A recent study of Spell Check users at the University of Pittsburgh had surprising results. The Spell Check software actually messed up writers and editors who relied upon it solely for their grammatical copy editing. In the study, undergraduate students proofed a one-page document. Half the students used Microsoft Word and the other half did it without the aid of Spell Check. The results showed that students with higher SAT verbal scores made half the number of errors of students with lower scores. Using the software, those same students with higher verbal scores made as many errors as the students with lower scores. It actually dumbed down the playing field.

So when writing your next press release using Spell Check software, keep a handy Webster’s by your side or a good old-fashioned Strunk and White Grammar manual. Also, remember those old boring grammar rules you had to memorize in English class? Put them into play too.

Some things never change. Those wise words still pack a wallop today. Think about the monologues you must listen to daily for business purposes or just because you’re too polite to say, ‘Enough already!’

Nobody likes to listen to endless chatter. The same is true with press releases. In general, those press releases that carry the least amount of real news take the longest time to say nothing. They are dressed up with hype and adverbs, adjectives and exclamations.

Think before you write a press release. Think about what information you would like to know about the subject. Skip the superfluous hype; eschew the exclamation points.

Think about using strong action verbs rather than wimpy adverbs. For example, Use ‘His head shattered the window’ rather than ‘His head hit the window hard.’ The action verb ‘shattered’ is far stronger than the verb ‘hit’ modified by adverb ‘hard.’

Also, in the following sentence, compare the difference in impact between the active voice and the passive voice. ‘They scaled the mountain.’ (active) ‘The mountain was scaled by them.’ (passive)

Since the purpose of this newsletter is to help you write successful press releases, we will share techniques that we and other communication experts have learned through experience. We have asked our interviewees the same questions in the past three newsletters to show differing points of view. While there is no one right way to write a press release, there are basic guidelines that seem to produce more successful press releases. It’s amazing how the same questions often elicit very different answers as you can see in these tips from different professional press release writers, editors and other media people.

In this edition of the PRW’s newsletter, our expert is Ruth Kassewitz, former Public Relations Administrator for University of Miami/Jackson Memorial Hospital, one of the largest medical clinics in the country. In a personal question and answer interview with Ms. Kassewitz, we added some valuable tools to our arsenal.

Tips from an Expert for Writing Press Releases that Work:

Question: In your opinion, what is the one thing that really separates the good press releases from the mediocre ones?
Answer: The lead. It should state the most pertinent facts in the first sentence or two.

Question: How long do you feel a press release should be?
Answer: Absolutely one page.

Question: The current wisdom seems to be that if it can’t be said in one page, it’s not a good press release. Do you concur with that?
Answer: Yes, I do. If you can’t say it in one page, forget it.

Question: As most editors are extremely busy, how far into the press release do you actually read before you feel it’s something that may be of interest?
Answer: I read the lead first. If it tells me what I want to know, I read the rest.

Question: If you like what you read, how do you prefer to get in touch with the contact person?
Answer: Usually by telephone.

Question: If there is one thing that should be avoided in press release writing, what would that be?
Answer: Superfluous writing. Sometimes I send along a fact sheet because it gets right down to the important points without any waste of time.

Question: If you had to sum it up, what do you think is the most overall important emphasis in press release writing?
Answer: Being a wordsmith. Getting the message across in bright, succinct language with lots of white space on the paper. It needs air, breathing space.

Question: What do you include in the kit?
Answer: Generally, we include the following:

A background and history piece. For example, we represent the islands of Trinidad and Tobago. We wrote a piece on Daniel De Foe’s connection to the island as the author of Robinson Crusoe, the story of a mythical tropical paradise. This becomes a bit of historical background, as his visits to the islands were factual.
A fact sheet, which is a list of relevant, bulleted details. Since we represent many hotels, we include the details of the properties such as number of rooms, rates, style, and ambiance.
We write a personality piece on some of the notable employees of the hotel such as the general manager, chef or president.
More and more, we are including a page of scanned slides that give 12 different views of our properties.
If there are niche markets of the property we are representing, we write about them. For instance, hotels that offer special packages such as corporate meetings incentives, sports related challenges and honeymoons make good stories. We represent the island of Antigua so we play up the sailing themes. Antigua is known for its terrific sailing.

Question: How do you determine the length, depth and breadth of a press kit for the media?
Answer: We don’t want it to be too bulky or too cluttered. We often take press kits to meetings to give out selectively. But people don’t want to carry 50 press kits home in their suitcases. They’re too heavy and bulky. They don’t even want to carry them around. I’ve noticed people taking out the items of interest and then tossing the rest. I try and observe what interests them most.

