How to Write News Releases That Get Noticed
by Claire Cunningham
Published on this site: July 22th, 2005 - See
more articles from this month...
What do you do with junk mail? Are you like me? I toss this
stuff without opening it - unless I see some benefit. Publication
editors do the same. They toss news releases that don't demonstrate
a benefit to their audience.
What's the difference between a release that gets used and
one that hits the editor's circular file? Here are seven easy
tips for writing releases that get picked up rather than thrown
out.
- Make sure it's newsworthy. What's newsworthy, you ask.
To be newsworthy your topic needs to be timely, of interest to the publication's
audience, benefit-oriented, and substantive (that is, not self-serving,
hype or fluff.)
- Write a powerful headline. The headline is what will
pull in the editor or leave her/him cold. Keep it short
and descriptive, but make it interesting.
- Use journalist style. Editors are looking for the facts,
not fluff. Be sure to include the essentials: Who, What,
When, Where, Why and How.
- Keep it brief. Editors are pressed for time and inundated
with releases. Keep yours to one page, 300-800 words. The
headline and first two paragraphs are the most important
parts of your release.
- Avoid jargon. Even if you're sending a release on a technical
topic to a technical journal, resist the temptation to use
acronyms. Spell it out! Use common language. It will make
your releases more readable and accessible.
- Proof it. The accuracy of your release - including spelling
and grammar - reflects on your company. If you aren't good at proofreading
your own stuff, enlist someone else to do it.
- Include a photo. Okay. This isn't a writing tip, but
it's good advice anyway. Publications are looking for good
quality visuals, so including a photo, illustration, chart
or graph (with a caption, please) increases your chance
of getting picked up.
Follow these tips to improve your news release writing. But
remember that the keys to a successful news release program
are a good list of publications and a regular mailing schedule
of newsworthy items. Persistence WILL pay off.
Claire Cunningham, president of Clairvoyant Communications,
Inc., has 25 years' experience developing and implementing
successful marketing and communications programs. Sign up
for Claire's monthly e-newsletter, Communiqué, at http://www.clairvoyantcommunications.com
Claire can be reached at 763-479-3499 ([email protected])
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