I’ve been taking part in a Facebook discussion on whether the press release is dead as a useful thing. My answer is generally “no” and a lot of my views are duplicated in this excellent blog from the Comms Dept:
The problem is that there are some pretty naff press releases out there. So if you’re writing one or are part of the team doing so, here are some of the things that would help me as a journalist.
- A clear subject line. Too often (ie more than once) people try something clever. Just tell me what has happened: Company X lands major contract, Company B launches new product – whatever it is. If you can’t summarise it quickly does it really need to be said?
- A good summary in the opening paragraph. I’m a journalist and I’m used to writing news. I therefore expect to read news in a newsy format which means the important stuff goes in immediately – who, what, when, where, how. I may read no further if I’m pushed for time so why not put everything important at the front?
- Good targeting. Yes it’s difficult to keep track of journalists as their careers progress and they move from title to title. But yes that’s part of the job. If you want me to be interested in writing something you’d better have at least a vague idea of who my readers are.
- Available spokespeople. A colleague recently replied to a press release and had an autoresponse message that made it clear that the sender was on holiday for a month and didn’t want to be bothered. OK, you’re entitled to your holiday and if you can afford to take a month off, good luck to you – but don’t bother me with a press release if you can’t be bothered yourself, OK?
- Decent English. I know, I know, it shouldn’t matter, I’m looking for relevance rather than eloquence ideally. However, if you don’t know the difference between their, there and they’re, its and it’s, I might find it irritating. If you clearly don’t know your stuff I’ll be more so. Remember the security breach at married dating organisation Ashley Madison? I had two releases commenting on the incident at Madison Ashley. It just looked like opportunistic grubbing around after half-reading a headline.
Other than the targeting, it all ought to be fairly straightforward.
Do you need help with writing your releases? Email me and we’ll talk.