{"id":1536,"date":"2023-09-15T11:29:00","date_gmt":"2023-09-15T11:29:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=1536"},"modified":"2024-07-11T13:49:44","modified_gmt":"2024-07-11T13:49:44","slug":"write-effective-press-release-journalists-answer","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/write-effective-press-release-journalists-answer\/","title":{"rendered":"How to Write an Effective Press Release? Journalists Answer"},"content":{"rendered":"

Who\u2019s a PR pro in the eyes of a journalist? It is a person that facilitates contact with the company, provides information about new products or changes within the organization, and reaches out to spread the company message.<\/p>\n

Unfortunately, often it is also a person who stands in the way of getting the company\u2019s comments or statements and who doesn\u2019t understand the specifics of a given medium. The things that irritate journalists the most is spamming their inboxes with meaningless info and hounding them with phone calls.<\/p>\n

In order NOT to be that person, learn how to write press releases<\/a> from journalists who are likely to receive them<\/strong>.<\/p>\n

Writing a media release - tips from journalists<\/h2>\n

\"Danielle<\/h2>\n

Danielle Capriato\u00a0(@DCapriato<\/a>), PRNewswire<\/a>:\u00a0<\/span>use natural language that will resonate with your audience<\/em><\/h2>\n

#1 Most common mistakes in writing press releases:<\/strong> The number one mistake to avoid is forgetting to include key details. Names, dates, anything that answers the who\/what\/when\/where. You'd be surprised, but those things can be easy to forget, and journalists or other influencers don't want to have to dig to fill the holes.<\/p>\n

#2<\/strong> How to write an effective press release?<\/strong> This question is quite involving because press release writing is pretty involving itself, but I'd say that my biggest tip is to make sure you use natural language that will resonate with your audience. Write for people, not for search engines (search engines try to think like people, so they like natural language too!) and avoid keyword stuffing.<\/p>\n

\"Seth<\/h2>\n

Seth Arenstain\u00a0(@skarenstein<\/a>), PR News<\/a>: <\/span>when I receive a press release from someone who has no idea what is covered in the publication I work for, it often ends up in the trash bin<\/em><\/h2>\n

#1<\/strong> Most common mistakes in writing press releases:\u00a0<\/strong>Writing a press release about your PR agency is similar to writing a press release<\/a> about any subject. As with all press releases, do your homework before you write and send the press release. In this case, know something about the target you are pitching, presumably a publication or a media outlet. For example, do you know if this media outlet writes stories about PR agencies? More specifically, does this media outlet write about what\u2019s covered in the press release? Does it write about personnel moves? Agency of Record announcements? Agency mergers and acquisitions<\/a>? When I receive a press release from someone who has no idea what is covered in the publication I work for, it often ends up in the trash bin.<\/p>\n

#2<\/strong> How to write a press release that gets attention<\/a>?<\/strong> Do your homework. Be brief and to the point. Tell the writer WHY the news in the release is important<\/a> to his\/her readers and do so as soon as you can. Don\u2019t make the journalist search through your whole press release to find the answer to this vital question. Make things as simple as possible for the journalist by providing useful links and graphics and easy ways to contact the press release writer.<\/p>\n

\"Sara<\/h4>\n

Sara Ghazaii (@saraelizabethg<\/a>),\u00a0Vice President, Director of Communications, PR Council<\/a>: <\/span>send news worth \u201cbragging about\u201d<\/em><\/h2>\n

#1<\/strong> Most common mistakes in writing press releases:\u00a0<\/strong>Don\u2019t assume everyone will read every word, stick to the facts, and don\u2019t exaggerate with false claims. Always credit your source, and don\u2019t ever trash your competitors.<\/p>\n

#2<\/strong> How to write a press release that gets attention? <\/strong>Stick to the core of who, what, when, where, and why\u201d \u2014 it seems simple, but you typically have a good 30 seconds to capture your reader\u2019s attention. Keep it short, sweet and to the point \u2014 as I like to say, send news worth \u201cbragging about.\u201d<\/p>\n

\u00a0<\/h4>\n

\"Marta<\/h4>\n

Marta Bellon\u00a0(@Marta_Bellon<\/a>), Business Insider Polska<\/a>:\u00a0\u00a0<\/span>journalists have a well-developed BS detector<\/em><\/h2>\n

#1<\/strong> Most common mistakes in writing press releases:\u00a0<\/strong>The mistakes are unfortunately silly. I have a feeling that 80% of the PR people who contact us don\u2019t do any research beforehand<\/a>. They don\u2019t ready anything by the given journalist, and what\u2019s still hard to believe, they often have no clue what publication they\u2019re calling. A lot of PR pros also demand creativity out of the journalist \u2013 often on the spot. Example? I get a phone call saying \u201cA Very Important Person is coming to Poland. It\u2019s a one of a kind opportunity for an interview. Are you interested? If so, please provide a list of questions.\u201d I know nothing about this person \u2013 the name doesn\u2019t ring any bells. When I ask about the potential topics this person can talk about, I again get a very vague answer, but with an assurance that this is a VIP, and it\u2019s a \u201cone of a kind opportunity.\u201d<\/p>\n

