Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in Journalism 101, but almost nowhere else, is "inverted pyramid."

The "inverted pyramid" style is the goal of every newspaper reporter, and, if you want free publicity, it should be the goal of your press release as well.

What is an inverted pyramid? It is the structure of the press release. It simply means that you should put the most important or enticing information in the first few sentences of your press release, and then unfold the rest in descending order of importance.

For example, if you are announcing a new financial planning product or service, put that up front:

"A new financial planning service will help local families increase their retirement savings."

Unfortunately, many people have a tendency to put less important information in the first sentence of a release. For example:

"Chet Thompson, CFM, a financial planner located in Glendale, today announced a new service called 'PlanWise.'"

What's more important? Your name, your location, and the name of your service, or the fact that it will provide a better retirement? All of your contact information is important, and should be in the release, but it's not as interesting as what your service will do.

Reporters scan a release quickly: burying your "best" stuff near the bottom always backfires. A press release isn't a mystery novel-you aren't going for a surprise ending.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

---

How To Get Radio-Active PR For Your Non-Profit Cause-Part One

"We are in the communications business, the business of conveying... Read More

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

Hispanic Media Training: How It Can Benefit You

How can media training help you create a successful Hispanic... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More

Getting to Know Your Local City Council Members

The easiest way to meet city council members is to... Read More

Five Publicity Buckets For Marketing-Minded Financial Planners

Maybe you've seen another financial planner on TV, and thought,... Read More

The Press Release Method to Get Great Publicity

If you have had any experience in public relations or... Read More

Anatomy Of A PR Campaign

The message is determined by analyzing the brand being marketed,... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

Make Your PR Budget Work Harder

Do it by restructuring your business, non-profit or association public... Read More

Do You Have an Exclusive Market Segment?

You do if you're a business, non-profit or association manager... Read More

How To Get FREE Publicity Whenever You Want !

What you are about to read is a step by... Read More

Publicity Wont Thrive on Press Releases Alone

Press releases are a useful tool for announcing news and... Read More

Media Training: Why Nobodys Listening to You

SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More

Why Do You Want PR?

To get someone's name in the newspaper or a product... Read More

In PR, You Pay When You Stray

Don't let yourself be diverted by communications tactics playtime. You... Read More

Publicity - Tips on Dealing With the Media

You thought of it, you researched it, you wrote it.... Read More

Managers: Get Real, Please!

Personnel mentions in the newspaper and product plugs on radio... Read More

The Most Important PR In America

Just happens to be public relations activity that alters individual... Read More

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Media Training 101: When 60 Minutes Knocks On Your Door

You never know when 60 Minutes will knock on your... Read More

Publicity: Nailing a Media Interview, Part II (Crisis Management)

We'd all like reporters to ask us about our career... Read More

What? You Havent Got a Capability Statement?

What's a Capability Statement?As the name suggests, it tells potential... Read More

Marketing-Minded Financial Planners--Appearing on TV? Tell the World!

It doesn't matter how cruel the reality programs get, there... Read More

Financial Planners Publicity - Dont Wait, Media Folks Want Your Free Publicity

Looking to get your name into a magazine? You need... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

33 Reasons To Do A News Release

News releases are not the best way to get major... Read More

Ten Media Crisis Tips

No comment. These are probably the two most damaging words... Read More

PR - More Than News Releases

Public relations and news releases are synonymous in the minds... Read More

Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time

Public relations writing when writing press releases can be a... Read More

The Working Case Study

Next to white papers, case studies are the most popular... Read More