Standout Press Releases  

Now that you have started planning your 2005 communications calendar, how do you make your media materials stand out in the crowd? Simply identifying media opportunities is not enough to guarantee attention. Among the various ways to reach the media, one that can easily be misused is the press release. Here are some tips for issuing a strong release and increasing your chance of success.

News or Feature: For a newsworthy story, write a “newsy” release. If it is not news, don’t try to make it news. Try a feature release that is softer, allowing you to use personal stories, humor and creativity more freely. Review different “news hooks” at the SPIN Project.

Target: By targeting the most appropriate reporters, you will get the most bang for your buck. If you don’t have time to build relationships (see SPIN’s tips on building relationships) with journalists prior to a news event, make sure to at least send your release to a reporter that has written on related issues in the past. Also get to know the publications you are pitching - if a news organization has just published a similar story, consider pitching a different angle.

Timing: Planning ahead can make all the difference. Again, building a relationship with a reporter and submitting your release before the last minute can be beneficial. Often, when a big news story hits, the first organization to issue an effective release or press statement is the one that gets covered. Remember to avoid rushed times - at the end of the day and on Fridays - when you may overburden a reporter or get lost in the shuffle.

Strong Writing: Starting a release with a succinct, catchy headline can draw in reporters and hold their interest. Try using online tools to spark ideas for your headlines - check out the One Look Reverse Dictionary and Rhyme Zone. For examples of catchy headlines, look to Wall Street Journal and Slate.

Format: Last, but certainly not least, your press release needs to be formatted properly to withstand the critique of media organizations. Materials that closely follow the Associated Press Style manual require less work on the part of the media and give your release the extra edge. By making the journalist’s job easier, you increase your chances of receiving coverage. In addition to proper style, remember to write in a news format, including what’s new, unexpected and most important about the story in the lead (first paragraph). Always make sure the headline and lead answer the “so what?” question.