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Sales Promotion And Publicity
Criteria For Making A Good Publicity Release
- NEwSwORTHY MESSAGE: the release must contain news or information of interest to
the publication’s readers. - INDICATE DATE OF PUBLICITY: the release should be dated. If it is for the future
exposure, specify such future date. - DENTIFICATION OF THE SENDER: the name and address of the issuing company
and the name of person to be contacted for additional information should be inserted in
a prominent place. - ESSAGE MUST BE APPROPRIATE FOR THE TARGET AUDIENCE: the publicity
release should be written in conformity with the audience values, belief and attitude structure
to gain good reception. - CONCISE FACTUAL MESSAGE: the publicity story should be simple, comprehensive and
factual, written on letterhead size A4 or 210 × 297mm or 8.25" × 11.75". - wRITE MESSAGE USING NARRATIVE STYLE: the release should be written in a
narrative form in order of descending importance. The most important information should
be written first, followed by the lesser and least important information downward. - PRESENT TECHNICAL INFORMATION IN COMPREHENSIBLE FORM: technical
terms should be limited to technical publication or explain such detail in a manner that
target audience will understand. - MESSAGE SHOULD BE SHORT: the release should be considered and written with its
contents not longer than 300 words. - INCLUDE GRAPHIC ILLUSTRATION, IF ESSENTIAL: a good quality, glossy photograph
no smaller than 5" × 7" should be included, if necessary. - ADD ALL NECESSARY RELEVANT INFORMATION: other information that might be
of help to editors, like technical literature, specification sheets and case histories, should be
sent to the editor with the release. (Stanley, 1977; Warshaw and Kinnear, 1983; Fill, 2009)