Press releases…news advisories…media alerts. Call it want you want, but all of these documents aim to do the same thing…gain positive media publicity for our company.
Below are some easy tips that were given to me by my PR writing teacher, with a few slight PCL additions. If you don’t have the time to read all the tips, just make sure you read the last two because these have helped me tremendously in gaining media attention from my press releases.
Rules for Writing a News Release
All news releases should be “news centered” according to Schubert Communications, a Pennsylvania public relations firm. Lisa Barbadora, director of public relations and marketing content for Schubert, give these rules for writing news releases:
- Use short, succinct headlines and subheads to highlight main points and pique interest. They should not simply be a repeat of the information in the lead-in paragraph.
- Do not use generic words such as “the leading provider” or “world-class” to position your company. Be specific, use phrases such as “with annual revenues of.” – The word “Leading” is the most used word in press releases.
- Do not describe products using phrases such as “unique” or “total solution.” Use specific terms or examples to demonstrate the product’s distinctness.
- Use descriptive and creative words to grab an editor’s attention, but make sure they are accurate and not exaggerated.
- Do not highlight the name of your company or product in the headline of the news release if it is not highly recognized. If you are not a household name, focus on the news instead.
- Tell the news. Focus on how your announcement affects your industry and lead with that rather than overtly promoting your product or company.
- Critique your writing by asking yourself, “who cares?” Why should readers be interested in this information? If you have ever met Pat Klein, this is where your “SO WHAT?” stamp would come in handy.
- Do not throw the whole kitchen sink into the release. Better to break your news into several releases if material is lengthy.
- Do not use lame quotes. Write like someone is actually talking – eliminate the corporatese that editors love to ignore. Speak with pizzazz to increase your chances of being published.
- Target your writing. Create two different tailored releases that will go out to different types of media rather than a general release that isn’t of great interest to either group.
- Look for creative ways to tie your announcement in to current news or trends.
- Write simply. Use contractions, write in active voice, be direct, avoid paired works like “clear and simple,” and incorporate common action-oriented phrases to generate excitement. Sentences should be no longer than 34 words.
- Follow the Associated Press Stylebook and specific publications’ editorial standards for dates, technical terms, abbreviations, punctuation, spellings, capitalization, etc. This is different than the Chicago Manual Style that we use at PCL.
- Do not overdo it. It’s important to write colorfully, to focus on small specific details, to include descriptions of people, places and events, but do not write poetry when you want press.
- Do not be formulaic in your news release writing. Not every release must start with the name of the company or product. Break out of the mold to attract media attention.
- Do not expect editors to print your entire release. Important information should be in the first two paragraphs.
- Make it clear how your announcement is relevant for the editors’ readers.
- BEST TIP – Are you announcing something that is the FIRST time, ONLY time, LAST time? Make sure you include that in your headline!
- BEST TIP #2 – Always make sure to include any celebrities or noteworthy individuals. Do you have an emcee from a news station, is a local politician attending your ribbon cutting ceremony?
And as always, if you need any help writing a news releases, the team at USHO is always available for you.
WOW! These tips are amazing for me I never notice that things before..Thanks for sharing with us...!
Posted by: Term paper Writing | 02/10/2012 at 05:14 AM