Press Release Pointers: Stop Romancing & Start Writing

I love writing press releases. The challenge of  synthesizing all the disparate facts and creating something that not only shares the news succinctly, but inspires and supports good stories and  brand positioning for my clients is exciting and rewarding.  Its not easy though. Crafting a press release should not be taken lightly, yet many businesses still churn out weak releases that fail to communicate key messages or are bogged down in fluff, buzz words and overstated phrases. Are you? Here's a few pointers to keep in mind the next time you write a press release:

Get to the Point Already
What are you talking about? If your title and first paragraph aren't telling me exactly what the rest of the release is going to be about, rewrite it. Think the good old  reporting pyramid. Write the most important facts up front first, and whittle from there.  And keep it relevant throughout. If you've got secondary, related news or a large amount of descriptive copy, consider a fact sheet or separate release.

What's Your Angle?

Without an angle, your press release will work like a misfired bullet likely to miss its target. An angle is what makes your news release matter to the media. You can develop different angles to suit each of the media you target, and you should.   Mine your story for the most relevant, compelling and interesting elements to lead with, always keeping in mind who you're pitching. A release for your regional magazine should highlight the local players, while one going to a niche magazine should speak to their editorial focus. My tip: Soak up a few articles from the media outlet you're pitching to get a feel for their tone and aim. Then go back to your release and rewrite it to suit their style and direction. 

Quote from the Heart, Edit with the Brain
Ditch the dry corporate speak like "we're excited to.." and challenge the tendency to just utter something that can just be stated in a factual sentence. Quotes are a great way to give life and movement to your press release. Think with your heart first. Then edit with your business brain. This is your place to say something with personality. Look to your your mission and positioning goals for guidance, and weave in something meaningful.

Stop the Gobbledygook
STOP using over used words like "innovative," cliches and  romantic language to describe your product or service.  These crimes are especially evident in the world of design, where style and aesthetic can be hard to communicate. Pretty adjectives should be monitored and tempered with real facts that give the readers a real picture. Keep the thesaurus and dictionary close to you.  Choose the perfect words to articulate your message, not the easy ones. You'll be more interesting and better understood.

Mind Your Business Messages

Yes, journalists really do use your press release when they write their stories. They rely on them for accuracy and ideas. So make it count. Aside from a calendar listing, a press release about news like your anniversary,  product announcement, or new business launch should be written with your brand position in mind. What are your key messages? What do you want to be known for? Can these be weaved into the angle, the title of your release, or used to create a great quote? It  may not be possible or relevant in every case, but the consistent, mindful communication of what your business stands for will stick in the minds of the media, and your audiences for the short and long haul. 

Was this helpful? Are there other challenges you've come across when writing press releases?