The WRITE Way to Get Your News Release Noticed (Part 1)

We’ve discussed various aspects of news releases: the WHY (benefits/rewards) and also the WHEN (occasions/reasons). Now, let’s begin to look at some of the specifics of HOW:

Style counts. While it’s true that good content is essential, it’s also important to realize that if your news release is hard to read, it might not get read! (And we don’t write news releases just for the writing exercise…right?)

Here are a few tips I’d offer to design your news release for easy readability and to enhance legibility:

• Stay with the traditionally accepted format for a news release. If you don’t know what that is, find out. There are many sites on the Internet that can help; do a search for "news release" or "press release." (You can also visit my web site and look at some of the releases I’ve done to see the standard, basic format.)

• The headline should be in Bold, but avoid ALL CAPS. (There is an old school method of writing news releases that had the title/headline in all caps, but not only is it difficult to read, but in “’net speak” you are yelling at the reader.)

• Go with a single, standard font throughout the entire release. Don’t use "cutesy" fonts or type the release in italics (or script) because that’s hard to read.

• Keep the background plain, with a black font color. (I’m assuming no one uses actually paper these days, so know that this refers to the background on your electronic document and your email.)

• For the main body of the release, use an easy-to-read font size: at least 11 points, but preferably 12 points. (Sometimes, it’s tempting to use a smaller font to keep the release to 1 – 2 pages, but that hinders readability…which is not the goal!)

• The boilerplate (we’ll discuss this in a later post) can be done in a smaller font, but I still don’t recommend anything below a 10-point font.

• There’s no need to double space your release, except between paragraphs. (Again, some older formats liked to not only double-space the content, but also to center it. It’s my opinion this make the release harder to read.)
  

Grab their attention. The average news outlet probably gets hundreds of news releases every day and most are trashed because of the headline. Craft an interesting, appealing headline (and an email subject line) to convey immediately why this news is important to them and their audience. (Hint: They are less interested in why it's important to YOU!).

To make a news release seem more powerful, or urgent, or important, some will use lots of exclamation points. But take my word for it: if your headline isn’t interesting, punctuation or special effects won’t change that. (It’s just dull…emphasized.)

First Things First. In standard news release format, we use what’s known as the “inverted pyramid.” (Visualize an upside-down Luxor Hotel.) The most important information goes in the first paragraph of the release and the least important information goes last. If that crucial first paragraph doesn’t get their attention, the details of your message will likely be lost.

The lead paragraph should include the traditional who, what, when, where and how of your story. Ideally, a reporter would have everything needed to make a decision on whether to move forward on your news release.

The opening paragraph is not the place to tout your organization, to tell why your new product is the best in decades, to invite people to your new location or to promote your new service offering. I like to use this valued space to tell a pertinent story, give a strong fact or statistic, make a bold statement or present a problem.



We will continue this topic in our next entry. I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

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When to Send a News Release? (Part 1)

Though the news release might be the most recognized aspect of public relations, I still find many business hesitant (or resistant) to utilizing them. “We don’t really have anything important enough to send out in a news release,” they will say.

The inherent thinking seems to be that unless the news is dire (the CEO just skipped the country in the company helicopter) or earth-shattering (the sales this year were enough to hire Donald Trump as our HR Manager), there’s no need for an announcement to the media.

However, if you look around your organization and give it a little thought, I’m certain you can come up with some valid reason to send out a news release, at least to your local media.

Consider these Reasons to do a News Release:

* Something New to announce. Obviously, buying a new printer for the Intern is not newsworthy, but starting a new business certainly is. A new product or service are also valid reasons to send out a release. Perhaps you have a new website or some new advance in your industry. Have you changed locations, expanded or merged with another company? Maybe you've just signed a major client or big contract, or partnered with another organization for collaboration on project. Have you brought in new executive leadership (CEO, COO, President)? Has one of your key staff member received a recent promotion? Did you retain the services of specialist (For example...a talented PR Consultant to help with your news releases?) for a particular project, event or to better equip your organization for the future? Those are all good reasons for a release.

