Free publicity for your crowd funding.
Publicize your crowd funding project using PR
- 1 What is a news release?
- 2 Why write a news release?
- 3 How to get free publicity for a crowd funding project?
- 4 Here are some typical events to write about, along with ideas or spin to make them more newsworthy. In PR, this spin is call the story angles.
- 5 Elements of a good news release.
- 6 Sample of press release format
- 7 Developing your story angle.
- 8 Power points.
- 9 How do I deliver my press release?
- 10 Free to low fee places to submit your press release
- 11 The only sure way to get your news release in the media.
What is a news release?
A news release and press release are the same: an efficient way to announce news about your crowdfunding campaign to a large audience. It is a newsworthy statement written by an individual or organization to grab the attention of an audience. A release can be targeted at potential buyers, journalists (mainstream media or industry specific editors / writers), ordinary consumers, investors (professional or everyday ‘crowd-funder’ / project backers). In any course, you will be sending your news release to a member of the media that represents a particular audience. Your goal is to make your story stand out amidst all others. Your challenge is to persuade the media to cover your story.
Why write a news release?
You write a release to inform the media about a particular person, event, service or product such as your FundMeFundYou crowd funding event. Ultimately, you write a press release to get FREE publicity. Free publicity from the media (newspaper, magazine, radio, TV, Internet, social media, blogs, etc.) is priceless exposure, worth far more than paid for advertising. It carries more weight with consumers than paid advertising because your story is presented as credible ‘news’ in the voice of a journalist representing a magazine, TV show, blog, radio broadcast, etc.
How to get free publicity for a crowd funding project?
Here are some typical events to write about, along with ideas or spin to make them more newsworthy. In PR, this spin is call the story angles.
- Sponsoring a Crowdfunding site for your new product or service: With a major Celebrity backer endorsement. This is sure to get you media coverage.
- Sponsoring a Crowdfunding site for your upcoming special event: Attempting to break the world record for the amount of helium balloon release. You will have a good chance at grabbing media attention with something like this.
- Sponsoring a Crowdfunding site for a worthy cause: With planned largest flash dance in our town. If flash dances are still the rage, maybe.
- Sponsoring a Crowdfunding site to open a new business branch: First 20 backers at the $500 level receive free dinner with wine for 2, per week for 1 year! For something this commonplace, you will need to do something above the ordinary to get the media interested in your story.
- An new book / book signing event: Author of book going to free fall, while reading the first chapter. Again, very commonplace, plan something extra ordinary as a promotional stunt for this story.
- Grand opening of your new business: In a historic place, on the anniversary of, with guest servers, or for a worthy caurse…. troy to guest what the media would like to cover.
- Grand opening of a restaurant. On thanksgiving day free 5 course meal for the homeless.
- An open house or customer appreciation event. Proceeds to support a local charity. Refer to above examples.
- An out-of-the-ordinary event, media stunt, etc. Be original. Do something that has never been don before. This could be big local or even national news.
The above news story ideas generic events that happen everyday. If you’re not a celebrity, a prominent person, or major organization like Apple, Microsoft, Jet Blue, Amazon.com, the media will not be interested. Developing a unique story angle around a generic event can turn an otherwise boring story into one that gets a writers attention. (Refer to the above examples). This is where imagination, skill and clever writing come into play. Look at your story from a reporter’s perspective. The get bombarded with generic story daily. He or she is looking for something interesting to report about. That is her job. Even with the above broad-angle stories, you can and must find a unique angle. Even if your story is for a small local market, as in your town, the media might not cover it unless there is a very strong local tie. Also, a very local story won’t attract the attention of the national media without a compelling, even bazaar twist to the story to aid impact to it.
Elements of a good news release.
There is a standard format every news release follows. The basic structure of any news story starts with the most important information at the top — the beginning of your story, and other information in descending order of importance. This classic style of news writing is referred to as an inverted pyramid. Your least important information will be on the bottom of your release. A news release is factual, and answers the six important questions—who, what, where, when, how and most important why. You should be brief, and get to the point fast. A release should give a journalist all the information they need to write their own version about your news. Whenever you write a press release, your foremost challenge is to grab the attention of your reader-whether it’s a reporter, buyer, investor, or someone else…. fast. Of course, there are thousands of other companies competing with you for this attention, meaning you need to do something really special and interesting if you want to stand out from the crowd. If you are writing about some thing common place, you will need to develop an clever angle. The story angle will be covered next.
A news release should not be written like a fictitious novel, nor should it sound like a gimmicky sales pitch. If written in either manor, it will not be taken seriously. A release should read like a factual news story found in the newspaper. It most be written in the third person style. You should include quotes (ones that’s easily verifiable via a click or email) and cite research or data from creditable sources (also easily verifiable) to support your story. Writers are to busy for extensive fact checking, that includes verifying unpublished quotes.
