NOVANEWS
| DP Directory’s Press Release FAQ |
| Q: What is a Press Release? |
A: A press release is a communication that you send to magazine and newspaper editors about your software. If they think their readers will be interested in your program, they’ll print a New Product Announcement in their publications. Those 300-word write-ups that you see in the computer magazines – they’re your competitors’ press releases. And they were printed for free.
| Q: Which media outlets use Press Releases? |
A: All of the computer magazines print them. They’re eager to tell their readers about the newest hardware and software. Like yours. Business and consumer magazines print press releases. So do daily and weekly newspapers. And radio and television News Directors want to tell their audiences about new products and services
| Q: What are the chances that my Press Release will be used? |
A: That depends upon a number of things, many of which you can control: Is your product something that the editor’s readers will be interested in? Is your press release well-written, or will it require a lot of editing?
| Q: What Should my Press Release be About? |
A: Press releases about new computer gear (new software, new releases of existing software, new hardware, peripherals or accessories) get the most coverage. You can expect some ink if you announce strategic alliances, financial results, officer appointments, contests and awards, but new products and services get the most attention.
| Q: Are Press Releases better than Ads? |
A: Press releases are an additional tool that you can use to promote your products. You have to determine if you’re going to buy space ads, use card decks, send direct-mail, create bundling agreements, sell on your web site, buy radio and television time, or use any number of advertising and publicity vehicles to promote your hardware and software.
| Q: Are Press Releases more credible than ads? |
A: When prospects read your ads, they know that the words were bought and paid for. But when they read a press release about your products, you’re not identified as the source of the news. The Press Release is seen as the editors’ description of your computer gear. So, press releases are much more believable than advertisements.
| Q: Are press releases less expensive than ads? |
A: It costs a lot more money to advertise your products and services than to launch a press release campaign. Without a doubt, press releases are the most cost-effective way to get the word out on your software or hardware. Even a 1-inch ad without a picture or logo (known in the trade as a “tombstone”) costs more than a modest press release campaign.
| Q: I’m a shareware developer. Should I mention in the press release that I’m marketing a shareware product? |
A: No. Talking about your status as a shareware author is great, and I recommend doing it everywhere – except in your press releases. Computer magazines have two sources of income: subscriber dollars and advertiser dollars. Editors can increase their subscriber base by telling their readers about neat new shareware.
Like yours. But the magazines would like to turn you into an advertiser. If they can demonstrate that, by their printing your press release you’ll get a lot of inquiries from their readers, then they might talk you into buying ad space. Shareware authors, however, are not known for buying lots of magazine ads. So, given two equally intriguing press releases, one for a shareware product and one for a shelfware product, it’s in the magazine’s interest to give ink to the shelfware.
While all editors would insist that there’s a solid wall between their editorial and advertising departments, the editors are, after all, human, and interested in the financial success of their employers. So, it’s best not to mention your being a shareware author.
| Q: Can I mention my 5-cow rating from TuCows, or my 5-star rating from ZDNet in my press release? |
A: Congratulations on your fantastic ratings! Mention them prominently on your web site and in your flyers. Make sure that the folks who download your trial versions know about your ratings. But I’d leave the information out of your press releases, for two reasons: First, as discussed above, it tells the magazines that you’re marketing shareware, and that’s not a great thing to do in a press release.
Second, most magazines see ZDNet’s affiliate company, Ziff Davis (publisher of Computer Shopper, Family PC and many other computer magazines), as a direct competitor. So, they’re not going to give any ink to ZDNet’s awards. And they’re not going to be inclined to go out of their way to help their competitor’s friend (you), either.
| Q: Can I mention that there’s an evaluation version of the product? |
A: Most shelfware and shareware publishers have trial versions of their software. Mentioning the availability of your trial version is not a problem. Before you mention it, though, think through what you’re trying to accomplish. If you’re trying to generate downloads, then by all means, mention your trial version.
If you’re trying to generate sales, then don’t mention it. A lot of people may read your write-up and start reaching for their checkbooks. When they see that you have a trial version, they may defer the buying decision, opting instead for the safety of trying it first. Often, they never do either. So, offering a trial version can reduce sales.
