Tips for Press Releases

19 Nov

TOW #12

According to the text Text: Public Relations Strategies and Tactics-9th Edition-Wilcox, D. & Cameron, G., a press release is the most commonly used public relations tactic. Dictionary.com defines a press release as “a statement prepared and distributed to the press by a public relations firm, governmental agency, etc. It is essential for a public relations practitioner to be able to write an effective news release to get their clients into the news. So here are some tips to writing an effective news release:

  1. Make sure the information is newsworthy
  2. Focus on the first 10 words- The first 10 words of your news release are the most important, so make sure they are effective. Stick to the “inverted pyramid” structure, which means putting the most significant parts of the story at the beginning and the descending in importance of details
  3. Write it from a journalist’s perspective- Never use “I” or “we” unless it’s in a quote
  4. Stay away from hype-bloated phrases like “breakthrough”, “unique”, “state-of-the-art”, etc.- Use more specific words and details
  5. Include contact information at the top or bottom of the page-Include: individual to contact, address, phone, fax, email, Web site address
  6. Ask yourself questions- Who is the primary audience for the release? What does the target audience gain from the product or service? What objective does the release serve?
  7. Be creative! Reporters go through tons of news releases. You need to catch the attention of the press, so you want it to be something interesting that they will want to use
  8. Deal with the facts-Focus on how your announcement affects your industry and lead with that rather than overtly promoting your product or company
  9. Avoid fancy language
  10. Be your biggest critic-Critique your own writing by asking “who care?” and why readers should be interested in your information

References:

How to Write a Press Release

How to Write a Great Press Release

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