Writing the News Release: How to catch an editor’s attention

By T.L. HEADLEY, MBA, MA, BA, AAMS
Principal, The Genesis Group
Ona, WV– Your company has just developed Sneed, a product that will revolutionize your industry. The problem is, your industry is the production of widgets – not a very sexy industry. Your job is to write a news release that will grab the attention of news editors and get word of the new product out to the public. You are sitting at your desk, looking at the computer screen, worried that any news release you write will be ignored or find its way to “File 13.”
While there are never any guarantees when writing a news release that you will find your way into print or onto the evening news, there are some things you can do to give yourself the best possible chance of getting attention.
First, it is important to realize you are essentially writing a sales pitch. Ask yourself, why this is important, not to the company but to the average person. What is it about Sneed that will make a difference in the lives of the average person? The answer to that question is the “nut” of the story. This is what journalists call the “lede.”
Once you have determined the “lede,” you are ready to begin writing your release.
Second, it is important to understand the role of the editor. They are there to act as filters, to weed out the thousands of news releases they get and focus the effort of the staff only on news that matters, that will be of interest to the greatest number of people. When they receive your release, you have to understand that they are looking for a reason to dump it into the trash. You have perhaps two or three sentences to attract their attention.
Before discussing the nuts-and-bolts of the actual content of the release, it is important to say a word about the structure of the release.
The release should include a good headline that clearly states the importance of the event or product. The headline should be centered, double-spaced above the text. Second, the release should include contact information so that a reporter has ready access to a source of additional information. The contact information should be located at the upper-right of the release, above the headline. The dateline for the release should be located at the upper-left, also above the headline. The dateline should include embargo instructions if the release is being sent to media for use only after a specific date or time. In most cases, the media will honor an embargo if it is a reasonable request – a day or a few hours.
The actual release should be set in easily legible typestyle and size – preferably 11 pt. New Times Roman.
As for the structure of the actual release, it is important to know a few things about Associated Press (AP) Style. For anyone writing a news release, it is especially important to familiarize yourself with the AP Stylebook. The stylebook not only contains the accepted usage of words and phrases, but also contains essential information about libel laws.
Journalistic writing is very different from the “normal” styles you are taught in English class. The overall style can be summed up as an “inverted pyramid.” That is, in fact, how journalists refer to the structure.
What is the “inverted pyramid?”
In essence, the inverted pyramid provides the primary information in the opening paragraph or paragraphs. This is where you put your “lede” information. Subsequent paragraphs provide support information of constantly reducing importance. The point is that an editor can simply cut the story at any point of its length while keeping its content intact.
Paragraphs are short, usually no more than two concise sentences.
The press release should contain comments from at one or two principals who are identified and contact information provided. These should be authoritative sources who can answer specific questions about the subject of the release.
The release should include all important information, including web addresses where additional information, pictures, logos or graphics can be found. If there is a way to personalize the story, to include some angle that will bring the story home to the reader, it is imperative to do so. For example, did one of the inventors of Sneed overcome some setbacks during the development effort? How will this new product directly impact the average person’s wallet? The bottom line is good storytelling. It should be no more than a page in length.
Once the release is written, the focus shifts to distribution.
If you believe you will be writing a number of releases, you should find a copy of a media guide for your state or for the area covered by the release. If the release is to be distributed locally or regionally, the local press association usually has an updated media guide available for minimal charge. The guides usually provide names and addresses of the primary media outlets, including editor names, phone numbers, email addresses, fax numbers, web addresses, circulation data and deadlines. Some guides include even the preference of the editor for news release delivery – either email or fax.
If the release is national in scope, there are several media software packages available that provide the same information as the local guides as well as searchable databases so that you can target your releases to specific reporters or editors that specialize in your industry or subject. The software packages often also allow you to track media “hits” – the number of times your company name, product or whatever parameter you establish appears in the various media.
Once you send the releases to the targeted media outlets, you should follow up with phone calls, offering any assistance necessary. Press kits should be available, both online and printed, and of course your website should be updated to reflect the new product or situation.
One note, you should never offer anything of significant value to a reporter in return to story placement.
In summary, the most important things to do when writing the press release is to follow an easily readable format, provide contact information, clearly date the release, try to personalize the story when possible, observe AP Stylebook rules and follow up with phone calls. When you follow up, don’t blow smoke, offer help and any additional information the reporter might need.
It is also important to note that you should never make exaggerated claims or lie in a release. If you do, and reporters find out, you will never get another release through the filters.
If you follow these points, you will provide yourself the best possible chance of attracting the attention of the media.