How Not to Write a Press Release

Several years ago, when I was working for an agency, I was fired from an account. What that means is the client didn't want me writing for him anymore.

Another writer, a friend of mine, got the account and life went on.

Of course, I was pretty upset by the situation. I had completed several writing projects already for that client, which had seemed to go well, and had just finished a press release when I got the boot.

My writer friend told me later her "secret" for making this client happy. Basically, what she did was rewrite the press release so it focused solely on the client and the client's business.

I said: "But what you've written isn't that newsworthy. I don't think the newspaper will accept it."

She said: "That's not what the client wants. Therefore, I don't worry about it."

And she was right. (She kept the account after all.) The client wanted an "I'm so great" press release. He didn't want something that might actually result in coverage for him. He wanted something that would make him feel good when he read it.

In the world of public relations, press releases are the explorers. They travel far and wide, visiting media outlets everywhere, and presenting information about your products and services. Media people decide whether or not to cover your business based in large part on those hard-working press releases.

So, there's a lot riding on them. Therefore, it pays to take a little extra time to make sure they're outfitted correctly for the job.

When you get an idea for a press release, ask yourself this question: "Is this something someone else would be interested in or is this something only I (and maybe my mother) would want to read?"

Sounds easy, right? Well, if it was that easy, there wouldn't be so many "Look at me -- I'm so great" press releases running amuck out there.

Unfortunately, the "I'm so great" press releases are seductive. They sound so good when you read them. They whisper things like: "Of course the editors will want to write about me. I would make a wonderful human interest/special feature/business feature story. Didn't I just see a story like this about my competitor/another business last week?"

You need to be on your guard when one of these ideas shows up. Question them. Interrogate them if you must. "Why will the media like you? What do you offer that's different than any other press release? What's so special about you? Why will someone want to read more about you?" Don't allow their pretty words to influence you. You must get to the truth. Chances are what seduces you probably won't seduce the media.

Remember, media people are looking for an angle or a story that would interest their readers. They want to know things like: "What's in it for my readers? Why will my readers care about this piece of information?"

If you can answer those questions correctly, then you have an excellent chance of getting the coverage you're looking for.

Creativity Exercises -- Write a newsworthy press release

The only way to get better at recognizing a good press release is to practice writing them.

Start by writing what you think is a good press release. Put it away for at least 24 hours. Don't look at it. Don't even think about it.

After the 24 hours is up, pull it out and read it. Ask yourself this question:

"Is this something someone else would be interested in or is this something only I (and maybe my mother) would want to read?"

Really ponder the question. Don't let yourself answer it too quickly.

Still feel like it's newsworthy? Then try this exercise. Replace all the references to you and your product with another business and product. I recommend inserting a business that is not one of your competitors. Use the Find/Replace function on your word processing software to make this a quick and easy process.

Put your release away again. If you can wait another 24 hours, all the better. But even moving on to a different project and coming back a few hours later will help it sound "fresh" to you.

Read it again. Do you still find it interesting now that it's about someone else?

It's tough to view your business objectively. Fortunately, this is a skill that will get easier the more you do it.

Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com

Copyright 2005 Michele Pariza Wacek

---

How Writing Radio Can Help You Become a Better Writer

Knowing how to write, and write well, is a skill... Read More

The One Word Every Prospect Craves

It's arguably the most important word in the copywriter's arsenal.... Read More

To Start Making Cash from Your Online Writing, You Must Draw Blood First

Writers write just like painters, paint on canvas. This is... Read More

Should You Use Testimonials When You Create A Web Site?

You've probably seen web sites with testimonials - they can... Read More

Can Honest Copywriting Succeed?

I confess--I'm a marketing heretic! I've built my career on... Read More

Touching the Prospect?s Emotions in Your Sales Letter

Your prospect has emotions? and you MUST touch these emotions... Read More

Three Steps To Pump Up The Drama In Your Copy

All the world's a story. Video games have storylines; newspapers... Read More

Freelance Writers: Double Your Income

Freelance writers are a strange group of people when it... Read More

Is Your Content Provider Selling You Ripped Content?

Ripped content: well the term itself is self explanatory. Content... Read More

Copywriting Makeover: Making An Emotional Connection - Part 2 of 2

In part one of this article series we began looking... Read More

Copywriting: Secrets of a Freelancer

Lately, I've been getting emails from other copywriters who ask... Read More

Ad Copy - Your 12 Point Inspection!

You're ready to launch that new product or promotion, &... Read More

Can Anyone Succeed as a Freelance Copywriter?

This is a question that can be answered in a... Read More

Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work

You can turn your $200 fee to write a press... Read More

5 Ways to Instantly Improve Your Copy

1. Isolation technique It doesn't matter how good your... Read More

Write Benefits in Your Headlines to Deliver the Dream!

When you create headlines, do you put benefits into your... Read More

How Cliffhanger Paragraphs Capture Readers

About 50 years ago, movie serials kept theater crowds coming... Read More

Web Writing - Dont Lose Your Visitors Attention!

Did you know that your writing can have a huge... Read More

Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines

Headlines attract attention. Headlines generate interest. The time spent writing... Read More

Killer Ad Copy

Not everyone is a writer. Good copy writing is a... Read More

11 Reasons Not to Hire a Freelance Copywriter (and Why Theyre All Poor Excuses)

Think you can take the Copywriting Challenge on your own?... Read More

Copywriting 101: Exclamation Point, Friend or Foe?

My name is Ann and I'm a grammar geek. There,... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great... Read More

10 Keys to Copy That Sells!

Whether you're selling a product or service, the 10 tips... Read More

7 Formulas for Articles That GET READ!

Many of us have been asked to write an article... Read More

What A Ghostwriter Needs To Do To Earn Top Dollar

The huge demand for writers online is really for ghostwriters.... Read More

How To Write Powerful Headlines

I want to tell you how I go about writing... Read More

The Lead: Sinking The Hook Into Your Prospect

You only have an instant to capture your prospect's attention.... Read More

Can 97% of Netpreneurs be Wrong?

Why Some People's Ads Almost Always Make MoneyDiscover the Master... Read More

11 Things You MUST Know Before Hiring a Copywriter!

If you're considering hiring copywriting help for your next brochure,... Read More

How To Become A Freelance Copywriter In New York

As a freelance copywriter in New York, your work is... Read More

How To Make A Career Out Of Copyediting And Proofreading

Do you possess the qualities of a good proof reader?... Read More

Impulse Writing for Better Ad Headings

Writing headlines for your ads is the most important part... Read More