How to write an effective press release, Part 1
As discussed in the previous post, the goal of a press release is to attract favorable media coverage about an organization’s products or services by providing reporters with the information they need to begin developing news or feature reports. Press releases may announce new products and services, sales data or other financial revenue, special events, business milestones, acquisitions or mergers, or the hiring or promotion of key employees.
Types of small business news releases
Small business generally issue four types of news releases:
- New products and services. Is your company launching a new product that will change or shape your product category? Is it rolling out a new service that will save customers time, money or both? A recent example of this type of press release is Apple’s announcement of its new iPad.
- Expertise, tips and information. These releases educate readers about trends, research and advice. For example, income tax preparation services often receive national and local media coverage by offering tidbits of tax advice around April 15.
- Tie-ins to relevant major news events. When the Tiger Woods scandal broke, countless crisis communications and media training firms garnered top-tier media coverage by offering interviews during which they discussed how Woods could have avoided or minimized the media fallout. While often very valuable, these types of media placement are oftentimes more difficult to achieve because they require organizations to identify appropriate news events and to act quickly to take advantage of the media opportunity. If this appeals to you, look for ways your product or service could tie into the news of the day and be prepared to quickly promote your expertise in relation to the major news event.
- Hiring or promotion of key employees. When a new senior executive is recruited or promoted, brief news releases noting the change are often issued.
Writing the press release
Many organizations make the mistake of writing news releases for audiences other than the media. Although you will identify and define the “news” your release will announce, its contents should be dictated by what the media value and want.
5 Ws
All news releases should address the basic elements in a news story, which are known as the “5 Ws”:
- Who (is making the news)?
- What (did he or she do that is newsworthy)?
- When (did this newsworthy event occur)?
- Where (did it occur)?
- Why (did it occur OR why is it newsworthy)?
And for some press releases (when relevant) …
- How (did the newsworthy event occur)?
- Focus. Don’t attempt to tell the history of your company. Instead, zero in on the purpose of this particular press release. What is the “news” you want to communicate?
- Brevity. A press release should be short and to-the-point. The first paragraph should include at least an overview of your 5 Ws.
- Headline. It’s the first thing the media will read; make sure they want to read more. It should be newsworthy, and compelling or catchy.
- Concise, straightforward language. Wrapping your news in a litany of adjectives is the surest way to turn off news reporters and editors, so skip the superlatives and other flowery language. Let your news speak for itself. Write in third person. (The only element that should perhaps be in first person is a quote from an executive.)
- Facts. Stick to them. If you have third-party endorsements or statistics that support your news, include them.
- Contact information. This can appear either at top or bottom of your press release. It usually includes, at minimum, a contact name; phone number; and e-mail address. If your contact will be hard to reach, consider also including his or her cell phone number. And if your company has a robust web site, include the URL.
- Error-free. Nothing turns off news organizations like a typo-filled press release. And can you blame them? If you can’t get the basics of a press release right, why should a news outlet take your press release – or your business — seriously?
NEXT: Writing an Effective Press Release, Part 2: Structure of a Press Release