There’s a downside, too, to mentioning only the full version of your program. If a magazine prints only a portion of your press release (which you can virtually depend upon), and they describe your software poorly, this could result in sales to people who, once they have the program in hand, aren’t happy with your software because it doesn’t match the magazine’s description. Having a trial version eliminates this problem.
| Q: Do I have to put all of my contact information in my press release? Can’t I just list my web address and email address? |
A: It’s okay to look like you work out of an office building. So, if your address is “123 Industrial Park Drive, Bldg 3”, by all means include it in your press release. It’s okay to look like you work out of your home. So, if your address is “123 Fluffy Puppy Lane, Apt. B”, you can include that, too. It’s not okay to look like you work out of your car.
If the editors can’t find your phone, fax or mailing address, they’re going to be very reluctant to print your press release. They have no way of knowing if there is a real company selling a real software package, or just a web address and email account that are set up to take people’s money and give nothing in return.
Even if the editors print your press release, before people reach for their checkbooks or credit cards, they are going to want to be assured that they’re dealing with a real company. So, include as much contact information as you feel comfortable revealing in today’s world of diminishing privacy. The editors won’t be concerned if they try to call you and reach your answering machine.
| Q: Do emailed, mailed or faxed press releases cost more? |
A: Using the Postal Service is the most expensive choice. You can send a 1- page press release in a top quality envelope with a first-class stamp for about fifty cents. (Please don’t use bulk mail for your press release campaign. It delivers a negative message about how important you believe your product is.) You can fax the same message for about fifteen cents a pop (assuming that you have a long-distance carrier that bills by the second instead of by the minute.
And assuming that you’re willing to fax during non-peak hours.) Your email campaign will cost you about thirteen cents per email. Make sure you use a program that lets you send bulk emails that don’t look like junk emails.
| Q: Are emailed, mailed or faxed press releases more likely to arrive and be read? |
A: Despite all of the complaints about “snail mail,” your press release letters will usually be delivered quickly and efficiently. People who tell you that it’s even simpler to bulk fax a few hundred pieces either haven’t actually done a large fax mailing, or are trying to sell you something. Email is very reliable. If you take the trouble to make your emails look like press releases and not like spam, the editors will get them and read them.
| Q: Are emailed, mailed or faxed press releases easier for the editors to use? |
A: Editors know where to find your name (and, more importantly, their name) on your envelope and letterhead. But there is no such standardization on faxes. And making the editors’ lives easier is a key ingredient in getting your message printed. Emails are the easiest from the editors’ perspective. If they have a question, they need only click “reply” to get the answer.
And if they like your press release, they can copy and paste your information directly from your email. There is no need for them to incur the expense – or the risk – of re-keying your press release from hard copy.
| Q: Do emailed, mailed or faxed press releases last longer? |
A: If the editors don’t fall in love with your press release immediately, they’ll keep it on file for 12 to 24 months. And, six months from now when they decide to write a round-up article that would include your product, they’ll go to the appropriate press release file and see whose write-ups are available. Whether you mail, fax or email your press release, it’ll be there in the editors’ files.
| Q: Should I email, snail-mail or fax my press release to the editors? |
A: More and more, editors are asking that you email your press releases to them. They like the convenience of being able to get back to you instantly with questions (or to request an evaluation copy of your product). And they like being able to cut and paste your information directly into their systems.
| Q: Do I need to follow up my Press Release with a telephone call to the editors? |
A: Probably not. Your press release has to stand on its own. The headline has to grab the editor’s attention. And the body of the press release has to generate two responses: (1) My readers would find this interesting, and (2) I can use this press release without doing a lot of rewriting. (In the seventeen years I’ve been dealing with editors, I’ve learned that they all have one thing in common:
They’re all particularly busy people. So, if your press release requires the editors to do a lot of, uh, editing, they’ll select another company’s product to write about instead.) Editors tell me that the typical follow-up phone call starts with “Hi, this is Sam Smith from XYZ Corp. Last week, I sent you a press release about our exciting new Widget software.
Well, wha’d’yuh think?” And the editor replies, “I don’t remember,” or “I think so, maybe, probably,” or “It’s in the process of being evaluated.” Then the software developer asks when the press release will be printed, and the editor mumbles something about lead-times, and both parties get off the phone, annoyed.
