Writing repeated press releases can be a bit like owning a grill, or even a fireplace. You burn fire after fire, not noticing the ashes piling up after each one. Eventually the pile grows so large you have to scoop everything out and sweep all the excess so you can start anew.
The same goes for writing press releases about the same subject. Even if it’s your favorite thing in the world (which actually may make it worse) you can get stuck in a rut when you’re constantly rehashing the same information. Eventually you have to sweep everything out of the chimney and start from scratch!
Generally what you need after writing a ton of press releases on the same subject is a new perspective. The product or event or company or whatever you’re writing about hasn’t changed, just your feelings on it. When, say, the product was first unveiled, you were excited about it. Just because that feeling has waned after writing about it so much doesn’t mean the product isn’t cool anymore.
This is why I say it’s like a grill as well as a chimney – with a grill you actually should keep some of the old ashes around as it adds to the flavor. Your press releases before weren’t bad (presumably), you just don’t feel like writing the same thing for the 20th time. And that’s ok!
There’s bound to be some angle, or news event, or audience you haven’t approached from before. No matter how press releases you write there’s going to be a few things you haven’t tried yet. Look at the product , company or event through someone else’s eyes – a new customer, perhaps, or even someone from another country. How would they see your product? What’s the first thing they would say about it?
Look at Your Old Ones
What? I thought we were talking about finding new inspiration here you say? Yes, but often newness can be found in the past if you know where to look. And that new inspiration may just come from your old posts.
Not necessarily from the old posts and press releases in your current campaign, but PRs from your previous campaigns could lead to some brilliant insight. The previous product may have nothing to do with the current one – but in the end, that could be an ideal situation. After all, you’re looking for a new perspective, and what’s a better example of that then a completely different and possibly unrelatable product?
Think back to when you were writing those old press releases. How did you first approach them? How has the company changed since then? How have YOU changed since then? There’s bound to be a good story in there somewhere if you shift through the ashes!
How do you usually first approach press releases?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here: http://www.ereleases.com/insider/beginnersguide.html