![\"press](\"https:\/\/www.marketingforsuccess.com\/blog\/wp-content\/uploads\/2010\/03\/press-release-quiz-08-46-18.jpg\" "\\"press")
<\/a><\/p>\n\u2022 Because journalists are busy and don’t have time to read long press releases, my releases are always as short as possible.<\/p>\n
\u2022 I try to include “who, what, when, where, why and how” high in the press release, preferably the first paragraph, so journalists don’t have to spend valuable time hunting for it.<\/p>\n
\u2022 When I write a release and journalists never print it, or I get no calls for interviews, I chalk it up as a failure. Then I start all over again and find something better to write about so I can get the media coverage I need.<\/p>\n
\u2022 I measure the success of my press releases by the number of clippings I have generated, or the number of TV and radio shows that have covered my organization.<\/p>\n
Now, give yourself one point for every statement that you marked as true. Now tally up your points.<\/p>\n
If you scored 5 or higher, you’re writing press releases the old way–only for journalists–and you’re completely overlooking an audience that you should be targeting with your message: the end user who will find your press releases online, read them, and buy what you’re selling, even if journalists think your story isn’t worthy of their time and attention.<\/p>\n
If your score is 1 to 4, you’re doing some things right but you’re still missing the chance to really make your press releases as effective as possible.<\/p>\n
If you scored zero, congratulations! You understand why you are writing press releases. You’re writing them not only for journalists, but for people who are in a position to buy your products and services. Twenty years ago, the old way worked just fine. Today, thanks to the Internet, everything we’ve learned about writing press releases has changed.<\/p>\n
– Joan<\/em><\/p>\n