Press Releases

When to Send a Press Release

First, consider when it is appropriate to issue a news release. A news release can be used when you open a new office; win an award; introduce a new product or service; sponsor an event; or any other such happening.

The purpose of the news release is to connect with the media. In fact, the news release is the expected first communication with a media outlet. Perhaps you are looking for a story, interview, or a TV appearance -- the news release is the right place to start. However, even if your company meets the above criteria there is no guarantee that the media will use your release.

Questions to Consider Before You Get Started

Before getting started, consider the following questions.

Don't worry about writing down answers to these questions, as those that relate to writing the release will be addressed again later in this workshop. Instead, use these questions as a general guide when deciding whether or not it is appropriate to issue a news release.

• What results do we hope to produce from our news release?
  Perhaps your company hopes to generate media interest in a new product, or to promote an event that you are sponsoring. Outlining your goals from the start will help you assess their viability, and will give you direction when it comes time to prepare to write the release.
• What audience will my news release speak to?
  Business people usually have their company at the front of their mind when considering the news release. However journalists will have the interests of their audience at the top of their considerations. To be effective, consider this question from the journalist's perspective.
• Is there anything unusual or noteworthy about the release our company will issue?
  Your news release will be more effective if it has a good angle.
• In a stack of dozens of news releases, is there something about my news release that would catch the attention of the media?
  Journalists must wade through dozens of news releases on a daily basis. You can help your release to stand out by ensuring that it is well written and presented. However you will also want to make sure that the content of your release is worth notice.
• How will our company distribute the release (wires, mail, fax, email, etc.)?
  You will invest a lot of time into crafting a good news release, and it is important to make sure the you have the distribution network to support it.

It is up to you to consider your answers and assess whether or not a news release would enable you to achieve your goals. After reading this you may find that you are not yet prepared to do a news release, in which case we would suggest that you return and go through this workshop at a later date when it is appropriate. (Remember to bookmark this page so you can find it later.)

10 Essential Tips to Ensure Your Press Release Makes the News

• l Make sure the information is newsworthy.

• l Tell the audience that the information is intended for them and why they should continue to read it.

• l Start with a brief description of the news, then distinguish who announced it, and not the other way around.

• l Ask yourself, "How are people going to relate to this and will they be able to connect?"

• l Make sure the first 10 words of your release are effective, as they are the most important.

• l Avoid excessive use of adjectives and fancy language.

• l Deal with the facts.

• l Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.

• l Make sure you wait until you have something with enough substance to issue a release.

• l Make it as easy as possible for media representatives to do their jobs.