Press Releases: What People Get Wrong
Here’s what most people get wrong about press releases.
If you are distributing press releases and your organization is not being included in news stories, you’re going to want to read this article.
So many times, I see organizations send lengthy press releases that advocates spend days perfecting. Often times, those releases are not picked up nor are the organizational leaders’ quotes included in stories. There is a better way.
What is a Press Release?
A press release is a strategic communications tool to share information with members of the media. The purpose of the release is to provide comments that can be included in a news or media story. The audience for the press release is members of the media.
Press releases are also designed to provide background information on a given issue or topic. In addition to quotes, these tools should include contextual information such as data points, or details that help readers connect the dots.
While press releases are exceedingly common, few people understand their purpose or what makes an effective release.
Why Are They Useful?
There is significant turn over in the media industry. Reporters often switch from one outlet to another, and sometimes from one beat to another. It is impossible for journalists to know all advocates for all issues. It is also difficult for advocates to keep up with the evolving nature of the industry.
Well-written press releases offer a way to connect journalists and advocates with one another.
What Makes an Effective Press Release?
Effective press releases include sound bites or pithy quotes.
The most important information in the press release should be included in the first or second paragraph. This ensures that if reporters don’t read your release in its entirety, they have the essence of what you are saying.
I also recommend press releases be one page or less. If you’re press release is longer, the chances of being quoted or included in a story are slim. While I’ve seen press releases that are longer than one-page, longer releases are usually for complex or technical subject matter.
If you are not describing a legal case or a highly technical issue, a press release that is a couple of paragraphs should suffice. Press releases shouldn’t be a stream of consciousness.
It’s true that smaller outlets sometimes publish a press release as an article. But that is an exception to the rule. That’s why its important to ensure your content is summarized in such a way that a busy reporter could quickly grab a quote for their story.
Why This Matters?
The key purpose of the release is to grab the media’s attention and be included in a media story.
We want our releases included in media stories because this can boast brand or organizational awareness. When quotes from our releases are included in media stories, it can lead to more media opportunities. Media begets media. Media coverage can also boast credibility in a field.
Alternatives to the Press Release
If you have a lot to say, consider going live on your social media pages or creating a video to talk about the issue in depth. You can also consider a short report or brief that explains the issue and your position.
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Jennifer R. Farmer is the principal of Spotlight PR LLC. Check out our blog posts and subscribe for regular communications updates.