Press Release Writing: 12 Tips To Attract the Attention of Journalists
Writing a press release may seem like a chore, but it’s really a great tool to use to share information about your organization, association or company. But it’s important to be succinct and clear — journalists spend on average, less than one minute reviewing your press release before hitting the delete button or deciding to get more information or use it.
Tip #1: Use a clear, eye-catching headline. A well-written attention-grabbing headline that shares the most important and newsworthy nugget of information in your press release is key. It’s important though not to be too clever. Being obtuse, silly or anything that renders your news unclear, will get your press release deleted.
Tip #2: Sub-headlines can be helpful. I’ve always been a fan of using a sub-headline, usually in italics below the main headline, to offer additional insight or include source information.
Tip #3: Think carefully about your subject line for your email. In a study on journalists and press releases, 79 percent of journalists said subject lines greatly influence whether they open an email with a press release or not.
Tip #4: Get to the point right away. Your first sentence should really summarize in a nutshell the main news you are sharing. This is no time to set a stage and build up to your announcement at the end of the paragraph (or even worse, a few paragraphs down). Just spill the beans, please.
Tip: 5: Use Associated Press style and proofread carefully. At least give a deferential nod to AP style. Journalists know it and use it. There are plenty of AP style tips online. Check the details. Confirm dates, times, statistics and sources. Check for readability. One way to do this is to ask a colleague to look over your press release who knows nothing about the topic. If it makes sense to them, then you are doing something correctly.
Tip #6: Use numbers. Statistics, data and numbers bolster your cause and provide context and amplitude. This is why you see so many press release using polling data and statistical research (which also provide great fodder for illustrations often). If you don’t have a big budget or research intern, you can sometimes find data in other sources to cite in a press release (you should always provide a reference if you cite data from another source and set the context so your news is the main attraction and supported by additional data). The right data can give a sense of scope and verify what you are sharing.
Tip #7: Offer infographics, photos or video if you can. These additional assets can help time-stressed reporters and bloggers access your information and are especially useful if you are reaching out to smaller markets. It’s usually best to have these materials up on your website and link to them in the press release. Shared folders through Google Drive or Dropbox can make it easy to share photos (be sure you have proper clearances in advance).
Tip #8: Avoid using a lot of acronyms and internal language. This is where I often see nonprofits struggle, especially if the press release must be “approved” by a committee of people who don’t all work with the media on a daily basis. Internal jargon does not belong in a press release. If you hear yourself thinking or saying things like, “we had to include this sentence to keep so and so happy,” and not “we had to include this sentence to make the press release more interesting to reporters” — then your release may struggle at getting attention.
Tip #9: Include a relevant quote written in an informed, conversational tone. While some journalists have remarked that they find canned quotes on press releases to be a pain and never use them, I’ve also seen a lot of journalists use them for sake of expediency. It’s fine to include a quote in your press release. Frame it about the topic, say something interesting, and try very much not to be purely self-promotional.
Tip #10: Don’t regurgitate your boilerplate again at the bottom of the release if you don’t have to — you are just adding to length. A boilerplate summarizing key information — often a founding date, web address, and basic information about an organization in 1–3 sentences. If you have a standard boilerplate containing information about your organization, association or small business, and you include some of that information in your release copy, then don’t feel the need to repeat all of that information again in the boilerplate at the bottom of the release. You are just adding to its length.
Tip #11: Keep it brief. One page is great. Aim for 400–600 words, ideally. Have I seen press releases over a thousand words? Yes. Have I seen them get coverage? Yes. But those long releases were often for a conference with a complex schedule where reporters were being invited to select from a smorgasboard of story ideas and events for coverage.
Tip #12: Include contact information. Make sure that you include clearly labeled media contact information with a name, phone number (specify if your number can receive text messages) and email address for someone who can (and will) respond promptly to any media inquiries or needs.
Bonus tip: Deliver your release pasted into the body copy of an email. This may not be a writing tip, but it is very important. Do not send your release as only an attachment. And don’t send only a hyperlink to your press release in an email with a headline and no body copy — this forces a journalist to click to see the press release on your website. Over the years, I have had clients tell me that releases should be sent as attachments, or only sent as hyperlinks so journalists can “see their branding.” You need for journalists to see your news in your press release and decide to do a story. When we send out a news release we are throwing bait to fish. We want to be intriguing. We want to nurture an appetite for more, while assuring the fish that there IS more. All we need is a bite. Then we can pull the line and provide more information.
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Ami Neiberger is accredited in public relations and has worked as an independent public relations consultant and writer since 2002. She provides communications strategy, media relations, writing and other services to assist nonprofits, trade associations, government organizations and businesses. Contact her to discuss your project. Follow her on Twitter @AmazingPRMaven.
