Publicity Guide

Dealing with the Press - Part 2

The key to a well presented press release.

Many small companies believe that their letter headed paper will be just fine for sending out a press release.

In a few cases, it just might be. But for many communicators, what they send out their information on can be their first big mistake!

Look at our letterhead, for example. It gives you far too much irrelevant and superfluous information (when does a newspaper need to know a company's registration number?) because it was never intended for use with anything other than a letter.

All you press release paper needs on it is:

• (arguably) your company logo
• the words PRESS INFORMATION or PRESS RELEASE

It really is that simple. No postal address, no telephone number, not even an e-mail address.

That's the job of the text you include on it.

Your press release tells the story.. not your press release paper!

Here are two examples of a PR company's clients' press release paper.

Sample A	Sample B
It just doesn't work. It's far too dark and, if faxed or even emailed, will lose all the logo's finer points.	This however is crisp and clear... just two colours have been used (cutting down on print costs) because four colours are unnecessary and wasteful. We've only lost the bare minimum of space and this means more room for the important stuff, to tell the media about your news, with contact information at the base
Here's how to get it wrong... (in varying degrees)
Using paper that clearly wasn't designed for the job and actually makes it difficult to present press release info on. Ideal perhaps as letterheads, but less than perfect for press releases.
Here's how to do it right....
With a selection of clean, clear press release paper that's perfect for the job.

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