How to write a press release I’ll actually read

I have received thousands of press releases in my career. Since I became the editor of a community newspaper, a few have dropped into my inbox every day. I delete the vast majority within seconds. On the other hand, I write them myself from time to time and have had success in getting messages out there.

Back in 2010, a colleague moonlighting for a PR agency asked me to put together a release for a Freshlyground show. As compensation, a pair of tickets. I said yes, even though the band had already reached a level of ubiquity that meant you could see them for free a couple of times each year. And even though I had never written a press release before. I turned to Google for help, submitted my work that night and received the tickets the next morning. My text appeared in various forms online within days, which was pretty gratifying.

I never did go to the gig, but I learnt some fundamentals that have since been reinforced by experience on the other side of the fence. The bottom line? Think like an editor.

1. Have a good reason for sending out the release in the first place. Organisations that broadcast a stream of nothingness become personae non gratae. And get straight to the point. I don’t want to read even one paragraph of bullshit only to discover your “news” is irrelevant. On that note, don’t try to trick me with your headline (or subject line). It’s going straight in the bin with the rest of your words, clever or not.

2. The sole purpose of a press release is to release information to the press. It’s amazing how many people forget that. Make sure there’s information in your press release. Think the five Ws: what, who, when, where and why. Answer more than one of them, and maybe even add a how — give journalists a few things to write about. The more angles we can explore the better. Numbers are good too: meaty stats are like narrative anchors.

3. Talk of numbers doesn’t mean you shouldn’t inject some personality into your press release. None of the above is going to mean jack shit if it all sounds like it was cobbled together by an accountant. No writing — not even corporate — should be boring. Try to develop a tone for your organisation that filters through all your content. Ensure the layout reflects this. If your voice is casual, so should be the font you use to portray it on paper.

4. Quotes are essential. Always include something from an expert or partner in your release. These words should not reveal important information but add context or gravitas to the overriding message. Introduce this person before their quote and keep it short. The verbosity I come across in corporate communications is astounding. If you use a lot of words or jargon, I assume you don’t really have anything to say.

5. Above all, send your press release to the right people. A targeted approach shows your recipients you have taken the time to understand their brand and audience. The editorial guidelines on my paper are strict — we only cover news that happens within our area in Cape Town. I’ve given up on trying to communicate this to PR firms. They will insist on sending me press releases about events elsewhere and, I’m sorry, but there’s nothing I can do with that information.

6. Consider instead pitching story ideas to editors. There is some debate about whether press releases are even relevant today. I think they are a great resource for disseminating facts but should be part of a larger content marketing and PR strategy. More on this in a future post!

Bonus tips
* Keep it under 500 words.
* Paste it into the email body.
* Include your contact info at the bottom.
* Link to other content you’ve published online.
* Use a spellchecker (obvs)!
* Tailor it for different audiences.
* Concentrate on facts and leave the fancy narrative to the journalists.