FIGURE E

Let's include everyone's name. Click picture for a larger image.

This particular PR "professional" decided to include everyone's name in the To field, spelled my name wrong, and decided to include the press release as a Word attachment. Apparently this particular PR person wanted press from me so badly, she sent a copy of the release to me via both email and fax. Well, now you've gotten press. Happy?

Bonehead mistake #9: jargon hell
ZATZ Senior Editor James Booth, who sees (and approves or ignores) every single news story we publish, says he hates it when he has to dig through a bunch of techno-jargon, "industry leader this," and "world leader that," in a press release that could double as a short novel, just to find out what it is you're trying to tell him. James says that if he can't find the information he needs by the second or third sentence, he usually tosses it. As he puts it, "My time is much too valuable to wade through all the self-promotion and fancy talk. It's my job to cover press releases, not write them."

Bonehead mistake #10: forgetting this is an Internet-connected world
We're an online publication and we like to link to your Web site. You do have a Web site, don't you? When your press release doesn't contain a link to either the company, the product, or best of all, an online version of the press release, we're going to ignore you. James says he doesn't have time to search the Internet trying to find your company's Web site just so he can link to their your release.

Here's a comment from him that should get you thinking: "I can't tell you how many good news items I've tossed because I couldn't find an online source to link to. Don't email a press release if you don't have a site to link to."

What should you do
James says, ideally, a press release should be no more than about five sentences over two paragraphs, if absolutely necessary. It should only contain the most pertinent information about the company or product involved. He says, "Who, what, where, and when, that's it." He also suggests a link to the company, product, or online press release. Don't include images or attachments, but you're welcome to include links to images, so we can see what your gizmo is or does.

He also recommends another article you should read about getting PR right. It's at http://www.prwebdirect.com/pressreleasetips.php. We also have a page specifically dedicated to helping you get press in the ZATZ magazines. If you want coverage, visit http://www.authorpower.com/stories/storyReader$44.

If you pay attention, you just might reach our readers. Plus, you might also reach the readers who read all those other publications as well. Didn't your developers work hard enough to deserve just this small amount of care and attention?

Michelle LaBrosse is the founder and Chief Cheetah of Cheetah Learning. In 2006, the Project Management Institute selected Michelle as one of the 25 most influential women in project management, one of only two women selected from the training and education industry. Michelle is a graduate of the Harvard Business School's Owner & President Management program for entrepreneurs, and is the author of Cheetah Project Management and Cheetah Negotiations. To contact Michelle and learn more about Cheetah Learning, visit http://www.cheetahlearning.com.