Do … grab attention with your headline
The headline convinces the reader whether or not
they should bother to read on. Short, active, and descriptive
headlines create interest.
Do … ensure key messages are consistent with
your brand positioning
Ensure that the positive aspects of your brand are
reinforced by the messages that you send to your audience
through your release. For example, if your brand is positioned
as a leader in providing innovative recruitment solutions
don't send out a release that shows your agency providing
a solution that has been available for years. Instead
find a new angle that shows how your agency has added
value to the "old" solution.
Do … put the most important information first
Get straight to the point in your first paragraph.
Make sure you summarise your key messages up front because
many people won't read beyond the first paragraph.
Do … include all the "5 W's and the H"
Your release should provide answers to Who, What,
When, Where, Why and How.
Do … provide relevant, useful, and specific information
Consider everything you write from the reader's perspective.
Ask yourself, 'Is this interesting, relevant and useful
to my audience? Have I provided enough detail so my audience
can easily visualise or understand what I'm writing about?'
If it isn't useful or relevant to the audience change
your angle. And if it isn't easy to understand then rewrite
the release.
Do … substantiate benefits and other claims to
fame
"We are the best …", "we are
the biggest …" … claims such as these are
easily made and just as easily dismissed by your audience.
Substantiate each claim you make with facts. Use quotes,
examples or analogies that show how people have benefited
from the information, product, service or event.
Do … practice being concise
Use active language that is clear and concise otherwise
you run the risk of boring your audience before you get
your message across. So, avoid passive terms and speaking
in the past tense.
Do … include a "call to action"
Ask your audience to take a course of action. For
example, "for more information about the new workforce
diversity initiative visit www.xyz.com.au".
If you integrate the call to action with a measurement
program to monitor response rates it will further enable
you to measure the success of your release. However, be
sure to avoid making your call to action a blatant sales
pitch.
Do … carefully check your article for spelling
and punctuation
Your release should not add to an editor's workload.
Indeed, in order for the release to be a win/win the editor
should not have to do much at all. Certainly having to
correct basic spelling mistakes in your release will not
encourage the editor to run with your story.
Do … include contact information and a brief
description of your company
The editor may want more information from you so
remember to include your contact details and an invitation
for the editor to contact you for additional information
or an interview. And if someone else is going to be the
contact person for the release make sure they know when
the release has been sent and that they understand the
key messages your organisation wants to promote.
Do … treat the media like a key client
If the media ask for additional information make
sure you understand the date (and time) the information
is required for and then deliver to this timeframe. If
you fail to do this, it's unlikely you'll be given a second
chance.
Don't … write an advertorial in the guise of
a media release
There is a difference between news and an advertorial.
Advertorials offer you an opportunity to be more blatant
about selling your services. Make sure your release is
newsworthy and that you remove any blatant selling.
Don't … write a press release longer than two
pages
One page is best. If you haven't been able to summarise
your key messages in one page chances are there are too
many messages (you should limit yourself to 3-5 key messages)
or you have not been concise enough in your explanation.
Don't … use jargon or acronyms
You want your audience to understand what you are
saying so use standard English to communicate with them.
Remove jargon or acronyms that could be confusing.
If you follow these simple guidelines your media release
will have a better chance of being published. And the more
positive media coverage you can generate for your agency
over a sustained period the more aware your target audience
will become of your brand.