Your release begins with the contact information of the person who wrote the release or point PR contact person. The headline follows, written in all uppercase letters. The headline should quickly summarize the story. The headline will be the first impression of your story to the journalist. Make it appealing and unique, if not she will not continue reading. The next part is the lede paragraph summary. It gives more information about the headline and addresses all the important aspects of the story.
Sample of press release format
Developing your story angle.
If you have several interesting things to report about it might be hard to decide what to feature up front. As a general rule, angle your news release to the media outlet your are targeting. Your story can have a slightly different angle for different media contacts. For example, if your release is about your new Find-a-Food-Truck app, you might draft different press releases—a press release for the main stream media, one for food truck industry publications, another for the web app media, and still one more for the local news outlets that operate in areas your app covers.
Now that we’ve covered the 101 about writing a new releases, lets sum up with a few powerful tips .
- Deliver a finished product. Press releases use to be written with the intention of enticing a journalists to write a story. Whereas, you provide all the information and the journalists would create a story on her own. With today’s Internet based delivery platform, and time-taxed journalists, a releases can immediately go ‘live’ on certain news sites —without the aid of a journalist. Once there, your releases can be read by consumers, bloggers as well as journalists. Therefore, you should write your news release to read like a complete news story; one that dose not require any revising or editing.
- Write a catchy headline. Most people don’t read past the headline of a story; this is because the majority of headlines are uninteresting. Make your headline grabby and your target audience will continue to read your story. Take the time to create a great headline. Your headline should be short and to the point.
- Keep the story short. Your press release should only contain information that is relevant to your story angle. Make your point fast, providing just enough information to do so. You can always provide external links to more information. Provide links to your crowd funding site, video pitch, social media, and product photos.
- Make it Search engine friendly. Make it easy for people searching for information related to your topic to find your news release. Use keywords appropriately —in your title, lede paragraph and naturally in the contexts; But don’t over do it with keywords. You want your press release to shine on its own content.
>Go to SEO / For information SEO (Search Engine Optimization).
How do I deliver my press release?
Create a list or all the media outlets you would like to send your release to. You can find media contact information—e-mail address, phone numbers and fax numbers—for editors, journalist and writers by looking at newspapers, magazines, blogs, social media sites, and official media web sites (for TV channels, radio, print publications).
Do research on the media outlets you want to contact. Find the writer that covers your area of interest, also call a writer’s beat. Read their stories to find out what they like to report about. Write your release in a way that will appeal to that each. Remember, there is a person at the other end. Writers are more respective to a personalized pitch vrs unsolicited mail or email. You can send your news release by fax, regular mail, or e-mail to media contacts. Include a release in all your press kits you distribute.
If you’re not sure who to send your release to, call the news desk and ask for the writer that covers your topic. Then call the writer personally ask him if you can send your release. Be prepared to give a quick 15 second overview of your news. If you get the go-ahead, great, send it and followup with a phone call for feedback. (Make sure to spell names correctly.) A writer might ask for a pitch letter first. This is a brief business letter that is intended to introduce yourself and pique the journalist’s interest in your story. You don’t want to tell the whole story, just give a teaser about your story angle.
Free to low fee places to submit your press release
You can also select an online news release delivery service to instantly, electronically submit your news release to the media. Some are free, others are fee based. For a list of free and fee based places to promote your crowd funding web site, including news release delivery services:
The only sure way to get your news release in the media.
If you are serious about getting FREE publicity for your crowdfunding campaign we strongly advise hiring a profession PR service. You know the saying, you pay for what you get. Well, there are several online PR companies that specialize in sending news releases to media contacts. Some are free, most are for a fee. Most services will send your news release to countless media outlets with no guarantee that it will be even opened; offering no accountability.
FundMeFundYou recommends using eRelease to deliver your press release to the right media sources. They have more than 100,000 opt-in journalists and a relationship with the largest and most-respected newswire. They can get your press release directly to the desktops of journalists, freelance writers, and bloggers.
Once eReleases sends out your release, your press release will quickly stream to several popular websites. And within a couple of hours, eReleases will email you proof of press release distribution through its complimentary WireWatch™ report, providing you between twenty and forty live links showing your press release on various websites. Just click to see your press release on sites like MarketWatch, PR Newswire, and Yahoo! All of there press releases appear on Google Web, Google News (via Google’s spidering of other news sites), Google News (via Google’s spider of our website), Bing, PR Newswire, as well as on Yahoo! News. In addition, most of our press releases appear on Lycos, and Excite.
Of course, your press release may also be picked up by other websites and media, both online and offline (in print), which you will be able to can track with traditional news news clipping services. But WireWatch™ gives you the instant gratification of seeing your press release go live. And only eReleases offers it.
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