Key Business Partners, LLC

This post comes from a PR colleague of mine: Karen Pierce Gonzalez, owner of KPG Public Relations.

As a journalist, I received countless press releases. It was easy to identify the professional press releases from the ones that were prepared by someone who wasn’t sure of what they were doing. The professional ones were quickly plucked out of the stack to become the fodder for news stories. The rest often went into the circular file (divided into days of the week) just in case someone was looking for a story idea or needed a last minute item for a newsbrief. There were even a few that were quietly put into a side pile very near the garbage can.

Because press releases serve a very valuable function inside a news room, they are your organization’s (or an entrepreneur’s) greatest tool. In many cases they are the first line of contact established between a journalist or editor and you. For that reason how they look and how they read matter – a lot!

Here are three tips to help you create a timely and effective press release:

1) A press release is a hook, not a book.
• Most journalists don’t have time to read more than a one page press release. Having to wade through more than that may neutralize a journalist’s interest in the topic.
• Double space the copy. Most press releases are four to seven paragraphs long. On occasion, the text (which should always be 12 pt) can be single (or 1.5) spaced with double space between paragraphs.

2) It needs to be easy to look at and easy to read.
• Avoid colorful inks and fancy fonts. Remember that journalists and editors receive many press releases a day. While a warm and fuzzy pink ink and curly script may make you feel warm, it may only frustrate the journalist who has to quickly scan the copy for content.
• Keep the language simple. It needs to be something that can be understood by anyone. If technical terms are necessary, italicize them and include a one to three word explanation of what the word means in parentheses.

3) Think of the press release as a mini-news story.
• Take a look at some of the news stories you’ve read and notice which were the most effective. Model your release after those.
• The opening paragraph needs to be succinct and compelling; it also needs to include basic details of location (including street address), time and date.
• Include a quote from someone related to the event or news issue. For example, if the press release is about a new book, then get a quote from a reviewer or an expert in the industry the book is written about how the book is helpful or relevant or how the author’s expertise makes him or her ideal author for such a book.
• Avoid claims to fame. Words like “magnificent” or phrases like “the best in the world” should not find their way into your press release. These are subjective and more appropriate for advertising venues. Remember: news stories are objective and claims need to be substantiated.
• The final paragraph should contain public contact information (phone, website) for those wanting to know more about the topic of the press release. Include other pertinent information, such as ticket cost, purchase price for book, etc.
• On the bottom of the page add a final line (flushed right) that reads: Media contact only: name, phone and/or email.