Press Release Writing

What Makes A Press Release Newsworthy?

Press release writing must be properly written in a format that closely matches the style of the media you’re addressing it to. In other words, if you send one to your local newspaper business editor, you need to know the acceptable format for the release. All releases carry basic contact information, company information and the writer’s name in case the editor will want to follow up should the release contains a story idea.

Most releases are boiled down into one or two paragraphs by news clerks who send this distilled information to their editors for insertion in the business news section of daily or weekly newspapers. Few are followed up by media writers because they are so poorly written. The usual format for individual’s press release writing, seems to be an over-use of superlatives concerning the company, its product or services, or the business person who is the subject of the release, all of which impresses no one at the media you’ve sent it to. In fact, some releases are so poorly written that they arrive several pages long, sometimes written in a single sentence single-spaced style.

Match The Media

Every publication or media entity has a particular format they prefer a writer to follow when submitting a release. Most editors use either the Chicago Manual of Style or the AP Stylebook as guides. Press release writing requirements are made for a reason. The less work an editor has to do to make a release publishable, the better chance that your release will see the light of day.

Press releases are usually submitted double-spaced on paper, printed by a computer, or submitted single-spaced via email. The best thing to do when you need information on how to submit a release is to contact the business editor of the publication or his/her assistant. All news releases should be submitted in this manner. If there is a story contained within the release that the editor wants to follow up in case it may become a story, which is doubtful, he will. When you call the editor, consider her time. Daily newspapers are put to bed early in the afternoon, so early mornings may be best for a call. Explain what you wish to do and ask for the publication’s guidelines. Briefly tell the editor what you release is about an ask how he wants it submitted and if there are any guidelines available that he wants you to follow. Then do so. Don’t call immediately after you submit the release to ask if the editor has received it. Doing this is almost a guarantee of “round filing,” which means your release will be trashed, Approach your task in a professional manner. Don’t utter needless superlatives about the newsworthiness of your release. Let the editor make up his own mind. Write it, submit it, and hope for the best,

Trade Publication Releases

Trade magazines also have their own requirements for press release writing. Again the best thing to do is call and ask an assistant about the procedure. Most trade editors are short-staffed and won’t or can’t spend a lot of time telling you this information,. They may elect to have a clerk send you a brief email outlining their requirements. Follow these closely.

Broadcast Media

Broadcast media stations are even more difficult to place a release because they are inundated with thousands of releases daily, each one promising to be a bona fide news story that the station can’t afford to pass up. Most of the time, they do. Of the releases that are chosen for review, a staffer may contact you to verify facts and ask for additional detail. At best, a news release may guarantee a very brief mention on the air, because the station doesn’t have the time to elaborate, and business news bureaus don’t get a lot of air time.

Press Release Writing Formats

Press releases use a similar format with variations depending upon the media you submit them to. Each contains contact information in the top left margin with the releases main idea centered and highlighted at the top of the page. In all releases brevity is highly valued, and press release writing should use basic reporting style of who, what, where, when and why, Make sure that you include contact information for any company or individual featured in the story. Most releases will be sent email, so be sure to include a CC so you know that the release has arrived.