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7 Steps to an Attention-Grabbing Press Release

Let the press know about you.

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DO YOU HAVE NEWS you want to share about your pet business, but aren’t sure how to get it out to media? A press release is one helpful tool. Let me walk you through it.

Think Like a Journalist

When is a press release worth your time? Anniversaries, product launches and large events are good media opportunities. To get started, jot down one-line essentials like the who, what, where, why and how, starting with the most important news. Then expand into a sentence or two each using third person, never first person.

Be Objective

Although your brand may be playful, save the adjectives for quotes and advertisements. Press releases are meant to deliver just the facts without any fluff.

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Include a Pithy Quote

The quote is your chance to shine. Make it count. Say something authentic that shares insight and personalizes your story in one or two sentences. One small note: Don’t be tempted to look for synonyms for “said.” “He said,” “she said” are perfect here. Here’s an example:

“We are excited to announce that this year’s gala was our most successful to date; raising important funds that will help us to save and care for more dogs and cats until they find their forever homes,” said Leslie Granger, president and CEO at Bideawee.

Limit It to One Page

When it comes to press releases, brevity is best. Describe your business, product, services or events in approximately 400 words.

Include Company Info

It can be easy to forget little things like your email address, phone number and company summary. Paste at the bottom of the release like this:

Media Contact: Chilly Levine, chillylevine@fwv-us.com; (919) 700-1234

About P.L.A.Y.

P.L.A.Y. is the creator and designer of stylish and eco-friendly pet bedding and toys. P.L.A.Y. strives to create pet products that are unique and tailored to discerning pet parents who are not only looking for products that are great for their dog and cats, but also tastefully designed for their humans and responsibly made from environmental and social perspectives. To view P.L.A.Y.’s line of award-winning products, visit PetPLAY.com.

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Craft a Headline

Headlines can make or break your news. The key is to summarize your news in approximately 10 words while grabbing a journalist’s attention. Write in an active voice and keep it interesting. Here is the format and a few examples I like:

  • “One Woman Changes Pet Retail with X Product or Service”
  • “Animals Displaced by Hurricane Michael Receive Life-Saving Shelter”
  • “ Launches New (that solves X) at ”

Send to Target Outlets

Congratulations! You did it. Need help with distribution? No worries. Google “newswire services” and you’ll be on your way.

Kristen Levine is regarded as one of the foremost pet marketing experts in the U.S. with more than 25 years of experience. She’s developed a Pet Credible Influencer Program for brands and is a senior vice president at FWV Fetching, an integrated marketing firm that services pet-focused companies, veterinary businesses and consumer brands. Contact her at: klevine@fwv-us.com

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