How to make your press releases 'must reads'
One of the first journalism jobs I performed was to rewrite press releases and turn them into briefs for a small-town weekly newspaper in Northwest Louisiana. The very name, “rewrite” seems ancient, harkening to a very different time in journalism, where type-written press releases were mailed to the newsroom and someone like me had to turn them into copy.
Sometimes their content would turn into a longer news story, which was certainly the hope of the sender.Today, of course, we operate in a different environment. Press releases are distributed via social media and the web, and can contain layers of information for media from video to links to websites. Even though times have changed, reporters are still looking for basic elements in every press release they receive. And it’s important that we don’t waste their time.
There are a few key elements of a good press release.
Offer news that media can use. Reporters, producers and editors are looking for relevant news items or tips that they can use right now. That means doing your homework before sending them a release. The most effective press releases incorporate news that a client wants to communicate but is also relevant. If you’re an accountant and you’re offering free tax advice for last-minute filers as a public service, that’s news. But pitching that accounting news to the investigative reporter would not be prudent.
Keep it short. A good press release should be 450 words or less, includes news and context, and directs a member of media to ways to find out more information if they are interested. Overwriting is as common today as it was 30 years ago, but those releases may quickly be trashed.
Use hotlinks and imbed multimedia. Today, more than ever before, PR professionals have an opportunity to share multiple pieces of information with media that can help them understand the business or organization better. A link to a short video imbedded within the press release can also garner robust positive response via social media and drive potential customers or interested parties to a client’s website.
Make sure you include key messages. Let’s face it. Press releases are meant to gain publicity for the issuing company. Whether it’s an announcement of key promotions or the launch of a ground-breaking new product, it’s important to make sure key messages about the company or organization are mentioned either through the narrative, the boilerplate (the short summary description of who you are and what you do at the end of the release) , or in quotes from key executives.
In this era of blogs and the ever-expanding brand journalism movement, there remains great demand for a good, well-written press release to introduce your company’s service, expertise, or product to a member of the media seeking a story from a knowledgeable source.
Byron McCauley is Founder and CEO of McCauley Communications.
