Press Releases: To Write or Not to Write, That is the Question
Welcome to Mitch's PR and Media Spotlight podcast ... where we talk a little about public relations and a little about Atlanta media twice a month.
This month we're going to talk about how to write a press release. But before we talk about how to write a press release, let's talk for a minute about whether you should write one.
There's a tendency at many companies to write a press release for every occasion. Take a look down this list and see if you can pick out the topic or topics that should not be a press release:
1. new product
2. new staffer
3. the company wins an award
4. new carpet in the corporate office
So you're pretty sure of yourself, eh? You think #4 definitely shouldn't be a press release? Don't be so sure. I've seen companies send out press releases touting how they were being environmentally friendly by installing recycled carpet.
A press release is something designed to deliver news. Keep it in mind, because we'll come back to that.
So ... your first task is to decide what your news is. If you can't figure that out quickly, well then, you're not quite ready to write your press release, are you? You should be able to concisely state – in two or three sentences – what your big news is.
Press Release Structure
Let's talk about the structure of your press release. Think of the release as a pyramid, with the most important information presented concisely at the top, and widening to include all the details by the time you get to the base.
Assume a reporter or editor will read only a little bit of your release before making the decision to continue reading. First, they'll read your headline. Most press releases don't make it past the "reading the headline" stage.
I can't say this strongly enough: The headline is the most important part of your release. Spend a lot of time on it. Keep it short, but make sure it's complete and compelling.
Your might also add a "sub-headline" to provide additional details you couldn't fit in the headline. It's not required, so don't add it just because you can.
If your headline makes the grade, they'll move on to your lead.
With that in mind, make sure the most important, most compelling information is at the top of the release. The supporting details and less important info continues as you move toward the bottom.
Avoid adjectives when you're writing. I've seen newspapers who assign interns to go through press releases and use black magic marker to cross out all the adjectives. If there's not much left when they're done, the release hits the circular file.
If you want to include a quote from your CEO, make sure it's something useful. Don't just say "We've got a great new product that we're really proud of." The quote should include important details relating to the news you're announcing.
You should include some basic info on your company at the bottom of the release. We call that the "boilerplate" and it usually includes company statistics, key products or services, sales figures, the company web site.
Here's something really important that I see missing on releases: Your contact info. Make your contact information easy to find at the top of the release. Don't put it at the bottom where the reporter has to search for it.
Another key item: Make sure the contact person listed is available when the release is issued. It's not appropriate for the VP listed as the contact on the release to go on vacation for two weeks the day the release goes out. Don't put your CEO as the contact. She's got more important things to do I'd imagine. Make sure you include cellphone numbers, office and/or mobile emails or pager numbers as necessary. If you're sending out the release during the week for an event that'll be in the evening or on the weekend, then note different contact information for "on-site."
Length: Keep the release to no more than two pages. Trust me. You don't want to make it longer. It just makes the reporters tune out. Write a short release that gets them hooked on the story idea and you can fill in the details later.
Well that's all the time we've got today. There are other aspects of writing press releases, in particular what's being referred to lately as the "social media press release," that we'll get into in more detail in a future podcast.
Press Release Basics
• The headline is the most important part of the release. Spend a lot of time on it. Keep it short, but complete and compelling.
• Your sub-headline can provide additional details you couldn't fit in the headline.
• Begin your press release with the most important information and end with the least important.
• Think of the release as a pyramid, with the most important information presented concisely at the top, and widening to include all the details by the time you get to the base.
• Assume a reporter or editor will read only part of your release before making the decision to continue reading. With that in mind, make sure your most compelling information is at the top, with less important details at the bottom.
• Make your contact information easy to find at the top of the release. Make sure the contact person listed is available when the release is issued. Include cellphone numbers, emails or pager numbers as necessary.
• Length: Keep the release to no more than two pages.
• Line spacing: 1 ½ in 10 or 12 point type
Welcome to Mitch's PR and Media Spotlight podcast ... where we talk a little about public relations and a little about Atlanta media twice a month.
This month we're going to talk about how to write a press release. But before we talk about how to write a press release, let's talk for a minute about whether you should write one.
There's a tendency at many companies to write a press release for every occasion. Take a look down this list and see if you can pick out the topic or topics that should not be a press release:
1. new product
2. new staffer
3. the company wins an award
4. new carpet in the corporate office
So you're pretty sure of yourself, eh? You think #4 definitely shouldn't be a press release? Don't be so sure. I've seen companies send out press releases touting how they were being environmentally friendly by installing recycled carpet.
A press release is something designed to deliver news. Keep it in mind, because we'll come back to that.
So ... your first task is to decide what your news is. If you can't figure that out quickly, well then, you're not quite ready to write your press release, are you? You should be able to concisely state – in two or three sentences – what your big news is.
Press Release Structure
Let's talk about the structure of your press release. Think of the release as a pyramid, with the most important information presented concisely at the top, and widening to include all the details by the time you get to the base.
Assume a reporter or editor will read only a little bit of your release before making the decision to continue reading. First, they'll read your headline. Most press releases don't make it past the "reading the headline" stage.
I can't say this strongly enough: The headline is the most important part of your release. Spend a lot of time on it. Keep it short, but make sure it's complete and compelling.
Your might also add a "sub-headline" to provide additional details you couldn't fit in the headline. It's not required, so don't add it just because you can.
If your headline makes the grade, they'll move on to your lead.
With that in mind, make sure the most important, most compelling information is at the top of the release. The supporting details and less important info continues as you move toward the bottom.
Avoid adjectives when you're writing. I've seen newspapers who assign interns to go through press releases and use black magic marker to cross out all the adjectives. If there's not much left when they're done, the release hits the circular file.
If you want to include a quote from your CEO, make sure it's something useful. Don't just say "We've got a great new product that we're really proud of." The quote should include important details relating to the news you're announcing.
You should include some basic info on your company at the bottom of the release. We call that the "boilerplate" and it usually includes company statistics, key products or services, sales figures, the company web site.
Here's something really important that I see missing on releases: Your contact info. Make your contact information easy to find at the top of the release. Don't put it at the bottom where the reporter has to search for it.
Another key item: Make sure the contact person listed is available when the release is issued. It's not appropriate for the VP listed as the contact on the release to go on vacation for two weeks the day the release goes out. Don't put your CEO as the contact. She's got more important things to do I'd imagine. Make sure you include cellphone numbers, office and/or mobile emails or pager numbers as necessary. If you're sending out the release during the week for an event that'll be in the evening or on the weekend, then note different contact information for "on-site."
Length: Keep the release to no more than two pages. Trust me. You don't want to make it longer. It just makes the reporters tune out. Write a short release that gets them hooked on the story idea and you can fill in the details later.
Well that's all the time we've got today. There are other aspects of writing press releases, in particular what's being referred to lately as the "social media press release," that we'll get into in more detail in a future podcast.
Press Release Basics
• The headline is the most important part of the release. Spend a lot of time on it. Keep it short, but complete and compelling.
• Your sub-headline can provide additional details you couldn't fit in the headline.
• Begin your press release with the most important information and end with the least important.
• Think of the release as a pyramid, with the most important information presented concisely at the top, and widening to include all the details by the time you get to the base.
• Assume a reporter or editor will read only part of your release before making the decision to continue reading. With that in mind, make sure your most compelling information is at the top, with less important details at the bottom.
• Make your contact information easy to find at the top of the release. Make sure the contact person listed is available when the release is issued. Include cellphone numbers, emails or pager numbers as necessary.
• Length: Keep the release to no more than two pages.
• Line spacing: 1 ½ in 10 or 12 point type
