholder should be attributed or alluded to. 4. Dot every ‘I’ and cross every ‘T’. Your press release should be written with proper spelling, grammar, syntax and punctuation. A press release represents who you are as a company. The release is being sent out to professionals who read and write for a living. Your goal is to have them present your message to the general public. Proofread before hitting the send button! 5. Attach a visual. Positive news related to a product or people should have pictures! We live in the Instagram/ social media age, so send a good image with every press release. 5 Tips for a Better Press Release
RkJQdWJsaXNoZXIy MjgzMDM=