Get Your Message Noticed
How to write a press release to get recognized and recorded.
Don’t let your announcement land in the “blue file drawer” in the corner.
When you’ve got something newsworthy or interesting going on at your company, you want the world, and your neighbours, to know. One of the best ways to get your message out is to prepare a press release and distribute it to local and national media outlets. But, those magazines, newspapers, radio and TV stations get dozens – sometimes hundreds – of press releases a day. How do you stand out from the crowd?
Content is King
Is your event, product or announcement going to be of interest to the magazine’s audience? The new paint colour in the front office isn’t going to be of interest to a wider group. But, the launch of your revolutionary accounting/tax saving software might be.
How your press release is written will also dictate its success. No editor, producer or publisher wants to read a press release that’s full of spelling or grammatical mistakes. That should go without saying. Re-read and proofread your release. Then have someone else read it through. The more “eyes” on the page the more mistakes you’ll catch.
Here are several more tips on writing your release:
• Follow the “5W” rule. Answer the questions, who, what, where, when and how. Be specific.
• Put the most important information right up front in the first paragraph.
• Avoid flowery language in the body of your message. News releases are meant to be informational not literary. However, feel free to wear your creative hat when writing the headline. They’ll catch a reader’s attention.
• Make sure the writing is clear, without jargon and concise. Do not use abbreviations or acronyms and make sure you write out full names of locations, eg. Markham, Ontario, Canada.
• Keep your reader in mind. Each media outlet will have different readers or viewers. Tailor your release to their audience.
Looks do matter
Create a document that’s “easy on the eyes” and you’ll attract eyes – or readers. Layout and formatting are integral to the look of your news release. Keep the release neat and attractive.
Keep these things in mind when formatting your document.
• Make your headline stand out by using a large, clear font.
• Double-space your document using a minimum one inch margin. And, use a font that’s easy to read. Nothing gothic or comic.
• Keep your single-sided document, ideally, to one page. Two pages maximum!
Make sure all the necessary contact information is on the top and bottom of each page. Use your company’s letterhead and make sure there’s a contact person available for follow-up or additional information.
Remember, you’re dealing with people who are busy and usually inundated by news releases and press releases. Precision, specifics and thoroughness make a huge difference.
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