A handy tool used to release official statements to the media and public, the press release is all about informing. Clarity and conciseness are keys to any press release, therefore it’s important that your main points can be easily and quickly digested by readers.
While brevity is essential, there’s just one problem with most modern press releases… they tend to be on the dry side. Although the point of the piece is to convey information, you’ll probably get better mileage from a release that’s well thought out, well-structured and well written. Join Wordsmith as we take a deeper look into the humble press release…
When should we write a press release?
First and foremost, we need to determine whether a story is newsworthy. Breaking it down from the journalist’s point of view, The Guardian identifies several considerations:
1. Is there anything new?
People value novelty and relish the opportunity to partake in new trends. Remember when the bubble tea craze hit Hong Kong? Bubble tea fans went bonkers after the Taiwanese brand Tiger Sugar set up shop for their Instagram-worthy syrup-streaked brown sugar bubble teas. However, while brand and product launches are popular press release topics, you need to offer something more than novelty to be truly newsworthy! (More on this in point 4)
2. Is there anything unusual or unexpected about it?
It’s important to discern between tabloid gossip and news. For example, if a celebrity was seen visiting a McDonald’s, do you think that justifies a press release? Probably not, because celebrities need to eat just like everyone else… But if the celebrity was known for advocating a raw vegan diet, then the situation suddenly becomes more interesting.
3. Would this be of interest to anyone outside of my industry?
Since press releases are intended for the public, writing for a general audience wouldn’t be a bad idea. However, it’s debatable whether the topic should always be general. For example, an innovation that lowered the production costs of cogs would be great news for factories, but not necessarily the most exciting for average consumers. To make the topic more relatable, explain how the change affects the reader – consumers may not care how cheaper cogs affect factories, but they will care if the products they buy become cheaper because of it!
4. Will anyone actually care?
“The last one sounds harsh, but is probably the most important: you might be excited about your new marketing director or the launch of your new product, but will anyone else be interested? If the answer is ‘no’, hold off on that press release until you've got a better story,” explains The Guardian.
Going back to the example on the first point, if Tiger Sugar were the first brand to popularise black sugar bubble teas, then a press release announcing its launch in Hong Kong is well warranted (especially considering how deeply ingrained bubble tea is into our pop culture). However, if multiple brands have already done it and Tiger Sugar is just offering more of the same… then there’d be significantly less drive for consumers to care. “If you're not sure whether your story is newsworthy, read, watch or listen to the publications or programmes you'd like coverage in to get a feel for the kind of stories they typically cover.”
Juggling details and facts
Now that you’ve got a newsworthy topic, it’s time to inform the masses. We’ll be using Tiger Sugar as our example, so let’s travel back in time to 2018, just before the bubble tea madness hit its peak.
1. Let your headlines do the corralling
As is with most articles, your headline will determine whether or not busy media writers want to look at your piece. “Don’t try to be clever: most journalists will spend just a few seconds deciding whether something looks interesting. If they don’t immediately understand what your story is about, they’ll move on to the next thing in their inbox,” points out The Guardian. Inform and entertain in the body copy, but be direct in the headlines.
Do: “Taiwan’s hit bubble tea brand Tiger Sugar lands in Hong Kong”
Don’t: “You’ll never guess which hot bubble tea brand is here now!”
2. Combo your headline with a hook
“Getting a journalist to open your email is important, but if your first sentence doesn't grab them, they may not read any further – which is why you need to get the ‘top line’ (the most important bit) of your story right at the beginning of your release. Your first line should be a summary of the story (in no more than around 15-20 words) and read like the opening of a news story.” In other words, follow the journalist’s code of having the 5 W’s (Who, What, When Where and Why) within the opening line. For example:
“Tiger Sugar, the bubble tea chain that pioneered the brown sugar caramel trend, spreads the delightful simplicity of Taiwanese desserts with their first Hong Kong branch at Jardine’s Bazaar, Causeway Bay.”
3. Brevity is the name of the game, but don’t skimp on the details
For an optimal length, The Guardian recommends each press release to be no more than 400 words. If you have any background information to be included, attach it to the addendum section. Furthermore, include quotes from attendees to offer a better idea into what happened. “A common beginner's mistake is to use quotes to provide information, for example, ‘last year, we employed 100 staff in 12 different countries and turned over £5m’… Quotes should be used to provide insight and opinion and sound like a real person said them. They definitely shouldn’t be full of jargon or technical language.” Remember, conciseness doesn’t mean you should avoid being descriptive! It’s tempting to trim out the fat, but stringing together fact after fact gets dull quickly. Leave in some adjectives and let the quotes paint the picture for you.
In the case of a store opening, we should include the following details:
· How many people attended
· What sort of events happened (if any)
· Who hosted the opening (if it was a celebrity or someone notable in the industry)
· What was the scene like (be descriptive and be liberal with quotes)
[the content below is purely fictional]
“Tiger Sugar founder Mr Ming Tsung Tang helmed the store’s launch – kicking it off with a round of deafening firecrackers followed by the prosperous lion dance. As an extra sign of good fortune, he worked alongside his employees to serve the first ten customers. ‘I have high hopes for the branch here in Hong Kong,’ he said while drizzling the side of a cup with the brand’s signature streaky brown sugar caramel. “I can foresee many more branches being opened here in the future.’
The opening brought in crowds of hundreds that looped around the block. ‘I can’t believe it’s here!’ said Mr Jason Chan, an avid bubble tea drinker in Form Six. ‘Tiger Sugar has been really popular since it blew up a while ago in Taiwan and I was considering visitng with my family when we can travel again. I’m happy they decided to open up shop in Hong Kong!’
Even under the sweltering 33-degree Celsius heat, bubble tea fans were unfazed as they brought out sunglasses, portable fans and umbrellas while standing in line. Consumers who have received their drinks were quick to share their new purchases onto social media – many opting to showcase their drinks alongside the shop front. Ms Jenny Lee, an Instagram user with 15,000 followers, was among the first to get their fix. ‘I don’t mind waiting 30 minutes for this! It’s another tick off on my bubble tea checklist and it’s really tasty too…’”
Press releases sometimes get a bad rap for being dense and difficult to read, but they can be so much more exciting if they weren’t treated like a fact list. At the end of the day, writing official corporate communications can be daunting – especially if you’re not sure what to say or how to say it. If so, give your local wordsmiths a call. We’d be happy to put our pens to paper for you!