Writing Press Releases That Reporters Cannot Ignore
An MA and BA political science graduate of American University, Fred Turner previously served as the chief of staff for the US Commission on Security and Cooperation in Europe. Currently the chief of staff of US Senator Bob Menendez of New Jersey, Fred Turner advises the senator on legislative decisions, press statements, and press releases.
Before your press release can be published, it must pique the interest of its target audience, reporters. So how do you impress an audience that gets bombarded with dozens, even hundreds, of press releases a day? Write better.
Writing better starts with the headline. Make sure your release’s headline is attention-grabbing. Make it brief, precise, clear, and understandable. Use action verbs. A good tip is to start with the who and the what of the story.
Have a newsworthy story, one that reporters find interesting and feel compelled to pass on to their readers. Craft your story to appeal to a broad audience. If it’s a press release with a simple message, elaborate on the who, what, when, where, and why in the first paragraph. This will make it simpler for reporters to sift through it and then tell your story to their audience.
Include great quotes. Quotes from key stakeholders that give a sense of direction, reinforce the core message, complement the narrative, or offer a unique perspective are very tempting to reporters. They help reporters define the context of your story and how it affects the industry or market in which you operate.
