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Putting together a press release

Written by: John Durning

Article Overview: How you write a press release can make the difference between it seeing the light of day or not. Get the angle right, make it short and factual – and your chances will increase greatly.

Putting together a press release

Putting together a press release

How you write a press release can make the difference between it seeing the light of day or not. Get the angle right, make it short and factual – and your chances will increase greatly.

For the PR professional, writing a media release is second nature but, quite rightly, for others it may not be so easy. They key advantage of using a PR such as ours, is that we can identify opportunities and have a database of influential media in all sectors.

If you decide to go it alone, here are a few key points to remember.

• Write your first paragraph. This is the most important part of the entire release. You have just five seconds in which to grab the news editor’s attention. As a general guide, you should be aiming for fewer than 25 words in that opening paragraph.
• Make sure you address the five w’s in your release. What, who, why, when, where?
• Use quotes in the present tense. They add immediacy and credibility. A quote from the CEO about the importance of an event or product holds much more weight than a passive sentence. Sub-editors will not change quotes but they may change your copy.
• Not too long. 300 words approximately. It should fit on one page.
• Always use a person’s full name, not initials –eg John Durning, not J. Durning. And get the spelling right!
• Send the release in plenty of time.
• Include a photo opportunity where possible.
• Include contact details with phone numbers, including mobile. Journalists often work outside normal hours, so ensure your key spokesperson is available on one or more of these numbers at all times.

Put thought into your press release but don’t agonise. It doesn’t have to be a Pulitzer Prize piece. Or give us a call.


- John Durning, Durning Public Relations, PR & Media Adviser, Christchurch, New Zealand; ph 64-3- 365 2579; email john@durning.co.nz

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  How To Write A News-Worthy Press Release

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Re: New site promotion - how to begin? - Since you are targeting English speaking area, you will need to do a press release. Write press release and submit them to free press release sites or paid sites.
Re: Does a New Company need a "Big" PR firm? - [quote="OmnivoreInk":dmj1i0sv]I've started work with a brand new company that is going to do loss mitigation. My boss intends to hire a "big" PR firm - ie one that costs a lot of money - because he wants press releases sent out to the New York Times, the LA Times - all the major papers around the country - and he think they'll be more likely to print them if they come from a "big" firm as opposed to a one-person PR firm. I think it doesn't matter where the press release comes from as long as its well written. What are the opinions here?[/quote:dmj1i0sv] I think the most important factor is whether your press release will reach the most number of your target audience or not. It won't matter if the press release is well written if no one has the opportunity to read it. I also believe that credibility comes with having your press release in an established source like The New York Times, LA Times, etc... For instance, if you enjoyed playing tennis, who would you trust more? The advice from a recreational tennis player who has his own column in [i:dmj1i0sv]Tennis Magazine[/i:dmj1i0sv] [u:dmj1i0sv]or[/u:dmj1i0sv] the recreational tennis player who has his own blog? I don't know about you, but I'd listen to the guy on [i:dmj1i0sv]Tennis Magazine[/i:dmj1i0sv] over the blog owner at least 9 out of 10 times.
Re: Does a New Company need a "Big" PR firm? - I agree with Kevin [quote:3b8fyubd]I think the most important factor is whether your press release will reach the most number of your target audience or not.[/quote:3b8fyubd] You dont a big company that will charge mega bucks as Im sure they will even add a %age to the cost of the press release. Im sure if you approach New York Times, the LA Times with every thing presented professionally I think it will still stand the same chance. I would start advertising online, then locally thats when the NYT can see what there missing out on! And to test the water first!
Re: How to get a company profiled in magazines - Hi GT, This is a good point. Good press release is the best way to go.
Does a New Company need a "Big" PR firm? - I've started work with a brand new company that is going to do loss mitigation. My boss intends to hire a "big" PR firm - ie one that costs a lot of money - because he wants press releases sent out to the New York Times, the LA Times - all the major papers around the country - and he think they'll be more likely to print them if they come from a "big" firm as opposed to a one-person PR firm. I think it doesn't matter where the press release comes from as long as its well written. What are the opinions here?


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