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Kart Expo International

INDOOR INFO

TIPS ON WRITING PRESS RELEASES
By Bob Cycon

Planning, building and managing an Indoor Kart Racing Center is a very complicated endeavor. Part of the process is to keep the local area abreast of what is happening — from the first day you’re ready to “go public”, to opening day, and for special events, etc. This is done through print and electronic media contact using “Press Releases” – a short informational piece designed to convey NEWS!

Below are fifteen tips we’ve put together to help you write effective press releases.

1. Use a special letterhead that states “PRESS RELEASE” or “NEWS RELEASE” so an editor can quickly distinguish your news from ordinary correspondence.

2. Always date your press release and include a release date (in most cases, “FOR IMMEDIATE RELEASE”).

3. Include a contact name and phone number for editor follow-up questions.

4. Include a short heading or “slugline” to identify the subject of a release.

5. As a general rule of thumb, press releases should be typed double-spaced. However, if you can fit a release on one page single spaced, do it.

6. The opening paragraph must answer who, what, when, where, why, how.

7. Write press releases in inverted pyramid style, i. e., put the most important information at the top and arrange facts in descending order of importance. After writing a release, ask yourself: “If an editor only prints the first two paragraphs, is the most important information there?” Use the same criteria for all succeeding paragraphs.

8. If possible, include one or two quotes from an organization representative. This makes it appear that an editor “interviewed” the person and increases the chances for publication.

9. Avoid “puffery” and “fluff”. Stick to the point and don’t ramble on.

10. Proofread every release before it goes out. Avoid typos.

11. Avoid re-issuing a release if it is not picked up immediately. News flow varies and an editor may save a release for a future issue or special section.

12. If E-Mailing a release, do not send as an attachment.

13. Include a glossy Black/White or color photo when possible to support the subject matter of a release. Label the back of the photo in case it becomes detached from the release.

14. It’s okay to call an editor to confirm receipt of a press release, but it’s NOT okay to ask when your release will be published.

15. The text should conclude with organization name, address, phone, fax and E-mail address. Include end marks to signify the end of your release.

Write your press releases with the goal of having editors do as little editing as possible, and you’ll greatly increase your chances of gaining that coveted “ink”.

About the author: Bob Cycon is President of Silver Star Expositions, and also a public relations consultant. He is the former editor-in-chief of Kart Marketing International magazine, and currently handles PR for the Karting Industry Council (KIC). He holds a Bachelor of Journalism degree from the University of Missouri. He can be reached at P. O. Box 535, Lombard, IL 60148. Phone: (630) 620-6347. Fax: (630) 620-7996. E-Mail: activeseniorexpo@hotmail.com.

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