Basics On Press Release Writing 101

I am often asked how to write a good press release. “Max”, they say, “how do you write a good press release?”

Well, the first thing I say is that if you are looking for information about how to write a press release so good that it is guaranteed to be published, then you have come to the wrong place. In fact, I defy you to find a PR agency that can genuinely guarantee this. Some will say this, mind, but there is a big difference between saying and doing.

Anyway, that aside, there are plenty of good tips that can be used to make a press release as good as possible. Not always guaranteed to turn a grumpy Editor around and change his mind should he decide to vent his frustrations on your work in the form of the delete button, but hopefully enough to increase the chances of your work finding its way to where you want it; in front of your audience:

• First of all, remember that you are writing a news article, not an advert. If your press release is clearly an advert in disguise, then it will be deleted straight away. Not only has this wasted your time, but you risk the Editor deleting all future work from you. They remember well, you see.

• Don’t be too fussed about the title. Put something catchy in the subject heading when you send it, but don’t worry about the actual title. If it is published then the Editor will normally make up a title.

• Get straight to the point. An Editor will read about ½ a second of a press release to decide whether to bin or run, so don’t waffle. Additionally, remain to the point throughout. Don’t digress on to irrelevant points that add nothing to the story.

• Remember quotes and statistics, but don’t go over the top. Make sure you have one relevant quote (two at the most) to sum up your point, ideally from the head of the organisation in question. With statistics, please ensure you are totally sure that you put is accurate as they will just know if you have made it up. I’m not sure how they know, but they always do, so don’t even try.

• For the love of cheese, don’t write a press release only to then send it out as an attachment. That is, unless you truly want your work to be siphoned off by the anti-virus. Put it in the body of the email.

• Finally, please resist the temptation to call the Journalist working on the story and ask “did you get my press release”. If you sent it, then chances are that he did, however it would be the other 80 or so he had that day (sometimes over 400 in national papers). They will not automatically remember you over everyone else so assuming otherwise will simply serve to annoy.

Hopefully, with the above you will find some news story that you can put to work for your company. Don’t think that you have a story, then we will be happy to come out to see if we can get some good press coverage for you. Hopefully, you will now be able to start a press campaign and will recognise what an incredibly powerful tool PR is.

Now, what was I saying about cheese?.............

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