A press release is the standard way to alert the media, and increasingly, the online public, about what you are doing or selling.
The press release (PR) forms part of the public relations artillery and should be used wisely. Though mostly written and distributed by public relations professionals, you too can competently write your own PRs, if you keep the following 12 key points in mind.
Think of the 5 ‘Ws’
The PR mantra is WWWWW. Before you do anything, think Who, What, When, Where and Why. Fail to include this vital information, and it’s a total waste of time.
The golden first paragraph
This is your chance to grab the media’s attention, so make it punchy. The first, short paragraph should announce the ‘5 ‘W’s’ and the rest of the PR will expand upon it.
Newsworthy
We call it the ‘news’ because it is ‘new.’ What makes your story press-worthy? What is new about what you are doing? Is there new research? The media love stories about anything that is the biggest, smallest, fastest, world’s first or most exciting. Think of all the ways your story is new, include them, and back up your claims.
Concise
A PR should never, ever be longer than two pages of A4 paper. One page is ideal. Keep the font neutral and the layout clear – line spacing of 1.5 is best.
Contact
Always include your contact details at the bottom of the PR. That’s your full name, phone number, mobile, and email address.
Personal touch
Include a quotation which communicates your key messages in a lively way. Sound ‘thrilled’ or ‘excited’ about what you are announcing. If it’s not really interesting or exciting news, you shouldn’t bother the press with it.
Proofread, proofread, proofread
It is unacceptable to send out a PR full of grammatical errors. Get someone else to proofread it, then print it out and proofread it again.
Tell them about it
When emailing your PR, include it clearly in the main body of your email. The media probably won’t bother opening your word document attachment.
Balance
There is a very fine line between spin and being downright misleading. Go for an attention grabbing headline, but don’t lie or over-hype your story. Also, NEVER USE CAPITALS AS IT WILL ONLY ANNOY PEOPLE.
Write for the task in hand
Your PR is not a submission for a prose writing competition. Keep it clear, informative, and as factual as possible. Have fun with the headline, but don’t overuse fluff words in the main body of the release.
It is not a sales pitch
Refrain from ‘sales speak’; this is not the place. A PR serves to inform the media about a newsworthy event, not flog a product like in an advert.
Use press releases wisely
Expanding your home office into a purpose built garden shed may be big news in your family, but probably less so on the global stage. Put out strong stories and get a good name for yourself. Put out the rubbish. Remember that it’s your reputation that will be at stake.