Challenges of writing publicity material

Limited news hole

Alternative viewpoints possible

Write for many media; editors have different interests, quirks

Varying news value of items

Editors’ skepticism

Publicists are responsible for errors, have no editors.

How releases can be used

As-is (generally limited to routine, noncontroversial news)

As source of information for a story written by a reporter (can use

facts, quotes, background information)

As the basis for an interview

Format

1-2 pages maximum (400-500 words)

Inverted pyramid format

Strong lead (5Ws&H: Who, what, when, where, why, how)

Typewritten, double spaced, one side of sheet at bottom of pages; identifier (slug) on subsequent pages

-30- or ### at end.

Important items to include:

Contact Name and Phone (Be available for follow-up inquiries)

Release time (Immediate release or embargo with specified time)

Headline (identifier)

Dateline (optional; include if location is important)

Date (possibly serial number, too)

Common Problems:

No news of interest to editor (usually a misdirected release)

News is buried (often a ploy when news is bad)

Leads with wrong focus, wordy

Missing information; fail to anticipate basic questions

Excessive commercialism (self-laudatory, excessive adjectives)

Lacks strong angle (Remember key elements of news: Prominence,

Drama, Human Interest, Localness, Consequence, Oddity, Topical)

Make your key points

Near top (first or second paragraph)

Be sure to include standard (ideal) description of organization

Work other (positive) points into text

Avoid overstatement; beware of claims as first, only, unique

Use quotes to incorporate opinion, subjective ideas, explain rationale for actions. Avoid trite quotes, purge clichés.

Cite the most appropriate spokesperson for organization

In case of bad news, stress actions being taken to rectify.

Write like a pro!

Use clear, concise, vivid language

Sentences should not exceed 15 words; paragraphs should not exceed 30 words of four typewritten lines

Follow news style (not advertising style)

Check for proper grammar, spelling, punctuation

Provide neat, clean copy

Distribute on a timely basis, meet deadlines

Write for the audience, not the client

Proof, proof, proof!

This feature provided by Kirk Hallahan, Ph.D, Assistant Professor of Journalism & Technical Communication at Colorado State University who maintains all rights.

Writing a press release can be somewhat like composing a resume in that the audience has certain expectations regarding the format, content, and delivery of the information of each.  If a job applicant sends out a resume filled with spelling errors, misplaced punctuation, and wide gaps between dates of employment, he is not likely to get a call for an interview.  Likewise, if a company distributes a press release replete with spelling errors, incorrect punctuation, and a missing headline, that press release isn’t likely to be “picked up” by any of the publications to which it was sent.  Unfortunately, many people take more care with their resumes than with their press releases!  No matter how seasoned the writer, it is easy to fall into a number of common press release writing traps.

The most common trap that people fall into when they first start writing press releases is writing something with no real news value.  Always look at the press release from a journalist’s point of view.  They need relevant news stories.  What they don’t need is blatant commercialism.  Press releases that use descriptions like “out-of-this-world,” “one-of-a-kind,” “terrific,” “amazing,” etc., sound more like a sales pitch than an informative news release.  The best way to avoid this trap is by approaching it like a journalist.  Ask yourself what’s new at your company, what importance that has on your consumer or market demographic, and the need for this information to be brought to the public’s attention.  Being able to step away from your company, or product, and write a press release objectively about it will increase your chances of having journalists follow up with your story, and also help them look forward from future press releases you send out, as long as you avoid the other traps that people generally fall into.

Once you’re able to “step back” from your company, or product, and look at it objectively, you don’t want to make the mistake of writing an unprofessional press release.  Again, look at if from the journalist’s point of view; they are professional writers, and they expect professional press releases.  There are five basic sections you want to have covered in any press release you send out.  The first is your contact information.  It is always best to provide as many means of contact as possible.  The second is the headline.  This should be a catchy, although relevant, title that helps grab the reader’s attention.  The third is the lead paragraph.  This is where you cover the “who,” “what,” “when,” “where,” and “why” of your story.  Most editors cut press releases from the bottom up to fill in empty space; therefore, it is essential to have this information in the lead paragraph.  The fourth section is the supporting text paragraph.  This is where you provide evidence to support the lead in paragraph.  The fifth section is the company summary paragraph.  Using this “upside down” pyramid structure will help the journalists who read a number of press releases a day get the pertinent information they need without having to read the entire release.

Now that you’re looking at things objectively and you know the basic design structure you need to have your press release in, just remember that shorter is better.  If your release is over 400 words, you have too many adjectives and quotes that sound like “outstanding,” and from an editors point of few, scream of self-serving.  Stick to the basic facts.  The average person loses interest after 400 words, so keep it short, sweet, and to the point.  Take your time with it, and have a few people read over it to make sure you stayed objective and avoided writing irrelevant information.  For more detailed information on press release formatting, click here.