Writing Press Releases
Posted on April 13, 2008
Filed Under FREE marketing advice, PR |
You do not always have to employ a public relations agency to write and send out press releases.
When writing and issuing your own, ask yourself the following questions:
- WHO is the subject of the release?
- WHO is this news release from?
- WHERE are you based?
- WHERE is the event happening?
- WHAT is this news release about?
- WHEN is it happening?
- WHEN do you want the release to go out?
- WHY are you doing it?
- HOW will you go about it?
So:
- Make sure your release includes the answers to WHO? and WHAT? in the first sentence
- Stick to a maximum of 200 words for the main press release.
- Put any technical detail or detailed company information in a separate background note.
- Old news is cold news: make sure all your press releases go out at the same time as the news happens, or before if possible. 24 hours later is too late for daily media.
- Make sure the person named as the contact point for further information is available after you’ve put out the release.
- Space the text at 1.5 lines, it’s easier to read and in hard copy makes it simpler to amend.
- Keep the release single sided and use an easy to read font eg Times Roman or Arial in no less than 12pt
Remember the following points:
- The Headline: In about ten words — or less — you need to grab the attention of the editor. The headline should summarize the information in the press release, but in a way that is exciting and dynamic.
- Opening Paragraph: Sometimes called a summary lead, your first paragraph is critical. This paragraph must explain “the five Ws and one H” of the story — the who, what, when, where, why, and how. This paragraph must summarize the press release, with the following paragraphs providing the detail.
- The Body: Using a strategy called the inverted pyramid, the body of the press release should be written with the most important information and quotes first. This inverted pyramid technique is used so that if editors need to cut the story to fit space constraints, they can cut from the end without losing critical information.
- The Closing Paragraph: Repeat the critical contact information, including the name of the person, his or her phone number and/or email address.
- Targets: Press releases should be targeted accurately. Consider not only the media you are sending them to, but more importantly their readers, viewers or listeners. Consider writing than one version, for different audiences (say, a local and a national newspaper; or a newspaper and a specialist publication), slanted appropriately. An interesting angle also helps; and if you’re sending to local media, make sure the story is relevant for them, too - highlight their own area in the press release you send.
They’re more likely to hit the spot if they are written in their own style. Sometimes your press release can get transcribed almost word for word if you’re lucky. Think about your news from the audience’s point of view, rather than your own. What may be important to you may not be that fascinating to them.
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