The bottom line: Unless you have a different script, don’t call. If the editors want an evaluation copy of your software, they won’t hesitate for a moment to call and ask. If they want to print your press release and they have a couple of questions, they’ll call. Make your press release do its job, and you won’t have to call the editors.
| Q: Should I send the editors a thank-you note when they print my Press Release? |
A: Absolutely. Editors are busy people, but they appreciate the courtesy of a thank-you note.
| Q: Should I include a cover letter with my Press Release? |
A: You certainly do not need a cover letter that says (1) Here’s a press release, (2) We’re really excited about this product, (3) We’re confident that your readers will be, too, and (4) We’d be happy to answer any questions that you have about our new product. That covers about 99 percent of all press release cover letters.
If there’s something about your product that’s in the cover letter that helps to explain the press release, then include the information in the press release, and throw away the cover letter. So, I guess the answer is, “No, you don’t need a cover letter.”
| Q: Should I include screen shots with my emailed press release? |
A: Don’t include an image in your press release. A lot of editors are downloading your press release using 56kbs modems, and they’re not going to be happy if they have to wait five minutes while a 600k .TIF file downloads. You can, however, include a link to a screen shot or a product shot in your press release.
Simply say “click here to download a screen shot” and include a hyperlink to the .tif or .bmp or (if you can get away with no more than 256 colors) .gif file. Please note that “.jpg” is missing from the list.
| Q: How do I get a Readers Service Card number? |
A: A lot of magazines will print your press release along with some combination of mailing address, phone number, fax number, email address and web-site URL. Some magazines, though, will limit the contact information to a phrase like, “For more information, circle #123 on the Reader Service Card.” These “bingo card” responses help both you and the magazine.
Magazines want to print your press release because it helps them financially in two ways: (1) Their subscriber base grows if they consistently provide their readers with information about hot new products. (2) If the magazine can turn you into an advertiser, then they make money.
And if they can convince you that advertising in their publication will increase your sales substantially, then you’d be crazy not to advertise. So they’re happy to print your press release and assign you a Reader Service Card number.
If your 300-word press release will generate dozens of inquiries, imagine what a quarter-page ad will generate! So, the magazines will assign you a bingo card number and, a few weeks after you start receiving the free pre-gummed, pre-addressed labels addressed to the folks who circled your number, you’ll get a letter from the magazine’s advertising department that says, “If your 300- word press release will generate dozens of inquiries, imagine what a quarter-page ad will generate!”
| Q: Are there really secret words that I should use in my Press Release? |
A: Every book on advertising has a list of “power words” that are sure to make people reach for their checkbooks. The lists usually contain words like: Understand, proven, easy, guarantee, safety, new, love, results, truth, profit, deserve, comfort, happy, value, fun, benefit, positive and the ever popular “you.”
A few of the traditional winners should probably be avoided because of their special meaning in the computer field: help, save and security. And you should probably avoid any references to death, disease, and politicians.
| Q: Should I send a one-shot Press Release to all of the editors, or should this be the beginning of a Press Release campaign? |
A: By a wide margin, sending press releases provides more bang for the buck than any form of advertising. So any well-written and well-targeted press release should more than pay for itself in increased sales. By systematically sending out press releases whenever you launch a new product (or a new version of an existing product,) you not only generate sales, but you also increase your company’s name recognition and credibility.
When customers and prospects see your name in print month after month, they feel more and more comfortable with your products. So, setting up a press release strategy has positive effects in both the short- and long- term. Now is the right time to begin your press release campaign.
| Q: Should I use a personal quote in my press release? |
A: No. If you’re Bill Gates or Mark Andreeson, you should include a quote in your press release. But for the other 99.99 percent of us, we shouldn’t say things like, “According to Sam Smith, president of XYZ company, …”. The reason is simple:
Computer magazines don’t print personal quotes. Thumb through Windows 2000 Magazine, PC World, PC Magazine, or any of the popular computer titles. Press releases don’t have quotes. Sure, the magazines will occasionally have feature articles that include quotes, but the editors will contact you for the quotes (or make them up themselves from the press release that you send them).