#2<\/strong> How to write a media release that gets attention?<\/strong>\u00a0<\/strong>A PR pro should know the subjects covered by the journalist and contact him or her when an opportunity arises to interview an expert in those areas. It is also the PR pro that should know the most interesting things about the expert for the journalist. Yes, it requires more time and effort, but this is a job of the PR person, not the journalist. Otherwise, we\u2019re just wasting each other\u2019s time.
We understand that PR is not easy, and the clients of PR agencies are still convinced that as long as you send out a press release<\/a> to 100 outlets everything will be fine because surely some will simply copy it. Of course you can do that, but it has very little in common with professional PR and promoting the brand in the media.<\/p>\n

At all my media relations workshops, I always repeat that the most important thing is to know whom you\u2019re talking to and understand what journalism is really about and that journalists have a well-developed BS detector.<\/p>\n

A winning press release answers the basic questions of who\/what, why, what for and why is it important. If the press release contains news about a new project of some company, then it\u2019s necessary to provide some background information on the company like what they do, how long they\u2019ve been around and so on. It\u2019s also important to set the news in some context instead of just writing that it\u2019s unique, innovative and \u201conce in a lifetime\u201d if it\u2019s not true. Some interesting quotes of the people involved are also welcome, but not if they are of the \u201cWe\u2019re extremely excited about this super project and couldn\u2019t have done it without our partners\/investors\u201d variety. This is what Facebook posts are for. Journalists want solid facts and very much dislike hyperboles. Press releases too often resemble ads.<\/p>\n

It\u2019s important for a press release to always include the contact info of the person who can provide a detailed explanation of the project. It is quite key to be able to reach that person on the other end of that number or email address. When the company wants to go public<\/a> with a piece of news, it has to be available to be contacted by the press and therefore should schedule such events accordingly. Times like right before a key person\u2019s vacations or childbirth may not be the best to start a media campaign.<\/p>\n

\u00a0<\/h4>\n

\"Pawel<\/h4>\n

\u00a0Pawe\u0142 Zielewski\u00a0(@PawelZielewski<\/a>), Forbes<\/a>:\u00a0<\/span>in a situation where you\u2019re unable to provide all the additional details, don\u2019t make it difficult to get to the person who has them<\/em><\/h2>\n

#3<\/strong> An effective press release \u2013 so what does it actually look like?<\/strong> There is no such thing as useless information, but it can only be used when it gets to the right person. The problem is elsewhere. It is too often that I come across some good piece of info, but that\u2019s it, nothing else. It\u2019s scary, but a great lot of your new PR pros, upon being contacted for more details can provide nothing because they know very little about the brands they work for. What\u2019s even worse is that very often these \u201cpros\u201d stand in the way of getting this information from others within the company. And believe me, these are not isolated incidents. Oh no.<\/p>\n

The issue of visuals \u2013 it often turns out that the pictures sent are legally unpublishable because they lack the legal rights to be put out for example in print and online. That automatically disqualifies the agency.<\/p>\n

#4<\/strong> How to contact the media nowadays?<\/strong> It\u2019s obvious that there isn\u2019t just one right model for communicating with the media. Of course, the basic approach is \u201cinformation-follow-up\u201d, which works if the sender knows to whom and why they\u2019re sending the release and can justify it a bit better than \u201cbecause my client really wanted to be seen in a prestigious magazine.\u201d The particular form of contact is not as significant, and even private messages on Twitter or Facebook come into play. Getting to the journalist is important, but the substance of the press release should be of utmost priority.<\/p>\n

#5<\/strong> What irritates you the most about the press releases you get from PR pros?<\/strong> In my opinion, the source of the problem of complicated relations between the media and PR is not the blind belief that the media are susceptible to PR\u2019s influence and that companies\/advertisers use their money and clout to, with the use of PR agencies, affect content. The source of the problem lies in\u2026 randomness. I have a feeling that the so-called new wave of PR, the young folks without any basic media experience or even a slight understanding of the ins-and-outs of this work, is just a bunch of random people who simply got into PR as a result of a trend. What are the consequences? First of all, using a comically ineffective language that is characteristic for analysts for example, but is unacceptable in mass media. Secondly, regardless of the significance and gravity of the subject, the constant attempts at drawing attention to the message with silly clich\u00e9s, misleading titles and content that does not fit the headline. Thirdly, and this is the worst sin of all \u2013 not knowing your addressee, both the outlet and the work and interests of the particular journalist you are sending the press release to. This causes you to send out exactly the same thing in bulk, which results not only in a bad image for the brand, but most of all for the PR agency which employs such a thoughtless method of trying to get their client in the media.<\/p>\n

