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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. While there is no set formula to write a press release, there are basic guidelines that point the way to more successful press releases.

In this edition of the PRW Newsletter we will revisit an interview with expert Jennifer de la Cruz, Director of Public Relations, Carnival Cruise Lines, the world's largest cruise line. Carnival is the leader in the contemporary market of the cruise industry. As you would expect, Ms. de la Cruz has written thousands of successful press releases.

Question: In your opinion, what is the one thing that really separates the good press releases from the mediocre ones?
Answer: The news value of the release combined with a unique angle.

Question: How long do you feel a press release should be?
Answer: One to two 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: Basically, I like to stick to one to two pages except in rare instances. Most editors and journalists are inundated with press releases on a daily basis and have limited time. If there is extensive information that must be presented in the release, however, it can be longer.

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 title and first paragraph.

Question: If you like what you read, how do you prefer to get in touch with the contact person?
Answer: I like e-mail. It's less intrusive. It's fast and takes just a moment to respond. If it's a first contact or cold call, I use e-mail. Telephone calls are generally unwanted. If you listen to the voice mail of most editors and journalists, what it basically says is, 'If you're a public relations person, go away.' If it's somebody I deal with on a regular basis, then I will telephone.

Question: If there is one thing that should be avoided in press release writing, what would that be?
Answer: Too much "marketing speak" that really lacks substance. The words just take up space. The best place to put the marketing pitch is in one direct quote or maybe two. That's where it belongs. The rest of the information should be factual and/or newsworthy.

Question: If you had to sum it up, what do you think is overall the most important emphasis in press release writing?
Answer: Get your point out at the top. Try and tie in your message with a current trend or major news story.

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