Jen over at Atypical VA , posted about Press Release 2.0. The new press release is friendly, fun and written so that your personality shows through. Yes, you should always have a hook, and of course, your releases should be attention-getting. However, depending on your goals, you should sometimes go the more traditional route. It all depends on the paper and your goals for publishing the release.
I write releases for local government agencies. My goal is to get information published in very small local papers. These papers often run the press releases more or less as written. I am saving the staff work by writing something that can be published in the paper. It also pays to cultivate relationships with reporters. Since they (and their editors) ultimately determine what goes in paper, you should deliver the information to them exactly how they like it. Some reporters prefer fun and personal, others would rather just have the facts.
What is your experience with press releases? How do you think press release 2.0 is different from your plain, old, ordinary well-written release?
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