My Philosophy on Press Releases
I didn’t realize how much of a philosophy I had about press releases until today. So let me lay it out for you. I love the story. The story is what it’s about. If you can tie your story into a larger story you have it made. Why? because people love a good story. They don’t really care about your company without the story (compared to how many care about a story, unless your company name or your name is really big, not just in your industry).
If you do it right, people write about your story and your company gets mentioned. I’ve never been formally trained in marketing, writing, or press releases. But I can recognize who is good and learn from them. Also, I’ve had a lot of experience and trial/error and I have an instinct and appreciation for a good story. There’s also personal motivation - If I’m bored writing the story, I won’t enjoy my work.
Here are my rules for press releases:
- Make the story compelling and if possible tie it into a bigger more universal story. When possible, expand the story. This takes thinking and creativity.
- Keep the story straightforward. Don’t use a lot of jargon and watch out for your own internal culture, make your press release inviting and accessible. Don’t make them think too hard to get it.
- Put the most important information first: who, what, when, where, why.
- Reiterate or personalize the story in the quotations. In other words, the quotes should mean something and should make people want to read the entire story. Often people skim over your press release before they decide to read more.
There is nothing I hate more than boring quotes that don’t mean anything. They usually say, “we’re excited about our new…” why are you excited? How does your story help people? That’s more compelling.
- Keep ego out of it. Sometimes companies overdo it by putting their name above the story or see a press release as a way to brag or prove themselves. Especially in their broilerplates they find many variations of saying they are first, number one, the best, etc. How about give some stats or results that say that or reference someone else saying that you are. Or, better, what you do best for your customers or clients (your value to others).
My take on it is that people care more about the human element than the company name. If they care they will find out who you are and they’ll remember you.
When I wrote a press release for Shoemoney free, I did it for two reasons. One, it’s Shoemoney and the exposure is worth way more than the money. Two, it was for a nonprofit that has the potential to impact people’s lives. I get satisfaction for making a contribution. I’m not saying money is not important or that I plan on doing my work free a lot, but that in this case it made sense.
I decided that the money or exposure alone wasn’t the main point. I wanted to see if I could get another 5/5 on my editorial score and get results (actual exposure). At first I wondered how I’d get a perfect score since the story on a basic level was a fund raiser. There are tons of those. But then I realized I had a shot at a perfect score because people care about the economy and how it affects families. Especially families of the troops.I didn’t know if or when Shoemoney would write about this on his blog, but he did today. It all happened in about 5 short twitter or email conversations. As I read what he wrote I noted that he said he wasn’t that impressed. I kept reading - I didn’t want the story to be one of disappointment.
Here’s what Shoemoney wrote:
I was on 4 radio stations and in 2 news papers and had inquiries from a TON of media sources. Janet had been able to score another perfect prweb score and had incredible distribution for my press release.
Success!
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10 Responses to “My Philosophy on Press Releases”
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June 2nd, 2008 at 1:31 pm
And the funny thing is, many of the “poor” press releases out there exist because clients won’t listen to a PR person.
Good post.
June 3rd, 2008 at 4:33 am
Cruised over from shoemoney blog.
Good job on the 5 score!
I was with Jeremy in Vegas for that event.
I have also written a couple of press releases for him, and only got 4’s. So, way, way good job on the 5!!!
It was a great event, and I am glad you got Jeremy and Randy both more press on it!
Much Love,
dk
June 3rd, 2008 at 6:08 am
It’s much easier to write a press release for someone well-known, like Shoemoney. It’s getting an unknown into the spotlight that’s really impressive. Just my 2 cents.
June 10th, 2008 at 9:38 pm
Hey
Congrats on the successful release… It’s always good to see someone else without formal media training achieve some big results.
I learnt my PR from working for free in the office of an extroardinarily media savvy politician, easily the most savvy in my state. I made no money but the lessons were far more valuable than a university education… 12 months later I did a PR release and got onto the Sunday night news (#1 rating night) on all the commercial networks in Australia..
And then it went crazy. Every major newspaper in the whole of Australia mentioned it, something like 200-300 radio stations had it in their news…. The power of free publicity hey!
June 11th, 2008 at 2:45 pm
Congrats on the perfect prweb score Janet and as Shoemoney said, “the incredible distribution” for his press release. Next time
he’ll know right where to go and should be eager to produce some serious greenbacks for a girl that gets the job done right
and is as smart, accomadating and pretty as you girl ! Just my 6 cents (”6th Sense”) ! P.S. How long to the wedding date?
June 12th, 2008 at 8:27 pm
Great job!
And thanks for the thumbnail sketch of writing them too!
June 22nd, 2008 at 2:08 am
gratz on writing for shoemoney. and thanks for the five points on how to writea better press release. very helpful
June 23rd, 2008 at 1:04 am
Thanks for sharing these useful tips abour press release.
June 25th, 2008 at 8:30 am
I must say I agree with Russle Page about who is listening.
I also agree with Terrance that this group is extremely relevant and its harder to get that kind of attention not-so relevant organizations. This doesn’t discredit your 5! Congrats and thanks for sharing.
I would like to see this amazing press release…
July 7th, 2008 at 3:59 am
There is a real skill to PR and marketing and some jusy dont get it. In fact many proffessional companies just take the money and run and give some response to the extra exposure has incresed awareness to this level. I judge by money in the till only.
So great stuff you got yhour message out, moire than i have been able to do with my businesses.
Mark