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The Power of the Press Release - Generating Effective Media
- By ContentMart Editor
- Published 01/20/2005
- Authors Writing
- Unrated
Producing an effective press or media release is one of those tasks that initially seems quite straight-forward – that is, until you actually sit down at your computer to draft one yourself.
·First there’s the writing - a process that can instantly cause beads of sweat to form on your over-stressed brow.
·Next there’s the distribution – which organizations and specific individuals should you send it to, should you fax it, e-mail it, mail it or send it by courier? What should you include with your release?
·Then there’s the follow-up – who will you call and what will you say? How can you ensure that you will be creating the best possible impression of your product, service and company without becoming a pest? And finally, how can you ensure that your new product or service is profiled accurately in the media?
STEP ONE – WRITING
A common challenge in writing a press release is being too close to your products and services to write about them effectively. Where do you begin? How much detail should you include? How much history should you include? How do you ensure that initially disinterested third parties will come to care enough about your products and services that they will actually do something to help you spread the word?
1. Brainstorm. Ask yourself some key questions before you start writing and jot down your answers without worrying about structure, spelling or tone:
a. What makes your product or service so special? What makes it new?
b. Why would an editor care enough to want to publish your news? Why will you customers care about this new product or service? List all the reader/listener benefits you can think of, as well as the benefits to the publication or show.
c. What makes this news release actual news?
2. Compose a first draft.
a. Start by crafting a catchy, newsworthy headline that addresses the main benefits to your target audience. Expect to spend some time developing this headline because it is by far the most important line of your entire release. A strong, all-encompassing headline also serves an important outlining function and forces you to tighten your focus.
b. Draft your first paragraph, conveying the most pertinent details of your new product and service. Answer who, what, when, where and why using the most convincing language at your disposal.
c. Throughout the release, keep your sentences short, eliminate passive voice and write in second-person imperative (“Visit, See, Do, Buy, You, Your, etc.”).
d. Use specific, powerful quotes and testimonials from key company representatives and satisfied customers to underscore the quality and durability of your new product and service.
e. End the release with a sense of urgency about your news, encouraging your readers into action. Make sure you list a contact person at your company who is not only willing to answer questions, but who also has strong communication skills and who is able to reflect a positive, professional image to both the media and your customers.
3. Rewrite, Edit and Refine.
a. How long is your completed first draft? If it’s longer than a page, get out your red pen and be brutal. Due to the volume of the material that they must process every day, most editors will not even look at a press release that’s longer than a page. It’s perfectly acceptable to supply a company/product backgrounder with a press release, along with descriptions and photos of related products and services (more on that later).
b. Ensure each sentence is short, active, punchy and positive. Use the shortest possible transitions to tie your ideas together. Make sure your paragraphs are short (no more than five sentences long).
c. Keep your main points at five or under. Do not bombard the release with too much information or too much detail. If editors want more information, they can look for it in the background material that you send along with the release, they can visit your website or they can call your contact person directly.
d. Help editors and producers do their job as easily
·First there’s the writing - a process that can instantly cause beads of sweat to form on your over-stressed brow.
·Next there’s the distribution – which organizations and specific individuals should you send it to, should you fax it, e-mail it, mail it or send it by courier? What should you include with your release?
·Then there’s the follow-up – who will you call and what will you say? How can you ensure that you will be creating the best possible impression of your product, service and company without becoming a pest? And finally, how can you ensure that your new product or service is profiled accurately in the media?
STEP ONE – WRITING
A common challenge in writing a press release is being too close to your products and services to write about them effectively. Where do you begin? How much detail should you include? How much history should you include? How do you ensure that initially disinterested third parties will come to care enough about your products and services that they will actually do something to help you spread the word?
1. Brainstorm. Ask yourself some key questions before you start writing and jot down your answers without worrying about structure, spelling or tone:
a. What makes your product or service so special? What makes it new?
b. Why would an editor care enough to want to publish your news? Why will you customers care about this new product or service? List all the reader/listener benefits you can think of, as well as the benefits to the publication or show.
c. What makes this news release actual news?
2. Compose a first draft.
a. Start by crafting a catchy, newsworthy headline that addresses the main benefits to your target audience. Expect to spend some time developing this headline because it is by far the most important line of your entire release. A strong, all-encompassing headline also serves an important outlining function and forces you to tighten your focus.
b. Draft your first paragraph, conveying the most pertinent details of your new product and service. Answer who, what, when, where and why using the most convincing language at your disposal.
c. Throughout the release, keep your sentences short, eliminate passive voice and write in second-person imperative (“Visit, See, Do, Buy, You, Your, etc.”).
d. Use specific, powerful quotes and testimonials from key company representatives and satisfied customers to underscore the quality and durability of your new product and service.
e. End the release with a sense of urgency about your news, encouraging your readers into action. Make sure you list a contact person at your company who is not only willing to answer questions, but who also has strong communication skills and who is able to reflect a positive, professional image to both the media and your customers.
3. Rewrite, Edit and Refine.
a. How long is your completed first draft? If it’s longer than a page, get out your red pen and be brutal. Due to the volume of the material that they must process every day, most editors will not even look at a press release that’s longer than a page. It’s perfectly acceptable to supply a company/product backgrounder with a press release, along with descriptions and photos of related products and services (more on that later).
b. Ensure each sentence is short, active, punchy and positive. Use the shortest possible transitions to tie your ideas together. Make sure your paragraphs are short (no more than five sentences long).
c. Keep your main points at five or under. Do not bombard the release with too much information or too much detail. If editors want more information, they can look for it in the background material that you send along with the release, they can visit your website or they can call your contact person directly.
d. Help editors and producers do their job as easily