Most journalists have been taught that they must be able to answer the five Ws before they have a credible piece of journalism. The five Ws are Who, What, When, Where and Why. It seems so simple, doesn’t it? Yet newspapers, magazines, television and radio stations receive many Press Releases that are not newsworthy because the Press Release author didn’t, couldn’t or wouldn’t use the five Ws. By answering these five, one word questions when writing your Press Release, you can be assured that your Press Release is newsworthy and written from a journalist perspective.
Journalists are in the business of reporting the news and stories they deem of interest to their audiences. With their inboxes overflowing with faxes, mail and e-mail, they have to sift through hundreds of Press Releases looking for those that will be published or broadcast. These journalists are looking for newsworthy information that is both factual and accurate.
By answering the five Ws, you are sure to have included the necessary facts. Always write the release as if someone else is talking about your company, service, product, etc.
For instance, you want to announce a new product offering. You think that everyone from a housewife to a scientist will be interested in your new product. By using the five Ws as your guide, you will include factual information that is important to the journalist. This journalist is the gatekeeper of Press Releases for the very audience you want to see and hear your announcement.
In this product announcement example, the five Ws are answered as follows:
The Who is the company name that produces the product and making the announcement The What is your new product, its features and benefits The When is the date of the product release and the date(s) it is available for purchase or ordering The Where is where product purchases or orders can be made. Include ordering information such as company name, address, telephone number and price, or include your web site address to encourage on-line ordering The Why explains your product’s uses and benefit. You should include any examples as well as facts or figures that help to substantiate your statements.
By using the five Ws, you have written your Press Release in the same manner familiar to most journalists. When you include an attention getting headline and your first paragraph grabs the journalists’ attention, you greatly improve your chances for having your Press Release picked up by the media.
To learn more about this author, visit Barbara Spagnola's Website.
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