Press releases are important to both companies and the media. While a company can advertise and build up great customer relations, they should also build up working relations with the media of the town. Media is supposed to be the voice of the people. Also, the media needs press releases because they cannot be aware of everything, as much as they would like to be.
While I worked in print news, I got to read through some great press releases, and then some pretty terrible ones. With this experience, I’ve come to notice a few things that incline a journalist to give a press release a second look.
1. Read more news! Whether it is print or online, it helps to know what is actually making it into the news. When you read more, your writing starts to mimic a news story.
2. The 5 W’s and H! Reporters are taught to write about the who, what, when, where, why and how. If you include several of these in your release, then a writer can more easily use it for their own story.
3. Proof read!! There is nothing worse than sending out a release with misspellings, bad grammar and having their, there and they’re messed up. Not only with they not look at this release, but they are not likely to want to look at future writing from you.
4. Interview someone – Articles have sources. If you include a couple of quotes from someone in your company, then the media has the first source for a story about your wonderful company!
5. Add the company mantra! The last line or two should reflect the great things your company has to offer. Sadly if you do not take an interest in the programs you have to offer, no one else will either. You never know what a journalist might take to use.
6. Avoid needless releases! If you have nothing to report, don’t send out a press release. Just trying to get the media to remember your name with a release a week gets tiring for the journalist sifting through the releases. If you send a press release only when you have something important to say then the media is more likely to notice.
7. Cut the fluff!! Format your press release so that it is clear and to the point. Journalists write for a 6th grade reading level. Don’t write above that. You might like to sound intelligent, but they don’t want to read that. All the fluff ends up cut anyway. The easier you make the information on the reporter, the more likely it will end up being reported.
Now that I’ve said those, just know – this is just a recipe for a better press release. Just like a chocolate chip cookie recipe, there are many out there. The real trick is to find something that works for you in your area.
I hope this helps your press release get that second look we all hope for!!
Press releases are important to both companies and the media. While a business can advertise and build up great customer relations, it should also build up working relations with the local media. Media is supposed to be the voice of the people–which means you and your company. Also, the media needs press releases because they cannot be aware of everything, as much as they would like to be.
While I worked in print news, I got to read through some great press releases, and then some pretty terrible ones. With this experience, I’ve come to notice a few things that incline a journalist to give a press release a second look.
1. Read more news! Whether it is print or online, it helps to know what is actually making it into the news. When you read more, your writing starts to mimic a news story.
2. The 5 W’s and H! Reporters are taught to write about the who, what, when, where, why and how. If you include several of these in your release, then a writer can more easily use it for their own story.
3. Proof read!! There is nothing worse than sending out a release with misspellings, bad grammar and having their, there and they’re messed up. Not only with they not look at this release, but they are not likely to want to look at future writing from you.
4. Interview someone. Articles have sources. If you include a couple of quotes from someone in your business, then the media has the first source for a story about your wonderful company!
5. Add the company mantra! The last line or two should reflect the great things your company has to offer. Sadly if you do not take an interest in the programs you have to offer, no one else will either. You never know what a journalist might take to use.
6. Avoid needless releases! If you have nothing to report, don’t send out a press release. Just trying to get the media to remember your name with a release every week gets tiring for the journalist sifting through the releases. If you send a press release only when you have something important to say then the media is more likely to notice.
7. Cut the fluff!! Format your press release so that it is clear and to the point. Journalists write for a 6th grade reading level. Don’t write above that. You might like to sound intelligent, but they don’t want to read that. All the fluff ends up cut anyway. The easier you make the information on the reporter, the more likely it will end up being reported.
Now that I’ve said those, just know – this is just a recipe for a better press release. Just like a chocolate chip cookie recipe, there are many out there. The real trick is to find something that works for you in your area.
I hope this helps your press release get that second look we all hope for!!
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