Your boss asks you to have that press release on his desk by Monday morning. The dread is building, your pulse is racing and you’ve packed your desk to bolt. Don’t jump the gun - we’re here to help with a few tips to help turn flat press releases into front-page material!
1. Make it newsworthy!
Media coverage is important for any business, so being able to write an effective press release is a hugely valuable skill. Before you even attempt to start typing, think about the things you watch and listen to in the news. People want content that gives us more information, tells us something that we haven't heard before, or helps us solve problems. So start with a little preparation and ask yourself these questions:
-Is there anything "new" about my story?
-Is it surprising or unusual?
-Would this news grab attention to anyone outside my business?
2. Write a cracking good headline.
News Editors and Journalists get hundreds of press releases every day, so make a point to write a memorable and hard-hitting headline. They are busy people and only need a few seconds to decide whether your press release is worth publishing or only worth a toss into the virtual trash. Avoid being too clever - your headline needs to be immediately understood. If your story is about the 10th Anniversary of your company, say exactly that. Save your witty copy for social media posts!
3. Your Top Line sells the story
Once readers are hooked by your headline, the next task is to focus their attention on the top line – the opening line of your release. Here, you need to summarise your story in a quick, crisp sentence. It should be no more than around 15-20 words and read like the opening of a news story on CNN. You should try to employ the "five Ws" (who, what, where, when and why) when drafting the top line of news stories.
4. Have grammatically flawless copy.
Proofread, proofread, and proofread some more. Then send it to a trusted colleague for another check before clicking you send your release out to the world. A single mistake can have disastrous effects – and makes it difficult for journalists to take you seriously.
5. Be concise
The length of your release matters. Try to aim for about one A4 page, or about 300 to 400 words. Make it three to four coherent and punchy paragraphs, coupled with some non-marketing-speak pull quotes of quotes. Don’t waffle; no one has the time to listen. A background document can sometimes be useful for journalists, but remember - this is a press release, not an advertising brochure. Adjusting the information in your release for different media channels can maximise your chances of getting that much needed press coverage.
6. Quotes matter
Pull quotes (so called because they are “pulled” directly from your press release) can be very helpful to journalists. Quotes provide a human element to your release, and provide additional insight and opinion. Keep the tone conversational, and steer clear of technical language, industry jargon and blatant marketing spiel.
7. Throw in hard facts with numbers.
Quantifying opinions, ideas and stories with hard data and facts will make your press release much more compelling. Condense your best information into subheadings and bullet points, as they will attract extra attention and be easier to digest. When writing your press release, remember that numbers are like flattery – a little goes a long way!
8. Include your contact information.
There’s nothing worse than journalists wanting to follow up on your release and not being able to contact you. If reporters can’t find the information they need for a story, it ends up in the bin instead of on the front page. Make sure you include your phone number, email address and social media contacts, preferably at the top or bottom of your press release.