Three
Tips for Writing a Professional Press Release
By Karen Pierce Gonzalez
As a journalist, I
received countless press releases. It was easy to identify the
professional press releases from the ones that were prepared by
someone who wasn’t sure of what they were doing. The professional
ones were quickly plucked out of the stack to become the fodder for
news stories. The rest often went into the circular file (divided
into days of the week) just in case someone was looking for a story
idea or needed a last minute item for a newsbrief. There were even a
few that were quietly put into a side pile very near the garbage
can.
Because press
releases serve a very valuable function inside a news room, they are
your organization’s (or an entrepreneur’s) greatest tool. In many
cases they are the first line of contact established between a
journalist or editor and you and can serve as a calling card,
especially if you want the media to consider you a resource for
future story needs. For that reason how they look and how they read
matter – a lot!
Here are three tips to help you create a timely and effective press
release:
1) A press release is a hook, not a book.
Most
journalists don’t have time to read more than a one page press
release. Having to wade through more than that may neutralize a
journalist’s interest in the topic.
Double space the copy. Most press releases are four
to seven paragraphs long. On occasion, the text (which should
always be 12 pt) can be single (or 1.5) spaced with double space
between paragraphs.
2) It needs to be easy to look at and easy to read.
Avoid colorful
inks and fancy fonts. Remember that journalists and editors
receive many press releases a day. While a warm and fuzzy pink
ink and curly script may make you feel warm, it may only
frustrate the journalist who has to quickly scan the copy for
content.
Keep the
language simple. It needs to be something that can be understood
by anyone. If technical terms are necessary, italicize them and
include a one to three word explanation of what the word means
in parentheses.
3) Think of the press release as a mini-news story. Take
a look at some of the news stories you’ve read and notice which
were the most effective. Model your release after those. The
opening paragraph needs to be succinct and compelling; it also
needs to include basic details of location (including street
address), time and date.
Include a quote
from someone related to the event or news issue. For example, if the
press release is about a new book, then get a quote from a reviewer
or an expert in the industry the book is written about how the book
is helpful or relevant or how the author’s expertise makes him or
her ideal author for such a book.
Avoid claims to
fame. Words like “magnificent” or phrases like “the best in the
world” should not find their way into your press release. These are
subjective and more appropriate for advertising venues. Remember:
news stories are objective and claims need to be substantiated.
The final
paragraph should contain public contact information (phone, website)
for those wanting to know more about the topic of the press release.
Include other pertinent information, such as ticket cost, purchase
price for book, etc.
On the bottom of
the page add a final line (in italics, flushed right) that reads:
Media contact only: name, phone and/or email.
Effective press releases are succinct and timely. Make use of these
tips to keep yours at the topic of a reporter’s or editor’s list!
http://www.karenpiercegonzalez.com
http://kpgpublicrelations.blogspot.com
