Blog
February 2010 – Helen Sharkey writes…
Getting the basics right - press releases
At Project PR, we pride ourselves on getting the simple things right... as well as the not-so-simple!
One of the most important aspects of PR is the press release, yet it is amazing how many are written and presented poorly. If you can get the basics right, then you are half way there.
Here’s some tips:
1. Try to come up with a catchy headline. It is the first thing a journalist will see, and you want it to stand out from the 100s of other press releases they receive every day.
2. Press releases should not be written in the first person, and avoid the use of jargon.
3. Your opening paragraph should tell the story. The rest of your press release should provide the detail. You have a matter of seconds to grab your readers' attention. Do not blow it with a weak opening. Try to keep it to between 3-5 lines.
4. Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions such as "added bonus" or "first time ever". If you can tell your story with fewer words, do it. Wordiness distracts from your story. Keep it concise. Make each word count.
5. Try to include a quote from one or two people relevant to the story.
6. Make sure you have a good quality, high resolution photograph to accompany. A picture can tell a thousand words!
7. Ensure your press release includes contact details.
8. Keep your topic simple. When it comes to getting exposure in the news, sometimes it’s a case of ‘the simpler the better’. Here are a few simple news angles to think about…
- Tell the world about a new client win and make sure you get a quote from the client too, preferably about how good you are. Where one business goes, others will follow.
- Be different! Stand out from the hundreds of other stories that a journalist gets every day. This could be the first, the biggest, the smallest or the oldest.
- React to and comment on a current event and in doing so position yourself as an expert in the field. Keep an eye on the news and when something crops up, try to get your comment/reaction in there first.
- Announce a new member of the team. This is especially newsworthy if your team has expanded, showing growth and job creation. Tell the world why they are great and what they will add to your business.
- Win an award which is something Project PR has recently done. Award winning local businesses make great news stories.
- New product or service? Tell the world why it’s better than all of the others out there, but take care not to be too commercial (that’s what advertising is for!).
- Get involved with a charity in ways other than just giving money. Cheque presentations are cliché so think about an action photo at your fundraising event or doing something different like donating your services for free.
- Do a survey as long as the results will be interesting and newsworthy. Polls and people’s opinions are always of interest to the media.
And most importantly, make sure your press release is well written, with clear, concise language, no jargon and no spelling mistakes or incorrect grammar!
One of the biggest compliments you can be paid is if a journalist uses your release verbatim, and a happy journalist will result in a greater likelihood of coverage next time around!
