Extracted from “The Star – 15 June 2013”
Press releases will be published if they have newsworthy elements in their headlines and content. So, if you want the editors to use your press release, you must have a newsy angled, attention-grabbing headline and content.
Your headline should sell the news story instantly. Imagine you reading the newspaper: a boring headline will not excite you to read the story and you will most likely skip it. Similarly, editors and reporters will pay attention to exciting news headlines.
If your press release is not good, the reporter or editor will quickly press the DELETE button. If you are not sure how to write exciting headlines then spend some time reading headlines and the introductory paragraphs in the various newspapers. Do it as an exercise and note the exciting headlines.
Look at the front page of any major newspaper or magazine worth its salt on any given day to get samples of good headlines and news stories. You can tell when somebody takes the time to write a great headline and exciting introduction in the first paragraph.
What’s a press release or statement? A press release is a written statement to the media and in this the company can announce new discoveries, an exciting news event, staff achievements, scheduled events, personnel promotions, awards, new products and services, sales accomplishments and lots of other exciting news stories.
A press release can also be used to generate a feature story. Reporters are more likely to consider a story idea from a press release. A feature story is a slightly longer article and more in-depth.
If there is a great picture that tells your story, discuss with the editor or a good public relations friend. Nowadays, there are also credible press release distribution agencies that have a long mailing list if your news release is for general public. Press release s can be sent to targeted media if they are a business related press statement. So target only the business media.
Newsworthy
Journalists and editors often look but for well written press releases that are newsworthy minus the public relations fluff.
Challenging and rewarding as it may be, a good press release is the hallmark of a hardworking corporate communications official. What makes great news or business story is the groundbreaking research and investigation, discovering documents and this is what a press release must highlight. The following are some FAQs on writing a press release.
- What, why and how does the editor choose one press release from another?
Daily, publications receive hundreds if not thousands of faxed and electronic press releases. Anything newsworthy will make to the news.
- What do you mean by newsworthy?
Newsworthy means anything of news value like the announcement of a government policy or issue that will be of interest to the public. So in your press release you should tell the audience how the policy will serve or benefit them.
- What is a press release?
A press release, also known as a news release, is simply a written statement to the media. It can announce a range of news items: scheduled events, personnel promotions, awards, new products and services, sales accomplishments, etc. It can also be used in generating a feature story.
- What does one say in the press release?
Start with a brief description of the news, then distinguish who announced it, and not the other way around. Ask yourself, “How are people going to relate to this and will they be able to connect?” It is important to know what the media wants.
Make sure the first 10 words of your release are effective, as they are the most important and avoid excessive use of adjectives and fancy language. The first paragraph needs to grasp the reader’s attention and should contain the relevant information to your message such as the five W’s (who, what, when, where, why).
The main body of your press release where your message should be fully developed. Deal with the facts and this can be learned through good media relations or successful PR strategies.
- So, what are the successful PR strategies in getting your story in the media?
The name of the game is to pitch or hook an angle in a unique way that the media will buy your idea and publish or broadcast it. For this to happen, tell a compelling story in an exciting way. Over 90% of all press releases are discarded because they are boring and not creative in spinning a story to attract or excite readers, according to editors and reporters.
- Is it wrong to dine and wine with journalists or editors to discuss your press release?
There is nothing wrong in meeting up with media personnel to discuss and propose story ideas of a press release you are considering to send. The media is on the lookout for good stories. Most of all, communicate with journalists or editors effectively on their terms, and it’s not a sin or crime to have coffee or dine with them.
When you meet and dine with them editorial contacts are developed, networking occurs and relationships are built. Simply become their friend so that when you, as the corporate communications chief or CEO call, they will remember you. Therefore, it is crucial you maintain your company’s performance on a high profile through your efficient skills in dealing with the media.
- What is social media and how can we engage them?
Today, with the internet and social media, and understanding publicity tools such as Word of Mouth, YouTube, Twitter, Facebook, websites and e-mails, the right strategies can be adopted to promote products and services.
By attending short courses on media relations and social media, one can empower oneself to convince people, stakeholders and opinion leaders through the social media.
- How can a person master the art of writing a press release?
After attending a media relations programme, participants will be able to learn and get practical knowledge on writing a press release. Experienced trainers will guide you through the process.
Thereby you will be empowered with new techniques on how to write a press release. Through enhanced understanding you will be confident in writing press releases. This will encourage you to seize the opportunity to publicise company news.
Key Points In Writing A Press Release
- Don’t forget the importance of headlines.
- Include statistics and tell a story or relate it an attention grabbing statement.
- Keep it short to about 500 words. Give them the high points, and they’ll contact you for more information should the need arise.
- Write it like a news story. According to the inverted pyramid style, answer who, what, why, when, where, and how in the first paragraph or two.
- It is good to use bullet points to break up information in a snappy style.
Pitching the news is an art and discussing with a pal who is an experienced reporter, editor or public relations consultant will help to ensure the publication of a press release.
Pitching The News
The pitch has to be unique. You have to ask: “Is the story going to attract tourists and revenue with it? How unique and relevant is your news?
The pitch has to be concise. The media gets so many e-mails. It’s got to capture the idea and the readers’ interest in just a handful of words.
The pitch has to be timely. The media is looking for people to provide relevance. Look at current tourism trends in Malaysia.
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