March 2004 Focus on Customer Service

In the business world, the quest for press - good press - is great. Business communicators have learned that, while advertisements are necessary to retain "Top of Mind" status, one positive article about your company is a wonderful tool to bring added credibility and notoriety to your firm. And so enters the world famous press release.

You can increase the probability that your release will get read by following a few simple guidelines:

First, make sure the news you are reporting is actually news! This seems like an obvious step, but one of the most critical. Key point: if it isn't different, it isn't news.

Next, keep it short - a maximum of two pages. Use sentences that are to the point, and draft your release using an inverted pyramid. An inverted pyramid communicates the main message at the beginning. The reader needs to understand your main points within the first one to two paragraphs. The rest is of the release is supplemental information.

Finally, steer clear of blatant commercialism - avoid words like "spectacular" or "cutting-edge