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
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
compare writing a press release to working while under the influence
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".
Start by using the following basic assessment strategy to define what
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
5. What can you offer to match the readership and editorial interests
The answers to these questions establish your writing environment.
the actual news release creation process simple, you then utilize "The
Technique" to see what you can learn about what your key target
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
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
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
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
paragraph in your chosen success model article. Do this so that your
article will parallel the outline of the successfully published review
Then start at the headline. Then go on to the first sentence, then
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
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
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
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
Express offers to the media for free media kits and
review copies, high-resolution color photography, and contact information
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
Very simply, this "homework" helps you evaluate
how a given publication or media provides media coverage to the topics
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
product, service or book is being marketed. Some publications will
contact information in articles and some won't. Most of the biggest
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
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.
You'll give the editors exactly what and they in turn will give you
what you want.
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
Have a nice day!