Tips on how to write an outstanding press release

Public Relations can best be summed up as “The art of presenting an organisation in its best light to all its audiences”. In other words, controlling the way in which the organisation is presented to influence the way in which people (or, that current buzz phrase with no clear meaning, stakeholders) regard it.

The most common method of ‘selling’ concepts, selling the idea of the story to a journalist or producer is by sending a press release, often called the news/media release or the press/media statement. It is a much maligned and overused device, but it has to suffice until somebody comes up with a better way of doing things. In any case, since this is the most elementary form of press persuasions, it is worth a closer look.

Why you need an outstanding press release

The main advantage of the press release is that it enables you to reach a wide number of publications with one single piece of paper – or email – thus ensuring consistency of message while promoting breadth of coverage.

The main disadvantage is that it is such a hackneyed way of doing things that it is regarded by many journalists with a world weary air. Also, journalists receive so many press releases – one news editor recently worked it out at an average of 2000/day through the post alone, without counting faxes and emails – that only a very small proportion can be used. Some observers put this proportion as low as 2%.

Consequently, yours has to be more than good; it has to be better than most of the rest. Preferably it should be outstanding in a workmanlike but unpretentious way.

A survey in a leading regional newspaper group a few years ago discovered that no less than 96% of press releases received were consigned to the waste paper bin unused. Of the remaining 4%, half were subsequently discarded. Among the main reasons given were:

• Lack of relevance to the publication and its readership

• Lack of newsworthiness

• Release wrongly addressed

• Release badly written

• Release too overtly selling in tone

6 rules for creating a press release 

There are a few golden rules – and a great deal of common sense – which will help to give your release at least a sporting chance of seeing the light of day again after it leaves your office.

• First, be brief. Try to condense your whole story into no more than seven paragraphs, five or six if possible. Be ruthless in cutting out any unnecessary detail and all redundant words and phrases. You will be amazed at how succinctly you can express yourself.

• Second, ensure that the gist of the story is contained in the first paragraph, and in the first sentence – and make sure that it is summarised in the headline. There should be no more than two sentences in the first paragraph and these should sum up most of the main theme of the story so that a journalist need look no further to decide whether to use it or not. In practice, journalists don’t have time to read more than the first paragraph (par) in any case.

• Third, keep the English as simple and everyday as possible. The readers you are aiming at might prefer that kind of direct approach because it is clearer and more understandable. Avoid using long words. Where you are dealing with complex issues, try to introduce a simple example demonstrating what you mean. Be prepared to simplify your terminology, despite the protests of your fellow managers who believe you are selling short the story. The journalist will shorten everything in any case, so you might as well accept this with a good grace.

• Fourth, pay attention to your layout. Always give the release a heading and a date at the top. Always set out the document in space and a half or double spacing. A closely printed document is harder to read, harder to annotate and harder to edit. Leave plenty of room in broad margins for scribbled annotations. And finally, make sure that your name and all contact details (phone, fax, e mail, web site address, postal address) are clearly set out at the bottom as a source of further information.

• Fifth, use quotes sparingly and judicially. Don’t be bullied by senior or forceful managers to include their name and words of wisdom unless they really add to the story. Never use quotes to begin the release or early in the release. They can be added at the end so that the journalist can include them if there is any space. If possible, use a third party to endorse your product, service, organisation or statement and one who is well enough known as an authority to carry some weight.

• Sixth, don’t expect a piece of paper, e-mail or fax to solve all your publicity requirements. Follow it up with a phone call if you can, sell a feature article around it, include or offer a photo if appropriate, invite a journalist to a follow-up meeting, interview or other event – anything to capitalise on the attention your release may have gained. The release is only a device to bring you and your organisation to the notice of the media and a basic statement of your story – no more. It’s there to build bridges with journalists and to help develop that relationship.

All in all, the press release in itself is not enough to turn a low profile topic into a high profile public debate. Indeed, you may write a number of perfectly good, workmanlike releases and never see one of them in print unless you prepare the way first and follow up the release afterwards with a phone call.

If you want to learn more about the basics of PR, take a look at the free eBook “Practical PR” written by Tony Greener.

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