PR Moxie

Welcome to the first entry on elements and backstory on understanding and creating effective traditional press/news releases.  I’ve been in the PR business for many years (all I’m saying is the first agency I worked for in downtown Chicago had a spin of the dial phone, 1 fax and the three computers that were to only to be used by the ‘secretaries’) and have enjoyed seeing the evolution of the media relations industry. 

We at Sterling Cross have adapted our service offerings to reflect how the media and consumers are receiving and acting on relevant news so I don’t want to come across as someone that thinks that a great press release is the end all solution for getting your message to your end consumer. 

With that housekeeping taken care of – let me get into the message of today’s blog – what the media thinks makes for a great and a lousy press release. 

A few weeks ago, I surveyed a cross section of decision makers in the traditional media – radio, TV, and print (newspaper and magazine).  I asked them what makes for a press release that they love and makes them instantly toss/delete a release.  Here is a sampling of what they said.  The full dozen seemed too long for a single post so I’m breaking it up into three different posts.  Look for more soon!

Executive Producer @ television network affiliate

A great press release……  is short (1 page). And clear about what is going on. Clever is overrated. Clear is the key. It’s got the people involved (and their titles). It doesn’t try to hide who benefits from coverage by either omitting it, writing it really small at the bottom, or being unclear about the full story. Instead, it explains why the story is newsworthy. Links to read more or watch a previous story on the subject are very helpful for visualizing what is being pitched.

A press release I instantly delete/toss…..  Is one that is blatantly a commercial that’s trying to pass itself off as news. Celebrities don’t usually make good hooks either. With all the cable TV and Internet availability of these “A-listers” it really isn’t much of a sell to say _____ star of the new ______ will be there.

Managing Editor @ Twin Cities daily newspaper

A great press release……is clear and concise, arrives several days before the event so we can plan to cover it or advance it, underscores why the event, person or idea is interesting and/or important enough to warrant coverage in the newspaper.

A press release I instantly delete/toss…..doesn’t have a local tie.

Editor @ lifestyle magazine

A great press release……grabs my attention in the headline and the first graph. It gives me the most relevant info to my coverage area immediately.

A press release I instantly delete/toss…if I can tell it’s a national, mass release that doesn’t relate to my area.

Beat Reporter @ Business weekly newspaper

A great press release……Strong news impact in the subject line, headline and lead. I should be able to tell why it’s a story with just a quick glance. Provide as many details as possible, so I can do some research. If a new store is opening, provide the address, owner’s name, product offerings, opening date, web address, contact info, etc.

A press release I instantly delete/toss….No idea why I should care. Doesn’t provide any useful information — basically just says this company exists. Also, press releases that ramble. If the news is in the last paragraph, I probably never made it that far.

I’m smart enough to know finding success in your work may start with knowledge derived from books, but in the end relies on surrounding yourself with really smart people.  I have a strong respect for the people I work with in the media and work extremely hard to make that respect mutual.  

If you’re in the media or in the business of communicating with the media – what are your ideas on what makes for a great press release or what makes you toss one?