Just the Facts Ma'am: Writing a Powerful News Release

by Paul Grua

Just the Facts Ma’am:

Writing a Powerful News Releases

“Just the facts ma’am.” That simple catchphrase from Joe Friday from the 1950’s TV series Dragnet could also be used as the theme for writing news and press releases. Keep it to the facts and don’t worry about other details that aren’t as important.

Press releases have been used by companies, organizations and nearly every type of group for years as a way to get the word out about things they are accomplishing or exciting news happening to them. Press releases aren’t just for newspapers or other media outlets, they are also used as methods of publicity by marketing and public relations people from all walks of life.

The Five W’s and the H

One of the overlying keys to good news releases is answering the six questions known as the five W’s and the H. Answering the questions of who, what, when, why, where, and how will pretty much give you a great news release. If you can answer all six of those questions in your release, the news editor won’t need to follow up too much or have lingering questions about what is going on. Relate the news release to those questions and try to think of those questions when writing the release. Who is the story about? What is happening? When is the event taking place? Where will the event take place? Why is this important to the reader or public? How can one get more information?

Those are just some of the questions that could be considered when writing the news release and will help to stick with just the facts.

Newspaper editors, as well as TV producers, are slammed an inundated with different news or press releases on a daily basis. Quickly answering those questions will gain their attention and increase the likelihood of your event becoming a news story. Most of them will be cutting down what is sent to them anyway so there is no need to include information that is not pertinent to the story itself. Plus, having only information that is necessary and is easily accessible will increase the chances of your release being used by the media.

Often times you will find that the media is looking for stories and will consider nearly anything that is sent to them as a possible story idea. Thus, a well-written news release can really go a long way to promoting your event or company with the media, especially in today’s changing world of media.

A new kind of media

The traditional media has seen such a great change in recent years and the way the public gets information has seen a complete overhaul. Since the arrival of the Internet and now in the world of digital and social media, traditional news organizations have been through a complete cycle of change. Newspapers across the country are shutting down or drastically changing how they do business. There is an increase in online publications and the 6:00 p.m. TV news or the tomorrow morning’s newspaper is not the source of information for much of society, particularly the younger generation. In the past year or so, many people, including myself sometimes, have found out breaking news from Twitter or other forms of new media that can give us instant access to a world of information.

This has had an impact in the way news releases are seen and used from both the media and from the writer.

News travels fast

In my profession as a media relations director for Weber State University Athletics, I have the opportunity to write press or news releases on a regular basis. I have found that keeping to the simple facts is really what most of the media is going to use. When I have the opportunity to send out a release on something that I think is newsworthy, immediately after I send it to the media, I will do an internet search to see how quickly it is picked up by media outlets. Sometimes I am amazed that within just minutes it is posted by media outlets. I usually do a news search of “Weber State” or something and enjoy watching and seeing as the news release is picked up by various outlets. There are times when I am surprised at what is picked up and what is not. Sometimes something that I think is important and newsworthy is not as mentioned by media outlets, while other releases become picked up by several outlets.

I am also surprised that some releases are picked up by outlets that I would not expect. Being in Utah with Weber State Athletics, the majority of our news articles come from newspapers and television station websites in Ogden and Salt Lake City. However, when I send out most of my releases they go to the Associated Press and also to my fellow media relations directors throughout the Big Sky Conference. From there things can just expand and can get picked up from any source. In recent months I have sent out news releases and have been surprised that some of the top media outlets that cover the story are in Montana, while some of the Salt Lake media may not even mention it. In this world where everything is available to everyone, you never know who will read or pick up your news release.

Social media

As I mentioned earlier another of the impacts on news release and distribution is social media. When we do a story we send it to the local news outlets as well as those affiliated with us around the conference. We also post it to our official website and then post it to our Facebook page and our Twitter feed. I have found the social media to be a common source where people will find our stories and re-post them or include them in their news stories. Social media is becoming a great source to get more of your press releases to a wider audience.

Be Timely

An important aspect of writing press releases is timeliness. Sometimes when you send your bit of news out will make as big of a difference as to how well it is distributed by the media as what your news is. Obviously if you work your news release is considered “breaking news” then it will be picked up because news is news. However, if your information isn’t quite as news worthy it is very important to plan ahead about when you want to send your release to the media. For example, it isn’t wise to send something out the day of a presidential election or something major that you know is coming up. If you do so, your story will most likely get buried. I experience this in the sports world as well. If I have something that doesn’t have to be out on a certain day, I will pick when I feel is best to send it out in order to get the most coverage. Don’t send a news release out on the day of the Super Bowl if you want to get a good response.

Obviously there are times when you need to get your release out and it really can’t wait but it is best to try to find a “slow news day” in order to maximize your coverage. In addition, if you have a few releases that can go out during the week, try to stagger them so you can get covered on multiple days, instead of a lot on one day. Maximize your coverage to get your name out there as much as you can.

