Overview and Summary

What is a press release?

Simply, a press release is a document designated for use by the press. Generally, however, a press release is a news piece directly related to a company or organization that can be used by the press in their own publications of a story.

What are 'Press Relations'?

'Press relations' are the other PR. Press relations involves dealing directly with members of the press such as journalists and editors, and developing useful relationships with them. It also involves how you portray yourself and your products and services to them.

Why are these things important?

Press releases and relations are important because you can use the press to your own benefit for promoting yourself, your products or your services. One mention in the editorial of a magazine is worth more than a paid advertisement since the editorial is more respected and is meant to portray an unbiased opinion. Whether or not this is the actual case, an editorial is usually better than an ad.

Why is being in the press an effective form of promotion?

When you wake up, what do you do? Perhaps you read the paper, watch the morning news, or flip through an old magazine like millions of others in the world. Some people even go straight online and download their news direct. The inescapable fact is that much of your knowledge about the outside world has been supplied by the media.

It might worry you to imagine that your purchases and views are affected by the media, but they often are. Whenever we're considering a major purchase, we will usually look through magazines or Web sites for reviews of competing products to get a better idea of what we're going to buy. If we hear some particularly interesting news about a company in a trade journal, we will often check out their Web site and try to get more information. The media helps us make choices by giving us options, and keeps us informed of the world.

Once your service or product is highlighted by the media, you're suddenly connected to a larger group of people. That may only be a hundred influential sales people or a million home-based customers. Whoever you're trying to target, you can reach them through the press.

Finding and Developing Your Story

Finding your story

If you think finding a story is going to be the hardest part of producing a press release, then you probably don't have anything interesting to say anyway. If so, how can you expect to make it into a publication with nothing to say. Simple. You need to 'invent' some news.

Inventing worthy news about your company, product, or service is easy. It needs to be something exciting but which also contains enough merit for it to be 'believable' as well as publishable. If it's not publishable, why would anyone want to run it? That's the whole point of dealing with the press.

You could sponsor an event or make a donation to charity. You often see this type of story in local town newspapers. How many stories have you seen in these papers about a large company based in your town donating money to the local school or charity? We've seen hundreds of them, and even though they make you groan, there's a great number of people who are actually influenced by them.

If there's actually a major story surrounding your company, service or product, then 'finding' the story is a trivial task. However, what you need to do after finding a story is to develop it further and get some different 'angles' on it.

Developing your story

Anyone could sit and write press releases about the mundane news they want published. This doesn't produce desirable results though. Of course there are some companies who issue press releases about every single thing they do, and those press releases rarely make it any further than their own corporate Web site. The truly useful press releases are always well thought out and prepared, and actually give the press benefits in using them.

"Whoa!" you say. "I'm supposed to write a press release that benefits the press?" Yes. Most definitely!

Unless you're planning to only send your press releases to the editor of your in-house magazine you must satisfy other people's needs with your press release. After all, can you expect a publication to waste its valuable time and space to publish a story not worth its while? Of course not. In business, things are rarely done for free.

The first stage in developing your story is to address the needs of the publications you want to feature in. Without doing that, your press release ends up in the trashcan (or Recycle Bin!)

Reasons why your story would be published:

They're short on content and will publish anything
This is a rare occasion, so don't bank on it!
Your story is particularly relevant to their readers
Your story fits into a topic they've been planning to cover or run
Your story backs up another one they're going to publish
The news is so important that it just hasto be published
You have 'connections' or influence over the publication

The most likely reasons are that your story is both relevant to their readers and makes at least mildly interesting reading, so make sure it is! The reader relevancy point depends mostly on which publications and journalists you end up giving your press release to, which is covered in our "Releasing your Press Release to the World" section.

However, you still need to make your press release interesting to read. We've seen hundreds of dry press releases that would even make the company's CEO cry. To make your story more engaging and press-worthy you need to look at it from a different.

