Current thinking within the PR world seems to be that the trusty old press release is in need of a re-brand, but the fact remains that it’s still a vital tool for PRs and businesses trying to get news out.
If companies like Apple and Facebook still use them, then they must still work.
As a journalist, the first question I would ask a PR trying to pitch a story was always: “can you send me the press release”, so that I could see the story in black and white.
During my years working on newsdesks I rejected thousands press releases after a cursory scan of the first few lines (and my apologies now to any PR people whose work ended up in my bin). With some journalists receiving 600 emails a day, you can see why I didn’t have time to read them in detail.
Anyway, this taught me just how important it is to make sure your press releases are well written with eye-catching headlines with a great story in the first paragraph.
However, the headline and introduction aren’t the only criteria that will determine whether or not your story will make it on air or into print.
Read more: Infographic – five secrets of successful press releases
You need to make sure you can you answer YES to the following questions:
- Does the release contain proper news (and not a shame-less puff)?
- Have you answered the key questions: who, what, where, when and why?
- Have you included quotes and offered interviews with key members of staff?
- Is your press release less than two pages long?
- Have you remembered to attach pictures or offer filming opportunities?
- Have you done a spell and grammar-check?
- Are your contact details correct?
PS: How do you think press releases should be re-branded? At the moment, my vote’s going to ‘News Release’.
For information about our bespoke press release, writing and storytelling training, contact us now: 020 8332 6200 or info@roughhouse.co.uk.
by 
Good tips Ann. Re the attaching of pix, it is important they are of high enough resolution and large enough size to enable them to be used at a decent size should the editor decide the ‘news’ is newsy enough.
We use JPEGS at 8inches longest side @ 300dpi, saved using 11 JPEG compression as our standard size for media use. More detailed information at http://www.professional-images.com/highresphoto.htm should you want it.
Equally important is that the pictures ‘tell the story’. It seems a constant battle with some PR people to get them to remember this and want to send the same headshot yet again.
Great advice, thankyou Simon.
We always advise our clients to have ‘interesting’, professionally shot photos as much as possible, or at the very least to make sure their headshots are in interesting locations
Ann
Agree Simon, but if you send large pics to some newsdesks you’ll crash their inboxes! Best ask each how they want to receive pics, max size and to what email address, and note details on your media spreadsheet/record.
Organisations might consider setting up a press section on their company websites, with who’s who in the PR/Comms team, contact details and even offer photos for download.
Been using the term ‘News Release’ for years. 🙂
Sylvia
Two very good points, Sylvia.
Any fair sized organisation which is likely to have dealings with the media should certainly have a ‘media’ or ‘press’ section with the details you suggest. Two quick points to add: this should be easy to access from the homepage, and should include copies of all news/press releases.