Another point to consider about timeliness is the time of day you are sending out your release. Most of the time, try to do it during normal business hours. This will help get your story on television and in the newspaper and websites, plus there are more people working that can help you maximize your coverage. If you send something out late in the evening or a weekend, it can easily be missed by the media and may not be covered like you would want.

Remember timeliness is important and a little planning ahead and knowing what is coming up in your community can make a big difference in the coverage of your news release.

Sections of a News Release

I have also found that sometimes media outlets will use my press release word for word without changing anything. That is great, since that is the information we want distributed. However, it underlines the importance of having a well-written and organized press release that media outlets will just repost as something they did. Plus, if it is well-written, it increases the chances of your release getting published or printed quicker because there won’t be a need for an editor to make lots of changes. If a release is well-written it will get out to the public fast and can get picked up by many sources.

Headline

So what do you put in your news release? We will get to some tips later but it is important to get off to a great start. A good headline makes a big difference in your news release. Make it a compelling headline. Usually the headline is the first thing that is seen by the media or reader and if it isn’t compelling or doesn’t catch any interest, it is extremely likely there won’t be much more read. If the headline isn’t very good, it probably will be the only part of the news release that is read. Don’t inundate the media with something that isn’t important to them but make sure you catch their eye with a good headline. Plus, in this world of technology, when a release is sent by email, the headline is the only thing seen by the reporter, and if they don’t consider it news worthy or important, it will often be deleted without ever being opened.

So what makes a good headline? State your most exciting news, finding or announcement in as few words as possible. Emulate the headlines you see in the newspaper every day. (publicityinsider.com) Make sure you headline stands out so the reporter, or public, will want to know more.

The Press Release Lead

After someone has read your headline and wants to read more, the first paragraph or two needs to really catch his or her attention. This goes back to the point about just the facts. Your introduction paragraph or paragraphs should be able to tell nearly everything that is really important about the story or event. A reader should have enough information after the first paragraph to at least know most of what is going on or what the news story is about. There is no room for other things, it just needs to be the facts and answer the who, what, when, where, why and how questions that you want answered in your release.

The Remainder of the Release

The remainder of your press release should backup what was mentioned in the headline and the lead. In this section it is good to have a quote from the leader of your organization or from someone else of importance that can add relevance to your story. Quotes can go along with in helping give validity to your story but make sure they are relevant quotes and are from a good source. Make sure your quotes don’t say the exact same thing you stated in a paragraph, or vice versa. Make them complimentary but not exactly the same.

Use enough supporting material to make your case, and to demonstrate that, whatever angle you’re promoting, it wasn’t something you slapped together carelessly. (Publicityinsider.com)

Remember of course to make this section well-written and to make it concise. This is where you would elaborate on your lead but you still need to only include pertinent information and stick to the facts.

Ten tips for Writing a Powerful News Release

Now that we have talked about what should be included in a news release, how they are distributed and read and what the sections of a good release are, it’s time to get to writing. Here then are 10 tips for writing powerful news releases that will increase your chances of getting used by the media.

1. What is the story?

Why are you sending out this press release and is it something that the media and/or public would be interested in? It is also important to think what the story is you want to tell. Don’t try to tell too much. Tell the story that needs to be told.

2. Stick to the facts

Remember the five w’s and the h that we spoke about earlier. Who, what, when, why, where, and how. If you remember those things and stick to the facts, your release will be more powerful. Stick to the facts and don’t inundate your release with information that is not pertinent.

3. Write for a journalist’s perspective

Try to few what you write from the perspective of the media. If you were a journalist, why would you be interested in this release? Try to write your release with that in mind. It will help you gain credibility with the media, which will also increase your chances of good coverage.

4. Shorter is better

A good release does not need to be a novel. As a general rule, shorter is better. If you can tell it in two pages great. If you can do it in one, even better. While there are exceptions, for the most part shorter is better. Most journalists are looking for short pieces of information and a short, to-the-point press release will go a long way with them.

5. Write a good headline

As we discussed earlier, a good headline can make a big difference as well and can assist in making a powerful news release. Make the headline standout with the facts but don’t make it too long either.

6. Have a compelling and interesting lead with facts

Again, stick to the facts in your lead. Most of the key information needs to be in the first couple of sentences or paragraphs. People should be able to tell what is happening and the facts just by reading a few sentences. Then you can expound on that with more information.

7. Make it well-written

It is very important to use proper grammar and punctuation and keep any spelling for other editorial mistakes to a minimum. This will not only increase the turnaround time of your release, it will also gain credibility with the media, as they will not have to spend time editing your copy. That goes along way. For the most part, use everyday language and avoid overusing technical jargon and acronyms. As a general rule it is best to follow the Associated Press Style Guide, as that is what is used most with the media. Use professional journalist language. Never use “I” or “we” unless it is in a quote.