Question: What are the most important qualities of a good press kit?
Answer: It should be concise and inviting and contain well-written material. A start-up press kit for a first time client may be shorter and contain less material such as the essential fact sheet and a brief description of the property.

We also interview experts who share tips on what works for them. Since one of our main goals is to help you write better press releases, we like to share that great store of combined knowledge and know-how with you.

For the next several newsletters, we’re going to focus on one important aspect of the press release. We’ll put it under the microscope, dissect it, and then analyze it. When we’re finished, you’ll know how to make that one thing better.

This newsletter will focus on the press release heading. Think of it as a title. It’s the first thing the reader will see to determine if the subject is of interest to him. It needs to convey enough information to grab his or her attention but not so much as to be confusing. Don’t promise something you cannot deliver. “Cutesy” headings often miss the point. An attempt at humor often misses the mark. Trying to be clever frequently backfires. You know how clever you are being but the reader has no clue.

The press release is really a lot like a short story. It should have a title, a beginning, a middle and an end. The title or heading is the most important part. That does not mean that the body of the press release is not equally important. It just means that if the title is no good, the rest of the release can be a work of genius but nobody will read it.

To quote an old cliché, “Don’t judge a book by its’ cover,” but we all do. How many times do we pick up a book or newspaper in a store if we like the headlines or the title? How many great books do we miss because the title lacks intrigue or interest? Think about that for a minute.

The best way we’ve found to create an effective heading is to summarize the message we are trying to get across. For example, suppose you are trying to sell a widget that decreases fat while cooking. It’s a special frying pan grill. You come up with a ‘cutesy” title, “Fat Gets Hot off the Grill.” That’s clever, catchy and cute. But does it tell readers what it is and how it will help them? No, it does not. It shows your brilliance but the reader will not read far enough to get the message. Remember, you get readers attention by reaching out to their needs and interests, not yours.

A better title or heading might be “Decrease Fat in Your Food While Cooking with Widget.” It gets right to the point, tells you what you can expect to learn and if you have an interest in the subject.

So hit the reader where he lives. Reach out to his needs and interests. Summarize the content of your press release message in the title.

Maybe those old English teacher rules don’t hold as much water in today’s media pool. While Mr. Feder is certainly not advocating producing sloppy copy with misspelled words and grammatical glitches in press releases, he is emphasizing the importance of sending the right material to the right media people.

Unless you use a professional press release distribution company, you need to be vigilant about sending your press releases to the proper markets. To send a new product press release announcing a pill for motion sickness to a technical editor of a business newspaper is a plain waste of time, yours and the media person’s. To send such a release to a travel editor would be a much wiser choice. Lots of motion is involved in travel such as on cruise ships, airplanes, trains, buses and cars so this would be ‘relevant’ to a travel editor, columnist or writer.

You could send the “Gettysburg Address” to a history columnist and it might get used. But send it to a food editor and it’ll hit the trashcan faster than you can say Abe Lincoln. Send a new investor tool kit announcement to a business editor, it may or may not get used depending upon how it’s written, chances are, though, it will at least get read. Send the same press release to a medical editor, and unless it involves some new innovative medication or tool, it will also end up in the circular file, in a heartbeat.

The bottom line is that all press releases should be well written to have a fair chance at getting media attention. But as Mr. Feder says, unless it’s something he is covering, he’s not interested, no matter how well written it is.

Remember to write your press releases to a specific market and then send it only to that market. This will increase your chances of getting it read. The next time you write a press release, post a sticky note on your monitor that reads, “Keep it relevant.”

His timely tips are as follows:

Question: In your opinion, what is the one thing that really separates the good press releases from the mediocre ones?
Answer: The focus on a single message. Everything should be built around one idea so the message is not going in six different directions.

Question: How long do you feel a press release should be?
Answer: Long enough to convey the essence of the message. Some can be done effectively in two paragraphs while others may take three pages.

Question: The current wisdom seems to be that if it can’t be said in one page, it’s not a good press release. Do you concur with that?
Answer: No, I do not. I don’t necessarily think that one page is the magic number. In general, two pages is better than three. But with the new technology of internet commerce, more intricate explanations are sometimes necessary.

Question: As most editors are extremely busy, how far into the press release do you actually read before you feel it’s something that may be of interest?
Answer: I read the headline and the first paragraph. If it grabs me, I read the rest.

