How To Write Press Releases, Mickie Kennedy, TBJApodcast 157
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The Press Release is not dead but it’s dead in the water if you don’t know how to write it to catch media attention. Mickie Kennedy from gives his top tips on How To Write Press Releases That Get Seen.

Mickie Kennedy is the founder and president of, a leader in affordable press release writing and distribution services, specializing in combining email delivery to subscribing journalists and transmission over a traditional newswire. Kennedy developed in 1998 with the belief that publicity shouldn’t be restricted to those with deep pockets.

Over the past 15+ years, Mickie has helped numerous clients obtain media coverage in nearly every major and minor publication nationwide, including the Wall Street Journal, Washington Post, USA Today, New York Times, Bloomberg BusinessWeek, Los Angeles Times, and Chicago Sun-Times. He also publishes a blog that can be found at

Think Like A Journalist Quote

A sound bite (or quote) is short enough and colorful enough to be repeated word for word when telling a friend what someone said. Read the full article.

Success Tip

Helping others helps you.

Career Highlight

Mickie’s proudest moment was joining forces with News Wire. It was a defining moment in which he knew he created something that was working and would be successful.

When It Didn’t Work

Hear about a time when the huge movement to have Press Releases used as SEO began and how it seduced Mickie into a different direction. Find out what the downside was and what Mickie had to do to that taught him correction is direction.

How To Write Press Releases That Get Seen

  1. Have a story to tell.
  2. Proof read!
  3. Don’t use a Press Release template.
  4. Focus on how and who is impacted and tell that story in the press release.
  5. Get to know the journalists who cover the niche market you’re in and send your press release to them.
  6. Find the news hook and try to do “piggyback journalism” where you’re piggybacking your story on top of another topical and timely story that’s already in the news. Listen at [24:30] for more on “piggyback journalism”.
  7. Think Like A Journalist and you’ll discover the news angle not the business and promotional angle.
  8.  Expand your reach for ideas. If you’re a small company, consider doing stories on the actual company that coincides with the idea of small guy against big box brands. Listen at [20:04] for more details.
  9. Look for story angles that aren’t being told in your industry.
  10. Use compelling quotes that can’t be paraphrased.

Multimedia Resource



This is how you Pitch, Ed Zitron

Mentioned In This Episode

SlideShare presentation on Writing Press Releases

Why Your Press Release Won’t Get You Press And What To Do About It

TBJA 039 Marcus Sheridan: How An Article Saved His Business From Bankruptcy 


Twitter @eReleases

Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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