January 30, 2003

The Secrets of Great Press Releases

"Be sincere; be brief; be seated." - Franklin Delano Roosevelt

In an age when the average journalist receives between 100 to 200 press releases per week, some PR practitioners have declared the death of the press release. These pundits argue that journalists are so deluged with press releases that they just don't read them.

Yet, we have found that a well-written press release works. We have sent press releases to newspapers and magazines around the country and gotten pick-ups in important publications that we never would have landed without mass distribution of press releases.

To get picked up, a press release must be tailored to its recipient. For instance, the press release you send to print and broadcast journalists should be different. However, all press releases must communicate the who, what, where, why, and how of your story succinctly. One page releases work the best.

When writing a press release for print journalists, the first paragraph is key. Lay out all the main points you'll cover in the rest of your release in an interesting and concise way (no more than three or four sentences). Save the small details for other parts of your press releases or put this information in a fact sheet or press kit.

Use the rest of your press release to support your main points. Effective tools for doing this include pithy quotes, survey information, and testimonials.

When you've finished writing the body of the press release, develop a clever one-line headline. Remember that a good press release with an uninspired headline will end up in journalist's circular file (trash can).

A great headline should provide information in colorful and strong words. The only way to learn how to write great headlines is to take time studying the media. When reading newspapers, magazines, or articles on websites, start paying attention to headlines and clip those that communicate well.

Lastly, make sure that the top of the release contains your name and contact information. Always list a cell phone since journalists writing on deadline require instant accessibility. Also, don't forget to put the date of the release above the headline and below a line that says FOR IMMEDIATE RELEASE.

When it comes to radio and television reporters, always imagine that you are addressing people with severe attention deficit disorder (ADD). This comment is not intended to disparage broadcast journalists but to inform you that their tight deadlines and multiple tasks mean that your press release must grab attention quickly.

Headlines should be catchy, short, and focus attention on value and benefit. As simplistic as it may sound, a headline that relates to money, sex, or health is more likely to get noticed since these are the hot buttons of broadcast journalists.

Your press release to broadcast journalists should contain few long paragraphs. Use short bullet points to support your main idea. Emphasize the most important ideas in the first few one-sentence bullets since most journalists won't read the whole list.

In short, as journalists face increasingly tight deadlines to produce quality stories, the press release is still a very effective PR tool. The time spent in crafting a great press release can result in media attention that you never imagined.

Best wishes,
Patrick Galvin