Question: If you like what you read, how do you prefer to get in touch with the contact person?
Answer: Definitely by telephone. It’s easier and most convenient.

Question: If there is one thing that should be avoided in press release writing, what would that be?
Answer: Writing that is too fancy or “featureish.” Too many adjectives.

Question: If you had to sum it up, what do you think is the most overall important emphasis in press release writing?”
Answer: Impact and news value. A press release should have news to report, not just a lot of fluffy words to describe a product.

The qualities of time and truth can be guiding lights in writing press releases. Keep foremost in your mind that time is at a premium with most busy professionals, and especially for media personnel. They often receive hundreds of press releases a day touting this product or that service, this company or that artist. They become very discriminating at knowing immediately if they are interested or they toss it in the trash. Brevity is king. They also can detect truth from just a lot of hype. So don’t dress up your words with fancy adjectives and fluffy descriptions. Stick to the facts, M’am, Strictly the facts.

We want you to write press releases like the pros do. To inform and educate is precisely the purpose of our newsletter. We also want to give you other points of view from successful communicators. This issue’s expert is a featured columnist, editor and journalist with worldwide Knight Ridder Newspapers.

Interview with Howard Cohen, journalist/editor, Knight Ridder Newspapers

Question: In your opinion, what is the one thing that really separates the good press releases from the mediocre ones?

Answer: Who, What, Where, When and Why should be answered at the top of the release before a long-winded sales pitch. Don’t leave out pertinent information such as phone numbers and names. You’d be surprised how many do. I don’t have time to call and ask so they just don’t get any press.

Question: How long do you feel a press release should be?

Answer: One page.

Question: The current wisdom seems to be that if it can’t be said in one page, it’s not a good press release. Do you concur with that?

Answer: Yes, unless I ask for more. For example, I may want extra information if I can’t get a personal interview.

Question: As most editors are extremely busy, how far into the press release do you actually read before you feel it’s something that may be of interest?

Answer: (laugh) A quarter, maybe. I scan it until I see what it’s about. The lead needs to hook me.

Question: If you like what you read, how do you prefer to get in touch with the contact person?

Answer: Telephone first and Email second. In the newspaper business, we look for speed.

Question: If there is one thing that should be avoided in press release writing, what would that be?

Answer: Overly flowery descriptions. Too many adjectives.

Question: If you had to sum it up, what do you think is most important overall in press release writing?”

Answer: Keep it Simple, Stupid. Sell the subject in as few words as possible and make sure you have all the legitimate information.

You may need to examine your Web site positioning strategies. Can journalists and customers even find your Web site? Always include your Web address on all press releases, business cards, email signatures, and other forms of advertisement. Register all applicable names for your company’s Web site. For example, Barnes and Noble has registered BN.com, barnesandnoble.com, book.com, books.com, and probably many more. Either way, both customers and media will have an easy time finding their Web site.

Also make sure that your webmaster has chosen the best words for Meta tags on your Web pages. Meta tags are hidden HTML code that provide information to visiting search engine spiders. Optimizing your Web site and press releases and then submitting these pages to as many search engines as your budget permits is crucial to your rankings in the search engines.

Web sites should follow the KISS rule (Keep it Simple Stupid). Especially if you don’t have tons of money to develop your Web site, simple is most certainly best. Once on your homepage, anyone should be able to clearly surmise your company’s name, service or product, and locate the easy-to-use navigation menu. On this menu should be an option for the press such as Press Room, Media Kit, “Your Company” In the News, etc.

What should be in a press room:

• Online media clips about your company or product
• Scanned images of any media clips not on the Internet with contact information (you can type the text if the scanned image isn’t readable)
• Press releases from your company in chronological order with the most recent first
• Detailed contact information including who to speak to on what specific topics
• Product/service information, history, and descriptions
• Success stories or testimonials
• Study or survey results
• Calendar of events
• Important links to other research relating to your company or product
• Links to pertinent industry organizations (particularly if you are a member in good standing) or industry analyst
• Any useful company memos or executive biographies
• Downloadable pictures such as your logo, product photos, and executive photos
• Downloadable video clips
• Guest book to sign up for future press releases from your company
• Form for media to request a media sample product for review

Keep your media page up-to-date. If your most recent media clipping or press release is more than 6 months old, it’s time to focus on some new PR strategies. Journalists are always in need of timely information.

