When it comes to a career in PR; its more than likely at some point you’ll find yourself writing out a press release- and so, I’m here to give you some advice, on how to get make the best press release you can, straight from the professionals (My knowledge can be backed up by The Effective Media Relations book I’ll link at the end!)
The first thing I’ll say about press releases is to make sure you have an agreed decision-making procedure that can authorise press releases quickly and involves as little people as possible. This is one of the important mentions for the press release working order. Having this be a smooth process for journalists as well as yourself helps the overall process, only 1 out of 10 press releases are actually published in newspapers- so getting you process and release as perfect as possible is critical to your success.
I like to leave my blog posts on a high note and so I’m going to start with the ‘don’ts’ when it comes to press releasing. The most important Don’t I’ve got is to make sure you’re giving some news; and relevant news at that. No one wants to read something with no purpose of direction; it’s the same with a press release, a journalist shouldn’t (and most likely won’t) read your press release if they have to hunt for the news; lay it out on a silver platter. In better words, be simple, forget all the technical jargon and superlatives…
I’d also like to mention the use of ‘scatter gunning’, when you’re sending out you releases; don’t just ‘spray and pray’, you should be calculated in where your sending it- if you’re thinking local, don’t send it national; it’s lazy and doesn’t make you look good because you’ve sent it to every publication and there Grandma.
With that out the way, it’s time to let you in on the success tips I’ve garnered.
Your press release should cover only a one-sided A4 piece of paper; keep it short. That goes for everything; A short and snappy headline to get a journalist’s attention and 3-sentence paragraphs goes a long way in whether someone is interested in reading the release or not. For most of the time, the headline is important in bringing interest; a long start line to start the email off is a complete turn off.
Speaking of emails; that’s the way you should be sending these out. You’re email distribution is much more effective than anything else. It’s sent straight to the journalist- so you’re aware that they’ve received it and means you can, if needed, reach a number of people quickly. Saying this, make sure your emails are at least tailored to where you’re sending it.
Your mailing list should always be up to date, its simple, why are you sending your press release to an email or address that not been used since 2005? LAZY. Stay on the ball and make sure you’re sending your press release to people who are interested, and quite literally there.
Onto the press release itself: The first paragraph sets your tone. It should give out all the major information a journalist will need to determine whether or not they’ll ‘run the story.’ Your information should be concise, giving the most relevant information before moving on to the information that can be waited for… such as quotes. These should come into the second or third paragraphs; bulking up the story and also helping the journalist gather more information to write a full story.
The quotes you use should come from senior members; they hold a lot of weight when it comes to a story- especially coming from companies.
Your press release could also use a photograph and a caption. These, like everything else should be kept up to date and as relevant as possible to the story dynamic you want being told. The photo and caption should tell the story in so little words; this is where “a picture is worth a thousand words” comes in.
One quick thing I should mention is Embargo. This is where you set a date (and possibly a time) when a publication can release your news. This is mostly used for new product launches or if someone is winning an award; the organisers could embargo a press release for newspapers and magazines and then they can release the story as soon as it happens! This can also happen if a journalist needs time to do more research for the story- give them that time, it’ll be for the better…
As for the details you need to provide for yourself; make sure you add a point of contact for yourself, if a journalist comes up on any problems or questions they are most likely going to want to talk to you, after all you have written the piece and should know most if not all the information they need. Its normal to mention both and in and out of office point of contact letting them know you’re there whenever and whatever they need.
After all this, I’m going to finish off with a suggestion. For a lot of companies, they have a website; integrated int hat website is access to their recent press releases. This helps for people who are interested, and you should give them an option on if they want to download it too! This also applies to any photographs too! It could mean that you can direct people to the webpage if you become too busy.
Like with nearly everything I’ve said in this post, the release and photos should be kept fresh and a variety. Give people a variety of photographs; not everyone is from the same kind of publication, so the options for photographs (and possibly style) will fit some publications more than others, and you’ve allowed that.
With the tips I’ve given you should be able to write a successful press release; the writing side definitely takes work and it won’t come the first-time round. You shouldn’t be thinking you can write a press release on the first try; you’re always looking to make it better and multiple drafts is the way to go.
Reference: Effective Public Relations Book.
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