...brought to you by Naked PR with commentary by me.
"It's amazing what a solid news angle, a carefully written and edited release, and something as basic as contact information can do. Yet, you'd be surprised at how many press releases are distributed every day violating these and other press release writing sins. Don't be a sinner if you want to be a winner...at least in the PR game."
--Naked PR
1. Your press release headline is so "cutesy" that no one could possibly tell what the hell your news is by looking at it.
According to Naked PR, headlines ought to be descriptive and "lightly embellished" to make them catchy. A good thing to remember: "catchy does not equal cutesy."
2. You neglect to leave your full contact information.
Pretty obvious why giving all of your contact information is important. IF a journalist wants to pick up your story, they are probably going to want more details, background information, etc. IF they desire this information, they are going to have to be able to get in touch with you. THUS, it behooves you to include your email address and phone number.
3. You don't tell us why your story is newsworthy until the conclusion of the press release.
If your event doesn't sound interesting or newsworthy at the beginning, nobody is going to continue reading.
4. Your news release resembles a novel.
Too much copy is a turn-off. Journalists get countless press releases everyday. A good rule of thumb is to keep press releases limited to one page.
5. Any 6th grader could tell you were too lazy to proofread your press release.
Every time I come across typos or AP errors in press releases, interoffice memos, or even emails, I find it hard to get past the flub. Sure, I continue reading and get the intended message, but I do so with a decreased amount of respect for the author. As young people trying to get our feet wet, it is extremely important for us to be meticulous in our proofreading. We must check and double-check everything, and I don't just mean spell check. Have someone else read your press releases before you send them out. They might catch errors and help save your street cred, or they'll say that you've done a splendid job and boost your ego a bit. Win-win situation.
6. It reads like a testimonial.
Press releases are not advertising tools. They are publicity tools. The press doesn't care what your customers say.
7. Your mommy thinks you deserve a front page story.
You might think you've nailed the press release and have a story that the press is going to eat up. Always run your angle by an unbiased person, or at least someone who will tell you if it sucks.
If it sounds like you're begging the press to pay attention to you...it's because you are. We have to fight for column inches in print and for seconds on television. I think these tips are a good way to give your press release a leg-up on the competition and increase your chances of being a winner.
1 comment:
This is good advice, especially #3. If I don't see an interesting and newsworthy angle in the opening paragraph, I won't read any further.
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