=Developing different angles

For example, imagine that you name is Joe Bloggs and you run a company that sells chemical toilets and waste disposal units for use at construction sites. You've launched a new product that actually destroys 99% of the waste entered into it, making emptying easy and increasing efficiency.

In 'dry speak' this doesn't sound particularly exciting. Who really wants to learn about the latest scientific advancements with chemical waste disposal? We sure don't! However, since you're a press relations savvy, you dress the story up in different ways for different publications.

Construction trade newsletter

"Losing too much money with waste disposal? Our product rapidly destroys 99% of your waste."
Chemical industry journal
"Bloggs' Chemical Corp. beats competitors to market with radical waste disposal unit guaranteeing 99% waste removal."
Waste industry magazine
"Our new waste disposal unit can eradicate 99% of industrial waste in days due to a radical chemical breakthrough. Is this the future of waste disposal in general?"

As you can see, that's three sample outlets for your story. We highly doubt that your story is as boring as developing a new chemical toilet, so you should be able to come up with at least 5 or 6 different angles on your story. You could then implement all of your angles into a press release or separate ones if you wanted.

Don't worry about thinking in glossy 'market speak' terms while developing your story, despite the experts claiming this is a bad idea. When you're thinking of angles on your story, you're not actually writing the press release for all to see. You're just coming up with ideas and options to use to push your press release further.

Once you're certain that your story is one which press organizations would actually want to hear about, you're ready for one of the most important phases. That is, actually writing the press release.

Constructing the Press Release

By now you should be convinced of the requirement to deal with the press and aware of the benefits such relationships could bring. This is an excellent start but now you need to actually get your message out to journalists and editors. How?

By writing a press release! Of course, this isn't the only way of getting in touch with editors and journalists who would be interested in your story, but it's the most commonly accepted way of getting in touch with media organizations you don't deal with personally, so you need to produce a high quality document.

To help you develop a clear mental image of the format of a press release we're going to move through it in a step by step fashion, simply starting from the beginning and finishing at the end! There's a lot to take in so a variety of details have been left out but are things that you pick up as you get more experience at producing press releases anyway. So, let's get started.

Starting out

The most important thing to remember about the start of your press release is that it's the only part that most editors and journalists will initially read. Many won't even go past the title if it doesn't capture their attention. That's why it's so important. However, there's other information that can go at the top of a press release which we should cover first.

Press releases don't really follow a strict formula. Sure, most are similar in format and layout, but they're really quite flexible. However, one thing which nearly always appears at the top is a 'release date'. This simple detail allows you to place a date on the press release but recently nearly all press releases just say 'FOR IMMEDIATE RELEASE'.

This device was once used to 'embargo' press releases until a certain date. That is, the company issuing the press release was demanding that the news isn't published until a certain date. It became rather unpopular with journalists who wanted to get on with their work straight away, and the bulk of press releases that contain embargoes these days are those issued by federal bodies. So, try to stick with 'FOR IMMEDIATE RELEASE' at the top of your press releases.

One important detail you can list at the top of your press release is a contact name and number or e-mail address. Recently, however, many companies are choosing to place this information at the bottom of the release despite traditionally appearing at the top. Make your own decision on formatting here and stick to it for all of your subsequent press releases. Personally, We would recommend that you place a very simple contact line at the top with extended contact details at the bottom of the press release. That way, you get the best of both worlds.

The title : The most crucial part of any release

Usually, after the date and contact details, comes the title of the press release. This is a very important piece to get right since it's often the only part of the press release you can be sure will be read. If the title doesn't grab attention, your efforts become useless. Put simply, the title is the Achilles heel of most press releases today.

The actual style of a press release title varies between writers but most companies choose to include their name within the title. For example, "Bloggs' Corp. Goes Bankrupt" as compared to "Leading Chemical Company Goes Under" since the latter could be perceived as pointless bragging by a journalist.

