16 Tips to Writing Powerful Press Releases
A few days ago, I was the guest speaker at a PRSA (Public Relations Society of America) meeting. I asked the 50 people in attendance how many had actually been news reporters. Seven raised their hands. I worked as a radio news reporter, on-air anchor and news director for 10 years. Many people, yes even in the PR field, have no idea what it’s like to be on the receiving end of the press release. Here is some insight into the mindset of what reporters are looking for.
Reporters and news decision-makers are constantly bombarded with irrelevant information in the form of press releases. They typically spend just a few seconds glancing at press releases to quickly decipher what they’re about. If you are responsible for writing and sending out press releases for your business or nonprofit, you must be able to articulate a clear, compelling, and concise story that will grab their attention…in writing.
Here are 16 Do’s and Don’ts for powerful press releases:
1. Do have something NEW to announce. The word “new” is in the word news. Your job is make news, not news releases.
2. Do write a catchy headline. Limit it to 8-10 words with the understanding that if it gets the attention of a reporter, they will be inclined to continue to read. We live in a busy world of people who skim. Make sure your words jump off the page. Same with the subject line in an e-mail pitch.
3. Do show and tell a compelling story. News is about people. People love great stories. Put a face on your story and make it come to life. Highlight people directly affected by your programs, services, legislation, volunteers, etc. Reporters don’t want a stale quote with fluffy adjectives from the executive director. Give them real people and emotions.
4. Do speak and write directly to the public. Tip sheets are great for this because you can offer “5 Tips for Traveling with a Child with Autism,” “7 Ways to Sell Your House in a Down Market” or “10 Steps to College Savings.” Identify that the public has the pain (the child with Autism) and you have the solution (the tips, strategies, and expertise). Help people solve their problems.
5. Do write short, punchy, and easy-to-understand sentences. Don’t try to impress reporters with words that will confuse them or send them to a dictionary. That will send your press release right into the garbage.
6. Do include the name and contact information of someone who is available and knowledgeable. There’s nothing worse than a reporter calling to follow-up on your press release and only getting your voicemail: “Hi, it’s Susan. I’m away until January 24th…”
7. Do cite sources. You must attribute any statistics or surveys to the group that gathered the information. If you state that special education programs in your city have grown by 39% in the past two years, you must say where that statistic came from. Any editor worth his salt will not print a statement like that without giving credit to the source.
8. Do know to whom you are pitching. Read the publication, watch the TV news show, and listen to the radio station before you craft your pitch. You must know where you fit in. Do your homework.
9. Don’t bury the lead. The lead is the #1 reason that you are writing your press release. Carefully organize your thoughts on paper and build out details from the lead.
10. Don’t try to sell anything. Your press release should be something newsworthy that affects the public. Don’t use it as a vehicle to sell something. That’s what the advertising department is for.
11. Don’t e-mail large files and attachments unless the reporter has requested them. Most will get bounced back by filters and never reach the intended party. They can also wreak havoc on servers.
12. Don’t “announce” anything in the lead. Reporters despise the word announce in the first line or two of a release. The main reason for a press release is to announce news. Saying you’re announcing it is ludicrous!
13. Don’t repeat information. If you say that a 17-year-old girl from Asbury Park, New Jersey, has won a $10,000 scholarship, those details should not be mentioned again. This will help to keep your press releases more concise. Repetition is for advertising, not news.
14. Don’t ask questions in your lead. You’re supposed to be the expert with the answers to people’s problems. If you are writing a tip sheet, for instance “5 Ways to Sell Your Home,” don’t open up with a series of questions like “Do you know the value of your home? Do you think the housing market has plummeted? Are your neighbors waiting months to sell their homes?” People need answers, not more questions.
15. Don’t use industry rhetoric, jargon, and acronyms. It’s confusing. Write for the general public.
16. Don’t say “first annual.” There’s simply no such thing.
If you want to learn more inside newsroom secrets plus more, join me for my free Teleseminar, “Build Your Proactive PR Strategy for 2009.” It’s being held Thursday, January 29, 2009 at 1PM EST. This two-hour call is packed with strategies and content to increase your visibility, credibility and revenues. Visit http://www.prtoolbox.net/
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