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How to Write a Press Release

press releases iconRemember that each piece of copy is distinct—press releases, articles, white papers, etc.—and each has its own rules. Follow the rules, and your copywriting will be successful.

Press releases follow a prescribed format, and if you want people to pay attention to them, you need to follow the format precisely. Remember your goal: you’re not just putting information out there for the heck of it, you’re trying to interest reporters in doing stories about your company. So think like a reporter!

  • Write your headline. Make sure it’s catchy, in bold, with each first letter capitalized. It should be brief, clear and to the point: an ultra-compact version of the press release’s key point.
  • Start with the date and city pertinent to the press release: “June 17, 2013, North Truro, MA:”
  • The lede, or first sentence, should grab the reader and say concisely what is happening while expanding on the headline. For example, if the headline is “New iPhone App Counts Your Calories,” your lede might read, “Rocco Industries announces a new iPhone app to help dieters count and understand their calorie consumption.” As you can see, the lede expands the headline by adding a few more details—enough so that a prospective reporter can determine whether or not it’s a story they want to pursue. The next two sentences should in turn expand on the lede.
  • The press release body copy should be succinct and tightly written. Don’t go for long sentences: remember that prospective reporters scan rather than read, so make it easy for them.
  • The first paragraph sums up the press release, and adds the most interesting details about it. Remember that your job here isn’t just to present information, but to hook the reader’s interest.
  • Add a quote. Reporters scanning your release want to know who the players are. Make it easy for them.
  • press releases:new product launchRemember that the remainder of the release needs to give all the information. Don’t be coy and pretend that this is a novel’s back-cover blurb (“Find out what happens in this fast-paced tale of espionage!”)—nothing will turn a reporter off more. Deal with facts: events, products, services, people, targets, goals, plans, projects. Remember the list that reporters themselves use when writing, and include the who, what, when, where, why, and how of the story.
  • At the bottom of the press release, provide an “about” section with information about the company. This allows you to frame the way the reporter learns about and in turn communicates who your company is.
  • Add contact information. Reporters need to know how to reach you to request an interview, expand on the story, etc.
  • Note the end of the press release by inserting three hash symbols (###).

It’s not difficult to write a press release: just follow these simple steps. The more you write, the better you’ll get at it, and then you’ll be … beyond The Elements of Style!

Used Books, Part Deux: Buying Them Online

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My recent post on the joys of finding old friends among used books prompted a conversation with Sylvia Nankivell of Used Book Search, and I invited her to share some online resources for used books with you. Here’s what she has to say:

The spread of the Internet into virtually every corner of society, along with the proliferation of ever-upgraded mobile devices, has led to a shift in the way that book content is distributed. Instead of simply options of hard or soft covers like in the not-so-distant past, ebooks have become an alternative format preferred by many. But regardless of these notable advances in technology, it remains difficult to imagine a world in which page-turning reads involve no actual page-turning. In fact, for those of us who still can’t get enough of that old book smell, who relish the chance to dog-ear pages or scribble notes in the margins, modern technology has also been a tremendous boon for more easily getting our hands on used books.

Gone are the days when buying a particular used book meant hoping that someone nearby had sold a copy of that title to your local brick-and-mortar used-book store. While exploring the aisles of used book stores can be a fun way to spend an afternoon, the Internet has allowed us to do so from home, the office, or (with our mobile devices) literally anywhere else. Moreover, the vastness of the web allows for even rare books to be tracked down with relative ease. But the first step in hunting down a desired book or even just browsing titles for something that catches your eye is to know where to look.

Amazon is the first stop for many online book shoppers. There’s a good reason for this: it’s got one of the widest selections of books and often offers some of the lowest prices. While new books are also available, used books on Amazon require a description of their condition that helps you as a consumer find the best book and the best price. Sellers on Amazon also have accompanying feedback ratings that let you know how reliable they’ve been with customers in the past.

libraryBut Amazon is far from the only used book option out there. www.half.com, which is owned by eBay, is a terrific source for the lowest-priced used books and that site also allows anyone with an account to sell their books. If you’re on the prowl for an antique or rare book, or if you’re hoping to get your hands on an older edition of a particular title (they’re often cheaper), Biblio and Abebooks are two great resources. Both sites are great resources for used textbook searches, and Biblio even offers its users the ability to search for books signed by the author.

