August 10, 2007 3:22 pm

So, you’ve got an idea and you’re ready to try to communicate. First off, decide if your invention details can be communicated or not. Ask your patent attorney if it is ok. If so, then you need a press release.

What exactly is a press release? In a nutshell, it’s a short, to-the-point news story that seeks to demonstrate the newsworthiness of a person, product or event. Press releases are then e-mailed, snail-mailed or faxed to editors in the hopes that the publication will pick up the story.

The sad fact is editors are bombarded with press releases. If you want to keep yours out of the trash bin, here are a few simple tips:

  • Don’t write an advertisement.
    Editors are notoriously picky folks. The last thing they want to look at is a screaming advertisement masquerading as a press release (think along the lines of: “NOTHING ELSE LIKE IT ON THE MARKET!!!!”) Revenue for publications is based on advertising revenue. This makes them very uninterested in publishing an ad for your product for free!
  • Get to the point.
    Focus on the newsworthy aspect of your invention. Describe how your invention solves a problem. And try to think beyond simply: “It saves time and money.” Be specific…This idea will prevent you from losing your keys, etc…
  • Choose your magazines carefully.
    Say you’ve got a new fishing invention. Seems logical to send it to the editor-in-chief at Sports Illustrated, right? Not exactly. Because larger, commercial magazines are generally looking for news about products already on the market, you may miss your target audience altogether. Namely manufacturers and marketers, who tend to read industry-specific trade publications. So instead of Sports Illustrated for your invention, why not try a trade publication like American Sport Fishing? This is where business information about new inventions may be picked up by an editor.
  • Go to a pro.
    Publicity is a time-consuming marketing activity, which is why publicity releases are included in InventHelp’s submission to industry services. If you’re not a client, you might want to consider hiring a publicity firm that can handle the writing and distribution of releases for you. Many companies charge by the word for such services so be sure to ask about pricing up front.

Check back with us later for tips on the use of a publicity photo!

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