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Copywriting Tips for News Releases

Create a Better News Release with The 3 I Technique

  by Paul J. Krupin

Getting publicity to attract attention and get the word out in your local
area, field, or industry is crucial to jump starting any marketing or promotion effort. Ask any editor most news releases end up in the trashcan or recycling bin. But how do you prepare and transmit an effective news release so that it will actually achieve results?

Most people have real difficulty writing press releases. Some people even
compare writing a press release to working while under the influence of a
weeklong migraine headache. Ugh!

You don't have to strain your brain. Relax! Believe it or not, it's easy to have fun when you write a news release. You can minimize the hassle and help yourself to a great news release with something I call the "The 3 I Technique".

Here's how.

Start by using the following basic assessment strategy to define what to
say in a basic press release:

1. Who are my customers?

2. What do they read, watch or listen to, particularly when they get information that motivates them to buy a product I can offer?

3. What media allow me to target these people with a news release in the way they appear to be responding?

4. What types of articles or feature options are presented in the media
you've identified?

5. What can you offer to match the readership and editorial interests you've identified?

The answers to these questions establish your writing environment. To make
the actual news release creation process simple, you then utilize "The 3 I
Technique" to see what you can learn about what your key target media look
for. This can be a very insightful experience and you can learn how to do it and develop your own great news releases.

The specific goal in this case is to learn and devise an approach to
getting in to say, USA Today. Of course, you can use this technique to write news releases for any individual publication or a target group of publications.

The 3 I Technique is pretty simple and works like this:

1. Identify a successful model.

2. Imitate the structure and content of the success model.

3. Innovate with your own information.

Here's what you do at each step:

Step 1: Select your top media or publication and find article you wish
could be about you.

Study it carefully and identify a successful article or book or product review similar to what you want to get for yourself. What you are looking for is an article that is just like what you wish would be written about you. If you want to be in USA Today, study USA Today. Look at and analyze five to ten USA Today articles. Pick your target media.

In each case plan to evaluate their writing structure and glean what USA Today produces from their contributing reviewers.

Now analyze how each is written.

Identify and review the number of words in each article.

Identify the number of words per paragraph.

Identify the number of sentences per paragraph.

Identify the number of paragraphs.

After analyzing five to ten articles, select one or two of them as your
favorites. These are your success models to emulate.

Step 2: Imitate the structure and content of the success model.

Develop a general outline of the structure and purpose of each sentence and
paragraph in your chosen success model article. Do this so that your own
article will parallel the outline of the successfully published review

Then start at the headline. Then go on to the first sentence, then the
second, then the third, and so on.

Describe to yourself what each sentence is all about and what the editor is writing, and how he or she is communicating with his or her audience.

Step 3: Innovate with your own information.

Using the success model as a guide, you now write sentences, one at a time,
which match the length, tone and function of the sentences and paragraphs you see in the article you are using as a model.

This is a very powerful technique. It may seem mechanical, but it really works.

As you do this, something very interesting and magical will happen.

You will come really close to matching the editorial interest, readership
interest and style of USA Today, or whatever publication you are aiming at.

You are putting yourself in the position of the writer as if one is writing a news release so that an editor can use it for an article.

At the top you place "News Release" or "For Immediate Release" and the contact name and phone number.

To this you add the name or title or description of whatever you are offering, price and ordering information plus words.

Now add a call to action and some incentives for the media to call you.

Express offers to the media for free media kits and review copies, high-resolution color photography, and contact information with the statement "available for interview".

Then you are done. Now you can transmit your news release. You can send it to your specific target media and every other media in the similar and related categories of potential interest.

You can uncover some very interesting trends when you do this exercise on a
particular publication.

Very simply, this "homework" helps you evaluate how a given publication or media provides media coverage to the topics and people it selects.

You will learn HOW the editors or producers present their selections to their audeince. This is crucial because this is how they make their living, since their income is based on selling subscriptions or on advertising.

You will learn what the editors want. You will find out whether they like it long and wordy or short and punchy. You will find out whether short means good, or long means bad, or visa versa.

You will learn whether they need to know the number of pages and the publisher of the book, the ISBN and other contact and cost and ordering information. In some cases you will see that this data matters while in other cases it simply makes no difference at all.

You will learn whether or not you should even make any mention of how your
product, service or book is being marketed. Some publications will provide
contact information in articles and some won't. Most of the biggest ones
won't. Is this a surprise? It shouldn't be. However it is disappointing. You get the publicity because you've persuaded the editor that you are newsworthy, but you don't always get your toll free number mentioned.

The technique allows you to acquire CBI - "Critical Business Intelligence". It is up to you to decide how to use this data and information to design your own PR materials.

Use the "3 I Technique" to assess the best way to design a news release and
adapt your approach to any publication you want to be in or any broadcast show on radio or TV you want to be on.

Listen to radio talk shows or watch key TV shows and learn what the producers want and demand of their guests. Then use the 3 I Technique to design your news release and create an approach that will be persuasive with the decision-makers. Match their needs and do your best to give them what they want. Use your news release to show them you've done your homework and prepared to address their needs. When you go the extra mile, they are far more likely to respond favorably.

Use the "3 I technique" to evaluate the style, editorial interest and
readership or audience interests and the nature of the information your target publication needs. Factor what you uncover into your news release and approach.

This technique can help anyone create a really great news release. Use it.

You'll give the editors exactly what and they in turn will give you what you want.

Free publicity.


Use this technque and then send me your draft news release. I will help you finalize it and then help you design and deploy a targeted publicity campaign. This will dramatically improve your media success with the right targeted media.

Paul J. Krupin Custom Targeted PR
The Right Markets, The Right Message, The Right Media
800-457-8746 509-545-2707