It is now a new year, yet I see pr clients, manufacturers, and companies still submitting press releases that are written for them, not for the media.
It is not rocket science, but it does take a flare and talent to write a press release that the media will publish. A few common mistakes when writing a press release: Headlines are too long and do not say what the news is about, it doesn’t announce the main objective of the release; another point, the body of the releases usually are written as if it is a newsletter, or boasting how great the company is and forgets to address the issue at hand. Then the poorly written release doesn’t tell you whom to contact, instead directs you to their site, or gives a general phone number to call.
A good release should have a strong headline, announce in the first sentence what you want the reader to know. Remember, each publication has readers; it is up to the editors, reporters to have interesting articles and information that keeps readers subscribing. This is true of any newspaper or magazine, or online media news. Knowing this, you should identify the audience of the publication you are submitting the release, and then fine-tune the information to fit that readers profile. Speak to them, not at them.
If you are a PR Client that tells their PR Agency, or your internal publicity writer how to create the press release, then you are doing more harm than good for your company. PR Clients need to let the professionals do their job. The president or CEO of a company should check the releases for accuracy, but not dictate how to write the release.
Many web sites are available to teach the basics of writing releases. If you Google the words “write press releases” a list of sites will appear. This is a good place to start. Some other free sites that offer information are New Venture Publishing, PR Web, and a Publicity Insider and many others.
Now it’s time to start the year in the right direction of writing and submitting good press releases. If you are in need of some help with your publicity campaign, or need writing help, give us a call. We will make you look and sound great!
