If you are considering writing and issuing your own media releases and want to increase the odds of your releases being picked up by editors and producers, here are five golden rules to ensure that your material gets a favourable response.
1. Get attention with a good headlines
The headline of a media release is the most important piece of writing, just as with a newspaper or magazine article. A strong headline will attract the editors seeking good stories because it saves them having to come up with the catch. The headline should be as topical and engaging as possible!.
2. Keep to the point
Writing a media release involves good writing and attention to the word count which strongly includes keeping to the point and being precise. Readers do not have much time—they will scan the material—so you must assume that they will read the first sentence before making up their mind to read on. All important points should be addressed in the first paragraph. The subsequent paragraphs provide the details and supporting information.
3. Make it useful
Editors are happy to relay useful information to their readers, so the first thing any copywriter should ask themself is:
“Is the information in this release going to make my reader’s life better, easier, more informed or more enjoyable?”
If the piece doesnot contain any of these important pay-offs the editor is unlikely to use it.
4. Keep the sub-headings punchy
Editors get hundreds of emails daily from publicists pitching story ideas, so make sure your press release headline and sub-headings are “clickable”—meaning attention-getting, and to the point. Writing headlines is an art-form, so pick up a newspaper or study an online publication and see what headlines grab your attention. The more headlines you study, the better yours will become.
5. Always include attributions
Attribution means making clear indications about who is making the claims or statements contained in the press release and indicating their position or qualifications. Usually attributions are made by the 2nd or 3rd paragraphs and are crucial.
6. Always document your claims
If you write a press release entitled: Company Makes World’s Best Dishwasher you must support the claim by including facts such as test results, clinical studies, or statements from experts or consumer groups which support the claim.
7. Include quotes to create immediacy
Media releases are about events and news not about product announcements. Therefore the tone has to create a sense of the present by being fromthe voice of the participants not from the author as an observer. Including good quotes from people in your company gives the article immediacy. Including the voice of third party people will give it credibility.
1. Get attention with a good headlines
The headline of a media release is the most important piece of writing, just as with a newspaper or magazine article. A strong headline will attract the editors seeking good stories because it saves them having to come up with the catch. The headline should be as topical and engaging as possible!.
2. Keep to the point
Writing a media release involves good writing and attention to the word count which strongly includes keeping to the point and being precise. Readers do not have much time—they will scan the material—so you must assume that they will read the first sentence before making up their mind to read on. All important points should be addressed in the first paragraph. The subsequent paragraphs provide the details and supporting information.
3. Make it useful
Editors are happy to relay useful information to their readers, so the first thing any copywriter should ask themself is:
“Is the information in this release going to make my reader’s life better, easier, more informed or more enjoyable?”
If the piece doesnot contain any of these important pay-offs the editor is unlikely to use it.
4. Keep the sub-headings punchy
Editors get hundreds of emails daily from publicists pitching story ideas, so make sure your press release headline and sub-headings are “clickable”—meaning attention-getting, and to the point. Writing headlines is an art-form, so pick up a newspaper or study an online publication and see what headlines grab your attention. The more headlines you study, the better yours will become.
5. Always include attributions
Attribution means making clear indications about who is making the claims or statements contained in the press release and indicating their position or qualifications. Usually attributions are made by the 2nd or 3rd paragraphs and are crucial.
6. Always document your claims
If you write a press release entitled: Company Makes World’s Best Dishwasher you must support the claim by including facts such as test results, clinical studies, or statements from experts or consumer groups which support the claim.
7. Include quotes to create immediacy
Media releases are about events and news not about product announcements. Therefore the tone has to create a sense of the present by being fromthe voice of the participants not from the author as an observer. Including good quotes from people in your company gives the article immediacy. Including the voice of third party people will give it credibility.
