Many business people equate doing news releases with having a public relations program, but in fact, a news release is to public relations what flour is to a cake. It’s essential, but not the only ingredient. Don’t depend on news releases alone to enhance your company’s profile. To do that, you will need a strategic, long-term plan.
On the other hand, news releases have the potential of gaining a much larger audience than ever before. Depending on your distribution method, your release can be read by almost anyone – not just journalists. This makes it even more important that you get it right.
Here are a few tips to increase the chances the information in your news release will get read:
1. Be Clear and Concise. There are times when company representatives – concerned about being held to account for an inaccuracy – will add so many qualifying statements to the wording of a simple announcement release that its impact is watered down or it reads like a legal document. Rule of thumb: If you are uncomfortable making your announcement without adding explanations to every direct statement, you aren’t ready to send a news release.
2. Be Interesting. Journalists get hundreds of news releases every day, so unless you are working for the White House or some other big outfit where millions of people want to know what you’re up to, your news release had better be written in a way to attract attention or it’s going in the recycle bin. That starts with a compelling headline and a strong WIIFM factor. Write it like a news story and include quotes and graphics, such as photos or charts, when possible. Proofread it carefully for grammar, spelling and punctuation errors. Don’t rely on an editor to wade through it to decipher what you’re trying to say; they don’t have time for that.
3. News Means News. There are companies that send news releases at the drop of a hat – Joe won an award, Mary’s title changed, the company was named one of 50 top widget makers by Widget Makers of America, and so on. An endless stream of this type of “exciting news” lands on the desks of reporters and editors until, at some point, the company’s news releases are ignored altogether. Why? Because the writers don’t know what “news” is, and they end up getting that reputation with journalists. This is not a good policy, and it usually stems from a lack of perspective. If you want to know what journalists consider news, read the news, watch the news, and listen to the news.
4. Know Where to Send It. Deciding on where to send your news release is important too. Pay attention to the type of news that is covered in different news outlets. Is there a new executive at your company? Are you announcing a new product or service? These two news items may go to completely different editors or news outlets. If your news has wide appeal, consider using an online distribution service. Do your homework up front, and you’ll be much more effective at getting your message out.
5. Stay Current. Putting together a list of news media contacts is just the beginning. You will have to update it periodically to make sure you still have the right editorial contacts. I’ve seen some pretty dusty media lists over the years, and that’s one of the main reasons events or announcements don’t get covered. Keep in mind that people come and go at news organizations. They may leave for other opportunities, or just leave a particular “beat.” Don’t count on them to forward your information. Be proactive in knowing the right person to contact with your news.