\"Artur_Maciorowski<\/h2>\n

Artur Maciorowski\u00a0(@eArtur<\/a>), Online Marketing Polska<\/a>: <\/span>the majority sends their info following the \u201ceverything for everyone\u201d principle<\/em><\/h2>\n

#1<\/strong> Most common mistakes in writing media releases: <\/strong>That\u2019s why most of the information is neither here nor there \u2013 promotions and new faces in the company, won tenders, campaigns, case studies, etc. In some extreme cases, I get things completely not for me like invitations to a government press conference or news about a launch of some FMCG product. Sometimes, in the act of sheer desperation, some industry-important name gets dropped. For example, a construction company hired a known blogger for some event. But I have known Artur for years. We worked together in an agency and with all due respect, if I need to talk to him, I will simply get in touch.<\/p>\n

#4<\/strong> How to contact the media nowadays?\u00a0<\/strong>But it\u2019s the same thing I would do if I didn\u2019t know him. I reach most of my contacts directly via email or social media, or I go through the PR department. Very often both ways at once. It\u2019s quicker and more effective.<\/p>\n

\"James<\/h2>\n

James Kotecki\u00a0(@JamesKotecki<\/a>), AutomatedInsights<\/a>:\u00a0<\/span>communicate in active voice<\/em><\/h2>\n

#1<\/strong> Most common mistakes in writing press releases:\u00a0<\/strong>The passive voice is sometimes appropriate, but I get pretty annoyed when writers use it unnecessarily. If you want your company to appear active, write in the active voice! Another mistake can be to use business jargon. Again, there are times when industry terms may be appropriate, but it's easy to forget that your target audience (journalists and readers) may not be familiar with the terms you take for granted.<\/p>\n

#2<\/strong> How to write a press release that gets attention?<\/strong>\u00a0<\/strong>A truly killer press release<\/a> is one with killer news in it. Some press releases might not be intended to spark massive coverage, and that's ok. But if massive coverage is the goal<\/a>, the news needs to be as interesting as possible. I would also take a step back and say that a great news launch might include reaching out to selected reporters with personal emails to preview the news in more casual terms than a press release. In other words, the press release is important, but as part of an overall launch strategy. You'll probably have a lower success rate if you just push a press release out into the world without doing additional outreach.<\/p>\n

\"Andy<\/h2>\n

Andy Bull\u00a0(@andybull<\/span><\/a>), author of \"Brand Journalism\" book<\/a>: <\/span>don't write a press release, write a news story<\/em><\/h2>\n

The really big mistake with press releases is to write them in the first place. Think of what a press release is. It is an attempt by a brand or other organization to persuade a journalist that what the brand has to say is of interest to that journalist's audience. Press releases date from a time when the journalist was the gatekeeper between those with information to impart (including brands) and the potential consumers of that information (the public in general or a niche within the public). In the modern world of communications, it is rarely necessary for brands to use a gatekeeper. Through the use of social media, our own branded websites, apps and all the other communication tools that we now have direct access to, the press release is increasingly becoming an irrelevance.<\/p>\n

OK, we know that there is still, and will always be, a place for using traditional media organizations, in both their off and on-line guides, to help us get our messages across, but the press release was always a very poor way of doing that. Today, it is much more effective for us to use brand journalism. That is, to create the content of our own that, rather than sounding like the lame self-promotion of the traditional press release, uses all the techniques of independent journalism to communicate directly with our target audience. I wrote my book \u201cBrand Journalism\u201d to explain to all those who work for brands, in marketing, PR, customer relations, and brand management roles, how to use journalistic techniques to communicate directly with their audience. Brand journalism<\/a>, and not press releases, should be the primary channel of communication for all in PR and marketing. To summarize, don't write a press release, write a news story<\/a>.<\/p>\n

Ready to start sending effective press releases?\u00a0<\/h2>\n\n\n
TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

How to write useful and effective press releases? What mistakes to avoid? Do the traditional forms of contacting the media still work? What irritates the media the most in the releases they get? \u2013 these are some of the questions we asked the representatives of PR News, PR Newswire, Forbes, PR Council, Business Insider Polska, and Automated Insights and the author of the book \u201eBrand Journalism.\u201d<\/p>\n","protected":false},"author":229,"featured_media":37848,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[350],"tags":[27],"class_list":["post-1536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-release-writing-and-content-creation","tag-how-to"],"yoast_head":"\nHow to Write an Effective Press Release? Journalists Answer<\/title>\n<meta name=\"description\" content=\"How to write useful and effective press releases? 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