5 Tips for Crafting a News Release
Having good relations with media outlets is a huge part of the public relations professional. In order to establish that high quality relationship, news releases may be the biggest building block. The relationship you have should be a mutually beneficial one, like any other public you have, so you need to make sure the news release helps both parties. Here are some tips to help craft that news release and get it picked up by the media.
1. Make sure it is newsworthy
Yes, I know this one seems obvious, but sometimes people in the public relations role try to pass anything they do off as news. News journalists look for one of the following characteristics: timeliness, impact, prominence, proximity, uniqueness, and conflict/controversy. If you can find one of these characteristics in your release, you’ll be one step closer to getting it picked up. “Company X releases new smartphone” does not scream newsworthy, because its so common. “Company X releases an unbreakable, flexible smartphone” would get probably be picked up because it’s a new unique product that’s never been done.
2. Keep it clear and concise
Remember you’re not the only PR pro sending out a news release. Journalists have hundreds of releases to sort through. You need to make sure your news release is newsworthy from the heading, subheading, and the lead. Don’t keep the journalist in suspense, they don’t have that kind of time. Tell them only what they need to know.
3. Don’t write an advertisement
A press release is not free advertising, so don’t try and sell anything. The news release is to show the media that your message should be communicated to through their channels. If you try to persuade or sell anything in your news release, there is little chance they pick it up. Keep it objective and to the point.
4. Use quotes
Journalists will appreciate it if you provide a quote or two from someone relevant to the story. It saves them time and allows you to select a voice to be a part of the release. The quote should be real and meaningful, otherwise there is no point in including it and the journalist won’t care.
5. Try a social media release
One more way to get on the journalist’s good side would be crafting a social media news release. This doesn’t replace the traditional news release, but rather supplements it. The social media news release can give the journalists more pieces of information such as video, audio, images, relevant links, and options for sharing. Including all of this makes the journalist’s job easier, so they might thank you by running with the story.
In the end, it comes down to the journalist’s decision on what story to run with. Hopefully with these tips help when writing your news release and getting it picked up by media.
Matt Wendell is a senior at Grand Valley State University. He expects to graduate in April 2016 with a Bachelor of Science in Advertising and Public Relations and a minor in General Business. Matt is an Account Associate with GrandPR for the 2015-2016 academic year. He is also an active member of Sigma Pi Fraternity where he currently serves as the Alumni Relations chairman. Matt is a country music lover, a Game of Thrones enthusiast, and a fan of anything Detroit, even the Lions.