Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by your press release, you can be pretty sure you'll get some media coverage. And for most businesses, positive media coverage is worth its weight in gold. The bad news: Although truckloads of news releases fill reporters' inboxes every day, few of them are dazzling, or even interesting.

As a former editor, I speak from experience when I say that most press releases end up in the garbage can. But don't let that stop you from sending them - a well-written news release can generate more publicity and goodwill than you could ever accomplish with a paid advertisement. To help keep your release out of the garbage and get it in print, start by following these five guidelines.

1. Make it newsworthy. Releases should be used to announce news, and they should only be sent when something truly newsworthy is happening at your company. Don't send releases that sound more like advertisements than news; they'll get tossed immediately. (However, newsworthy events may happen more often than you realize - see the Resource Box below for ideas.)

In keeping with the news format, eliminate any superfluous language or outrageous claims (don't describe yourself or your products as "wonderful," "amazing" or "unbelievable"). Is your release written in language that would appear in a story in the newspaper or magazine you're pitching? If not, it might sound like fluff rather than news. Make it clear from the beginning what your news is and why it should matter to the reporter and his or her readers.

2. Tell a good story. Although you're sharing hard news (I hope), your press release should still be interesting to read. Even though your readers are media-types who do this for a living, they still like to hear a good story. Draw in your readers with a creative introduction and interesting language. Find new ways to say ordinary things. Read magazines, newspapers and books and pay attention to the stories that interest you and keep your attention. Then try to mimic those techniques and styles when writing your own releases.

3. Target your audience. As with any writing project, keep your audience in mind when you're writing. The editor of a small-town newspaper has different interests than the editor of a trade journal for CEOs of Fortune 500 companies. Choose the media outlets that would be most interested in your release and send it to them. For best results, you might even send each person a unique version tailored to their interests. And always send your release to an actual person - rather than sending a release to a general news desk, find out which reporter covers your industry or the type of news you're sending and send it directly to him or her.

4. Develop a relationship. Once you've located the reporters who cover your industry, start developing relationships with them. Call or e-mail to introduce yourself and find out if they prefer releases to be faxed, e-mailed or mailed. Be respectful of their time and the harried pace of their work, but don't be afraid to check in occasionally to follow up on a press release or let them know how much you enjoyed a recent article. Don't just rely on them for fr*e publicity; find out what you can do for them and do it - one-sided relationships never last. Be easy to work with and willing to accommodate their needs, and they'll be much more interested in covering your news.

5. Be consistent. Your communication with the media must be ongoing in order to get their attention. One release sent in a vacuum will probably not yield a lot of results. If reporters are unfamiliar with you or your business, it won't be a top priority for them to cover your release. However, if they're accustomed to receiving (actual) news from you and you've made an effort to forge a positive relationship with them (see #4), they're more likely to a) actually read your releases, and b) publish them, or at least keep you in mind as a resource for future stories. If you really want to take advantage of the possibilities press releases can offer, keep hanging in there.

Nancy Jackson, owner of The WriteShop, helps companies better market their products and services with powerful written communications including Web content, newsletters, brochures and publications. Subscribe to her free monthly newsletter at www.writeshoponline.com.

---

How to Write a Press Release

Why You Should Write Press Releases: A press release is... Read More

The Ten Ps of PR

Everyone is talking about the Ps of successful marketing, so... Read More

PR: Short Form for Managers

Experience tells me that too many business, non-profit and association... Read More

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by... Read More

Publicity: When Calling a Reporter, Keep it Short

When you are planning to call a reporter for the... Read More

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

Public Relations Productivity

Should it be measured in "publicity by the pound," or... Read More

Media Relations: When Numbers Lie

NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More

A New Idea For Venture Capitalists

Obviously, it hurts when a promising business project you backed... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

The Power of Radio - Tips for Great Radio Interviews

Many people are intimidated by radio interviews, whether live or... Read More

Mastering the Media

What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More

Publicity - What to Say to a Reporter

You can have dozens of marvelous ideas to get free... Read More

There Is No Such Thing as Competition

A wise friend of mine has often said, "There is... Read More

Got Publicity? How to Become a Household Name

Are you working as hard as you can in your... Read More

Media Relations: Should You Pay For News Coverage?

Dear New York Times:I'd like to be quoted in one... Read More

A Guide to Optimizing Public Relations Content

This guide to "SEOing" your PR efforts can help you... Read More

Achieve Media Attention for Your Business

Do you want to be quoted by the national press... Read More

Managers Who Leave PR to Others

You're a business, non-profit or association manager who needs to... Read More

Public Relations: Converting the Non-Believers

What's the real reason some managers shy away from public... Read More

Using Media and PR to Your Advantage.

Lights...camera...ACTION.That's what often happens when people think of using media... Read More

When Managers Play the PR Card

The payoff for business, non-profit or association managers can be... Read More

Using the Media - Five Reasons Why

The media has the power to shape public opinion and... Read More

Gaining Free Publicity Through Press Releases

One of the greatest ways to promote your product or... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

How Public Relations Changes Minds

Public relations changes minds in the process of delivering what... Read More

Maybe the Strongest PR on Planet Earth?

Strong for business, non-profit and association managers when they use... Read More

Publicrelationistas?

Is that what we are? Fanatic, over-the-top disciples of some... Read More

What is News?

What may be the more appropriate question is: What makes... Read More

How To Write A Press Release: The Seven Deadly Sins And How To Avoid Them

How to write a press release that generates free publicity... Read More

How to Form a Relationship with a Newspaper

How do you make a good relationship with a newspaper... Read More