Most importantly, the title has to communicate the story within just several words and those words have to be tightly edited and easily understood. Don't go for a vague intrigue-packed approach - it will not work. If at all possible, include a benefit of your story within the title, it really can help. For example, "JohnCo and BloggCo join forces; Major savings for customers".

The 'main' part

Truthfully, the 'main' part of the press release is the easiest piece to write. It's the editing which is hard and time consuming, but we're not discussing that until the next section.

One thing which is usually included at the start of the body is the location of the company making the announcement and often a date. For example, "NEW YORK, NY, USA -- 12th October 2000". It's simple and your main body text can start immediately after this.

The key to a successful body in a press release is to write in 'inverted-pyramid' form. This means that you start off with an overview of the topic at hand, and work your way down to the smaller details at the end.

Let me provide an example. Pretend that you own a site which has just been ranked number 1 in its field. Your title would be something like 'SomeCorp Ranked #1 in X Industry'. Your first paragraph would probably demonstrate the basic statistics behind this rating and back up the claim made in the title, and you should be aiming to communicate this within 80 or so words.

Your second paragraph could expand on this and explain other findings in different markets which may contradict, or backup, the main story. You can go on from there all the way to the last paragraph (5 to 8 body paragraphs is common) which might explain plans to further increase your presence in the industry and set targets for the future, things which aren't crucial to the story as a whole.

There are a few 'goodies' that you can include in the body of a press release although they're not strictly required features:

Quotations

These are very popular in press releases and add an air of credibility, especially if there's an external quote. It is acceptable, however, to use an internal quote if that's all you have. Publications are known to use them.

Expert Opinions

If something about your story has been praised by a major institution or a respected professional, you can use this to your advantage. Of course, you should seek permission from the source but this is rarely a problem.

Photographs

This comes down to personal opinion. If you're sending press releases through regular mail this can be a good idea with stories that require it. Journalists deal with a lot of text, but they'll remember a picture.

Even though I said 5 to 8 paragraphs is a common length for a press release, don't feel restricted by this. You're only writing the press release and not editing it. Don't edit as you go along as this will only slow you down and make the task seem impossible. Just write everything you want to say, and leave the art of perfection until editing time.

Last extra paragraphs and details

The end of your press release is where you provide general information about your company and, possibly, some statistics too. Take, for example, this Yahoo! press release. The final section is marked 'About Yahoo!' and is simply a long paragraph with general information a publication may want to use.

Yahoo! has included a description of their company and its position in the marketplace, how many users they have, their international coverage, and a quick list of other services they provide. You should go for a similar format.

Here are some things to consider including:

Company Name
"Bloggs' Chemical Corp."
A statistic demonstrating a company strength
"... over 40,000 units sold worldwide ..."
A definition of your market or niche
"... selling industrial chemical toilets ..."
Your Web site address and contact details If not included at the top of the release
Description of your international or regional coverage
"... with offices in all 50 states ..."

If the press release is detailing a merger or acquisition, you'll also need to include another paragraph about the other company involved in the deal, and perhaps some information about their owner or CEO. Details about specific people mentioned in a press release can also be included in the final section too, especially if they're someone of importance whose credentials you want to stand out.

Editing your release

So you've written your press release, now what? It's editing time. You need to make sure that your press release is the best you can get it, and this involves a lot of editing. In fact, you should spend more time editing your press release than actually writing it.

Good editing makes the difference between a story that makes it into prestigious publications and those with remain in an unvisited area of the company Web site. It's outside of the scope of this piece to discuss editing in full but here are some useful tips.

Ask 'So What?' of every single sentence and paragraph. If you don't, the editors and journalists will! Edit out information which doesn't need to be there and remove sentences that merely act as 'padding out'. Remember, word count should be low!

At the least, make the first paragraph of the press release punchy and to the point. Remove words at random and see if the sentence still works. If it does, great! Once again, word count needs to be low, at least in the first few paragraphs. These act as the 'hook' to editors and journalists and if you can't grab them in a few paragraphs, they won't go any further.

