How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like me? I toss this stuff without opening it ? unless I see some benefit. Publication editors do the same. They toss news releases that don't demonstrate a benefit to their audience.

What's the difference between a release that gets used and one that hits the editor's circular file? Here are seven easy tips for writing releases that get picked up rather than thrown out.

1. Make sure it's newsworthy. What's newsworthy, you ask. To be newsworthy your topic needs to be timely, of interest to the publication's audience, benefit-oriented, and substantive (that is, not self-serving, hype or fluff.)

2. Write a powerful headline. The headline is what will pull in the editor or leave her/him cold. Keep it short and descriptive, but make it interesting.

3. Use journalist style. Editors are looking for the facts, not fluff. Be sure to include the essentials: Who, What, When, Where, Why and How.

4. Keep it brief. Editors are pressed for time and inundated with releases. Keep yours to one page, 300-800 words. The headline and first two paragraphs are the most important parts of your release.

5. Avoid jargon. Even if you're sending a release on a technical topic to a technical journal, resist the temptation to use acronyms. Spell it out! Use common language. It will make your releases more readable and accessible.

6. Proof it. The accuracy of your release ? including spelling and grammar ? reflects on your company. If you aren't good at proofreading your own stuff, enlist someone else to do it.

7. Include a photo. Okay. This isn't a writing tip, but it's good advice anyway. Publications are looking for good quality visuals, so including a photo, illustration, chart or graph (with a caption, please) increases your chance of getting picked up.

Follow these tips to improve your news release writing. But remember that the keys to a successful news release program are a good list of publications and a regular mailing schedule of newsworthy items. Persistence WILL pay off.

©Copyright 2005 Clairvoyant Communications, Inc.

About the author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 25 years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly e-newsletter, Communiqué, at http://www.clairvoyantcommunications.com

C laire can be reached at 763-479-3499 (claire@claircomm.com)

In The News:


pen paper and inkwell


cat break through


PR: Lets Talk Fundamentals

How much more fundamental can you get than this? As... Read More

Managers: Can We Agree on This?

Your public relations effort really should involve more than press... Read More

Networking: 17 Essential Strategies In The 21st Century

It is virtually impossible to succeed professionally and personally without... Read More

Making Great Announcements

When do you use the newspaper for publishing announcements for... Read More

Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership

Since the major part of a small business typically comes... Read More

A Great Way to Do PR

As a business, non-profit or association manager trying to get... Read More

What Determines PR Success?

As a business, non-profit or association manager, occasions will arise... Read More

How Marketing-Minded Financial Planners Get Publicity

You've probably noticed, if you live on this planet, that... Read More

How To Use PR To Build Your Business

Everyone knows the value of free publicity. And given the... Read More

VIP Database; Does Your Company Have One?

The VIP databases are fun to create and can be... Read More

Rise of the Creative Class

The fast changing dynamics of the world economy is forcing... Read More

Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?

Commit this to memory, please: To get in the media,... Read More

Dont Waste Money on Public Relations

Demand that it pull its own weight in your boat... Read More

Writing a Press Release: The Design Basics

Big corporations like General Motors and Coca-Cola spend thousands of... Read More

Marketing-Minded Financial Planners Piggyback on Topic A to Get Free Publicity

That big story the media pursue each day is what... Read More

Interviews - Five Tips To Handle Tough Questions From Reporters

Journalists are trained and often experienced at getting information out... Read More

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

Speak Up

Another way to really become known in your area is... Read More

Put Yourself in the Reporters Shoes

Imagine you're the technology reporter at a daily newspaper. You... Read More

Doubt PRs Clout? Dont!

Done right, it helps modify the behaviors of your most... Read More

Prep for a Successful Trade Show

Well, autumn is upon us and with the onset of... Read More

Effective Media Relations ? You Won?t be Talking to the Media Without It!

The media's role is to package and spread news, current... Read More

Crisis Management

The Internet may have opened worlds for businesses and consumers,... Read More

Public Relations Primer Part III: 10 Donts

There are all kinds of smart moves professionals can make... Read More

Credibility Lost or Gained, Are you Prepared?

If a reporter approached you about an interview, would you... Read More

There Is No Such Thing as Competition

A wise friend of mine has often said, "There is... Read More

Effective Media Relations Tips- What To Do After The Media Interviews You!

Effective Media Relations Tips - What To Do After The... Read More

Public Relations Strategies: Announcing News on a Press Tour

Gaining news coverage on a successful press tour requires planning,... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

Why You Should Write a Book (Even if You Really Dont Want To)

Recently, I told a friend (who's a business owner) that... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

Killing Them Softly

The world has woken up to ethical issues in corporate... Read More

Where is the Best PR Value?

Wherever the fundamental premise of public relations is practiced.Look at... Read More