A press release should be about news. It should have a sense of urgency about it and grab the reader’s attention from the outset.
A good press release must quickly answer the journalist’s immediate questions.
- Who?
- What?
- When?
- Where?
- Why?
- How?
The release should ideally contain no more than two pages of double-spaced typing. It should have a compelling headline and brief introduction paragraph which will contain all the salient points of the release. If the editor reads this paragraph he can quickly grasp the essence of the press release before reading further.
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Attach a high-quality photo. Ensure the photo is given a caption and the photographer is credited.
Ensure the press release is not just a gratuitous advertisement for your business.
One tip given to me by an aged practitioner was to always try and ensure any media angle had an element of ‘conflict’ in the message. You battling against some force or another, for example:
• Man against the elements.
• Man against the institution.
• Man against nature.
• Man against machine.
• Man against himself.
• Man against his competitor.
• Man against consumer.
• Man against industry.
Other angles that are newsworthy may be:
• Conducting a survey.
• Sponsoring an event.
• Saving something.
• Donating to charity.
• Winning a race.
• Winning a prize (industry award, etc)
• Helping the community.
• Running a seminar.
• Winning a contract.
• Inventing something.
• Commentating on industry trends.
Write your press release on your corporate stationery. Many practitioners even have special press release papers printed with PRESS RELEASE printed on the top in bold text. One trick I have used is writing press releases that are posted on bright yellow paper (available from most stationers) and journalists often comment on this as the release has great visibility on the desk.
Whatever your content is, make sure that the release contains clear contact details – names, email addresses and phone and fax numbers. Remember your objective is to ‘get some ink’ – a story, or at least a mention in the publication or some broadcast coverage, depending on the nature of the subject.
If the news is particularly time-sensitive, you may have an embargo date on it, e.g., “Not for release until 2 pm, Tuesday, 4th July”. This will ensure that the reader will not put the news into the ‘outside world’ before that time.
It can also help you with the planning of other events that you might be organising around the news, such as special events or a ‘press call’. A press call is where journalists and broadcasters are invited to a specified location to view the launch of something and receive further information, conduct interviews, etc.
Quite often with news stories that involve both press and broadcasters, The papers will require the copy details in advance to launch your story at the same time as the broadcasters, who by the very nature of their mediums (radio or TV), can issue the news on a more instantaneous or live basis.
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People who receive press releases often receive 100 or more in a day, so don’t expect them to read yours in its entirety the first time! The headline and the opening paragraph are the most important words on the page. On national newspapers, 98% of all press releases end up in the bin. Don’t be disappointed if yours doesn’t go the first time.
Think about what kind of story the journalist, publication, or broadcaster is looking for. Does your release deliver it?
Think also about timing. If you are planning a press call aimed at television news, there’s no point in having it in the afternoon, as you will miss their morning bulletins and first main lunchtime slots. If they are sending a crew to cover your story, they want value for money and as many repeat uses as possible throughout the day.
Some press releases may simply be ‘for the record’ and convey information about the company’s activity that, whilst not newsworthy in its own right, is information that a business journal such as The Financial Times will publish as part of their remit to cover business activities in general.
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A brief walkthrough of the preparation and issue of a press release might read as follows:
Research data, brief writer, edit and rewrite, obtain approvals from relevant featured contributors, shoot and duplicate photos, produce adequate copies ready for release, compilation of distribution list, distribution.
Follow-up calls should then be made to check their safe arrival, questions asked to evaluate likely coverage from each recipient, monitoring of subsequent media coverage and finally an evaluation of the results.
Lastly, be regular. Try to form relationships with editors. If they see you as a regular contributor of good quality material they will keep coming back to you.
Template for Writing a Press Release
The following template will help you to create the right look and feel for your press release.
Your reference number goes here (point size 8)
Date of the release goes here (point size 8)
Press Release (point size 36 bold)
A bold snappy title goes here (point size 16 bold)
A two-line paragraph, in BOLD text, outlining the content of the release goes here. This will grab the attention of the editor and give him the basic content of the press release (point size 14 bold).
The main text of the press release goes here in easy to understand ‘bite size’ paragraphs. All paragraphs should be 1½ spaced for easy reading (point size 12).
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Include a quote or comment from the writer of the press release. For example:
Mr X, Managing Director of AN OTHER Company comments: (point size 12)
“Put the quote or comment in italics and keep it to approximately 6 or 7 lines with speech marks at the start and end of the paragraph.
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Finish the press release with a couple of paragraphs winding up the message.
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Write ‘END’ here to denote the press release has finished (point size 12).
For further media details, or images, contact: (point size 11 bold).
- Your name
- Your company name
- Tel Your telephone number
- Email Your email address
- WWW Your web address
About: Your company name here or your name here (point size 10 bold).
Write a brief outline about YOU, the writer, or a brief description of your company. Include all USP’s of the business, what it does, milestones, industry awards, number of offices (world wide if appropriate).
This information is designed to give the editor a simple snap-shot about you, your business and the recognised achievements that makes your company special (point size 10).