Make your sentences active! Change all of your passive sentences to active ones. This isn't particularly easy when confronted with a few hundred words, but by taking each sentence at a time, you can really spice up your press release. Look at the following examples.

Passive - The food was eaten by the dog.
Active - The dog ate the food.

See the difference? With those three tips you'll be able to edit your release down without too many worries, but if you're really worried and can't tell your colons from your commas, there are plenty of copywriters and proof readers who will help.

Once your press release is finished and as punchy as it could ever be, take a break! You're halfway there.

How to Write a Press Release: Making Media Appearances

If you're fairly well known in your industry or are particularly unique, it's likely that the press will approach you, especially if they've seen your name in other publications. Most often, you will be approached for one of two reasons, to either comment on another story or to be interviewed yourself. Let's look at these scenarios.

To comment on a story or feature

Often a publication will be running a feature and want opinions and quotes from people with knowledge of the topic at hand. For example, a report may come out illustrating how many companies are failing to use their Web sites to get more business. If you run a Web design agency, then you may be approached to comment on this story. You see it all the time in magazines. A quote adds another dimension to a story by making it even-sided.

If you become known as an ideal person to contact with views on a particular industry or product area, then this gives you plenty of opportunities to show your company in a good light. Even if you can't specifically mention your product, at least your company name will appear in the feature, extending your reach into the press.

One important thing to remember when commenting on other stories is to not say anything derogatory or libelous. These comments would be edited out by the publication but if you get a reputation as someone with negative views you're unlikely to be contacted again. Be courteous when speaking about your competitors and appear to be a neutral 'intelligent voice' when making comments.

To be interviewed (on TV or Radio)

If you're particularly important or have demonstrated that you have an interesting and engaging viewpoint on a variety of subjects, you may be invited to appear on television. There's a whole host of technology related TV shows and channels nowadays all trying to get the best guests. If you get asked to appear on TV, say 'Yes!'.

You will be provided with all of the information you could require by the TV, especially for things such as how you should dress and what they expect to be talking to you about. The important thing about appearing on TV is to appear professional at all times, but not to be overly self-conscious. Here's some key pointers about appearing on TV or speaking on the radio:
Dress in a professional, yet simple, fashion. Don't go wearing zany stripy suits or bowler hats.
Do not fiddle with things while being interviewed for TV.
Never say 'umm' or 'ahh'. (This is hard, but an important skill to learn to sound confident and assured)
Don't ramble. Stick to the facts.
Put across your main messages or points at the start and end of the interview. These are less likely to be edited out.
Radio is similar to TV except it will be more informal and dress sense isn't so important for presentational purposes.

Interview Technique

Sadly we can't provide a full guide to interview technique here, as this could easily take up another 50 pages! However, here are some brief tips to cover the main bases:
Expect hostile questioning.
(It's the interviewers job to provoke debate)
Don't snap back at the journalist.
(Some interviewees have been made to look stupid when they've replied angrily to questions which could have been answered calm and coolly)
Try not to wander from the topic at hand.
Enjoy the interview and keep a positive attitude throughout.
Stick to plain English; don't get needlessly 'techie'.
Don't be overly generic or agreeable. Have some strong, but realistic, views and opinions.
Don't do the interviewer's job and start questioning them.
Never lose your temper! But if you're offended or insulted by the interviewer, say so politely.

If all goes well, you should enjoy the interview immensely and realize how silly it was to be nervous at the start. You will have also been exposed to a large number of readers, listeners or viewers all who heard your messages and company name. Interview success can only spread, and once you're on the ladder, you may end up getting invited for interviews all the time. Well done!

See Also:
Crafting A Perfect Press Release,
Writing A Press Release: The Successful Way,
How To Write And Target A Persuasive News Release,
Releasing Your Press Release To The World,
How To Write A Press Release