The art of the powerful press release

An impactful press release is about getting across our message to the people we want to influence. This could be customers, potential customers, service users, the government, politicians, partner and stakeholder organisations, peers and colleagues or a mix of some or all of the above.
The objective of a press release is to provide clear, accurate information on an organisation's products or services. The release should tell the story with integrity and professionalism.
It's vital for a press release to contain a real news story which is fresh and interesting.
How to write like a journalist?
Everything an organisation does will be of interest to someone somewhere.
How to select which media to send to
Always think of your target audience when identifying potential stories.
Locally relevant news will always be of interest to local newspapers, TV stations and radio stations.
Only major stories or something that is highly unusual will be of interest to national media.
Trade and specialist publications are another useful outlet for stories about your organisation and the people who work in it.
Presenting press releases for journalists
Your news release has to stand out amongst the hundreds journalists receive every day.
News releases:
Are concise
Present real news
Are factually correct
Contain interesting information
Follow style guidelines
Use down to earth English with no jargon
Use the present tense
Simple examples and case studies keep content relevant
Adjectives are to inform and not to flatter
Never overhype
Have punchy intros that include the main point of the story
Include snappy, relevant headlines
Always spell out abbreviations and acronyms before using them
Carry the date of the day on which they are sent
Are fronted by a single sheet with bullet points when the press release is very detailed or longer than usual.
Are planned to land when quoted spokespeople and other relevant specialists will be available to respond to media calls.
Carefully embargoed to help not hinder the news reporter.
© Writing for PR.

© Writing for Internal Communications.