I've been thinking about adapting the Social Media News Release format to public affairs relations, but haven't been able to bring myself to do it yet. It seems a bit disjointed to me, so while I'm working on girding up my loins, I've found some advice on how to improve press releases in general. The Bad Language blog reminds us it's all about using our words for maximum benefit.
How to make them better?
Here?¢‚Ǩ‚Ñ¢s my recipe for better press releases. I?¢‚Ǩ‚Ñ¢d like to think that any company that adopts this approach will stand out from the pack so much that they will be overwhelmed with gratitude and coverage. Your mileage may differ.
- Write descriptive headlines that explain why the story is interesting. If you can?¢‚Ǩ‚Ñ¢t, it isn?¢‚Ǩ‚Ñ¢t. So don?¢‚Ǩ‚Ñ¢t put out a press release.
- Keep them short and factual. 250 words should be the upper limit. By all means link to a website that contains more detailed information.
- Make the first sentence and the first paragraph work for their living.
- Always include contact details. Many don?¢‚Ǩ‚Ñ¢t. What?¢‚Ǩ‚Ñ¢s the point of that?
- If you quote anyone, do a real interview and pick a good quote. Customers and independent experts are more interesting that company notables.
- One writer, one subeditor, one proofreader, one lawyer. Everyone else has an opinion but not a veto.
- Try writing a letter to your grandmother explaining why the news in the press release is important. Bingo, there?¢‚Ǩ‚Ñ¢s your opening paragraph.
- Alternatively try telling a story. What, who, where, when, how and why.
- Make sure you redact any version control history from Word documents. There?¢‚Ǩ‚Ñ¢s usually a better story for journalists in the stuff you removed at the last minute than in what you actually wrote.
- Try a new medium such as podcasts or blogs. If nothing else it will force you to abandon the tired old press release template.
Last updated by at .
Spread the Word - Like and/or share this page, your friends will also love it and thanks for it.
