10 Points for Creating a Newsworthy Press Release

10 Points for Creating a Newsworthy Press Release

At the outset, remember that a press release is news. Make sure it doesn’t read like an advertisement in disguise! If it reads like a sales pitch all your hard work will probably end up in the rubbish bin.

1. Carefully consider why this newsworthy and to whom it is of interest. Many of my clients want to “publish a release” but to get a release published it needs to pass the “so what?” test.
2. Start with the essence of the matter. Your opening paragraph should deliver the five “W”s: who, what, when, where, why.
3. The next paragraph should elaborate on the first, offering extra details designed to entice the reader to want to know more. If the topic includes reference to an expert of some sort, offer some compelling biographical information about that person next.
4. Add a quote to make it more personal and informative.
5. Try to arrange the information given with most important at the top. Some readers will only scan the top paragraphs.
6. Attach a relevant photo or video link, for example. Perhaps a head and shoulders of the person quoted, a product photo etc.
7. Wrap up with a quick summary of the details and a name, number and web site for further information.
8. Add a boilerplate or background of relevance to the topic if this will assist the journalist. For example, info on the organizations mentioned, or of the people quoted.
9. Before sending it off, consider carefully which publications to send it to, a technology release is not of interest to a health publication, for example.  Be sure to find out the submission preferences of each publication or posting site as well as desired lead-time and deadlines.
10.  Last but not least, follow up with a phone call.