Powells is yet another option, as the famed “City of Books” store in Portland, Oregon, that takes up an entire city block also sells its used books online. And though it may not seem like the most expedient means to get your hands on the used book you’re searching for, online auction sites like eBay can sometimes offer the best prices, depending on the demand for that title.

tumblr_ls6k0peLHN1qdu9ryo1_500Sorting through the all these different websites for the best deal can be a time-consuming task, but thankfully there are used book price comparison sites that can do that nitty-gritty work for you. www.usedbooksearch.net is a tremendous resource for comparing book prices across many websites with just a few keystrokes. By utilizing a tool such as usedbooksearch.net, you’ll free up more time to spend on the point of buying used books in the first place: reading them!

Now you have no excuse to not get that book you vaguely remember from childhood (as my former husband once very kindly did for me), the book you used to love and someone “borrowed” permanently from your library, or the book that you cannot believe went out of print and you want to gift to someone else!

Just one caveat: as an author myself (with books that are both in and out of print), I do want you to remember that the author sees no royalties from used books. Yes, they received royalties the first time the book sold, and that’s perfectly fair. but if you’re trying to help a little-known author, please do buy their books new … it’s how they survive!

And then you’ll be … beyond The Elements of Style!

Protecting Your Work: The Pros & Cons of Backup Storage Methods

Today’s guest blog is from Lori Kinsey, a freelance writer and preschool teacher who lives in Portland, Maine.

Back in Will Shakespeare’s day, you did all of your work by hand. When your muse struck, you sharpened a quill and tried to get the ideas on the page as quickly as possible. If you needed feedback on your work, you placed an immense amount of trust in that person. Because you had only one copy of a manuscript. What if “Romeo and Juliet” had been left at a pub or accidently dropped in the Thames?

Thanks to computers, we rarely need worry about losing our work entirely. Computers, however, are known to fail. It’s crucial that you protect your work by backing it up. There are no shortage of useful and simple methods of preserving your work, but they only work if you employ them frequently.

Paper

Ahhh, paper. An oldie, but a goodie. Benefits include being perpetually readable, even in a power outage. Drawbacks include poor performance in wet conditions, a tendency to float away on the winds of change, and being bulky. That being said, if a piece of work is important to you and completed, it may be worthwhile to have a physical, tangible copy of it. Bonus points if it’s been published and you’ve got a copy of the publication.

Discs

Remember zip discs? In the mid 90s, they were revolutionary. The storage capacity far exceeded that of a standard 3.5 inch floppy disc and they were compact. Unfortunately, if you invested in them, they were a short-lived fad.

Floppy Disc

(Photo of 3.5 inch floppy discs by functoruser via Flickr)

Technological advances like the CD-RW and USB flash drives quickly replaced zip drives. But now, CDs as a data storage method are nearly obsolete. Storing content on a disc works, but you’ll have to keep the discs organized and labeled. And you have to be prepared to move the files to the “new big thing” when your disc of choice starts to become obsolete. Trying to find a PC that can read a 3.5 inch floppy in 2013 is a feat in and of itself.

External Hard Drives

This is the easiest and safest physical backup method a writer can use. Especially, if you have an auto-backup setup. Be sure to backup frequently. The external hard drive is a lifesaver if your computer crashes, destroying your hard drive. It won’t be any help if a natural disaster like fire, flood or epic coffee spill hits your desk.

The Cloud

The cloud is a magical place that used to seem a little dodgy but is now totally mainstream. You can choose a service that acts like an external hard drive or you can work entirely on the cloud. More detailed comparisons of hard drive-style cloud storage options, with costs can be found here. The main benefit is that your work exists in multiple geographic locations. If a superstorm destroys the files at your home, it’s unlikely that the facilities used for your cloud storage will be affected by the same weather phenomenon. You can also opt for software as a service (aka SAAS), like Google Drive. Drive is a free service, tied to your Google email address and account. It offers much of the same functionality as the Microsoft Office suite, but is based on the cloud. You can work from almost any internet browser and your files are saved on your account. If you use a lot of storage space (more than 5 GB), you’ll need to pay for the storage which starts at $7.99 per month for up to 25 GB, according to Google.com.

How do you protect your work? We’d love to hear from you in the comments!

Tell us what backup works for you, and you’ll be … beyond the elements of style!