How to write an eye-catching press release

Posted by Fr. Roderick on Nov 15, 2010 in How-to, Parish Media Makeover | 1 comment

Want to get the press to report on your upcoming parish activity? 15 Tips for a press release that works.

One of the proven ways to get the press to notice you is by sending them a press release. But journalists get many press releases every day, so how do you make your message stand out from the rest?

Here are the basic rules:

1. Come up with a good title
The title of your press release will often be the deciding factor whether or not the journalist will read the rest of your message. Newspapers get hundreds of press releases every day and journalists don’t have time to read through all of them. So make your title short, interesting or intriguing. Add a subtitle to clarify the title if necessary.

Think in terms of headlines. When you read a newspaper, which headlines capture your interest? That’s the kind of headline you would want for your press release. Be creative and spend some time on this!

2. Keep it short and to the point
A press release of a few pages long will never get read. A few paragraphs, 500 words, one page at maximum. Take out as much unnecessary information as possible. Otherwise, you leave it to the journalist to select what he or she thinks is relevant.

3. Put all the essential information in the lead
The first paragraph after the title is the most important one, and it should contain all the relevant information you want the reader to know. Make sure it answers the 5 ‘W’s:

- Who?
- What?
- Where?
- Why?
- When?

4. Limit yourself to one topic
Limit your press release to one single topic. If you have additional news to report, write another press release. But don’t bombard journalists with an avalanche of press releases or you might end up being ignored. Make sure your news is indeed newsworthy.

5. Be factual
Always write in the third person. A press release is not a personal letter. Don’t overhype your initiative, never praise yourself in a press release. “This awesome initiative was organized by the amazing parish XYZ”.. not a good idea. Stick to the facts.

6. Include quotes
Instead of leaving it up to the journalist to call you for some quotes related to your press release, do the work for them: include some relevant quotes from important people in your organization.

7. Provide background information
Use the last paragraph to give some background information about your parish, organization or initiative. Include links to additional information on the web, include a flyer of the project, etc.

8. Let someone proof-read
Always ask one or more people to read your press release, and ask for feedback. Sometimes they will notice inaccuracies or missing information that you didn’t catch, because you spent so much time writing and rewriting your press release.

9. Spelling and formatting
Almost every modern text processor has tools to correct your spelling and grammar. Use them. Include “Press Release” and “End of Release” at the start and end of your text. If you send your release over email, use plain text. Avoid sending documents formatted for a specific text processor like Microsoft Word. Don’t add fancy layout or fonts. The simpler, the better.

10. Include contact information
At the end of your press release, include contact information (“Note to Editor – not for publication”) so a journalist can get in touch to follow up on your message. Most journalists prefer telephone over email. However, make sure that you or someone else in the organization can actually answer the calls! If a journalist’s call doesn’t get returned, your story could end up in the trash can.

11. Don’t forget a picture
A photo or illustration greatly enhances the visibility and impact of your message. If possible, include a photo that the journalist can use. Make sure you have the rights to release it for use in the media. Or, if you send your press release via email, include a link to some high resolution pictures online. Again, make sure those pictures are not copyrighted.

12. Have clear policies about who is responsible for press releases
Make sure that your organization or parish has good rules about who talks to the press. Make sure everyone knows who ultimately ‘green-lights’ press releases. The more complex your organization, the more important it is to clearly define who does what in dealing with the media.

13. Time your press release
Always look at other news that might bury your press release. If your town just got invaded by hungry aliens, chances are that your press release about the upcoming turtle race for charity will be ignored.
The opposite can happen too: journalists might be more inclined to report on your news if it fits in with some bigger event or trend.

14. Get to know your local journalists
If possible, try to get to know the people that write for your local newspaper, or the hosts of your regional radio or TV station. Especially those of them that report on events and news similar to what you want to highlight yourself. Show interest in their work. Be as helpful as possible. If you know someone personally, chances are your press releases will get a second look.

15. Target the right media
Make lists of newspapers, websites and magazines that might be interested in your news. Almost all media have a website with a section that details how you can send in press releases.

Decide who to target with your press release. If your news is local, send it to local media. The New York Times will probably not be interested in a story about a new stained glass window in the church of St. Middleofnowhere.

But if you think your news could have national or international impact, try to get the attention of the big press agencies. If your local priest convinced the alien colony that invaded your parish in Roswell to come to church on Sunday, chances are even CNN will pay attention.

Do you have experience with press releases? What are your personal tips? Share them in the comments!