Press Release Example: MAKE THEM WORK FOR YOU
As PR practitioners and communication experts, we get to write press releases almost on a daily basis, covering a wide range of topics, issues and trends. We play the role of the designated wordsmith for our clients, transforming briefs into newsworthy material for public consumption. Come to think of a press release example that will actually work for you, not against you.
The easy part in this release drafting task is that we have access to vital information from the client, most of which is about the company.
In a press release example, the not so easy part is that most clients want their press release to include all the rosy bits and pieces about them – which is not necessarily a bad thing, unless you keep rubbing it in then it becomes a deal breaker for the journalist.
As PR consultants, most of us would normally feel as if we are caught between a rock and a hard place – on one hand we want to meet our clients expectations and on the other hand we need to write an expertly written press release that will not be spiked by the Editor as soon as they read the first paragraph.
The way out of this predicament lies in striking a balance between what the client demands and what will give your press release a chance in the news room. In my experience, I have always leaned, to a certain extent, towards what will give my press releases a fighting chance.
Having interacted with many Reporters, I have always tried to find out some of the things they dislike about press releases. One common issue that always stood out was that a good chunk of the releases sent to the newsrooms were just puff pieces.
Falling short of calling them advertorials, the Reporters made sure that such press releases never saw the light of day in the newsroom for obvious reasons. Now, with that kind of intel, one of the logical things to do is to put yourself in the Reporter’s shoes and think about what kind of press releases you would like to receive that will make your work easier.
One of the most effective ways of doing that is through reading news stories and articles written by the same Reporters. Study their writing style and how they highlight the main issues in their articles. Pay particular attention on how they bring out the news angle from a press release, covering what the said company is announcing while at the same time toning down the commercial tone.
This handy tactic can be mastered with time and eventually you will be in a better position to churn releases that will start getting the Editor’s attention and greatly improve their chances of getting that all important mention. One thing to remember is that, as a PR expert you also need to position yourself as a valued resource for the media and not a sales pitch writer.
So the next time you write a press release or a press release example, remember to take off your sales hat and think about what you are writing from a Reporter and reader’s perspective then go ahead and state the facts as objectively as possible. Thank me later.