As an entrepreneur and marketing consultant, I've written hundreds
of releases. As an editor and publisher, I've read lots more.
There's been much written about the format of press releases, but
I know it's not the style that counts -- it's the substance. The
release's content, together with its author's attention to a few key
points, is what's truly important.
Editors read press releases standing over the trash can; you have
only a few seconds to get noticed. Once you are noticed, you have
only a few more seconds to say what you have to say.
Here are 16 simple rules that will help you design a more
professional and productive release. If some of these points seem
totally obvious, that just means you really can't afford to forget
them.
1 Have Some News
It doesn't matter what your news is. If you're opening a new store,
that's news. If you've hired a new sales manager, that's news. If
you've just closed a big deal, that's news. Just don't ever write
a press release unless you have one specific newsworthy thing to
say. That's "one specific newsworthy" thing to say:
- Never talk about more than one news item in a single release.
(Hey, that second event gives you a reason to write another
release. Yes?)
- Never write a release that's not specifically about that one
item. (Attach additional sheets, called backgrounders, if you have
something extra to say.)
- Never write about anything that's not news.
What is "news" is always defined by the readership of the
publication. If your event isn't interesting to its readers, no
publication will ever knowingly print a story about it. Period.
2 Make A Plan
Before you write your release, you must be clear about what you're
trying to accomplish. If your plan is:
- Write a press release
- Make lots of money
then you need a better plan!
Publications use press releases in different ways. In most trade
journals (and in lots of newspapers and newsletters) new product
announcements come almost exclusively from news releases. Even
feature articles are often written completely (or substantially) by
PR and advertising folks from the companies being covered.
Always decide how you want your release used before you write it.
A release that's written to land a feature article should be much
different from one designed for a blurb in the product announcement
section.
A standard 300-word release works well for new product news. But
don't shy away writing a full-length feature article concerning
your products or services; lots of editors are hungry for
ready-to-use material.
3 Target Your Audience
If this means that you have to write a different release for every
publication, do it. Write your release for its intended market.
For example, if your new product is a software development kit for
engineers working in Microsoft Windows, there are at least three
possible ways to write the release:
- For software magazines, mention that an engineering background
is not needed.
- For engineering publications, detail some possible
applications that can benefit from the product.
- For Internet news sites, mention that it's easily used by anyone
with a browser on their computer.
If you don't target the publication's readership, you're asking the
editor to do it. And maybe there's just not quite enough time
before the publication deadline.
4 Write It Up
Unless you're selling dollar bills for a dime, you won't get your
news printed anywhere without sending a written press release. And
just like that first term paper in English 101, actually writing
the release can be the hardest part.
You have your news. You've made your plan. You know who you're
writing for. Now, as they say in the Nike commercial, Just Do It.
Your first draft doesn't have to be perfect. Heck, it doesn't even
have to be good. Just follow the rest of these rules and you'll fix
any problems.
5 Put A Date On It
Editors don't publish old news. Last week's grand opening may have
been the biggest event in your company's history. But it was news
then and it's not news now. So send your release in a timely
fashion and include the date you're sending it.
The date you use should be close to the time the editor reads the
release. For monthly publications, your date might be October 2000. For
more frequent publications, your date should be more precise: October
23, 2000.
Along with the date, editors like to see the words FOR IMMEDIATE
RELEASE. That way they know the information is ready to be printed.
6 Say Who It's From
Be proud. You've written a wonderful release. Put your name on it!
It's not vanity. It's information. Always list your company's name
and the city your release is coming from.
Releases come from the company making the news, even when a PR or
advertising firm writes the release. If two or more companies are
involved, make it clear which one originated the release.
7 Write a Killer Headline
Remember that your release is only one in a stack of thousands.
Always stick a headline at the top of the release. And always use
the headline to attract attention. I've seen thousands of headlines
that read something like this:
ABLE-PRO'S MOMBALIB 4.5 TO PROVIDE IE 5.5 SUPPORT
This headline fails the five-second test and into the trash it
goes.
Now, here's a killer headline:
MOMBALIB AND THE WORLD WIDE WEB:
A MARRIAGE MADE IN HEAVEN
Killer is a relative term, so don't be afraid to change the
headline as you submit your release to different publications.
8 Use the Five "W"s
The important points to be covered in every press release are Who,
What, Where, When, Why. Leave one out at your own risk. Without
each of these points, there's just no news.
You can get a good start on writing a dynamite release by including
all of these points in the first sentence or two:
Houston, October 6, 2000 -- Dewey, Cheetham & Howe (DCH) today
announced the opening of its Dallas office. The announcement marks
the culmination of DCH's long study of the Texas marketplace and
potential locations for its new office.
These points are so important, it's a good idea to look at your
finished release to be sure you haven't dropped one by mistake.
9 Get to the Point
Tell your whole story in the first paragraph. Of course, that's
only if you can't tell the whole story in the title.
Journalistic style is based on the inverted pyramid. The most
important news always comes first, with each succeeding paragraph
containing less news and more detail. Editors know their readers
are busy people. So are editors. Tell your story fast. Don't give
your readers time to get bored.
10 Write in English
Or Spanish. Or German. Just don't write in the gibberish of your
business. Avoid jargon. Explain technical terms and acronyms. And
don't give extensive technical details about a product just to be
bragging. Often those details don't have anything to do with your
news.
