Good reminder from John Kremer about how to write a press release that gets the job done (to obtain media coverage) because it is newsworthy as opposed to one that is not. If your first sentence leads to snoozing, then it’s a loser. If it makes the media sit up and read, then it’s a winner. Simple, easy as pie, 1-2-3.
As a former journalist, I certainly knew how to write a press release for my first book. The press release said something like, “A new book about how to attract volunteers is published.”
The response? ZERO. Zippo. Nada.
Discouraged, I went to the library where I read in the Washington Post that Congress was considering a 4.2 billion dollar cut in funds for education. I then re-sent the exact same press release, adding
one sentence at the beginning:
“With Congress considering a 4.2 billion dollar cut in funds for education, a book about how to attract volunteers could become a survival manual for American schools.”
The response? 31 talk-show bookings.
The book, To Lead Is to Serve – How to Attract Volunteers & Keep Them, has become an evergreen bestseller and was quoted on television by President George Bush. It also led to more books and a successful speaking career on the topics of nonprofit leadership, fundraising, and leadership for women.
All of this because I added one newsworthy sentence to a press release.
— Shar McBee, author of To Lead Is to Serve – How to Attract Volunteers & Keep Them