How to write news releases that get noticed
Claire Cunningham
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.
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
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