8. Provide contact information and other resources

Somewhere on your release, most likely as a header or footer, include as much contact information as possible. This helps the media and public if they want to get further information or follow up. Contact information should include the company’s official name, the person or persons in the media or public relations office that sent out the release, a phone number, email address, address, and other key contact information. Including a mobile phone number is usually considered optional but is probably a wise idea to help increase the chances of getting reached. It is also very important to include the website of the company where more information can be found easily. You can also include social media sites like Facebook or Twitter.

9. Time your release for best results

As we discussed earlier, plan ahead and decide when you think your release will get the most coverage. Sometimes it is a guessing game, but a little planning will go a long way. Try to send your release at an appropriate time and pick a day you feel you can maximize coverage. If it is time sensitive, obviously it needs to get out soon but a little planning can pay off.

10. Look at other releases as examples

In the business of media and public relations there really aren’t too many unique ideas. Spend a little time and read what others in your similar profession are sending out and how they write their press releases. Look at several and take bits and pieces that you like from each and you will have a great release. Don’t be afraid to look at other examples for help and ideas. Also read the newspaper and look at other media outlets and watch how the media reports stories. This can help you gain some ideas for your release.

Tips from a professional writer

A well-written press release can build credibility with the media which will, in turn, maximize the coverage of your release. That is the message from John Kowaleski, Media Relations Director for Weber State University, who sends our various press releases to the media on a regular basis.

Kowaleski also has a different perspective. He has seen things from the media’s perspective during his days working as a reporter for the Standard-Examiner newspaper in Ogden, Utah.

“In the long run you are trying to build a relationship with reporters and editors,” Kowaleski said. “It’s important that when they see your name and press release they will recognize it as something important and view you as a good source. If you develop a tract record of sending out good quality news releases, I think your releases are better received.”

Kowaleski suggests taking the point-of-view of a reporter when writing your press release. Ask yourself what they are looking for and try to write it in that way. That will increase your credibility and help get your story out.

He also says you need to be strategic in what, how and when you send out your press releases, which will also play an impact in your coverage and your relationship with the media.

“Try to look at it from a reporter’s side and decide if you are telling them something that is going to make them take note and do a story versus or will they think it is a waste of my time,” he said. “You have to be strategic in what you promote, what time of day you send it out, and who you target to receive that press release.”

According to Kowaleski, press releases should be sent out when the information is warranted and taking caution about what and when you send something will make a difference in your credibility.

“I think fundamentally you write a press release when you really have news,” he stated. “A lot of times you will see a press release coming into a news room and it is being send for the wrong reasons. They are doing it to please someone in house or because their boss wants it or someone’s ego is involved. From a fundamental standpoint you write a press release when you have news and have something that’s going to be considered news by external or mass media definitions.”

When Kowaleski writes a press release, he wants it to be compelling and capture the readers’ attention. One of the ways he does that is through a compelling lead to his release. Depending on the story that is being told, he tries to make the reader ask, “What did I just read?” That is done with a captivating lead to your release that will draw them in and want them to read more.

“The only way your writing will be successful is if it keeps your reader engaged and keeps them wanting to find out more,” he said. “The underlying thing I want is to build credibility and be seen as a reliable source. I want my releases to be clean, to be factually accurate; I want them to be compelling. But above all else I want them to follow the basic rules of good journalism and answer those key questions right up front.”

Kowaleski also feels that a big part in building credibility with the news media is having a well-written news release with few or no errors. This will really please the news media and help get your release seen in multiple formats.

“One of the things I saw in the newsroom a lot was press releases that were lacking pertinent information,” he added. “You only have a short amount of time to hold their attention. It may only be a couple of seconds. What editors are looking for is an excuse to put your press release down and pick up the next one that is going to be more compelling. I want to avoid giving them a reason to put my press release down or to ignore my press release.

“Your credibility as a source to the mass media depends on how you present yourself in the nature of your copy. Do you follow A.P. style? Are you writing in complete sentences? Any grammatical or spelling errors are few. Without those, the risk you have is that your credibility suffers. In turn they start to wonder how reliable your reporting is.”

Again, coming from the perspective of the media, Kowaleski suggests making this as simple as possible for them to take your release and put it back out into the public’s hands.

“The simpler you make it for them, the more you write the way they report, the easier it is for them to take your information and regurgitate it back into their publication,” he said. “If you can get something that is written up to their standards, you can get your story told almost verbatim the way you want it presented.”

Conclusion

A press release can be a great tool for all types of organizations to get their news out in the public. They can be great assets to market and promote your company. No one press release is the same. But in following the tips discussed, the media and the public will take notice and your press release will get the coverage you want and even more.

References

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Press Release Writing, (n.d.). 10 Essential Tips for Writing Press Releases. Retrieved from http://www.press-release-writing.com/10-essential-tips-for-writing-press-releases/

Stoller, B, (n.d.). How to Write a Great Press Release: A Sample Press Release Template. Retrieved from http://www.publicityinsider.com/release.asp

Wiki How, (n.d.). How to Write a Press Release. Retrieved June 20, 2011 from http://www.wikihow.com/Write-a-Press-Release

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