How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like me? I toss this stuff without opening it ? unless I see some benefit. Publication editors do the same. They toss news releases that don't demonstrate a benefit to their audience.

What's the difference between a release that gets used and one that hits the editor's circular file? Here are seven easy tips for writing releases that get picked up rather than thrown out.

1. Make sure it's newsworthy. What's newsworthy, you ask. To be newsworthy your topic needs to be timely, of interest to the publication's audience, benefit-oriented, and substantive (that is, not self-serving, hype or fluff.)

2. Write a powerful headline. The headline is what will pull in the editor or leave her/him cold. Keep it short and descriptive, but make it interesting.

3. Use journalist style. Editors are looking for the facts, not fluff. Be sure to include the essentials: Who, What, When, Where, Why and How.

4. Keep it brief. Editors are pressed for time and inundated with releases. Keep yours to one page, 300-800 words. The headline and first two paragraphs are the most important parts of your release.

5. Avoid jargon. Even if you're sending a release on a technical topic to a technical journal, resist the temptation to use acronyms. Spell it out! Use common language. It will make your releases more readable and accessible.

6. Proof it. The accuracy of your release ? including spelling and grammar ? reflects on your company. If you aren't good at proofreading your own stuff, enlist someone else to do it.

7. Include a photo. Okay. This isn't a writing tip, but it's good advice anyway. Publications are looking for good quality visuals, so including a photo, illustration, chart or graph (with a caption, please) increases your chance of getting picked up.

Follow these tips to improve your news release writing. But remember that the keys to a successful news release program are a good list of publications and a regular mailing schedule of newsworthy items. Persistence WILL pay off.

©Copyright 2005 Clairvoyant Communications, Inc.

About the author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 25 years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly e-newsletter, Communiqué, at http://www.clairvoyantcommunications.com

C laire can be reached at 763-479-3499 (claire@claircomm.com)

---

Pot Roast and Public Relations (or, How Your Web Site Can Be Your Best P.R. Tool)

Recently I had a craving for... Read More

Media Relations: What To Do When Youre Misquoted

When ABC News anchor Peter Jennings announced he had lung... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active

The Acai Berry is starting to gain world wide recognition... Read More

Television Reporters - Questions to Ask Before Agreeing to an Interview

Prior to a TV interview it is guaranteed the journalist... Read More

Why News Releases Fail

Sorry about my otaku with this issue (otaku = more... Read More

Between Now and Economic Recovery

There's still time to review your public relations program like... Read More

Media Training: Why Nobodys Listening to You

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

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

Public Relations Productivity

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

Go Ahead, Marketing-Minded Financial Planners, Call a Reporter

Yes, you can call a reporter.I've said it before, in... Read More

Whats Important About PR?

Quite a bit, actually. Public relations helps business, non- profit... Read More

For Financial Planners, Marketing and Publicity Is About You

For financial planners, getting publicity, in the end, isn't about... Read More

Anchor Your Relationships

I heard a speaker recently who was talking about how... Read More

The Four Seasons of Publicity - Building an All-Year Publicity

If you're like most publicity seekers, you probably think oneproject... Read More

Publicity: Show a Reporter You Care by Inviting Them to Fact-Check

Just like a financial planning client fears not having enough... Read More

Publicity - What to Say to a Reporter

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

What Does Your Telephone Say About You When You Are Away?

Business to Business relationships come to expect a certain level... Read More

A Sensible Way to Use PR

The most sensible way for business, non-profit or association managers... Read More

Advertising Is Dead. Long Live PR

Although I still believe there is a place for advertising... Read More

Anxious About Your Public Relations?

Shooting from the hip always creates anxiety.Especially when managers order... Read More

10 Secrets to Free Publicity

Public relations is popular because it is very cost-effective and... Read More

Managers: Can We Agree on This?

Your public relations effort really should involve more than press... Read More

PR: Behavior Modification Specialist

While awaiting economic recovery, business needs to attract the attention... Read More

Five Publicity Buckets For Marketing-Minded Financial Planners

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

Creating Your Online News Room: How To Build a Site The Media Will Love

From time to time, people ask me how public relations... Read More

Media Relations: How We Landed on the Wall Street Journals Front Page

Media relations is a great profession.On good days, I earn... Read More

Managers: Do You Trust Your PR?

You can if, as a business, non-profit or association manager,... Read More

How to Get PR

There is a process for successfully getting publicity about your... Read More

Publicity for Financial Planners--Eight Tips For Success

Individual financial planners can outscore bigger competitors and gain market... Read More

A Guide to Optimizing Public Relations Content

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

Slow Day? Create News

Sometimes there seems to be no client news worthy of... Read More

Want This Kind of PR?

PR that really does something positive about the behaviors of... Read More