10 Tips to Top Off Your Press Releases with a Professional Touch

1. Most Important Tip: “Tailor your press release to your audience. There’s a difference between TV, Radio and Print Media. Today you have to also include the Internet, an exploding field in mass marketing.”

2. Desired Length: “One page is good but send no more than two pages, as a general rule. I don’t write on both sides of the page because media people don’t like to turn over the page.”

3. Style: “I prefer the journalistic style of Who, What, Where, When, Why and How. I like the good old Pyramid to stack facts according to importance.”

4. Attention-Grabbing Technique: “Use the most interesting facts in the first two paragraphs or your press release will end up in the trash. Today, with the computer and electronic mail, the delete button is too handy so you have to grab them right away.”

5. Submission Preference: “My editor friends prefer email submissions for press releases. That’s not good news for us in the PR business. The delete key is too convenient.”

6. Most Effective Method: “I don’t put all my eggs in one basket. You really need to do a campaign, which is a series of press releases submitted over a period of time. Submissions can be spaced out weekly or monthly or quarterly.”

7. Advantage of a Campaign: “With the delete key being so convenient, you need to bombard them with many press releases that are timely and angled differently each time.”

8. Example of a Successful Campaign: “. One of my clients is the Homestead Rodeo Association. We send out releases about the association events using the same core information but tweaking it each time. For instance, I may use a catchy title like ‘It Only Takes 8 Seconds to Win.’ Then I’ll open up with the Who, What Where and When: ‘Over 4,000 cowboys will compete on bucking broncos in the Homestead Rodeo. They can win or lose in 8 seconds’.”

9. Keeping the Information Fresh: “My client, the Homestead Rodeo Association, hooked up with a national project called ‘The Black Stallion Literacy Program.’ This gave us the opportunity to send press releases out every time they participated in a new event for the ‘Black Stallion Literacy Program.’ So many schools and first graders were involved that we were able to capitalize on every different event with a new angle and a fresh approach. We were able to keep their name in the news. That’s a successful campaign.”

10. The Bottom Line: “Keep it short. Keep it simple. Keep it interesting. Look for new angles. The basic strength of a press release is the writing. Remember that good writing is rewriting. Go over it again and again before you send it out.”

Susan Neuman, President of Susan Neuman, Inc.
http://www.miamipr.net

Nothing makes a people feel more welcome and important than when companies take the time to remember their names. It’s not always the easiest thing to do, but when a company remembers their names, it’ll give them a sense that they matter to the success of a company. In addition to remembering a client’s name, company representatives should always say “Thank you.” These clients are spending their hard earned money on a company’s product or service and it should be conveyed that it’s appreciated. A good way to help ensure that the message of appreciation is conveyed is by hiring a friendly customer service staff. A good customer service representative will speak to customers with a smile, even over the phone, and generally ask for customer’s input in general conversation when learning more about their needs as a client.

Another way to keep customers happy is to stay in touch with them. Doing this will allow a company to asses what the customer currently needs and also keep the company’s name in their minds when they need to order a specific product or service again. During these sessions companies can also calculate the long-term value of the customer. If it’s determined that a client is going to buy a product or service often, companies can ask them to submit a testimonial and also offer the option of giving them special attention from the owner or president of the company. VIP treatment like this will make customers feel more valued by a company and ensure future business. This is especially important when a problem or complaint occurs. Not every business transaction goes smoothly, but how the situation is resolved will make a lasting impression.

When an existing customer makes another order or requests additional service it’s always a good idea to give them more than what is promised in the order. If it’s a product, pick up the shipping charge or add a little more of the product at no charge. If it’s a service, charge them a little less than what was estimated. In this way, companies can reward customer loyalty. A big mistake a lot of companies make is trying to bleed the wallets of their new and existing customers. What they should be doing is adding in a little bit more for free. Several small orders from a happy customer are a lot better than a large order from a dissatisfied one. Even with new customers, companies should try to educate them on the product or services they provide. This will help show customers how the product or service is beneficial to them and not just how it works.

Keeping customers happy and letting them know they are important to the success of a company will build a business faster than anything. To make sure this happens, companies need to hire a friendly customer support staff and make it a point to find out what the customer needs and to educate them on how a product or service is going to benefit them. Spending hundreds, to thousands, to millions of dollars on an advertising campaign to bring in new business will never produce the kind of revenue that repeat and happy customers can generate. It doesn’t take a huge budget, but it will take effort and the foresight to understand the long-term value of bringing existing customers back.