Subscribe To This Site
Writing a Press ReleaseWriting a press release is a really useful skill to have as a writer because a press release is a cheap, easy and effective PR tool that will help you to publicise your writing, especially if you're going down a route such as self-publishing.However, journalists are inundated with hundreds of press releases a day and a high percentage of these end up in the bin. This can be a depressing thought but remember that journalists do need news for their publications and your press release might just provide the story they’re looking for especially if you make their lives easier by following these tips: Is it newsworthy?One of the most important things to ask yourself before you start writing a press release is, “Is this newsworthy?”What’s meant by newsworthy? It’s newsworthy if what you’re writing about is new, interesting or unusual – or even better - a combination of all three. For example if you’ve just self-published a new book then that’s newsworthy. Who is your target audience?So once you’ve established that your topic’s newsworthy you need to think about your target audience before you begin writing a press release. In other words, who are you aiming your press release at? Who do you want it to appeal to? (Knowing this will also help you select which media to send it to.)TimelinessYou need to make sure that your press release is timely. If you’re trying to publicise your book signing that's taking place on 30th April, then the press release needs to go out before this date. Pretty obvious hey!If you’re writing a press release about an event that’s taken place then it needs to go out as soon after the event as you can manage otherwise before it becomes old news. Consider the MediumIf you’re writing a press release to send to your local newspaper which might be something like the Exeter Express and Echo, then make sure that you’re clear about the local significance of your story eg that you're a, writer from Exeter or your book is set in Devon.ToneWhen writing a press release remember it should be factual, leave out emotive language such as how fabulous your book is, which i’m sure it is (but save that for the quote.)LengthThere’s no need to go on and on. It’s best to make your press release punchy and to the point. Leave out the waffle. Keep paragraphs to one or two sentences. If a journalist needs more information for the double page spread they’ve decided to write about you they’ll call.DateIt's usual to include the date on the left-hand side of the page above the headline.HeadlineThe headline needs to grab the journalist’s attention but it’s important to make it clear here what the press release is about. Keep it short and snappy. Eight words or less is ideal. The journalist can come up with a more creative headline for the story later.Five Ws and HIt’s important that you provide answers to the following in your press release: Who, What, When, Where, Why and How.As Rudyard Kipling said in the Just So Stories:
I keep six honest serving-men For example: If you answer all these points in your press release you’ll be thinking like a journalist and be providing a full account, which makes the journalist's life easier – an increase your chance of having it published. Inverted pyramidIf you pick up a newspaper and read the first paragraph of a news story you should be able to get all the information about the story in the first paragraph, which should be one sentence. It should answer the who, what, when, where, and why.You can then expand on this in subsequent paragraphs giving more details as you go, including the how, but keeping the most important information towards the top of the piece. This is because sub-editors (the people that cut and edit the copy at a newspaper) cut stories from the bottom to make them fit the space allocated in the paper. They don’t have time to read through stories working out what’s relevant, they just start taking away sentences from the bottom – so you don’t want your most important point right at the end. QuotesWhich brings us to the next point. A good press release should include a quote. In here you can include your Unique Selling Point. In other words what’s special about your book. Why someone should buy it over all the other books on the shelves.Notes to EditorAt the end of your press release include your contact details: phone number, email address and website, if you have one.It’s best if the phone number is one that you can be reached on at all times as journalists often keep strange hours and work to tight deadlines. If they can’t reach you, you may lose your chance of publicity. Include background information and anything else that you think it would be useful for the journalist to know such as a brief biography. DistributionMost companies have firewalls in place so it’s best to copy and paste your press release into the body of an email rather than sending it as an attachment as their system may reject emails with attachments.For the same reason, if you want to include a photograph, perhaps of you and your new book, it’s safest to say that photographs are available on request. Good Luck! Return from Writing a Press Release to Get on in Writing for Children Home
|
Subscribe to our E-Zine