I work as a journalist as well as a media consultant. As a journalist my inbox is stuffed with press releases every day. Some of them are dire. Ignore what you read in the PR manuals - in my opinion half of it is wrong. Here's my renegade tips for better press releases.
1. Spend lots of time writing the email catchline - this is often all the journalist sees and it has to be good to get them to click on it.
2. Include plenty of quotes so the journalist can get more of a feel for whether there is a good potential phone interview to be had.
3. Make sure there are lots and lots of 24 hour contact details. Journalists, especially freelance ones, work at odd hours. I've often needed a quote at 10pm at night.
4. Ask yourself 'why this, why now?' when you are writing. If you don't have an answer, don't write a press release - it's not news. This is probably the most important press release tip.
5. Cut out the OTT superlatives - "amazing, best, innovative, unique, incredible new product'. These are offputting and make journalists think there actually isn't a story in there and it's all puff.
6. Keep paragraphs and sentences punchy and short.
7. Finish the release with 'ends' so the journalist knows there's nothing missing from the end.
8. Don't just send out one press release - target it for each publication. You may need to write several. Trade press often need more detail and technical info.
9. Offer samples, freebies, whenever possible - journalists love them!
10. Don't phone the journalist just to check they have seen your press release. If it's of interest they will call back - or phone instead of email in the first place.
ends
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