If you’re writing a press release to sell a product, don’t start off with how great the product is; start off by stating the problem that the product will solve. For example, if you’re selling a weed killer, identify the problem in the first paragraph by discussing how difficult it is to keep weeds from invading lawns and gardens. Then describe how your product can solve the problem.

Your opening might look something like this: Millions of Americans are in the throes of spring gardening, planting flowers and sprucing up their lawns in readiness for summer. Many too, are arming themselves against the dreaded spoiler that will sprout up and run havoc over gardens and lawns….Weeds!

Thus you’ve stated the problem. The next part of your release will tell how and why “Wicked Weed Killer” will help solve the problem. Here’s where you tell everything about your product that will resolve the problem for potential buyers of the product. If you can also tie in how it could help solve a universal problem, all the better. What homeowner doesn’t have weed problems? The media loves to appeal to wide audiences.

Another example of a different type of product is if your press release is promoting an author who has written a “how to” book, state first the purpose of the book and what problem it will solve. Then explain how and why this author is especially qualified to write about that subject. For example: Losing weight is a worldwide problem but it is especially prevalent in the United States. Recent studies have named obesity as one of the major diseases causing early death. Hundreds of diets have been bandied about but people still keep gaining weight. Fad diets come and go but fast weight loss doesn’t solve the problem as people gain back the weight.

In the next paragraph, you identify the author of “Nature’s Way to Lose Weight and Keep it Off.” “Jill Madlin is a certified and licensed dietitian who has worked with hundreds of overweight patients in a hospital setting where controlled diets helped them lose weight. She took her knowledge and experience into private practice where she now sees clients as out-patients.” In other words, they are on their own and face the everyday problems of food temptations everywhere—in restaurants, fast food stops on every highway, social eating, eating on the run. You may also discuss her success rate with satisfied clients who have lost weight and kept if off for a year or more. Thus you establish that the author is very knowledgeable and experienced in solving weight-loss problems.

Finally, tell about the book and how it will help solve the problem that you stated in the first paragraph. Here again, if you can tie the problem, losing weight, into the universal problem of health issues and obesity, the media will be all over it like butter on a hot potato.

These are just a few examples of how to write a more effective press release. Remember, state the problem first, identify the solution, then tell how your product can solve the problem. We will discuss more examples in future newsletters

Many clients feel intimidated when they must write a press release. So they come to us and ask for a ‘professional’ press release. While writing skill and experience help in the process, neither is totally essential for writing a press release. People think it’s necessary to be “creative,” have a great vocabulary” and clever ideas. Not always. There are necessary steps to take to write an effective press release and not all of them are creative. Some are mechanical and boring but make the difference between a dynamite release and a mediocre one. Some of the steps you may never connect to press release writing are pretty straightforward. Follow these steps and you can come up with a professional-looking and sounding release.

The steps, in order of importance are:

• Research—The Internet makes research easier today but don’t forget your local library, encyclopedias, current publications and practical knowledge. Common sense helps.
• Seek Expert Opinions—Contact people in the field through email, telephone, fax and media outlets.
• Become Knowledgeable about your Product or Service—Put all the above together; compare and contrast; use examples.
• Write Clearly and Plainly—Spell check; Use proper grammar; Use simple language.
• Edit—Go over the release, word by word.
• Re-edit—Read the release aloud for your own ears. Get rid of any awkward words that don’t flow readily off the tongue. Shorten sentences that leave you breathless.
• Re-write Copy edit—Read aloud to one or two people (preferably not your family) and give copies for one or two people to read and critique.
• Use suggestions that make sense to you.
• Final Draft! Put all above together and read it one more time.

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.