9 steps to nailing a press release
The press release is dead. I’ve heard it so many times over the years. Yet almost every interaction the McBryde & Co team has with a journalist (usually daily) ends with a ‘can you send me more information on that story, please.’ The most succinct way to do this is usually via a press release.
Why? Because, done well, it’s a tried and tested means of conveying relevant information in the format that journalists want, need, and understand. It makes their life easy by providing them with salient information, in an easy-to-digest format, that suits their editorial standards.
Journalists are under increasing time pressures – they have decreasing resources and increasing demands from editors. They receive hundreds, if not thousands of stories a day. They’re required to deliver more and more content, and time is always against them. So, if you can provide them with a perfectly packaged story, that speaks to their audience, is written in the style of their publication, and has some great visual assets to accompany it, then you are far more likely to get their attention.
Of course, the story must be newsworthy and relevant in the first place. But with a strong news hook, the humble press release remains a vital tool to help tell your story.
Here are the traps to avoid when penning your perfect press release:
Don’t Assume the Media Will Rewrite the Release: While journalists may use your press release as a starting point, it's essential to provide a well-written and complete release. A poorly crafted release will discourage media coverage, but a well-considered one is far more likely to be published.
Neglecting Newsworthiness: Not every piece of information about your organisation is newsworthy. Ensure that your press release contains information that is relevant, timely, and interesting to the target audience.
Overlooking the Inverted Pyramid Structure: Press releases follow an inverted pyramid structure, where the most important information comes first, followed by supporting details. Don't bury the lead; put the most crucial information in the opening paragraphs.
Using Jargon and Complex Language: Avoid using technical jargon or complex language that might confuse readers. Keep the language clear, concise, and easily understandable.
Omitting Quotes or Testimonials: Including quotes from key individuals (and especially if they are captured in any accompanying image or video) involved in the news can add credibility and a human touch to your press release.
Sending Mass Releases to Irrelevant Contacts: Sending your press release to a broad list of contacts may result in it being ignored or treated as spam. Tailor your distribution to relevant media outlets and journalists.
Ignoring Proofreading and Editing: Typos and grammatical errors will harm your credibility. Proofread your press release carefully or consider having someone else review it.
Being Too Promotional: While a press release is a promotional tool, avoid making it sound like an advertisement. Stick to providing factual information, in a neutral tone, rather than excessive marketing language.
Not Providing Visuals: Visuals, such as images, videos or infographics, will enhance your press release's appeal. Provide links to high-quality visuals if they are relevant and consider getting these professionally created – it’s likely to lead to more media coverage and bigger reach.
By following these simple steps, and being mindful of common misconceptions, you can create press releases that effectively convey your news to the media and the public, increasing the likelihood of positive coverage and engagement.