A Proven System For Writing PRs What follows is a step by step approach to building an effective press release. Along with each step will be an example from a press release that I used to get profiled in the Globe and Mail, Canada's leading National Newspaper. The advice below comes as a result of collaboration with many PR experts from our Public Relations section who have all agreed to contribute and share their wisdom in one convenient, easy to access area.
Donald Trump: “The final key to the way I promote is bravado. I play to people’s fantasies. People may not always think big themselves, but they can still get very excited by those who do. People want to believe that something is the biggest and the greatest and the most spectacular. I call it truthful hyperbole. It’s an innocent form of exaggeration – and a very effective form of promotion.” - The Art Of The Deal
Step 1: A Strong Headline
Write a strong headline that gets attention but, remember, you are dealing with journalists and they can be a cynical bunch. So do not go overboard.
Things to Remember:
Your headline should be compelling.
Your headline should make the reporters want to continue reading the next line.
If there is no hook to get reporters to keep reading, they will not.
Example:
Your Headline:
Step 2: A Compelling 2nd Headline
Write a strong 2nd headline that gets attention and persuades the journalists to keep reading so your press release does not end up getting deleted.
Things to Remember:
Your 2nd headline should be compelling.
Your 2nd headline should make the reporters want to continue reading your story.
If there is no hook to get reporters to keep reading, they will not.
Example:
Your 2nd Headline:
Step 3: The Location and Date
Enter in your location or origin and the date to let the reporters know that the information is timely and relevant to them.
Example:
Your Location and Date:
Step 4: The Body
Now is the time to write the meat of the press release. Here are some general guidelines to keep in mind while writing your body text.
Things To Remember :
Write in the third person. Use it / he / she / they instead of you / we
Always check for spelling and grammar before sending
It should be a news story, not an advertisement. Delete the promotional copy and just focus on content – if they use your story, reporters will put your contact info in there
Use quotes in the present tense. They add immediacy and credibility
Use simple, everyday language instead of complex words and industry jargon
Write one idea per paragraph, make sure it flows from one paragraph to the next
Include lots of facts and examples
AVOID THE OVER USE OF CAPITAL LETTERS. Capitals slow the pace of reading
Do not use too many acronyms or abbreviations. When needed always write in full the first time they are used. Ex: Thin Film Transistor (TFT) - and then use TFT
Always use a person's full name, not initials. Ex: John During not J. During. Also make sure you get the spelling right!
The body should be kept to 300 words and have at least 5 paragraphs. Here is one model you can use to build the body of your press release:
1st: Explain headline, capture essence of the story, keep it under 25 words
2nd: Add supporting facts to the statements made in the 1st paragraph
3rd: Expand on the facts that have been mentioned
4th: Establish credibility and include a good, attributable quote
5th: Build out the story with additional information. Ex: case study result
Example:
Paragraph 1 : Explain headline, capture essence of the story, keep it under 25 words
Paragraph 2 : Add supporting facts to the statements made in the 1st paragraph
Paragraph 3 : Expand on the facts that have been mentioned
Paragraph 4 : Establish credibility and include a good, attributable quote
Paragraph 5 : Build out the story with additional information. Ex: a case study
Paragraph 6 (optional):
Paragraph 7 (optional):
Paragraph 8 (optional):
Reality Check :
Does your body answer the questions "Who? What? Where? When? Why? How?"
Is your story REALLY
Does every sentence pass the "So what?" test?
Step 5: Notes to the Editor
One of the final items to include in any press release should be the Notes to the Editor. It consists of a brief company background which can include where it is based, when the company was first launched, what its main areas of business are, and any additional information not included in the main body of the press release.
Example:
Evan Carmichael is available for an interview. Please contact him at evan@evancarmichael.com . Evan is an entrepreneur and international speaker. At the age of 19, he became an owner and Chief Operating Officer in Redasoft, a biotechnology software company. The company quickly grew to over 300 organizations as clients, including NASA and Johnson & Johnson, in 30 countries. He started Evan Carmichael & Associates with the goal to give entrepreneurs the motivation to follow their passion and the strategies they need to succeed. Evan has delivered over 100 keynote presentations to entrepreneurs in North America, Europe, and Asia. He has been interviewed by newspapers, radio stations, and television stations including CHUM FM, CityTV, Global TV, OMNI TV, Enterprise, and the Toronto Sun. Evan's website, http://www.evancarmichael.com is among the top 10 most popular online resources for entrepreneurs internationally. (Actually used to get this Globe and Mail article )
Your Notes to the Editor:
Step 6: Contact Information
Reporters are on deadline. They do not have time to search for your contact information if they need clarification or a quote from you. Make it easy for them to get in touch with you. Put your contact details including out-of-office hours and mobile details.
Journalists
often work outside of normal hours, so ensure your key spokesperson is available on one or more of these numbers at all times.
Your Name:
John Smith
Your Email:
Example: John_Smith@rogers.com
Your Contact Information:
Example: Phone: (555) 555-5555, Cell: (555) 555-5556, Fax: (555) 555-5557
You are done! Click the Submit It! button to create your press release!