* Special Recognition is involved. If` you, your organization or someone in your company receives a recognition, that’s a reason to send out a release. Was your business acknowledged for community service, fundraising for a local charity or for a special contribution to your industry? Did your CEO or Executive Director receive an award for leadership, for service or were they honored by your industry? If so, send out a news release. Success is a valid reason to share, so speak up and tell to the world. (BTW, you can even send out a release when you or your company is nominated. As we all know from watching the Oscars, “it’s an honor just to be nominated.” So...share the honor.)

Moreover, if your company chooses to recognize someone for an accomplish, that’s a reason to send a release. Do you award grants? You can send out a release when the grant is offered and when a recipient is chosen. Did you have a contest winner? Promote the contest when it begins and then publicize the person who won. Has one of your sales associates exceeded a goal? Do you give out awards for longtime employment or honor "green" suppliers? Do you provide scholarships or has one of your employees received a scholarship (especially within your industry)? Those are valid reasons to consider sending out a news release.

Almost every industry has some kind of credentialing process, whether it’s called certification, licensing or accreditation. (In the PR industry, it's the APR--Accredited in Public Relations and it's a major accomplishment!) When someone in your organization successfully completes that process, it should be applauded. Send out a release.

There are more reasons to send a release, so we’ll continue this discussion in our next post. And as always, your thoughts and insights are welcomed.


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Why Send a News Release?

Probably the most well-known aspect of public relations is the Press Release, which informs existing and potential customers about your company—its successes, activities, new products and services, upcoming plans, or personnel or organizational changes.

(Note: Though Press Release is the most widely known term, Media Release or News Release are now gaining popularity, and are technically more accurate, since media today is more than just “press.” There’s TV, radio, online, blogs, etc.)

As we’ve pointed out previously, there’s more to public relations than press releases. However, when done correctly—with forethought, planning and skill—a news release can go a long way in fulfilling PR goals. When the media picks up your news releases, wonderful results can be accomplished. Consider the following benefits of a well-planned, well-placed news release:

Promotion and Publicity: Whether you are starting a new business, adding a new product line, hosting an event or bringing on a new CEO, a news release is a good way to promote your business. Even if you’ve been in business for many years, you still want to keep your name (your products, your services) in front of the public.

Build your brand: When consumers (e.g., potential clients/customers) sees your business name being mentioned regularly in the media, they are more likely to remember it the next time they are need your products/services.

Consumer information and education: One of the best ways to get important information about your company and/or your products publicized is through news releases. Your message will give your target audience a better understanding of who you are and what you have to offer.

Inexpensive way to get publicity: Marketing and advertising cost money. Sometime, to reach the audience you want to influence, it can cost LOTS of money. When you send out a news release and it’s picked up by the media, you’ve gotten a very cost-effective way of getting out your message.

Credibility to your message: Take out an ad in a newspaper and you reach an audience with your message. However, when a media outlet writes an article or does a news report based on your news release, you reach an audience with what amounts to a third-party endorsement. It adds greater credibility when someone else is telling your story. And think of the money you saved as compared with the same amount of coverage from placing an ad.

Image, reputation—and business: Obviously, most people only send a news release when they want to share good news—successes and accomplishments. But remember to send a news release when you have a new product to introduce. Write a news release when you participate in a charity event or take a leadership role in a community project. These kinds of announcements will help increase your reputation among those who read and hear about you. In turn, the more people know about you, the more they hear about you in the news (in a good way, of course, don’t forget Enron) and the more your reputation increases, the more business you’ll get.

Drive traffic to your web site: The more you position yourself and your organization as a source for the media and develop a reputation as an expert, you will have people visit your web site for more information. News releases that are done with a view toward Search Engine Optimization (SEO), the more your name and web site will come up in online searches. (Again, that’s more business.)

What do you think of these benefits of a news release?
Do you see them as valid?
Would any/all of them be valuable to you and your organization?
Can you think of more?

In our next segment, I’ll share some of the occasions or reasons (i.e., When?) to send a news release.