Pressing Matters: Writing the Press Release

Decorative Wave

Fun fact. The first press releases were written in the early 1900s. Getting the word out through a news release is not a new tool in the world of public relations. I’ve written too many to count, as have most communicators with decades of experience.

Yet, when I’m asked to write or review, some of the same important details seem to be missed again and again. So, here are a few thoughts on the matter.

First, never ever write anything for distribution which goes more than one page. (Frankly, this applies to many written pieces, but I’ll save that for another day.) It’s not a word count thing. It’s simply a matter that no newsroom, let alone a city editor or editorial board, is going to spend time reading something that won’t fit on a single sheet, your header included.

Second, you’ve got to get to the point in your first paragraph. Sometimes a punchy headline or cute opener can be fun and refreshing, but generally speaking, save it for the body of your text. If it’s important and you want to get your word out, do it in the first 32 words. Period.

Third, don’t forget to quote a member of your organization or team. Do this upfront. It brings life to your narrative. Remember, you’ve only got one page, so put the quote in the second paragraph. Make certain the remark provides additional information. Don’t waste valuable space. It’s an opportunity to move your narrative forward.

Finally, always include an actionable. This may seem like a no brainer, but I can’t tell you how many press releases fade out and never bring their message or point back to their readers.

It’s not always as easy as it looks. Saying something in a couple hundred words can be difficult. Getting the attention of the media may sometimes feel impossible. It is important to be professional and consistent. You will get noticed.

Categories: Content