The object
of a press release is to generate attention and buzz about a specific topic, be
it your speaking career or new happenings at your company. The end-objective is
to establish you as an expert and go-to source and have your thoughts and ideas
printed across a variety of media. Now that we’ve gotten the obligatory
definition out of the way, let’s get into a few of the dos and don’ts of press
release writing.
Do: Seek
Out Newsworthy Topics to Assert Your Expertise
As I’ve
mentioned before when discussing blog-writing, many times a topic you can align
yourself with may not be immediately obvious. Releases that yield results will
involve a trending tie-in to your area of proficiency, but does not need to
directly parallel your focus. This is a common stumbling block when discussing
release themes, as it may be difficult to wrap your head around how a story
applies to you. Take a leadership expert, for example. We could design a
release that revolves around the Olympics and the inherent responsibility of
being a representative for your country. Press releases with these angles garner
the greatest results.
Don’t:
Self-Promote
An
all-too common mistake when drafting a release is coming across as too
advertorial. The quickest way to lose an editor’s interest is to self-promote
rather than pitch your expertise. The object of a press release is to pique someone’s interest
in you, and have them pick up the phone. Harping on your list of accomplishments
will appear self-serving. The symbiotic relationship that exists between editor
and public relations agent is a tricky one; create curiosity as to how you can
benefit a story, and the phone will ring.
Do:
Provide a Bulleted List of Other Know-How
Towards
the end of your release, always highlight separate topics you can speak on.
While your initial media-hook may not produce results, by outlining other areas
of knowledge you increase the probability that an editor pencils your name down
for a future story.
Don’t: Forget
Your Audience
With any
writing, it is imperative that you are mindful of who you are addressing. A
business editor from the New York Times will not be receptive to the same press
release you’d send over to a lifestyle editor at the Sacramento Bee. Customize your
releases to reflect those who will be reading them or risk PR purgatory.
Language and word-choice are of utmost importance to catch an editor or
reporter’s attention.
So there’s
your lesson for the day. Writing effective releases is a learned skill, but by
taking these dos and don’ts into account, it will allow you to overcome some of
the hurdles that come with public relations territory.
-Carter Breazeale
PR/PR Public Relations