There are two dangers with including quotes in your press release. First, if you put ‘em in, the editors have to take ‘em out. And, the more work that the editors have to do, the less likely they’ll be to choose your press release. Second, if editors routinely remove personal quotes, and your quote includes some material that is crucial to helping your prospects make a buying decision, then you lose big-time by including that information in a quote.
| Q: When the editor asks for an evaluation copy of my software, should I send the registered copy or the 30-day trial copy? |
A: Without a doubt, send the editors the full version of your program. The danger of them intentionally or accidentally distributing your program is virtually nil. Since most publishers who send press releases to editors are selling shelfware, the editors are used to getting evaluation copies in full-color, shrink-wrapped boxes (sometimes with “not for resale” stickers on the box or the floppies).
Offer the editors instant gratification. When the editors ask for an evaluation copy of your software, you could email them and suggest that they download your trial version, and that you’ll email them a registration code. Many editors would prefer to have the program today rather than the fancy box (which they’ll throw away) at the end of the week.
Here’s how to invite the editors to request an evaluation copy of your software: At the end of your press release, skip two lines, put in a line that contains only three pound signs, then include one or more lines of notes to the editors. For example, if this were the end of your press release, you might say
# # #
Evaluation Copy Available on Request
The editors will know that, since the statement follows the #’s, it’s an offer from you to them (as opposed to being an offer to their readers).
| Q: What Should I Emphasize in my Press Release? |
A: The key question that should guide your press release structure is the same question that should guide your entire marketing effort: How should I position my product? In your press release, you can’t say everything about your product. And you can’t pretend that you’re marketing a 1-size-fits-all product that will meet every need of every user.
You have to look at the universe of products that includes both yours and your competitors’ and ask questions like: Am I the newest product (with the newest technology?) Am I the oldest product (with the most established, credible and bug-free track record?) Am I the least expensive product (so that everybody can afford to buy me?)
Am I the most expensive product (and worth every penny?) Am I the most powerful product (with every feature known to humankind?) Am I the easiest product to use (without my competitors’ superfluous features?)
Who are your competitors? How are they really positioned in the marketplace? How are they pretending to be positioned? How are they perceived to be positioned? Which of their vulnerable areas do you want to address in your press release?
| Q: How Do I Balance Simplicity with the Need to Present Technical Information? |
A: The way you should write it is the way you would say it to a friend, if you could choose your words carefully. Don’t use $5.00 words when 50-cent words will do. Don’t use computer jargon that somebody might not understand. Editors aren’t impressed by cutesy phrases. Editors are impressed by clarity.
Prospects aren’t impressed by obscure words. Prospects are impressed by clarity. Editors don’t tell their readers about things that they (the editors) don’t understand. And prospects don’t buy things they don’t understand.
| Q: Should I Use Active Voice, Passive Voice, or a Mix of Both? |
A: Try to write all your sentences in the active voice. Every sentence should be in the format “Subject does something to Object.” No sentence should be in the format “Object has something done to it by Subject.” Here are some examples of the same thoughts written in both active and passive voice.: Always use active voice. Active voice should always be used. XYZ Corp has released Widget. Widget has been released by XYZ
Passive voice is ideal for confusing people and for avoiding responsibility. Good for political press conferences. Bad for press releases: I made some mistakes. Some mistakes have been made. I uncovered some program bugs. Some program bugs have been uncovered.
Most importantly, editors won’t print passive voice press releases. (Passive voice press releases won’t be printed by editors ). And since editors won’t print press releases that are written in the passive voice, they’ll either rewrite your press release (unlikely) or choose another company’s press release. Use active voice.
| Q: Can I Send the Editors the Ad Copy from my Web Site? |
A: Absolutely not. The main reason editors throw away press releases is because they contain hyperbole. If you include ad copy in your press release (for example, you say “Widget outstrips its competitors in power and ease of use.”), and the magazines print your press release, then they’re giving you an endorsement.
You’re going to put “Widget Outstrips Its Competitors in Power and Ease of Use” in inch-tall letters on your home page, and you’re going to attribute the quote to the magazine that printed your press release. The editors won’t let you do this. Hype won’t fly – If you put a little puffery in your press release, the editors will take it out. If you put a lot of puffery in your press release, the editors will trash your press release and print somebody else’s.
Here are examples of things that just won’t be printed: XYZ Corp has released a revolutionary new program. XYZ’s ground-breaking entrant —. XYZ’s acclaimed program sets a new standard for —. XYZ’s best-selling program eclipses its competitors with —.
