PR Hint of Feb 2006 - Writing Press Releases

Continuing on our theme of getting our library events noticed & covered by the media, I focused on press releases this month. Hope the information is helpful! Patricia

Writing Press Releases that Get Noticed & Read!

The media is flooded with press releases each day and there is not enough space to print all of the press releases an editor receives, therefore editors must pick and chose which ones get printed and which ones don't.

In my experience, editors don't want press releases that are selling something, that's marketing not news; rather, editors are looking for intriguing human interest stories, fun and family oriented events, community action or involvement, and employee or patron recognition. This means that as libraries we have a plethora of events and programs occurring weekly that fit those criteria*so share it with your community and use your local media to do so!

When writing a press release always remember the golden rule of writing for the media: K.I.S.S. (Keep It Super Simple) The average newspaper reader only reads the first few lines of an article, so make sure all of your relevant information is in the opening paragraph. That opening paragraph also needs to capture the reader's attention; keep them interested and not only will they finish reading your press release, but they'll more than likely attend your event or program.

In addition, all newspapers run on space limitations, as do radio and television, so editors will edit your press release, which often means that they will chop off the last half of your press release, so don't wait until the end to put your important information, do it first!

While it is not an exact science, if you follow these few, simple rules, your press release will have a better shot at getting printed. The following helpful information is from OfficeSolutions, Sept 2001 v18 i8 p50 WritingPress Releases the Media Will Use. Jim Rapp. Good luck and happy writing!
What exactly do editors want?
To write a news or press release effectively, you should learn what editors want as well as the formula for writing good releases. Obviously, a news release must contain news. It must also be written to interest editors and their readers, listeners, and/or viewers. Two things to keep in mind when writing a news release are brevity and the five Ws: who, what, why, where, and when.

Not long ago, editors insisted the five Ws be in the first paragraph of every news story. But today's writing style stresses shorter sentences and more paragraphs. So editors are satisfied--if not overjoyed--to find the five Ws in the first two or three paragraphs.
The formula is simple since it's the way most of us tell a story or anecdote.
The lead might go something like this:
ABC Packing Co., Pleasant City, Iowa, (who) has introduced a new line of frozen vegetables (what) under the "Healthy Favorites" label.
According to ABC marketing director Helen MacDonald, the new line contains no salt, preservatives, or additives (why). Healthy Favorites will be introduced at the National Grocers Convention in Chicago (where) in August and will be available for shipment in September (when).
If you have all the facts, your stories will practically write themselves. The lead provides all the important details. The rest of the release can be written in paragraphs of descending importance. This allows editors to trim from the bottom up, retaining paragraphs with the most important details.
After writing the first draft, review the story and delete every word that's not a fact or that doesn't contribute meaningfully to the story. Now your news release will read like a news release, not like advertising copy.
When you write a feature story, lead with an attention getting phrase or paragraph, instead of the five Ws. After the lead, develop the five Ws in the same manner as a news story.
Watch those adjectives
It's generally advisable to limit the use of adjectives in news releases.
Editors break pencils and spill coffee when they find releases filled with words such as beautiful, wonderful, magnificent, and stunning.
Sometimes, however, these adjectives will improve a news story. By using quotes, you can incorporate them into a release without incurring the editor's wrath. Instead of saying "The new Healthy Favorites line is not only healthy, but delicious," say something like: "MacDonald reports that in blind taste tests, the Healthy Favorites line received high marks for taste." This way, it's you or your company saying it, not the publication.
Keep it simple and accurate (K.I.S.S)
It's a mistake to use fancy words to communicate a simple idea. A news release or feature story is not the place to showcase your vocabulary. Don't write edifice when you mean building. Avoid language that's used only in your particular business, because some readers won't understand it.
Inaccuracy is one of the most frequent reasons releases aren't used.
Misspelled words, missing facts, half-stated facts, poor structure, poor grammar, and too many details can result in a release landing in the wastebasket. You'll also be wise to avoid all unproved claims as well as superlatives such as oldest, largest, best, and most.
Editors are human. When they receive properly prepared press releases they're more likely to use them. Follow the rules listed below and your news releases will have the professionalism editors want.
* Type your stories double-spaced on one side of 8 1/2 x 11-inch white paper.
* Start the story nearly halfway down the page, leaving plenty of room for a headline.
* Leave a 1-inch margin on both sides of the page.
* In the upper left-hand corner of the first page, type your name, address, telephone number, and e-mail address so the editor will know where to reach you for more information.
* If your story is longer than one page, type (more) at the bottom of the page to indicate the material carries to the next page. At the top of the second page, in the upper left-hand corner, type a few words indicating the story content and page number, such as "ABC introduces new Healthy Favorites line--page 2."
* Date all releases at the top of the first page.
* Indicate release timing on the top of the first page.
* A headline is optional. If you use one, make it tell the story in a half-dozen well-chosen words.
* For releases to radio and television stations, reduce the copy and keep sentences short. Avoid words that are difficult to read aloud.
* If the release is an exclusive to a particular publication, indicate that at the top of the release as follows: "Exclusive to the Chicago Tribune."
* To avoid confusion, spell out all words. Don't abbreviate.
* Never type your business name, trade name, or any other name in all capital letters.
* Spell out numbers from one to nine and use numerals from the number 10 on.
* Don't capitalize the first letters of titles.
* Study the style of the publication and adopt that style for your release.
* Get the story out quickly. Editors won't use stale news.
* E-mail the release directly to the person who will be using it, not to "editor." Fax a copy to the same person the same day, indicating that you've also sent an e-mail. Editors prefer releases sent via e-mail; they save editors' time because they don't have to reenter the material. Get to know editors and other media people. You may want to visit them when you have a really hot news item. You'll get more attention if they know you personally.

Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library