Press release secrets
Every day I sit on both sides of the editorial fence. Companies send press releases for newspapers, magazines and online content published by Image 7 Group, and at the same time we will be sending press releases out on behalf of our clients.
Here's the secret: press releases are often a big waste of time.
But it all comes down to resources - yours and the media outlet's. If you are sending a press release to under-resourced media outlets like community newspapers and smaller radio stations, then a press release where you 'write the story for them' is often the best you can do.
However, if you are looking for a story to be placed in a major media outlet, editors don't need you to write their stories. They want you to point them to a good story. Give them the facts and the known sources; then let them write their own stories.
Writing a good letter to pitch the story is a better way. But as with most valuable things, it's more time intensive and takes more effort.
Before you start: Get yourself into the mindset of your reader (the editor or journalist) and understand what is important to them. Usually it's not your story. It's keeping their audience engaged, keeping the ratings or circulation up, creating a good environment for advertisers and doing it all on a shoestring budget.
Step 1: Start your letter with your reason for writing. Too often - and this applies to all letters - I see the reason for the letter buried away in the third or fourth paragraph. Editors are busy. Give them a reason to keep reading early in the letter. Years ago, as a producer in talk radio, I would sort each day's press releases while hunched over the waste paper basket. If I didn't see an angle in the first couple of sentences, they went into the bin. On the other hand, a personal letter always got my attention.
Step 2: Explain what makes your idea newsworthy. Why is this a good interview or story for this particular outlet? Describe your idea's connection to current events. Why is it likely to interest a broad cross section of the editor's audience?
Step 3: Explain how the story would work, what it involves and what you will do to assist.
Step 4: Watch for the right time ... your publication chances improve dramatically when you can link your story to a current event. For example, fuel prices are sky rocketing and you can present a story on how you can save people 20 per cent on fuel. You have a much better chance of getting a phone call for your opinion if your letter or email arrives while the reporter is nutting out the story.
Step 5: Don't make your story or company sound too good to believe ... because it probably is. Watch the superlatives you use. "Great, fantastic, unique," are all warning signs to a guarded reporter.
Step 6: In bullet form, list the topics your company or spokesperson can address. Only give the top three or four.
Step 7: Edit your letter, then edit it again. When you think you have finished, edit it again. It takes time to write short.
Step 8: Be prepared for the follow up. When the reporter calls, make sure they can get through to you or a real person that can talk to them. Voice mail kills stories. Have your background research prepared to send immediately. Most reporters hate to do research, so include the URL to the company website with access to fact sheets, profiles and high resolution photos. Few reporters want to be the first to write about a subject, so let them see what others have written about your company.
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