No one knows your business as well as you do. It's your job to
explain it. Use your release as one more place to inform and
educate your prospects.
11 Keep It Short
A news release tells a story. A new product is announced. A new
location is opened. A manager is promoted. Tell only that story in
your release.
You may want to mention you're having the best year ever, your
profits are way up, and you really liked that movie you saw last
night at the cinema. Resist the urge. Keep to your subject matter
and write everything you need to about that subject.
Short is a relative term. If you can do that in 200 words, fine. If
it takes 3000, that's fine too.
12 Keep It Neat
And more than just neat, keep it attractive. Your release should
stand out from the rest because it's exciting and informative, not
because it's printed on your ink jet printer with an almost empty
cartridge.
13 Attach Backup Info
Have too much to say? You're not alone. But keep that detailed
description of your product in the marketing literature where it
belongs.
It's a good idea to include product literature with every release
you send. Sure, most of it gets tossed, but collateral material
such as brochures and manuals can answer many of the editor's
questions.
Background information can be nothing more than a simple paragraph
added to the end of your release. Something like:
Compaq Computer Corporation, a Fortune Global 100 company, is the
largest supplier of computing systems in the world. Compaq designs,
develops, manufactures, and markets hardware, software, solutions,
and services, including industry-leading enterprise computing solutions,
fault-tolerant business-critical solutions, and communications products,
commercial desktop and portable products, and consumer PCs.
This one paragraph immediately identifies the company to the
editor. Even if your company is as well known as Compaq, go ahead
and tell the editor that this release really is from a well-known
company.
Use the press release to gain attention. Use backgrounders and
collateral materials to provide additional information about your
company and its products.
14 Say Who to Contact
If an editor has a question, who's going to supply the additional
information? You can list a company official, such as the president
or PR manager. Or you can list your public relations or advertising
firm.
Always give a real person's name (not just a title) and phone
number. And be sure that person can actually be reached. Editors
often call when they're on deadline -- a quick answer can help get
you coverage.
15 Send It In
Now that you've written the perfect press release, how do you
deliver it to the media? Here are the most common methods in my
order of preference.
WIRE
Newspaper movies always show rows of teletypes churning
out piles of paper. Those teletype machines are hooked up to a news
wire. Two news wire services (Business Wire and PR Newswire) deliver
several hundred different news releases to thousands of sites
every day.
Wire delivers most of the releases nowadays. And, no,
most media sites don't use those teletype machines anymore. A wired
release is now more often delivered directly to web sites or e-mail
boxes and to online databases.
E-MAIL
Used correctly, e-mail can be a powerful ally in the
fight to get your release read. If you have established a relationship
with an editor, e-mail can be a more targeted method of delivering
your message.
(Be careful of services that want to sell you lists
of editor email addresses -- editors don't like to be spammed anymore
than you or I do!)
MAIL
Regardless of its effectiveness, electronic delivery of your news
has its flaws. Technology is changing rapidly and nowadays wire
services and e-mail can deliver photos or video or audio along with
the plain text of your message. But often, it's tough to beat the US Mail
or priority delivery services like FedEx or UPS.
Not only can you address the release to
a specific editor (by name), but you can also jazz up your release
with attention-grabbing techniques that just aren't possible online. Like
free gifts or detailed product literature. Don't go overboard, but if you
deliver your news in a flashy package, it's more likely to be noticed.
And getting noticed is sometimes a difficult thing all by itself.
FAX
Faxes are a mixed bag. Some publications prefer faxed news releases to
mailed ones. Others have trouble distributing faxes inside of their
organization, so many are just tossed away. Then again, a fax to your
local paper's business editor is often exactly the right way to send
your news. (You've gotta play this one by ear!)
Regardless, don't use big long lists of fax numbers to distribute your release!
If your list is that long, wire makes more sense and will work better.
But if your news is urgent or if it's close to the editor's deadline,
go ahead fax in your release.
For national exposure, a news wire is the most widely accepted and
cost-effective technique to deliver your release. It's faster,
cheaper and incredibly easy. But mail, while more costly, will
produce better results.
What works best? Wire a release to everybody everywhere, and follow
up with mail targeted to the most important publications.
16 Don't Call
After you've sent your release, resist the urge to call the editors
just to see how it's going. Here's a list of most of the questions
you might want to ask, together with their only possible answers.
Ask any of these questions and you've decreased, not increased,
your chances of getting coverage:
"Did you get my release?"
I'm not sure. Send it again.
"Are you going to use it?"
Maybe. I won't know until we go to press.
"Do you have any questions?"
If I do, I'll call you.
"Did you run my release?"
Huh? Don't you read my publication?
There is one question you might call and ask (just don't ask it too
often):
"Do you want me to send similar releases in the future?"
If you feel a need to call, do it before you send your release. You
can call an editor to say you've sent an important release that
shouldn't be missed. (Here's a good tip: try leaving voice mail.
Call when you know the editor is out of the office and leave a
short message saying your release is on its way. It's unobtrusive
and gets the job done.)
Let your release speak for itself. If you've done your job right,
you won't need to call.
All right, so becoming a PR expert by reading this page is
really asking a lot. But you probably do know more about writing
a press release than you did before. And that's what this piece
is all about.
