Get that press release write!

Writing a press release isn't as simple as dashing off a letter to the editor of your local paper. It needs to be carefully put together.

Good public relations are essential for any business. If you can persuade editors to run a story about you, it's worth a dozen adverts or mailshots. Here we look at how to structure your press releases.

The four essentials of a Press Release

To create successful copy, you need to focus your mind on four essentials of a Press Release:

• Purpose
• Format
• Content
• Style

The primary target audience for your PR is not the general public, but editors and journalists. They are the human channels through which you reach your various publics; you must aim to serve their professional needs.

Getting ahead of the other releases

Your material will be competing with material from other companies. It follows that you must present your copy in an acceptable professional format.

If you want to be noticed and taken seriously, always send press releases on company letterheads.

Don't clutter your letterheads with irrelevant information; keep it simple. Anything more than 50mm deep is wasting valuable space. All you need is the name of your company, logo, address, telephone and fax numbers. Some of this detailed information can look neater at the foot of the page.

Simple headlines

At the top, identify the contents with a clear, bold title, such as 'News release', 'Press information', or 'News from...' (followed by the name of your organisation).

Bear in mind that your copy could be going to TV and radio stations, as well as to the print media. 'News release' covers both.

Leave 4 cm between the title and your story headline - the gap enables the editor to make notes on where and how to use the story. The headline itself should be a single line of type - short, sweet and to the point. Don't try to be clever; it's highly unlikely your headline will be used. You just need to get their attention.

Time sensitive material

An 'embargo' requests an editor not to publish until a certain date and time. Use it only if you have a really good reason. Put 'EMBARGO' above your main headline, briefly give the reason, and the date for publication. Editors will usually co-operate, but don't be surprised if they ignore it; it's not binding.

Some public relations people also use a 'catchline'. This helps to identify a specific story, and is the word or short phrase used when referring to it. Put the catchline in the top left hand corner of each page. If your story is about a new range of Smith's Professional Tools, your catchline might be simply: 'Smith's tools'.

Create a margin of at least 3 cm at both edges of the paper, again to allow for notes and instructions.

Use double-spacing, and use only one side of each sheet. Don't indent the first paragraph, but indent all the others.

Break up your copy

If your copy is long, use 'subheads' (a mini headline) to break it into logical sections; this will make it easier for the editor to read.

If you need to carry copy over to the next page, don't break up a sentence or a paragraph. Start each new page with a complete sentence. Don't use a subhead within three lines of the foot of a page.

Number all continuation pages at the top right-hand corner. Put the story's catchline at the top left-hand corner.

If your release runs to more than a single page, type 'More follows' at the foot of every page on which your copy is carried over and 'Ends' at the end of a story, below the final line of copy.

At the end of the story, date the release, though some people put the date at the top.

Give a name and telephone number of someone for editors to contact if they want more information or a discussion. If there is a picture with the story, call the editor's attention to it. If it does not accompany the release, invite editors to send for it.

Technical detail

If there is a lot of technical detail to your story, put it on a separate sheet headed 'Technical information', or 'Technical notes for editors'. This avoids cluttering your story proper, which should be as 'newsy' as possible.

In the information section at the foot of the main story, indicate that this technical information is attached or enclosed.

In writing up your story for readers, the editor may include some or all of the technical information. In separating technical data from news, you offer the editor the opportunity to add, rather than delete. It's more positive.

Likewise, instead of cluttering your news with background information on your company or product range, attach an extra sheet headed 'Note to editors', or 'Background information'.

Use plain language

One of the biggest failings in business today is the ever-increasing use of jargon. If you want to get your message across, keep it simple, writes Joyce Gariepy.

The current buzzword in business is Plain Language. Sounds like a good idea - but does anybody really know what it means? There are a lot of misconceptions going around about what is acceptable plain language and what isn't.

Plain language is simply a reader-friendly way of doing business. You say what you mean. The reader understands what you have said. The result is, everybody is on the same wavelength and things get done right... the first time.

Short attention span

We have become a society with a short attention span. People don't read as much any more, and TV has led us to expect instant sound bites.

If a paragraph is longer than eight lines, we turn off and skim to the next paragraph. If a sentence is more than 25 words, we don't retain the information that comes AFTER the 25 words. Keep it plain and simple, short and to the point.

Here are a couple of pointers to help you make your news releases a little more reader-friendly. First, remember that plain language is easily understood by the audience for whom it is intended. So remember who is going to read it, and write to that person or that audience.

Secondly, imagine you are telling someone something verbally - it makes it easier to keep your writing simple and to the point. But be careful not to litter your correspondence with colloquialisms and incomplete sentences.

Don't use jargon

Plain language uses words and expressions that are familiar to the readers. It presents information in a logical order using a straightforward writing style. It is good, standard English, written with the needs of the reader in mind.

It does not use jargon of any description. You may think that jargon makes you sound clever and knowledgeable, but the reader, particularly editors, will simply lose interest, get bored, and turn off. It might even make them angry. Remember, your news release is competing with hundreds of others. Don't make it easy to bin yours.

News in action

Editors are always on tight deadlines. Take a look at the following press release. Sadly it is real. It was rejected because the editor simply did not have the time to translate it into English.

Here's a real, jargon-littered press release sent to Better Business magazine;

Subject: SDL International & Gauss Interprise AG announce Co-operation for Seamless Authoring and Delivery of Multilingual Content

SDL International, the leading provider of Multilingual Content Management products and Globalization solutions, today announced a strategic partnership with Gauss Interprise AG, a leading provider of unified Content Management Solutions for the extended enterprise. The pan-European agreement includes tight integration of SDL's WebFlow solution with Gauss' open standards-based content management solution, VIP ContentManager (Versatile Internet Platform)...

Below you will find a translation, which may well have been used had it been sent!

The same release - translated by Better Business magazine

Subject: Breakthrough for multi-lingual websites

A new partnership is set to make the running of multi-lingual websites easier and more efficient.

SDL International and Gauss Interprise AG have teamed up to offer a complete solution for companies with international sites.

SDL is already a leading provider of automatic software translators, while Gauss offers systems for managing website content...

If we got the translation wrong, well who do you think is to blame!)

About the Author
Daniel Yadin is a Chartered Marketer and author of Creative Marketing Communications. Kogan Page, £16.99 ISBN 0749434589. This article was first published by Better Business magazine, which offers practical proven ideas to help owner-managers transform their business, and have more fun doing it. Find out more at Better Business.