Newsworthy release tips!

In press releases, journal and magazine articles, newspapers, and broadcasting, sometimes news isn’t always “newsworthy.” Well in chapter 14 of my textbook, there is a list of tips for “news-centered” releases by Jerry Walker.

  • Use short, succinct headlines and subhead to highlight main points and pique interest. They should not simply be a repeat of the information in the lead-in paragraph.
  • Don’t use generic words such as “the leading provider” or “world-class” to position your company. Be specific, such as “with annual revenues of.”
  • Don’t describe products using phrases such as “unique” or “total solution.” Use specific terms or examples to demonstrate the products distinctiveness.
  • Use descriptive and creative words to grab an editors attention, but make sure they are accurate and not exaggerated.
  • Don’t highlight the name of your company or product in the headline of a news release if it is not highly recognized. If you are not a household name, focus on the news instead.
  • Tell the news. Focus on how your announcement affects your industry and lead with that rather than overly promoting your product or company.
  • Critique your writing by asking yourself, “Who cares?” Why should readers be interested in this information?
  • Don’t throw everything into a release. Better to break your news into several releases if material is lengthy.
  • Don’t use lame quotes. Write like someone is actually talking-eliminate the corporates that editors love to ignore. Speak with pizzazz to increase your chances of being published.
  • Target your writing. Create two different tailored releases that will go out to different types of media rather than a general release that isn’t of great interest to either group.
  • Look for creative ways to tie your announcement in with current news or trends.
  • Write simply. Use contractions, write in active voice, be direct, avoid paired words such as “clear and simple,” and incorporate common action-oriented phrases to generate excitement. Sentences should be no longer than 34 words…
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