Are You Too Close To The Project?

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On a weekly basis, the PRW staff read through hundreds of press releases. While many of these are quite good, a large percentage are entirely too lengthy, too self-serving, or are simply not newsworthy. Most of the time this is due to the fact that they are written by people who are too close to their own projects. With budgets being cut and staff members falling to the wayside, many company owners or top management people have been forced to take on the daunting task of writing their own press releases. While it can be empowering and often times an improvement over previous efforts, it can also be highly detrimental to the overall perception of your company if you produce a less than stellar press release and then distribute it to the masses.

If you are an experienced writer who has dealt with PR previously then you certainly have an advantage. If you can accept advice and/or constructive criticism from your peers in an effort to produce the best press release possible, then you are also ahead of the game. However, if you are a devout “do-it-yourselfer” or a full-fledged “control freak” you may want to hit the delete key now before you start sweating profusely.

Important Points To Consider:

• Less is more. It’s harder to write an effective short release than a long one. A good press release cuts to the chase and digs out the meat. The media want the facts, short and to the point.
• People too close to the business, product, or service they represent are usually not qualified to write the press release. They know too much and get mixed up with what is important to them and generally are not a good judge of what’s important to the media and the public.
• When you think you need to update your written press release, think carefully about what you want to change. Usually your first effort is your best and if you begin changing too many things or start second-guessing yourself you’ll end up with something much less effective than what you originally created.

What Can You Do?

• If you are a company owner or in top management position, try practicing the art of “letting go.” Delegate your press release duties to someone else within the company or to a friend or family member. You might be pleasantly surprised with the results. To top it off, you’ll probably reduce your weekly stress level by leaps and bounds.
• Seek outside advice from a professional. Most professional media people have seen both sides of the fence and are very in tune with what the media are looking for and what is of interest to the general public.
• If you have no choice but to continue writing all of the press release yourself or you don’t have the budget or the time to call in a professional, ask three colleagues or friends whom you trust to proofread your work. Everyone has different strengths and will more than likely help to improve the quality of your press release.