There’s a continuum that runs from the sleep-inducing description of features (for example, “Widget weighs 83 grams and its color spectrum is centered at 6,400 angstrom units.”) through the interesting description of benefits (for example, “Widget fits easily into pocket or purse and looks smart with any color suit.”) to the unacceptable blast of hype (for example, “Widget sets a new paradigm in miniaturization and design.”)
You can buy ad space and say just about anything you want about your revolutionary new Widget. But if you want the editors to print your press release for free, you have to stay within reasonable bounds.
| Q: How Should I Format My Press Release? |
A: Editors expect to see press releases written in a particular format. There are some variations on a theme, but it’s a good idea to stick with the basic structure.
Type “For Immediate Release” and, on the next line, type “Contact: ” followed by the name and phone number of the person whom the editors should call if they have any questions about your press release.
Next, type the headline. This is the one-liner that the magazines will print to catch their readers’ attention. Put a lot of thought into this line. You’ll need to get the readers’ attention if you’re going to get their interest.
The first sentence of your press release should tell the reader four things: Your product name, your company name, the platform that the program requires, and a brief description. For example, you might say, “XYZ Corp has released v. 2.0 of Widget, a Windows 98/95/NT program that does this and that.” This first sentence should tell the reader if he or she should read on, or move to the next news item.
Don’t tell them in the first sentence that your software requires a SVGA monitor and is network-ready, and then tell them in the middle of the press release that it’s a Service Station Management program. Get to the important information first. Give the reader a thumbnail sketch in the first sentence. Build your press release with the important information on top.
If the editors have to cut material, they’ll always cut from the end of the press release. (This is why you’ll never want to include two products in a single press release.)
Keep the entire press release to a single page, two pages tops. Every press release can be shortened with no loss of quality. Look for noise words and phrases. Eliminate them.
Always end your press release with your company’s contact information. You might say, “Widget costs $59 and is available from XYZ Corp, 123 Main St., – – -) Skip two lines. Then center three “# # #” characters (signifying the end of the press release text.) Under the pound signs, you can include notes to the editors such as “Evaluation Copy Available on Request” or “Slides and Photographs Available.”
| Q: Will Editors Tell Me When my Press Release will be Printed? |
A: Very few will tell you ahead of time. You’ll find out when prospects phone you, or when download counters spin out of control. If an editor needs a screen shot, or wants an evaluation copy of your program, you may hear from them before they print your write-up. But the vast majority of editors won’t notify you before using your press release.
| Q: Who should write my Press Release? |
A: You could write it yourself, or you could hire a public relations professional to write it for you. Here are some things that you should consider when making that decision:
Writing Ability – Like most skills, the ability to write press releases is enhanced with practice. There’s no magic here. But there are some important guidelines, discussed in this faq, that you’ll want to follow. As long as you understand that a press release is very different from an ad, then you should be able to write a fine press release yourself.
Product Knowledge – You know your product best. If you choose another writer, be sure that she or he has a background in computers. An experienced press release writer who doesn’t know which end of the mouse to talk into cannot write a press release about your computer product. While a public relations writer might not know your product intimately, you might be too close to your product.
Your love affair with a program feature that took you seven weeks to write isn’t going to help you write a balanced press release.
Competitive Knowledge – Writing a press release is more of an exercise in marketing than in writing. In addition to understanding your product, your press release writer needs to understand your competitors’ products and how you want to position your product in the marketplace. Is yours the most powerful or the easiest to use or the best supported or the least expensive or the best in any number of other categories?
And how should your press release be written so that your strong points are emphasized viz-a-viz the other entrants in the field? Be sure that your press release writer understands the computer market.
| Q: Do I need a fancy Public Relations firm to represent me? |
A: No. It’s a myth that a big-name PR firm has more credibility with the editors than you might. The editors know that the PR pro is contacting them because their firm has been hired. Maybe they’ve been hired by a good company with a great product. Or maybe they’ve been hired by a good company with a horrible product.
Magazines would like to tell their readers about hot new computer products. Like yours. And they’d like to turn you into an advertiser by demonstrating that a write-up in their magazine results in a lot of interest in your software or hardware. You don’t need a big-name PR firm to tell your story to the editors. All you need are a good product and a clear explanation of why the editor’s audience would benefit from hearing about it.
