Press Release Writing

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February 16, 2009
Press Release Tips: Hook Editors with Strong Openings

If you want your press release to get an editor’s attention, you need to get to the point as quickly as possible. Dozens of press releases stream into a newsroom every day. Most of them end up in the trash because an editor simply didn’t have time to read through the whole release to grasp the writer’s point. (Read more…)
January 20, 2009
Learning from a Century of Press Releases

On October 28, 1906, the Pennsylvania Railroad issued what is believed to be the first press release. The release was the idea of the company’s outside public relations counsel, Ivy Ledbetter Lee, and it revolutionized how companies and organizations delivered information to the public. And modern-day public relations professionals can still learn plenty from the story of that very first press release. (Read more…)
January 19, 2009
Protecting an Embargoed Press Release

There’s nothing better when a public relations rep sends a journalist a press release that is “under embargo.” This means the reporter can’t publish a word regarding the contents of the press release until the after a certain date and time. But in this day and age, journalists and public relations professionals alike may find that a press embargo isn’t as secure as they might think. (Read more…)
January 16, 2009
Make Sure Your Press Release Contains “Just the Facts”

A press release is not an advertisement. A press release is a subtle piece of advertorial: a combination of advertising and editorial content. The point of advertising is to bring a product, service, or cause to the attention of a consumer, voter, volunteer, or contributor. It involves matching the right content with the right audience. A press release is in one sense an advertisement, but in this case your audience is the media. You’re selling them an idea for a story instead of a product or service, though, and it’s crucial you understand what journalists don’t want to hear. (Read more…)
What’s Your Type (When It Comes to Press Releases)?

Not all press releases are created equal, and not all press releases have the same urgency or importance. The following breakdown divides press releases into the three key categories that you’ll need to be familiar with when planning your public relations strategy. This brief overview will not only help you write more eye-catching press releases, but target your press releases more efficiently, as well. (Read more…)
December 23, 2008
Who Should Write Your Press Release?

Writing a press release can be a delicate matter. The public relations department, who must pitch the release, wants to have a say in its content. The subjects quoted in the release, often high-level executives, want to make sure they sound professional and intelligent. Business partners mentioned in a press release want to ensure that their image remains intact. Writing a press release can take days and dozens of drafts, so the question must be asked: Who should write your press releases? (Read more…)
December 19, 2008
Four Tips for Improving a Boring Press Release

When writing a press release, especially one that contains numbers or statistics, even seasoned public relations consultants can find their message failing to grab the media’s attention. Here are a four tips for perking up that dry, boring press release. (Read more…)
December 12, 2008
Using Plain Language in Public Relations

Using plain language to communicate with journalists is not considered bland but effective. Whether your public relations campaign targets community or business publications, it is unlikely that reporters reviewing your press kit will be familiar with specific industry jargon. Providing them with information in plain language is the surest way to get your point across, significantly improving your chances for media coverage. (Read more…)
December 11, 2008
Story Proposals: Customizing A Press Release For Reporters

Who says a press release is the only way to court the media? Story proposals can sometimes be more effective when approaching your personal “A list” of journalists, presenting customized pitches that match their sensibilities and the news beat they cover. (Read more…)
December 10, 2008
Preparing a Press Release? Think Global, Look Local

While today’s small businesses and small public relations firms have a number of economical means to reach national and international media–e-mail, on-line press kits, and press release delivery services, such as eReleases–the pitch will still need to be as good as the product to achieve results. Assuming merit exists for media coverage halfway across the world, crafting a press release around a hometown perspective can detract from a its news value. Even for editors in surrounding towns and cities, success stories about your immediate business community will be of little interest. (Read more…)

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