Keeping
Your Press Release Out of the Waste Basket
By
David P. Kowal, APR
My
favorite "Shoe" cartoon shows an editor reading a press
release marked "For Immediate Release." As instructed, the
editor releases it immediately - right over the waste
basket.
The
same fate befalls most press releases. Many media receive
thousands of releases a month and can use only a handful. No
one can ever guarantee that media will publish or broadcast
the information in your press release, but much can be done
to increase the chances that it will end up in print instead
of in the landfill.
1.
If it's not news, don't write it. You may think it's
incredibly exciting that your business is celebrating its
fifth anniversary, or that you've added a new feature to
your web site. But does anyone else really
care?
Always
use the "So what?" test on a potential news release. Pretend
you're an editor and know nothing about your company. If you
find yourself thinking "So what?" as you read the release,
you can be certain the typical editor will feel the same
way. Not every press release has to contain news that will
change the world, but if you send out a constant barrage of
mind-numbing press releases, recognize that, over time,
editors will become anaesthetized. They will begin to toss
your releases whenever they see your logo; when you finally
have legitimate news to report, it will go
uncovered.
Exceptions
to this rule are anything to do with pets (e.g., Bill
Clinton's dog) or titillating trials (a reporter called me
to interview me about Louise Woodward's new hairdo!). For
some reason, media can't get enough of these
stories.
2.
Be timely. In many companies, obtaining approval for a
press release can be like licensing a new drug. The release
gets passed from one manager to another, and, at each step,
it sits on someone's desk for a week or two. By the time the
release goes out, it fails the "So what?"
test.
3.
Send it to the right media. Every company should have a
working media list that is customized to suit each release.
Since names and addresses change frequently, the list should
be updated at least every six months. Make certain your
release is appropriate for the media who will receive it.
For example, President Clinton's dog is not news to the
New England Real Estate Journal, but it might be
topical if a summer home were built for Buddy on Martha's
Vineyard.
4.
Make the headline count. The headline, like a billboard,
should be brief and to the point. It should summarize the
topic of the press release, while enticing the editor to
read the release. If the headline is confusing, no one will
even bother reading the
release.
5.
Keep the lead short. Typically, the lead paragraph
should be 25 words or less. Include the "five w's" - who,
what, when, where and why - and the "how" of your
story.
6.
Follow pyramid style. The paragraphs immediately
following the lead should expand on the information in the
lead. Give the most important information first and end with
a summary paragraph describing your
company.
7.
Include lively quotes. Exorcise words like "quality,"
"empower" and "paradigm" from your quotes. Instead, use
analogies, statistics and other interesting information. One
of our clients, for example, developed technology for a
process that was described as being as difficult as "turning
sausage back into a pig."
8.
Be comprehensive, but not too comprehensive. Most media
will use only the information in your press release, so make
it comprehensive. Ideally, though, you would like reporters
to call for further information, so don't make the press
release all encompassing. If it's too comprehensive, it will
also be too long. Few releases are worth more than two
double-spaced pages.
9.
Follow up. Even if the above rules are followed, your
press release is likely to become lost in the newsroom.
Unless you're sending out a personnel announcement or
calendar item, it's probably worth making a follow up call
or two to key editors to make certain they have the release
and are planning to use it. Make a pitch for coverage, but
don't be nasty or threatening. The editor doesn't owe you
anything. Do not, for example, threaten to pull your
advertising unless your story is
covered.
10.
Don't rely solely on publicity. Even if the above steps
are taken, there is, of course, no guarantee that the media
will run your story. Publicity can play an important role,
but remember that it is just one tactic in the marketing
process and should be part of a complete marketing
strategy.
David P. Kowal is President of Kowal Communications, Inc. of Northboro, Mass. He can be reached at kowal@kowal.com.
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