PUBLISHERS NEED INFORMATION

The first thing to remember is that journalists, editors and online publishers need information. They need it provided in a way that will make their job easier, not harder. 

So only send information which is news - and current news. 


IDENTIFY THE GOOD NEWS

Send news which shows your business in a good light: order announcements, personnel appointments, announcements of major contracts and case studies showing your product and service being used to best advantage by your customers. 

Look for opportunities to write or comment on other topics affecting your business.


MAKE SURE IT'S RELEVANT

When you write a press release send it only to those who are likely to be interested.  

For instance, a glossy life-style magazine is unlikely to cover an order announcement from an engineering company, and your local radio station probably won't want to know that your Scottish division has appointed a new personnel manager. 

If an editor gets used to 'binning' your press releases, he might miss the one that really is newsworthy.

So, before you start writing think: "Is this likely to be of interest to anyone other than me?" 


THE FIRST DRAFT

Given that the story is worth writing, start with a rough draft. Write one paragraph (just a couple of sentences will do), on WHAT the news is about. 

Then another on WHY it's news. 

Write another each on HOW and WHEN. 

Decide which of the paragraphs is most important and arrange them in order of interest. (Editors edit from the bottom up.) 

Add more information; each successive paragraph should contain more detail. 

You can repeat and emphasise things - say them in different ways - but the more important the facts, the nearer the top they should be.

Finally write the first paragraph which should contain answers to all the four questions in the maximum of two sentences - but preferably one. 

Add a quote after all the vital information if you want, eg: Susan Margaret of Taurus Public Relations says, "This guide is the best thing since sliced bread!" 

If you want people to contact you, put the details in the final paragraph, but note: an editor may not always use this if it is blatant advertising. 

On the bottom of the last page include a contact name, address, telephone and fax number, e-mail and web site, so that a journalist can contact you if there are any questions left unanswered.

If you can think of a witty headline, it won't do any harm but keep it short, sharp and to the point - and be prepared for an editor to disregard it completely.


THINK ABOUT PRESENTATION

If you are emailing it is best to put the text into the body of a text email.  The less formatting that it contains, the easier it is for an editor to cut, paste and use the content. Clearly state the subject matter in the title and if you attach a photograph, it is best to send a medium-sized jpg.  Put a note at the bottom to indicate that a higher resolution image is available on request.  

Unsolicited press releases sent as attachments may never be read.

The traditional way to present press releases was in 1.5 line spacing on the company's headed paper so that the text could be easily read and edited. Most editors now work from email and electronic images.  

If you do print a release on paper (which you might wish to do for the press office at an exhibition), at the top state 'Press Release' or 'Press Information' and number the pages.  Show when the text continues to another page and when it ends. If you are not sending an illustrative image with the release but one is available, say so at the bottom.


TAKE ANOTHER LOOK

When you've written your press release and you are sure that it can't be improved upon, take a break before you look at it again. Remove all unnecessary words or phrases - leave style up to the editor. Remove any claims that you cannot substantiate.

Double check that you've answered the four basic questions and then ask someone else to read it through in case you have made any grammar or spelling errors. Leave it for a day or two if that is possible and then come back to it and check it again.  


ADD A PICTURE

A photograph can greatly increase the likelihood of publication.  Digital picture resolution should be a minimum of 300 dpi. Give the digital file a sensible name, one which describes the photograph. Include at the bottom of the press release a description of the image, and the names of any people or products shown in it.

When using a 'hard' copy photo  7" x 5" in gloss is generally acceptable.  Label the photograph on the back.


MAKE SURE EVERYONE IS HAPPY AND APPROVES

Before you think about distributing your press release examine it closely to see if there's any information in it that will require third-party approval. Photographs need approval too. 

A case-study, for instance, will require the approval of your customer. If you have quoted a third party, you will need to ensure that they are happy with the quotation. 

Send a copy of the press release and the photograph if you have one, ask them to check it and reply to show they've approved the content for issue to the media.


SENDING IT OUT

If sending by email, ideally you should use separate emails for each publication. For a paper press release address it clearly to the editor by name, followed by the publication and then the address. 


COLOUR SEPARATION AND EDITORIAL CHARGES

If you've distributed your press release with a photograph, you may find that you'll be asked by trade publication publishers to pay for 'colour separation' of the picture or some other editorial charge or contribution. Such requests are for sums in the region of £100. If you don't pay you may still get your piece published but if you do pay, then your news is guaranteed to appear. Be aware however that your carefully crafted prose may be edited down to as little as 80 words.


WHAT IF IT'S NOT PUBLISHED OR BROADCAST?

Don't be disillusioned if you don't succeed - try again. Try talking to the editor and find out when there's a relevant feature coming up and ask for a timetable of features to be sent to you. 

A well-timed piece of editorial copy often has a better chance of publication. 

Make a friend of the editor, but don't nag, chivvy, cajole or otherwise make a nuisance of yourself. That will do your cause more harm than good.


SOME WORDS OF WISDOM

Press releases should never be regarded as works of lofty literary merit.

The intention of a press release is to not to give an editor profound intellectual stimulation, but to present facts which may, or may not, be used in the publication.

The choice of whether or not publish is down to the editor, not you.

An editor or news desk can receive literally hundreds of press releases every day.  Just seconds will be spent on making a decision on whether or not to read a release - and that's before any decision is made on its content.

In the same way that we don't believe everything we read in the papers, an editor is not obliged to believe everything in a release.


CARDINAL SINS

Ask any editor what's wrong with most of the press releases received and you'll hear the following list:

IRRELEVANT - The information is extraneous to the publication or media, and of no interest to readers.

OVER-LONG  - The editor can't be bothered, or spare the time, to read and edit long and rambling text.

BADLY PRESENTED - The text is laid out in such a way that it's difficult to read at a glance or worse still it came as an email attachment complete with an enormous image file.

BADLY WRITTEN - Poor grammar, cumbersome syntax.

NO SUBSTANCE - The release is saying nothing new to the readers; it's mere 'puffery'

NO CREDIBILITY - The release is making excessive claims that can't be substantiated.

You are invited to 'cut & paste' and copy this information as long as any reproduction carries with it an acknowledgement and the name, address and contact details of Taurus Public Relations as shown below:

© Taurus Public Relations 2009
This guide has been brought to you by Taurus Public Relations, 9 Stratford Arcade, High Street
Stony Stratford, Milton Keynes MK11 1AY UK
pr@tauruspr.co.uk www.tauruspr.co.uk
Tel: + 44 1908 265774